Frequently Asked Questions

Invest Stockholm is the official investment promotion agency and assists and informs corporate investors about business opportunities in the Stockholm region. Invest Stockholm offers advice and practical assistance, free of charge, to companies interested in setting up or expanding business in Stockholm.

Stockholm Business Alliance is a partnership of 53 municipalities with the purpose to strengthen the joint resources in the effort to attract foreign investments to the Stockholm region. The SBA partnership is promoted through one common brand: Stockholm – The Capital of Scandinavia.

SBA is a project run by politicians of the region and operations are run by Invest Stockholm in close cooperation with partnering municipalities.

Invest Stockholm is a subsidiary to Stockholm Business Region, which is wholly owned by the City of Stockholm. The members of the board at the parent company Stockholm Business Region are the city’s leading politicians.

Visit Stockholm is the official DMO (Destination Management Organization) of Stockholm. Our mission is to increase international tourism and further promote Stockholm as host for corporate meetings, incentive travel, congresses, and events. Visit Stockholm is a subsidiary of Stockholm Business Region and is owned by the City of Stockholm. Stockholm Business Region stands behind the city brand Stockholm – The Capital of Scandinavia.

Visit Stockholm is the municipal DMO (Destination Management Organization) of the city of Stockholm. Visit Sweden is the national tourism promotion agency, with local offices in several key markets around the world.

When promoting Stockholm as a congress city in international markets, the term Stockholm Convention Bureau is sometimes used. Convention Bureau is a common denomination for a city’s official convention promotion agency.

Visit Stockholm’s mission is to promote and develop Stockholm as a travel destination. This is done through PR and marketing activities in select markets in Europe, USA and Asia, and by helping to bring corporate meetings, conventions and large public events (sport, concerts, international festivals et al) to Stockholm.

Another part of Visit Stockholm’s mission is to make Stockholm accessible for an increasing number of visitors through strategic partnerships with, airlines, hotels, cruise operators and infrastructure authorities.


Visit Stockholm also provides information and services to help tourists get the most out of their stay in Stockholm. This is done with the help of our tourist information center, Stockholm Visitor Center at Kulturhuset, our webpage (http://www.visitstockholm.com), and our social media channels; Facebook, Instagram, and Twitter

Stockholm is a fundamental part of the perception of Sweden internationally.  For that reason, Visit Stockholm has a close partnership with Visit Sweden in a communication strategy called “Capital & Country”. Our ambition is to cement a cohesive picture of Stockholm and Sweden, in a time when more and more people travel.

 

Visit Stockholm’s communication is value-based on our core values such as openness, equality, and sustainability. It’s directed at target groups that have an interest in the Stockholm-way of life or fields where Stockholm is at the forefront; music, science, tech, design, and gastronomy.

Almost all cities promote their advantages in order to attract people and investment to the city – a kind of marketing called positioning. This is accomplished by trying to create a space in the minds of the target group. Positioning involves deliberately communicating the unique advantages of a place along with the values and messages the place wants to be associated with. Positioning works like conventional product marketing – it must be unique, easy to remember, and it is not cleared with competitors before it is launched.

You must be consistent and take a long-term approach to reach a desired position. It is important that the position sticks in the mind and leaves an impression on the recipient. As a city, place, and region, there is much to be gained by having a strong position. When Stockholm becomes an increasingly attractive destination and a sought-after climate for international investors, this in turn generates jobs and enables the region to improve and develop public services for the people who live here.

Our target audience is characterized by modern and progressive values, and an appreciation of equality, openness, and sustainability as important parameters when choosing a travel destination. They want unique experiences and look for distinctive places that inspire them. Simply put, experiences that broaden their horizons and give them stories to take home. Moreover, they are used to looking for information and do bookings online.

In a world where more and more doors seem to be closing, Visit Stockholm and the hospitality industry is proud of an open Stockholm. We’re all part – and evidence – of that Stockholm is, and wants to be, the Open City. We have a mutual commitment to make Stockholm an open, accessible and sustainable city, by and for the modern human.

 

Wanting to be associated with our values is a powerful incentive, and together with the interests of our target groups, it gives Stockholm a unique competitive advantage. Many destinations offer beautiful vistas, fascinating museums, and world-class restaurants. Stockholm as well. But things like equality, paid-paternal leave, openness, democracy, and our innovative and creative environment, generates further dimensions that attract visitors.

Digital tools are highly prioritized. Visit Stockholm uses several social media platforms to promote Stockholm; for example, Facebook, Instagram and Twitter. Our goal is to increase the number of followers, their engagement and our reach. In December 2017 Visit Stockholm had 28 000 followers on Twitter, 160 000 on Instagram and 208 000 on Facebook. 

Stockholm Visitor Center is run by Visit Stockholm. It’s the city’s official tourist information center and an important part of the marketing of Stockholm. Our tourist information officers offer tips, advice, and inspiration to help visitors get the most out of their stay in Stockholm. More often than not our visitors are well-read, with lots of great tips from friends and family, and know more-or-less what they want to experience during their stay in Stockholm. In those cases, we help them to pick out the best options for a great vacation in Stockholm.

Overnight stays have increased by more than 50 percent in the last ten years, and in 2017, Stockholm had close to 14 million commercial overnight stays. International visitors mainly come from Germany, followed by the USA, Great Britain, and Norway. The Chinese and American markets have seen the most growth in recent years.

