Facts about Stockholm`s tourism industry

Transcription

Facts about Stockholm’s
tourism industry
2008 edition
Table of Contents
About the statistics................... 4
Stockholm – The Capital
of Scandinavia......................... 7
Stockholm in the context
of Sweden.................................... 10
Visitors to Stockholm............. 13
How visitors get to Stockholm..........16
Where visitors stay.........................18
Why people travel to Stockholm
– leisure travel/business travel.........28
How long visitors stay.....................36
What visitors spend........................37
Economy and employment..... 39
Stockholm Visitors Board....... 44
About Stockholm’s
tourism industry
In the last five years, Stockholm, the engine
that drives the Swedish tourism industry,
has developed more robustly than have the
other Nordic capitals. The year 2007 broke
all previous records with 9.3 million
commercial overnight stays in Stockholm
County, and we see no signs of a slowdown.
Stockholm has also strengthened its
position in Europe. In the most recent
European Cities Monitor, Stockholm placed
15th when it comes to the actual increase in the number of commercial overnight stays in the last five
years. It is with pride that we call our city “Stockholm – The Capital of Scandinavia.”
Traditionally, Stockholm’s most important market has been the domestic one, and this continued to be
the case in 2007, with a total of 6 million Swedish overnight stays in the county. Foreign visitors account
for one out of three overnight stays in Stockholm County, and this group is growing. Development (+8
percent) is led primarily by European overnight stays.
Stockholm is becoming more and more attractive to both leisure and business travelers. In five years, the
number of cruise passengers has doubled, and during the same period, Stockholm developed into an
obvious destination for large European congresses. Sports events, entertainment, culture and fairs have
also become more important for the city. For several years, we have concentrated on increasing the number
of interesting events the city has to offer, and our efforts have paid off. A new venture, Live Chat, which is
part of Stockholm Panels – a virtual tourist office – represents an innovative way of serving tourists at any
one of the 70 panels located around the city.
With Facts about Stockholm’s tourism industry, we want to increase knowledge about the tourism
industry as well as demonstrate the importance of working together to market Stockholm as we face
increasingly tough international competition. The foundation for all of our marketing is the brand name,
“Stockholm – The Capital of Scandinavia.” A common brand name and a common communication
platform represent the power behind our marketing of Stockholm.
Happy reading!
Peter Lindqvist
Acting CEO, Stockholm Visitors Board
Olle Zetterberg
CEO, Stockholm Business Region
Chair, Stockholm Visitors Board
About the statistics
Sources
• Nutek and Statistics Sweden (SCB)
• Waxholms Ångfartygs AB (Waxholm Steamboat AB)
• Sveriges Camping- & Stugföretagares Riks
organisation (SCR)
• Strömma Kanalbolaget AB
• The Swedish Research Institute of Tourism
• Stockholm International Fairs
• Resurs AB
• City Conference Centre
• Luftfartsverket and the Swedish Civil Aviation
Authority
• Stockholm Visitors Board (SVB)
• Stockholms Hamnar (Ports of Stockholm)
• SJ, “Swedish Railways”
4 Facts about Stockholm’s tourism industry 2008
• The Archipelago Foundation
• Stockholm Office of Research and Statistics (USK)
• European Cities Marketing
List of diagrams
Page Diagram
41 Diagram 19. Revenues from visitors 1998–2007,
Stockholm County (SEK million)
9 Diagram 1. Commercial overnight stays in Nordic
capitals, 1998–2007 (in thousands)
41 Diagram 20. The tourist krona in Stockholm
County, 2007
11 Diagram 2. Commercial overnight stays in
Sweden’s metropolitan regions, 1998–2007
(in thousands)
List of tables
14 Diagram 3. Swedish and foreign commercial
overnight stays, 1998–2007, Stockholm County
(in thousands)
Page Table
9 Table 1. Commercial overnight stays in the Nordic
capitals, 1998–2007 (in thousands)
17 Diagram 4. Arriving and departing airline
passengers, 1998–2007 (in thousands)
11 Table 2. Commercial overnight stays in Sweden’s
metropolitan regions, big cities and Sweden,
1998–2007 (in thousands)
17 Diagram 5. Trips by Swedes to Stockholm County
by mode of transportation, 2007
15 Table 3. Commercial overnight stays by nationality
2007, Stockholm County
19 Diagram 6. Overnight stays in commercial lodging,
other types of accommodations, and day trips,
1998–2007, Stockholm County (in thousands)
15 Table 4. Swedish visitors by municipality 2007,
Stockholm County
22 Diagram 7a & 7b. Capacity, occupancy rate, and
lodging revenues for hotels 2003–2007, Stockholm
County and City
16 Table 5. Arriving and departing airline passengers
1998, 2003–2007 (in thousands)
17 Table 6. Arriving and departing ferry passengers
1998, 2003–2007, Stockholm ports (in thousands)
25 Diagram 8. Capacity, occupancy rate, and lodging
revenues for hotels per month 2007, Stockholm
County
19 Table 7. Overnight stays in all types of accommodations, as well as day trips 1998, 2003–2007,
Stockholm County (in thousands)
26 Diagram 9a & 9b. Capacity, occupancy rate,
and lodging revenues for hostels 2003–2007,
Stockholm County and Stockholm City
20 Table 8. Commercial overnight stays by nationality
and type of accommodation 2007, Stockholm
County
27 Diagram 10. Capacity, occupancy rate, and lodging
revenues for vacation villages 2003–2007,
Stockholm County
23 Table 9a & 9b. Capacity, occupancy rate, and
lodging revenues for hotels 2003–2007, Stockholm
County and City
29 Diagram 11. Overnight stays by business and
leisure travelers at hotels 1998–2007, Stockholm
County and City (in thousands)
29 Table 10. Overnight stays in hotels by business and
leisure travelers 1998, 2003–2007, Stockholm
County and City (in thousands)
30 Diagram 12. International congresses in
Stockholm, 2003–2007
33 Table 11. The 50 most popular attractions in
Stockholm County, 2007
30 Diagram 13. International congress attendees in
Stockholm, 2003–2007 (in thousands)
34 Table 12. Key ratios for a number of events in
Stockholm 2006/2007
31 Diagram 14. International congress overnight stays
in Stockholm, 2003–2007 (in thousands)
37 Table 13. Consumption per visitor and day in
Stockholm County and City, 2007
31 Diagram 15. International congress attendees, by
subject area, in Stockholm, 2007
40 Table 14. Tourist revenues by type of accommodation 1998, 2003–2007, Stockholm County (SEK
million)
35 Diagram 16. Passengers on the Waxholm
Steamboat AB & Strömma Kanalbolaget,
2003–2007 (in thousands)
35 Diagram 17. Passengers per month 2007, Waxholm
Steamboat AB (in thousands)
36 Diagram 18. The average number of nights that
visitors stay in various types of accommodations in
41 Table 15. Revenues generated from tourists by
branch 1998, 2003–2007, Stockholm County
(SEK million)
42 Table 16. Employment (number of FTEs)
generated from tourists 1998, 2003–2007,
Stockholm County
Facts about Stockholm’s tourism industry 2008 5
Stockholm
– The Capital
of Scandinavia
Fakta om besöksnäringen i Stockholm 2007 7
Stockholm – The Capital of Scandinavia
Stockholm is Scandinavia’s obvious mid-point, financial
center and leading cultural city. It attracts the most visitors
in all of Scandinavia and ranks as one of Europe’s leading
tourism destinations.
The number of commercial overnight stays in
Stockholm County has risen continuously in the
last decade, and this strong growth also continued
in 2007. All told, there were a little over 9.3 million commercial overnight stays in Stockholm
County (hotels, hostels, vacation villages and
camping). This figure represents an increase of a
little over 5 percent compared with 2006 and
stronger growth compared with corresponding
regions in Copenhagen and Oslo. The number of
commercial overnight stays in Helsinki, which
reports only data for the city, increased by 8 percent in 2007.
Stockholm accounts for nearly 40 percent of the
commercial overnight stays in Scandinavia’s metropolitan regions, followed by the capital region
of Copenhagen with 30 percent, Oslo/Akershus
with slightly less than 20 percent and Helsinki
with a little over 10 percent.*
From a larger European perspective, Stockholm is
also holding its own. As a tourist city, it is one of
the 40 larger cities in Europe that make up the
European Premier League, according to European
Cities Monitor. In this group, commercial overnight stays increased, on average, by 4.2 percent
per year during the period 2001–2006. This
should be compared with Stockholm’s growth rate
of 5.6 percent, which places it in 15th place, coming before Copenhagen, Oslo and Helsinki.
Tallinn, Rome and Valencia had the greatest
growth rates during this period.
* Helsinki reports figures for the city only.
Diagram 1. Commercial overnight stays in the Nordic capitals, 1998–2007 (in thousands)
Source: The Swedish Research Institute of Tourism
via each country’s statistics authority
Stockholm County
The capital region of Copenhagen1,4
Helsinki3
Oslo/Akershus2
10,000
8,000
6,000
4,000
2,000
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
0
Table 1. Commercial overnight stays in the Nordic capitals, 1998–2007 (in thousands)
Source: The Swedish Research Institute for Tourism via each country’s statistics authority
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Stockholm County
6,846
6,900
7,108
7,164
7,237
7,323
7,674
8,290
8,864
9,324
Copenhagen1
5,396
5,548
5,893
5,951
5,995
5,968
6,336
6,683
7,045
7,242
Oslo/Akershus2
3,334
3,353
3,394
3,486
3,502
3,433
3,761
4,049
4,315
4,505
Of which
1
3
Stockholm
4,218
4,214
4,344
4,400
4,438
4,602
4,873
5,231
5,554
5,859
Copenhagen
3,105
3,219
3,515
3,586
3,645
3,652
4,094
4,394
4,606
4,781
Oslo2
2,621
2,531
2,530
2,618
2,599
2,527
2,743
2,942
3,110
3,141
Helsinki3
2,268
2,404
2,589
2,539
2,501
2,512
2,498
2,555
2,758
2,984
The capital region of Denmark comprises Copenhagen City and its suburbs, Northern Zealand and the island of Bornholm.
Helsinki does not report data at the county level.
2
Data for Oslo refers to hotels only.
Stockholm in the context of Sweden
Of commercial overnight stays in Sweden, almost half occur
in the metropolitan regions of Stockholm,Västra Götaland
and Skåne. Almost one in five commercial overnight stays in
the country occurs in Stockholm County and slightly more
than one in ten in Stockholm City.
In 2007, the number of commercial overnight
stays in Sweden increased by 2 percent to almost
49 million. Altogether, the metropolitan regions
of Stockholm, Västra Götaland and Skåne accounted for slightly fewer than 22 million or 45
percent of all the commercial overnight stays in
the country. In the last ten years, Stockholm
County has accounted for almost one in five of
the commercial overnight stays in the country,
Västra Götaland County for almost as many and
Skåne County for one in ten.
In 2007, development in Stockholm was better
than in both the country as a whole and the other
metropolitan regions. From a ten-year perspective, the number of commercial overnight stays in
Stockholm County has also increased more rapidly than in either the country or the other metropolitan regions.
The majority of Stockholm County’s overnight
stays – 63 percent – took place in Stockholm City.
This share is considerably larger than those for the
cities in the other metropolitan regions.
Diagram 2. Commercial overnight stays in Sweden’s metropolitan regions, 1998–2007 (in thousands)
Sources: Nutek, SCB and SCR
Stockholm County
Västra Götaland County
Skåne County
10,000
8,000
6,000
4,000
2,000
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
0
Table 2. Commercial overnight stays in Sweden’s metropolitan regions, big cities and Sweden, 1998–2007
(in thousands)
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
37,498
39,855
39,809
41,194
42,710
44,054
42,555
44,940
47,705
48,605
6,846
6,900
7,108
7,164
7,237
7,323
7,674
8,290
8,864
9,324
Västra Götaland
County
5,881
6,383
6,323
6,494
6,955
7,419
6,977
7,288
7,712
7,871
Skåne County
3,715
3,975
4,457
4,485
4,282
4,306
4,334
4,289
4,660
4,655
Stockholm
4,218
4,214
4,344
4,400
4,438
4,602
4,873
5,231
5,554
5,859
Göteborg1
1,784
1,854
1,883
1,971
2,106
2,217
2,231
2,419
2,529
2,629
743
780
877
913
878
871
893
964
1,029
1,092
4,033
4,024
4,161
4,204
4,207
4,333
4,653
5,025
5,348
5,661
Sweden
Stockholm County
Of which
Malmö1
Stockholm1
1
These figures do not include overnight camping stays.
Visitors to
Stockholm
Facts
Factsabout
aboutStockholm’s
Stockholm’stourism
tourismindustry
industry2008
2008 13
Where visitors come from
In Stockholm County, Swedish visitors accounted for
two out of every three overnight stays. Of foreign visitors,
once again, most came from Germany, United Kingdom
and the United States.
stays by Swedish visitors in Stockholm County
increased by 6 percent compared with 2006, while
the number of foreign overnight stays rose by 4
percent. In all, Swedish visitors accounted for 6.3
million overnight stays in the county and foreign
visitors for 3.1 million. From a ten-year perspective, the number of both Swedish overnight stays
and foreign overnight stays in Stockholm County
increased by almost 50 percent. In 2007, slightly
more than 5 percent of the county’s visitors came
from the other Nordic countries, 19 percent from
the rest of Europe and 9 percent from the rest of
the world.
Germany was the biggest foreign market, followed
by United Kingdom , the United States and Norway. Those countries with the greatest increases in
the number of commercial overnight stays during
the year were Italy, France and Poland.
Once again, of the Swedish visitors, most came
from the counties of Västra Götaland, Östergötland and Skåne.
Diagram 3. Swedish and foreign commercial overnight stays 1998–2007, Stockholm County (in thousands)
Swedish
Foreign
7,000
6,000
5,000
4,000
3,000
2,000
1,000
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
0
Table 3. Commercial overnight stays by nationality 2007,
Stockholm County
Table 4. Swedish visitors by
municipality 2007, Stockholm County
Sources: Nutek, SCB, and SCR
Source: Resurs AB
Share in Changes in % from
Sweden
2006
2004
2007
Distribution
Total
9,323,564
100%
19%
+5
+ 21
Sweden
6,271,416
67%
17%
+6
+ 24
From abroad
3,052,148
33%
27%
+4
+ 17
Of which:
Nordic countries
(excl. Sweden)
Europe (excl.