 

More facts and figures on the tourism and hospitality industry

Stockholm is one of the fastest growing regions in Europe as judged by its sixth-place ranking in the European Cities Monitor. Overnight stays have increased by 50 per cent in the last ten years, and in 2013, Stockholm had close to 11 million commercial overnight stays. International visitors mainly come from Germany, followed by Great Britain, the USA, and Norway.

The success is a combination of an increase in accessibility, attraction, and marketing effort. Low-cost airlines, for example, have had a huge impact on people’s travel habits; we travel more and over shorter distances. This has benefited cities like Stockholm, with a unique environment and attractions. Stockholm is also a place you visit to experience the combination of a trendy and growing city in touch with its surrounding nature.

And Stockholm hasn’t only grown as a destination. We’ve also taken market shares in the fastest growing travel segment; city breaks.

Short-term, both good and poor economies affect tourism. In recessionary times, people tend to travel to nearby markets and take fewer long-haul trips and fewer business trips.

Stockholm is one of the fastest growing regions in Europe as judged by its sixth-place ranking in the European Cities Monitor Report.

 

Many new attractions and museum have opened in recent years like Vikingaliv and Scenkonstmuseet – The Museum of Performing Arts. At the same time, popular attractions like Fotografiska, Artipelag, Abba the Museum, Gröna Lund and Junibacken continue to expand and invest in new exhibitions and experiences.

 

Quite a few new hotels have also been built. In 2017 alone, 1000 new rooms were built around Brunkebergs square in central Stockholm, an area that has sprung to life with a renovated square, new exciting restaurants and meeting places.

According to Euromonitor International’s (IMF) projections, global travel will increase, and the trend we’re seeing more and more short-distance flights will continue to grow. Stockholm’s tourism and hospitality industry have, in the joint Stockholm Strategy 2020 (Stockholmsstrategin 2020), set the goal at 15 million commercial bed nights by 2020. That means a yearly increase of 4 percent. 

We follow international trends and the promotional work of other cities to constantly refine our communication. As a company wholly owned by The City of Stockholm we contribute with ideas and opinions in matters regarding city zoning and infrastructure. Visit Stockholm works to establish more direct-flight routes to Stockholm and the development of more areas for commercial accommodation.

We cooperate with Stockholm Hamnar (The Stockholm Port Authorities) in matters concerning cruise ships and ferries.


Through workshops and meetings, we also build networks and keep in close contact with Stockholm’s tourism and hospitality industry. Visit Stockholm also cooperates with the tourism and hospitality industry, both on a regional and national level, to create a good foundation for further growth and development.

Stockholm – The Capital of Scandinavia is a position statement that distills the strengths of the Stockholm region and packages Stockholm’s image – it is a message, not an identification of the sender or a physical designation.

The decision to devise a new position statement was made in 2003 when representatives of the City of Stockholm, under the leadership of Mayor Annika Billström, determined that Stockholm needed a strong brand in order to measure up to international competition. Julian Stubbs, a British brand consultant who had fallen in love with Stockholm, was commissioned to identify a strong position for the city. The position statement, Stockholm – The Capital of Scandinavia, was launched in 2005 at the end of a two-year strategy project.

Elected representatives, civil servants, private enterprise, and organizations, along with 53 municipalities in the region, have a common, express ambition for how the region wants to be perceived internationally. This ambition begins with the position statement, Stockholm - The Capital of Scandinavia. The Stockholm Business Region (SBR), along with its two subsidiaries, Invest Stockholm and Visit Stockholm, are tasked with coordinating and managing the brand.

A Swedish translation of the word capital does not mean only capital city, but also main and significant. To the rest of the world, Scandinavia is the most recognizable geographical term for our region, as shown in guidebooks, websites, and other descriptions.

The message is based on three main arguments, which are in turn based on sources, facts, and logical arguments:

  • Central - Stockholm is centrally located and is the largest city in Scandinavia
  • Business – Stockholm is the economic center of Scandinavia
  • Culture – Stockholm sets the tone of arts and culture in Scandinavia

The values the region is associated with are openness and sustainability. The Stockholm region is also perceived as an innovative and trendy city.

Stockholm is the most centrally located and largest city in Scandinavia. The region has a population of 3.5 million. There are 25 institutions of higher learning here. In 2010, the EU named Stockholm the first Green Capital of Europe. There are seven ports and five international airports in the region. There is a wide array of arts and culture here and a wealth of experiences counted in the number of restaurants, events and concerts, as well as several unique attractions like the Vasa Museum and Fotografiska.

The city’s tourism and hospitality industry is thriving and accounts for more than 40% of the industry for all of Scandinavia. Last but not least, Stockholm is known as the place where the Nobel Prize, the Polar Prize, and the Water Prize are awarded. These are only a few examples of why the position statement Stockholm – The Capital of Scandinavia is true. Read more »

The position statement is aimed at investors and business locators, entrepreneurs, and companies that want to invest in the region. In tourism and hospitality, the target group includes business travelers, convention, event, and meeting planners, and tourists. SBR and its subsidiaries are responsible for these target groups.

The City of Stockholm is responsible for the people of Stockholm themselves as a target group.

Stockholm will be the leading sustainable growth region in Europe by 2020.