Nordic countries)
Excluding Europe
476,793
5.1%
11%
– 4
–
1
1,734,018
842,043
18.6%
9.0%
32%
53%
+ 6
+ 3
+ 25
+ 25
Distribution by country:
Denmark
Norway
Finland
Iceland
126
183
154
11
205
867
969
752
1.4%
2.0%
1.7%
0.1%
13%
7%
37%
52%
– 6
– 6
– 2
+30
– 8
– 7
+ 6
+180
Germany
United Kingdom
Ireland
The Netherlands
415
318
21
104
522
748
593
999
4.5%
3.4%
0.2%
1.1%
20%
50%
56%
15%
– 2
+ 1
+39
+ 8
+
+
+
+
Belgium
Luxembourg
France
Switzerland
34
3
124
68
243
577
995
672
0.4%
0.0%
1.3%
0.7%
43%
57%
48%
33%
+ 1
+ 5
+16
+ 7
+ 9
+ 49
+ 35
+ 20
Austria
Italy
Spain
Portugal
24
159
124
11
393
605
371
648
0.3%
1.7%
1.3%
0.1%
43%
60%
68%
64%
+34
+13
+10
+14
+ 39
+ 10
+ 54
+126
Greece
Turkey
Russia
Estonia
19,340
9,846
99,434
7,712
0.2%
0.1%
1.1%
0.1%
74%
59%
53%
28%
+ 2
+35
+11
–11
+138
+174
+ 39
+ 18
Latvia
Lithuania
Poland
Czech Republic
5,875
5,869
31,428
11,529
0.1%
0.1%
0.3%
0.1%
32%
27%
18%
35%
+24
+ 0
+67
– 1
+114
+ 63
+116
+156
2,037
12,985
114,892
261,183
0.0%
0.1%
1.2%
2.8%
26%
59%
39%
60%
+49
+33
+ 4
+ 2
– 44
+126
– 18
+ 15
Canada
Central&South America
Japan
South Korea
24,553
24,943
64,396
10,437
0.3%
0.3%
0.7%
0.1%
62%
60%
62%
52%
+ 1
+15
– 9
–17
+ 12
+ 76
– 4
+ 41
China
The rest of Asia
Australia
New Zealand
52,114
73,772
26,714
3,851
0.6%
0.8%
0.3%
0.0%
46%
62%
64%
56%
– 3
+11
– 0
+ 7
+380
+ 8
+ 22
+ 8
258,876
2.8%
46%
+11
+ 12
41,204
0.4%
35%
–10
– 33
Slovakia
Hungary
Rest of Europe
USA
The rest of the world
Unspecified
35
13
64
23
Share
in %
Västra Götaland County
13.9
Östergötland County
9.7
Skåne County
9.3
Västmanland County
8.6
Södermanland County
8.0
Gävleborg County
7.2
Uppsala County
6.8
Örebro County
6.6
Dalarna County
5.6
Västernorrland County
3.3
Kalmar County
2.9
Jönköping County
2.9
Värmland County
2.7
Västerbotten County
2.6
Halland County
2.4
Norrbotten County
2.0
Jämtland County
1.7
Kronoberg County
1.3
Gotland County
1.3
Blekinge County
1.2
Total
100
How visitors get to Stockholm
Stockholm is Scandinavia’s obvious mid-point. Every year,
millions of visitors travel to and from Stockholm’s airports,
ferry terminals and train stations.
Air travel
During 2007, air traffic to and from Stockholm
continued to grow. The number of passengers
who traveled to and from the Stockholm region’s
airports – Stockholm–Arlanda, Stockholm–Bromma, Stockholm–Skavsta, Stockholm–Västerås and
Örebro Airport – increased by 3.4 percent to almost 22 million. European destinations dominated, with 62 percent of the total number of passengers. Compared with 2006, traffic to and from
Europe also accounted for the major part of the
increase in volume. In terms of percentages, however, destinations in the rest of the world increased
sharply, by 19 percent. Over a ten-year period,
international travel increased its share of the total
number of passengers to and from Stockholm
from 59 to 70 percent.
Approximately 170 destinations are reached by
non-stop flights from Stockholm–Arlanda, which
accounts for 81 percent of all the passengers who
use the Stockholm region’s airports.
The number of passengers at both StockholmSkavsta and Stockholm-Bromma rose by 10 percent compared with 2006. Stockholm–Arlanda
increased by 2 percent, while the number of passengers to and from Stockholm–Västerås and
Örebro Airport decreased somewhat.
Ferries and cruise ships
In 2007, over 11 million passengers traveled to
and from Stockholm’s ports (Stockholm, Kapellskär and Nynäshamn). The number of passengers
has not fluctuated to any significant extent in the
last four years. Travelers to and from Finland
dominate markedly, with 76 percent of the total
number of passengers. Finland traffic has de-
Table 5. Arriving and departing airline passengers 1998, 2003–2007 (in thousands)
Airports in the Stockholm region
Source: LFV and Luftfartsstyrelsen
1998
2003
2004
2005
2006
2007
Stockholm–Arlanda
16,148
15,114
16,254
17,101
17,539
17,877
Stockholm–Skavsta
210
975
1,347
1,741
1,773
1,995
Stockholm–Bromma
954
1,282
1,258
1,343
1,634
1,803
179
Stockholm–Västerås
Örebro Airport
Total
96
198
242
221
183
154
90
87
86
85
84
17,562
17,657
19,188
20,492
21,214
21,938
Diagram 4. Arriving and departing airline passengers 1998–2007 (in thousands)
Airports in the Stockholm region
Source: Luftfartsverket and Luftfartsstyrelsen
Domestic
Europe
Rest of the world
14,000
12,000
10,000
8,000
6,000
4,000
2,000
creased somewhat since it set a record in 2005,
while travel to and from the Baltic States, Poland
and Gotland has increased.
International cruise traffic has been increasing
steadily since the 1990s. In 2007, 255 cruise ships
with 281,000 passengers put into port in Stockholm.
Train travel
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
0
transportation for Swedish visitors traveling to
Stockholm. In 2007, slightly more than 60 percent of those visitors traveled to Stockholm by car
or bus. Approximately 25 percent of trips by
Swedish visitors to Stockholm were by train, while
not quite 10 percent were by plane.
Diagram 5. Trips by Swedes to Stockholm County by
mode of transportation, 2007
Source: Resurs
In 2007, approximately 90,000 long-distance
trains (SJ, “Swedish Railways”) carrying about 17
million passengers arrived or departed from
Stockholm Central in 2007. This represents an
increase of one million passengers compared with
2006.
Other, 6%
Airplane, 9%
Train, 23%
Automobile, 54%
How Swedes travel to Stockholm
Bus, 8%
The automobile is the most common mode of
Table 6. Arriving and departing ferry passengers 1998, 2003–2007, Stockholm ports (in thousands)
Source: Stockholms Hamnar (Ports of Stockholm)
Finland
The Baltic States
Poland
Gotland
Cruise visitors
Total
1998
2003
2004
2005
2006
2007
7,990
8,077
8,484
8,829
8,566
8,398
442
588
833
863
933
1,042
95
118
154
163
151
168
807
922
930
1,071
1,075
1,137
111
204
210
228
288
281
9,445
9,907
10,611
11,154
11,013
11,026
Where visitors stay
There were slightly more than 24 million overnight stays in
Stockholm County in 2007, of which 9.3 million were in
commercial accommodations. This translates into approximately 66,000 overnight visitors per day in the county. In
addition, 5 million visitors came to Stockholm for one day.
Commercial accommodations
stays in Stockholm County increased by almost
half a million or 5 percent, to a record high of
slightly more than 9.3 million. Of these, Stockholm City accounted for 5.9 million or 63 percent.
Hotels accounted for just over 8 out of 10 commercial overnight stays in Stockholm County.
They also accounted for the largest volume increase in 2007. However, all commercial accommodations, with the exception of vacation villages, showed a growth rate of 5 percent or more
compared with 2006. For the first time, the
number of overnight stays at the county’s campgrounds passed the one million mark in the 2007
season – this represents an increase of 7.4 percent
compared with 2006.
Other types of accommodations
Most of the overnight stays in Stockholm County
do not take place in commercial accommodations; rather, people are most likely to stay with
relatives and friends, although these alternative
types of accommodations also include overnight
stays at, for example, vacation cabins and on
pleasure boats. In all, other types of accommodations accounted for 14.9 million overnight stays
in Stockholm County in 2007. While lodging in
commercial establishments continues to increase,
private accommodations began exhibiting a
downward trend four years ago. Not the least, this
trend has been observed in the number of overnight stays with relatives and friends. This figure
decreased by slightly more than 20 percent compared with 2006. Seven out of ten non-commercial overnight stays in the county took place outside of Stockholm City.
Day trips
In addition to overnight stays, many people travel
to Stockholm County for a day. This does not include short trips across the county’s borders, but
only trips of at least 100 kilometers (approximately 62 miles). The number of day trips also decreased somewhat between 2006 and 2007 – from
5.5 million to 5 million. The destination of most
of these day trips is Stockholm City. Leisure travelers accounted for slightly more than 3.6 million
of these day trips. Not quite 20 percent travel by
ferry from Finland, and approximately 8 percent
are cruise passengers. Business travel accounts for
1.4 million of the day trips.
Diagram 6. Overnight stays in commercial lodging, other types of accommodations,
and day trips 1998–2007, Stockholm County (in thousands)
Source: Resurs
Commercial accommodation
Day trip
Other accommodation
24,000
20,000
16,000
12,000
8,000
4,000
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
0
Table 7. Overnight stays in all types of accommodations, as well as day trips 1998, 2003–2007, Stockholm County
(in thousands)
Source: Resurs
1998
2003
2004
2005
2006
2007
5,913
5,939
6,276
6,730
7,254
7,622
Vacation village
122
105
106
89
100
88
Camping
555
806
769
933
971
1,019
Hostel
257
470
520
553
557
598
Commercial housing
6,847
7,320
7,671
8,305
8,882
9,327
Of which Stockholm City
4,218
4,602
4,873
5,231
5,566
5,867
Hotel
Vacation cottage
4,203
5,968
4,695
4,923
3,668
3,615
Relatives/friends
11,382
14,055
14,319
12,798
13,341
10,362
704
Pleasure boat
408
702
690
552
538
2,341
1,986
1,398
449
166
174
18,334
22,711
21,102
18,722
17,713
14,855
5,931
6,825
6,626
5,504
5,596
4,385
Total overnight stays
25,181
30,031
28,773
27,027
26,595
24,182
10,149
11,427
11,499
10,735
11,162
10,252
6,382
7,457
6,559
5,443
5,531
4,994
4,868
5,852
5,239
4,464
4,457
4,109
Other overnight stays
Other housing
Day trips
The table is based on preliminary statistics on commercial accommodations.
Table 8. Commercial overnight stays by nationality and type of accommodation 2007, Stockholm County
Source: Nutek and SCB, SCR
Hotel
%*
Hostel
%*
Vacation village
%*
Camping
%*
Total
%*
Total
7,615,896 + 5
600,317 + 8
88,113
– 12 1,019,238 + 5 9,323,564 + 5
Sweden
5,025,261 + 6
352,923 + 5
84,187
– 14
809,045 + 9 6,271,416 + 6
Foreign countries
2,590,635 + 4
247,394 + 13
3,926 + 61
210,193 – 9 3,052,148 + 4
Of which:
Nordic countries
(excl. Sweden)
Europe (excl.
Nordic countries)
Outside of Europe
422,296
– 3
4
706 – 35
33,304 – 20
476,793
– 4
1,382,538
785,801
+ 6
+ 5
178,885 + 20
48,022 – 5
3,149 + 147
71 – 11
168,741 – 5
8,149 – 33
1,733,313
842,043
+ 6
+ 3
Distribution by country:
Denmark
Norway
Finland
Iceland
107,822
162,539
140,634
11,301
– 1
– 7
– 1
+34
6,059
7,257
6,720
451
– 4
+ 8
+ 10
– 23
295 – 23
251 – 36
160 – 47
–
~
12,029 – 34
13,820 – 2
7,455 – 21
~
~
126,205
183,867
154,969
11,752
– 6
– 6
– 2
+30
Germany
United Kingdom
Ireland
The Netherlands
272,147
299,774
18,638
68,827
– 4
+ 1
+38
+ 8
52,722
13,809
2,953
8,575
+ 13
+ 2
+ 48
+ 34
568 –
2
147 + 149
2
~
70 – 55
90,085 –
5,018
~
27,527 +
3
–
~
2
415,522
318,748
21,593
104,999
– 2
+ 1
+39
+ 8
29,886
3,288
88,042
53,724
+ 1
+ 9
+16
+10
4,348
286
26,717
6,913
– 2
– 27
+ 44
+ 36
9 + 50
3
~
238 + 213
38 + 245
~
~
~
~
9,998 – 27
7,997 – 21
34,243
3,577
124,995
68,672
+ 1
+ 5
+16
+ 7
20,454
127,967
107,773
10,036
+32
+15
+ 9
+13
3,661
21,870
16,534
1,611
+
+
+
+
47
21
18
21
278 + 142
68 + 58
64 +2,033
1
~
~
~
9,700 – 18
~
~
~
~
24,393
159,605
124,371
11,648
+34
+13
+10
+14
Greece
Turkey
Russia
Estonia
18,560
9,151
97,021
6,730
+ 2
+32
+11
– 5
776
695
2,370
950
+ 1
+101
+ 26
– 40
4
~
–
~
43 + 975
32 + 967
~
~
~
~
19,340
9,846
99,434
7,712
+ 2
+35
+11
–11
Latvia
Lithuania
Poland
Czech Republic
4,822
4,745
18,258
10,459
+22
+ 3
+43
– 2
989
1,108
4,699
1,068
+ 32
– 4
+ 47
+ 7
+ 327
– 80
+5,404
– 87
~
~
~
~
6,985 +140
~
~
5,875
5,869
31,428
11,529
+24
+ 0
+67
– 1
1,498
12,010
98,728
248,539
+33
+35
+ 8
+ 1
539
975
4,717
12,621
+126
+ 16
– 1
+ 25
– – 100
–
~
16 – 80
23 + 283
~
~
~
~
11,431 – 20
~
~
2,037
12,985
114,892
261,183
+49
+33
+ 4
+ 2
Canada
Central&South America
Japan
South Korea
20,761
20,081
59,749
9,227
+ 1
+10
– 8
–21
3,790
4,862
4,647
1,210
+ 4
+ 43
– 17
+ 35
2
~
–
~
– – 100
– – 100
~
~
~
~
~
~
~
~
24,553
24,943
64,396
10,437
+ 1
+15
– 9
–17
China
The rest of Asia
Australia
New Zealand
49,450
69,528
19,433
2,661
– 4
+10
+ 1
+30
2,664
4,239
7,281
1,178
+ 40
+ 21
– 4
– 25
–
~
5
~
– – 100
12
~
~
~
~
~
~
~
~
~
52,114
73,772
26,714
3 851
– 3
+11
– 0
+ 7
247,420
+17
3,296 – 64
11 + 38
8,149 – 33
258,876
+11
38,952
– 9
2,234 – 25
18 – 69
41,204
–10
Belgium
Luxembourg
France
Switzerland
Austria
Italy
Spain
Portugal
Slovakia
Hungary
The rest of Europe
The United States
The rest of the world
Unspecified
20,487 +
* Percentile change compared with 2006
64
16
1,486
2
~
~
~
~
~
~
Hotels
The number of hotels available in Stockholm
County fluctuated during the course of the year
– from a low of 223 in July to a high of 259 in the
fall. On average, there were 23,600 hotel rooms
available for occupancy in the county, of which
13,900 or barely 60 percent were located in the
city. Capacity was highest in October, with 24,800
rooms available on an average day. In December,
there were slightly fewer than 3,000 rooms available.
The number of hotel rooms in Stockholm County
increases every year. In 2007, the number of
rooms in the county had increased by slightly
more than 13 percent compared with 2002. In
the city, the increase was closer to 22 percent. At
the same time, the number of occupied rooms increased even more – by 23 percent in the county
and 31 percent in the city.
Diagram 7a. Capacity, occupancy rate, and lodging
revenues for hotels 2003–2007, Stockholm County
Diagram 7b. Capacity, occupancy rate, and lodging
revenues for hotels 2003–2007, Stockholm City
Sources: Nutek och SCB
Sources: Nutek and SCB
Room capacity
per day
Occupied rooms per day
(occupancy rate, %)
Room capacity
per day
Occupied rooms per day
(occupancy rate, %)
Revenues
(SEK million)
Revenues
(SEK million)
6,000
Number
30,000
25,000
5,000
25,000
5,000
20,000
4,000
20,000
4,000
3,000
15,000
3,000
2,000
10,000
0
2007
0
2006
0
2005
5,000
2004
1,000
2003
5,000
61%
64%
67%
69%
71%
2,000
1,000
0
2007
55%
63%
2006
53%
61%
2005
10,000
58%
2004
15,000
6,000
2003
Number
30,000
This means that the occupancy rate also rose to
63 percent in the county and 71 percent in the
city. The increased demand also brought with it
rising room prices. The average room cost 1,058
kronor in the county and 1,101 kronor in the city
in 2007. Hotel revenues for occupied rooms (not
including VAT and breakfast) rose by 15 percent
in the county, to 5.7 billion kronor, of which 4
billion kronor was spent on hotels in Stockholm
City.
Table 9a. Capacity, occupancy rate, and lodging
revenues* at hotels 2003–2007, Stockholm County
Table 9b. Capacity, occupancy rate, and lodging
revenues* for hotels 2003–2007, Stockholm City
Number of hotels
Room capacity
(in millions)
Room capacity (in
thousands) per day
Occupied rooms
(in millions)
2003
2004
242
247
8.1
22
4.3
2005 2006 2007
254
8.2
8.3
23
23
4.5
4.8
264
8.5
23
5.1
Occupied rooms (in
thousands) per day
12
12
13
14
Occupancy rate, %
262
8.6
24
5.4
2003
2004
109
112
115
119
122
Room capacity
(in millions)
4.6
4.7
4.8
4.9
5.1
Room capacity (in
thousands) per day
13
13
13
13
14
Occupied rooms
(in millions)
Number of hotels
2005 2006 2007
2.8
3.0
3.2
3.4
3.6
15
Occupied rooms (in
thousands) per day
8
8
9
9
10
Occupancy rate, %
71
53
55
58
61
63
61
64
67
69
Mon–Thur, %
62
63
65
68
72
Mon–Thur, %
68
71
73
76
79
Fri–Sun, %
42
44
48
50
51
Fri–Sun, %
52
55
58
61
61
Revenues (SEK m)
Revenues per
occupied room, SEK
Revenues per
available room, SEK
4,050 4,129
948
501
4,517 4,970 5,712
918
502
946
546
Revenues (SEK m)
2,761 2,838
3,100 3,419 3,965
971 1,058
Revenues per
occupied room, SEK
984
943
975 1,007 1,101
587
Revenues per
available room, SEK
601
600
651
662
698
779
* Lodging revenues do not include VAT and breakfast.
Diagram 8. Capacity, occupancy rate, and lodging revenues for hotels per month 2007, Stockholm County
Number
Room capacity
(in thousands) per day
Occupied rooms (in thousands) per day
(occupancy rate, %)
Revenues per occupied room (SEK)
30
1,500
25
1,250
20
1,000
15
10
66%
49%
54%
57%
72%
65%
77%
69%
69%
750
64%
53%
54%
500
As usual, the occupancy rate was highest in September, when 77 percent of the hotel rooms in
Stockholm County were rented. During January,
the low season, barely half of the rooms were
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
0
Mar
0
Feb
250
Jan
5
o ccupied. During the vacation month of July, the
share of rooms rented to leisure travelers increased;
also, as opposed to business travelers, leisure travelers tend to share rooms.
Hostels
occupancy rate was high – 58 percent in the city
and 47 percent in the county as a whole. At times
during the summer, the occupancy rate reached
80 percent in the city and 64 percent in the county. In 2007, lodging revenues for the county’s hostels were up by 12 percent to 128 million kronor
(not including VAT and breakfast) compared to
2006.
In the summer of 2007, a maximum of 58 hostels
were open in Stockholm County, of which most
(38) were located outside of Stockholm City. In
January, only 37 hostels were open in the county,
of which 15 were in the city. Most hostels are
rather small and spread out across the county. The
share of occupied beds fluctuates considerably
throughout any given year. In 2007, the average
Diagram 9a. Capacity, occupancy rate, and lodging
revenues for hostels 2003–2007, Stockholm County
Diagram 9b. Capacity, occupancy rate, and lodging
revenues for hostels 2003–2007, Stockholm City
Bed capacity
per day
Occupied beds per day
(occupancy rate, %)
Bed capacity
per day
Occupied beds per day
(occupancy rate, %)
Revenues
(SEK million)
160
Revenues
(SEK million)
160
Number
4,000
3,500
140
3,500
140
3,000
120
3,000
120
2,500
100
2,500
100
2,000
80
2,000
80
60
1,500
40
1,000
43%
43%
47%
2007
2006
0
2005
500
0
2004
20
0
2003
500
60
56%
50%
52%
53%
58%
40
20
0
2007
42%
2006
45%
2005
1,000
2004
1,500
2003
Number
4,000
Lodging revenues decreased somewhat during the
year, to 16.7 million kronor (not including VAT
and breakfast).
In 2007, Stockholm County was home to 9 vacation villages, which catered almost exclusively to
Swedish visitors. Most of the vacation villages are
located in the archipelago. For the most part, the
cabins are fully occupied during the summer
months, while the occupancy rate in the spring
and fall is considerably lower. On average, 40 percent of the cabins were rented during the year.
Camping
Diagram 10. Capacity, occupancy rate, and lodging
revenues for vacation villages, Stockholm County
Number
100
Capacity
per day
Occupied cabins per day
(occupancy rate, %)
Revenues
(SEK million)
25
80
20
60
15
40
10
38%
38%
20
37%
34%
40%
5
2007
2006
2005
0
2004
0
2003
mber
Vacation villages
The number of overnight stays at the county’s
campgrounds exceeded one million in 2007. This
means that slightly more than one in ten commercial overnight stays took place at one of the
county’s 20 or so campgrounds. Even so, camping
is less widespread in Stockholm than it is in other
parts of the country. Stockholm accounted for a
little over 5 percent of the camping nights in the
country, while the county’s total share of commercial overnight stays was at 19 percent. Swedes accounted for eight of 10 guest nights at the county’s
campgrounds. Among foreign campground
guests, German tourists occupied a unique position, with 9 percent of the guest nights, followed
by the Dutch with not quite 3 percent.
Three out of four overnight stays were in trailers,
which is about the same proportion as in the
country as a whole. Compared with the rest of the
country, Stockholm had a somewhat higher share
of overnight stays in campers and fewer nights in
cabins.
Why people travel to Stockholm
– leisure travel/business travel
Stockholm is very attractive to visitors as both a tourist and
business destination. In the last decade, the leisure travel market has increased by 75 percent and business travel by almost
450,000 hotel nights compared with the last business boom.
As a metropolitan region, Stockholm has tremendous appeal as both a tourist and business destination. The city is home to a rich cultural life and an
extensive selection of international events, restaurants and shopping opportunities, and most are
also within easy reach by subway or bus or on
foot.
At the same time, Stockholm is Scandinavia’s
most important city for business, with the highest
representation of multinational companies, the
biggest stock market and many strong profile areas, including banking and finance, ICT and life
science clusters. With its excellent accessibility
and good cost position, Stockholm has developed
into a very popular choice for congresses and leisure travel.
In 2007, the leisure travel market in Stockholm
County amounted to approximately 5 million
overnight stays in commercial accommodations
(hotels, hostels, vacation villages and campgrounds). To this can be added close to 15 million
overnight stays in other types of accommodations,
which were used primarily by leisure travelers.
The number of overnight hotel stays by leisure
travelers totaled just over 3.4 million, of which
2.7 million were in Stockholm City. This represents an increase of 73 percent since 1997.
All told, business travelers spent 4.2 million nights
at the county’s hotels during the year; of this
number, 2.5 million were in Stockholm City. This
represents an increase of 7 percent compared with
2006 and almost 450,000 more overnight stays
than during the last business boom.
Five million visitors spent only one day in Stockholm, which translates to an additional 14,400
people per day. Of these, 3.6 million were leisure
travelers and 1.4 million were business travelers.
Diagram 11.Overnight stays by business and leisure travelers at hotels 1998–2007,
Stockholm County and City (in thousands)
STO C KH O LM COU NTY
Source: Resurs
Business
4,500
S TOCKHOLM S CI TY
Business
Leisure
Leisure
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
0
Table 10. Overnight stays in hotels by business and leisure travelers 1998, 2003–2007,
Stockholm County and City (in thousands)
Source: Resurs
1998
2003
2004
2005
2006
2007
STOCKHOLM COUNTY
Business travelers
3,559
3,158
3,231
3,499
3,910
4,193
Business
2,221
1,940
2,052
2,282
2,509
2,759
Conference
1,338
1,218
1,179
1,217
1,401
1,434
2,354
2,782
3,045
3,231
3,344
3,429
Group
997
1,059
1,122
1,126
1,016
940
Leisure
1,357
1,723
1,923
2,105
2,328
2,489
1,920
1,789
1,873
2,030
2,308
2,530
1,645
1,465
1,554
1,715
1,879
2,071
275
324
319
315
429
459
1,916
2,247
2,429
2,581
2,634
2,686
Leisure travelers
STOCKHOLM CITY
Business travelers
Business
Conference
Leisure travelers
Group
689
746
780
833
735
663
Leisure
1,227
1,501
1,649
1,748
1,899
2,023
International meetings and congresses
Stockholm is one of the world’s most popular meeting destinations. Hundreds of association meetings and congresses bring
hundreds of thousands of visitors to Stockholm annually.
100
80
60
40
20
2007
0
2006
In 2007, 119 association meetings took place in
Stockholm. This was the largest number of such
meetings in the period beginning in the year
2000. Stockholm attracted almost 60,000 congress attendees during the year. A little over half
attended medical congresses, while congresses
with a focus on business and industry drew 21
percent. The number of congress attendees fluctuates somewhat from year to year. The past year
was one of the better ones in the 2000s. On average, each congress attendee stays in the city for
four days and spends a total of 16,000 kronor.
120
2005
Association meetings
Source: Stockholm Visitors Board
140
2004
The marketing of Stockholm as a site for international corporate meetings began in 2004. Interest
in Stockholm as a destination has increased markedly among international companies, and more
and more are holding their meetings in Stockholm. The number of inquiries during the year
rose by over 100 percent compared with previous
years.
Diagram 12. International congresses
in Stockholm, 2003–2007
2003
Corporate meetings and incentive travel
Diagram 13. International congress attendees
70
60
50
40
30
20
10
2007
2006
2005
2004
2003
0
Diagram 14. International congress overnight stays
350
300
250
200
150
100
50
2007
2006
2005
2004
2003
0
Diagram 15. International congress attendees,
by subject area, in Stockholm, 2007
Other, 8%
Meeting and congress capacity
Stockholm has considerable capacity for meetings
and congresses. Stockholm International Fairs is
northern Europe’s biggest congress facility, and
the centrally located Stockholm City Conference
Centre is one of Scandinavia’s largest. In addition,
the city is home to many conference hotels, universities and institutions of higher learning, all
with the capacity for both large and small conferences.
During the year, Stockholm International Fairs
arranged 86 fairs, which attracted 800,000 visitors, and over 2,900 congress arrangements,
which brought in more than 400,000 visitors.
Comparable figures for the Stockholm City Conference Centre were slightly more than 1,700
conference arrangements and congresses, with
just over 100,000 participants.
County and municipality, 8%
Industry/
business, 21%
Medicine/
psychology, 53%
Technology/
statistics/
chemistry, 10%
Stockholm attractions
Stockholm’s rich variety of sightseeing options, which include
popular arenas, facilities, theater, music and dance performances, drew 23 million visitors in 2007.
In 2007, there were around 23 million visits to
sights and attractions in Stockholm County. Eight
of these attracted more than one million visitors
each. Most popular, with over 1.3 million visitors
each, were Kulturhuset, Globen and Skansen.
As in previous years, Vasamuseet was the most
popular of the county’s 60 or so museums, with
over one million visitors, followed by Nationalmuseum and Naturhistoriska riksmuseet. The city
is home to ten art museums and 90 art galleries.
The city’s theaters also attracted many visitors in
2007. Stadsteatern and Dramaten were in a class
by themselves in terms of the number of visitors
and performances.
Table 11. The 50 most popular attractions in Stockholm County, 2007
Number
of visitors
Number
of visitors
1
Kulturhuset
2,680,148
26 Kungliga Dramatiska Teatern
250,419
2
Globe Arena
1,407,026
27 Aquaria Vattenmuseum
249,225
3
Skansen open-air museum
1,380,851
28 Akvariet/Skansen
243,481
4
Boat tours Strömma Kanalbolagen
1,300,000
29 Solvalla race track
235,000
5
Stockholm International Fairs
1,255,373
30 Stadsmuseum
229,434
6
Eriksdalsbadet swimming complex
1,160,132
31 Royal Palace, State apartments
221,798
7
Gröna Lund amusement park
1,113,000
32 Stockholms Stadion
211,473
8
Vasamuseet
1,067,397
33 Nordiska museet
210,624
9
Royal Palace, total
586,709
34 Taxinge Castle
200,000
10 Råsunda
582,087
35 Medelhavsmuseet
193,383
11 Storkyrkan cathedral
450,000
36 Hågelbyparken
180,000
12 Tom Tits Experiment
440,412
37 Kungliga Operan
174,643
13 Casino Cosmopol
401,834
38 S:t Clara Church
160,000
14 Cirkus
400,000
39 Parkteatern
146,220
15 Junibacken museum
400,000
40 Postmuseum
142,234
16 Sydpoolen water adventure park
398,755
41 S:t Jakobs Church
140,000
17 Nationalmuseum
371,912
42 Etnografiska museet
138,417
18 Stadsteatern
355,956
43 Bergianska trädgården
138,150
19 Naturhistoriska riksmuseet
325,596
44 Royal Palace, the Royal Armoury
131,170
20 City Hall
311,597
45 Torekällbergets museum
130,000
21 Moderna Museet
303,783
46 Berwaldhallen
130,000
22 Cosmonova
303,358
47 Nobelmuseet
128,100
23 Tekniska museet
297,574
48 Dansmuseet
127,970
24 Steninge Castle & Kulturcenter
264,697
49 Drottningholm Palace
126,500
25 Kaknästornet Tower
259,500
50 Royal Palace, Treasury
121,523
Events in Stockholm
Stockholm is a major event city. Every day, hundreds of
events attract millions of visitors to the city annually. Many
of these events draw national and international media attention as well.
Every day, a large number of national and international events within the areas of sports, entertainment, culture and fairs take place in Stockholm.
Many events recur frequently, while others are of
more unique character. However, they all have
one thing in common: they entice many people to
visit the city.
More than nine out of ten visitors travel to the
city for events such as Iron Maiden, the Stockholm International Horse Show and the Elitloppet race. The Cultural Festival and Taste of Stockholm are examples of events that attract primarily
the Stockholm public. The Elitloppet race, the
Tjejmilen (a 10K race for women) and the Stockholm International Horse Show are among the
events that generate considerable revenues from
visitors to Stockholm.
Table 12. Key ratios for a number of events in Stockholm 2006/2007
Number of
attendees
Unique
visitors
Share of
visitors
from
other
places
Iron Maiden
27,236
26,481
65%
17,212
1,924
33
98%
32
23
Stocholm Horse
Show
67,513
28,210
58%
16,362
4,179
68
95%
65
46
7,679
5,500
62%
3,410
7,285
25
90%
22
16
Handball – EC
Unique
visitors
from
other
places
Expenses
per person
during the
stay (kronor)
Total
expenses
per visitor
(SEK m)
Share of visitors
who came
to Stockholm
specifically
for the event
Expenses per
visitor who came
to Stockholm
specifically for the
event (SEK m)
Annual
impact
on employment
LG Hockey
Games
41,310
33,247
51%
16,956
2,998
51
85%
43
31
Elitloppet Race
47,738
32,396
62%
20,086
4,648
93
95%
89
63
iu
250,000
12%
30,000
5,165
155
8%
12
9
Taste of
Stockholm
Community Sing
at Skansen
42,000
42,000
49%
20,580
3,934
81
45%
36
26
DN Gala
15,319
15,319
47%
7,200
2,788
20
85%
17
12
Tjejmilen Race
21,575
21,575
63%
13,592
5,767
78
89%
70
50
Scandinavian
Masters
113,200
94,728
41%
38,838
2,151
84
86%
72
51
Stockholm
Cultural Festival
300,000
100,000
16%
16,000
5,230
84
6%
5
4
Melodifestivalen
iu
30,102
46%
13,847
2,746
38
93%
35
25
Floorball – WC
iu
13,000
75%
9,750
4,552
44
96%
43
30
Stockholm Pride
iu
10,800
38%
4,104
5,625
23
92%
21
15
iu = information unavailable
Stockholm on the water
The city’s waterways lead to Stockholm’s expansive archipelago, with its 30,000 or so islands, islets and rocky reefs. Annually, hundreds of thousands of Stockholmers and tourists have
their vacation in the archipelago.
Waxholm Steamboat AB and Strömma Kanalbolaget are the main shipping companies that
traffic Stockholm’s waters. Waxholm Steamboat
AB also manages the Djurgårdsfärjan ferry, while
Strömma Kanalbolaget arranges day and evening
trips in the archipelago and on Lake Mälaren. In
2007, the number of passengers who traveled on
the archipelago boats decreased by not quite 5
percent to a little over 3 million, while port traffic
remained at the 2006 level.
Pleasure boats
During the period May–September, 500,000 visitors spent the night on the 143,000 pleasure boats
that called in at the archipelago’s most popular
natural harbors. By far, the most popular area for
pleasure boats was the Storö–Bockö–Lökaö nature preserve, with just over 145,000 visits.
Diagram 16. Passengers on the Waxholm Steamboat AB
& Strömma Kanalbolaget, 2003–2007 (in thousands)
Diagram 17. Passengers per month 2007,
Waxholmsbolaget (in thousands)
Sources: Waxholm Steamboat AB & Strömma Kanalbolaget
Source: Waxholm Steamboat AB
Archipelago traffic
Archipelago traffic
Port traffic
3,500
Port traffic
500
3,000
400
2,500
300
2,000
1,500
200
1,000
100
500
0
Dec
Oct
Nov
Sep
Jul
Aug
Jun
Apr
May
Mar
Jan
Feb
2007
2006
2005
2004
2003
0
How long visitors stay
The length of a sojourn varies, depending on the purpose of
the visit and where the visitor stays. On average, overnight
visitors spend 2.6 nights in the county and somewhat less
time in the city.
The length of stay for visitors to Stockholm does
not normally fluctuate markedly from year to
year. It is usually around 2.6 nights long for the
county and 2.1 nights for the city. Those whose
lodgings are a pleasure boat or a campground in
the city stay the longest, on average 7.6 and 5
nights, respectively. Visitors with hotel accommodations stay for the shortest period of time – on
average, 1.8 nights in the county and 1.7 nights in
the city.
Diagram 18. The average number of nights that visitors
stay in various types of accommodations in
Stockholm City and County, 2007
Source: Resurs
Stockholm County
Stockholm City
Overnight
trips total
Hotel
Other
accommodations
Relatives and friends
Own vacation
cabin/apartment
Camping
Cabin,
rented privately
Pleasure boat
0
1
2
3
4
5
6
7
8
Nights per trip
What visitors spend
Hotel guests and, of that group, business travelers, spend the
most money per day during their stay in Stockholm. This is
also the category of travelers that has increased its daily expenditures the most.
Visitors who stay at hotels during their sojourn in
Stockholm spend the most money. On average,
hotel guests in the county spent 1,866 kronor per
day, and just over half of that amount went to accommodations. Among hotel guests, there were
significant differences between leisure and business travelers – they spent 1,433 kronor and 2,220
kronor per day, respectively. However, the differences vis-à-vis visitors who stay in other types of
accommodations are even more apparent. Daily
consumption for people who stayed on pleasure
boats, for example, was less than a tenth of that of
hotel guests.
While the daily consumption of hotel guests increased by 12 percent compared with 2006, outlays by those living in other types of accommodations – commercial or private – remained at
nearly the same level as last year.
Table 13. Consumption per visitor and day in
Stockholm City’s figures are in parentheses
Source: Resurs
SEK
Hotel
Comparison
06/07, %
1,866 (1,944)
12
(15)
Business trips
2,220 (2,430)
10
(16)
Leisure trips
1,433 (1,486)
15
(13)
Vacation village
511
iu
0
iu
Camping
295
(295)
0
(0)
Hostel
420
(419)
0
(0)
Vacation cabin
197
iu
0
iu
Relatives/friends
352
(414)
2
(–11)
Pleasure boat
141
(143)
–22
(–23)
Other
943
(943)
25
(19)
Day visitors
508
(617)
5
(10)
iu = information unavailable
Economy and
employment
Facts
Factsabout
aboutStockholm’s
Stockholm’stourism
tourismindustry
industry2008
2008 39
Economy and employment
The tourism industry is vital for Stockholm’s economy and
employment. Visitors to Stockholm spend 22 billion kronor
and create employment for 18,500 people.
Revenues
Revenues from the tourism industry in Stockholm
County increased by 5 percent compared with
2006 to almost 22 billion kronor. Visitors to
Stockholm City accounted for two-thirds of this
amount – close to 15 billion kronor. Thus, Stockholm accounted for 28 percent of Sweden’s total
tourism industry revenues of approximately 80
billion kronor.
The increase in revenues can be attributed primarily to accommodations at commercial lodging
establishments and, above all, to hotel guests.
Revenues from hotel guests rose by 18 percent
compared with 2006 and even more in Stockholm
City. Revenues from campground and hostel
guests also increased. The fact that overnight stays
in private accommodations and day visits developed poorly during the last year is also mirrored in
lower revenues from these categories of visitors.
In Stockholm County, visitors generated the
greatest revenues in the accommodation and restaurant branches, followed by shopping. Com-
Table 14. Tourist revenues* by type of accommodation 1998, 2003–2007, Stockholm County (SEK million)
Source: Resurs
1998
2003
2004
2005
2006
2007
6,380
7,876
9,259
10,529
12,052
14,222
Business travelers
4,453
4,774
5,395
6,787
7,878
9,308
Leisure travelers
1,927
3,103
3,864
3,742
4,174
4,914
Hotel
Vacation village
40
46
49
46
51
45
Camping
96
201
200
247
286
301
Hostel
71
174
203
232
234
251
6,587
8,297
9,711
11,054
12,623
14,819
429
668
836
788
719
712
3,028
4,526
4,740
4,121
4,616
3,647
45
95
103
88
97
99
850
787
685
399
125
164
Commercial
Vacation cabin
Relatives/friends
Pleasure boat
Other accommodations
Day visit
Other
Total
2,840
3,214
2,985
2,373
2,677
2,537
7,192
9,290
9,349
7,769
8,234
7,159
13,777
17,587
19,060
18,823
20,857
21,978
8,393
10,961
12,069
12,208
13,688
14,766
* Including VAT
Diagram 19. Revenues* from visitors 1998–2007, Stockholm County (SEK million)
Source: Resurs
Day visits
Other accommodations
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
0
*Including VAT
pared with 2006, it was primarily lodging outlays
that increased. Five years ago, lodging accounted
for 25 percent of the average visitor’s expenses. In
2007, this share had increased to over 30 percent.
Revenues in the entire travel and tourism industry* in Stockholm County increased by 4 percent
to 102 billion kronor compared with 2006. In
Sweden, revenues from the travel and tourism industry were calculated to be 215.5 billion kronor
for the year 2007.
Diagram 20. The tourist krona in Stockholm County, 2007
Source: Resurs
Activities, 5%
Lodging, 36%
Shopping, 20%
Transportation, 9%
Groceries, 5%
Restaurants, 25%
* Including outbound tourism (SEK 62 billion); fairs and exhibitions
(SEK 0.85 billion); and regional shopping (SEK 16.7 billion)
Table 15. Revenues* generated from tourists by branch 1998, 2003–2007, Stockholm County (SEK million)
The tourist krona in Stockholm County 2007
Source: Resurs
Lodging
Groceries
1998
2003
2004
2005
2006
2007
3,938
4,802
5,352
6,043
6,707
7,922
998
1,499
1,535
1,454
1,279
1,145
Restaurants
3,209
3,835
4,366
3,840
5,039
5,495
Transportation
1,993
2,403
2,237
2,245
2,267
2,031
Shopping
2,974
4,087
4,443
4,284
4,434
4,342
675
962
1,126
958
1,131
1,043
13,777
17,587
19,060
18,823
20,857
21,978
8,393
10,961
12,069
12,208
13,688
14,766
Activities
Total
* Including VAT
Employment
Congresses
In 2007, the tourism industry’s revenues in Stockholm County corresponded to slightly fewer than
18,500 full-time equivalents (FTEs), of which
12,200 worked in Stockholm. Employment was
greatest in the lodging and restaurant branches,
with 6,900 and 6,300 FTEs respectively.
International congresses constitute a significant
source of income for Stockholm’s tourism industry. It is estimated that every congress delegate
spends between 3,300 and 4,200 kronor per day,
and that in 2007, international congresses in
Stockholm generated revenues totaling close to
one billion kronor.*
From a ten-year perspective, employment for the
tourism industry has increased by 30 percent in
the county and 42 percent in the city. This can be
compared with the total employment development in the county of 16 percent and of 21 percent in the city. Lodging and restaurants are those
branches that have increased the most in both the
county and city.
Tax revenues
Revenues generated by visitors to Stockholm
County in 2007 resulted in a tax base that corresponded to tax revenues of just over 2.8 billion
kronor for the county’s municipalities and county
councils. The corresponding figure for Stockholm
City was just over 1.8 billion kronor. The county
councils’ share of tax revenues in both the county
and the city was approximately 40 percent. The
tax base is calculated on income taxes of those
directly or indirectly employed in the tourism industry. In addition, the tourism industry generated VAT and other tax revenues for the state.
Cruises
Spending by passengers on international cruise
ships that visited Stockholm is estimated to be approximately 250 million kronor in the city*. The
largest share of revenues came from passengers
who began or ended their trips in Stockholm. On
average, they spent just over 3,000 kronor per person.
Events
Events are very important for Stockholm. It is estimated that tourists who come to Stockholm to
attend events spend approximately 4.5 billion
kronor in the city. Fairs and cultural events are the
two strongest areas – each brings in 1.5 billion
kronor in revenues. The remaining 1.5 billion
kronor are equally divided among music/concerts,
sports events, and city and special arena events.
* Estimated revenues for 2007 based on a 2005 study.
Table 16. Employment (number of FTEs) generated from tourists 1998, 2003–2007, Stockholm County
Source: Resurs
1998
2003
2004
2005
2006
483
614
613
562
480
397
Restaurants
5,116
5,093
5,648
4,812
6,138
6,252
Transportation
1,978
1,986
1,803
1,751
1,718
1,491
Shopping
1,778
2,075
2,198
2,052
2,064
1,993
Activities
1,244
1,480
1,688
1,390
1,595
1,425
Lodging
5,231
5,314
5,751
6,147
6,540
6,916
15,830
16,562
17,701
16,714
18,535
18,474
9,428
10,221
11,037
10,734
12,096
12,216
Groceries
Total
2007
Stockholm Visitors Board
Stockholm Visitors Board, SVB, is a subsidiary of Stockholm
Business Region, SBR, which is owned by Stockholm Stad.
SVB operates in four business arenas: leisure travel, meetings
and congresses, events and tourist services.
Leisure travel
Stockholm is a favorite destination of leisure
travelers and today, city break travel is the fastest
growing travel segment in the Western world. The
fact that Stockholm is perceived as an interesting
leisure travel destination is a prerequisite for business travel to continue to increase as well.
In order to increase the number of leisure travelers
to the Stockholm region, SVB is carrying out directed marketing on prioritized markets, beginning with Sweden, Norway, Denmark and Finland and metropolitan areas in Europe, Japan,
China and the United States. The Leisure Travel
arena also focuses on educating foreign travel
agents and tour operators, participating in fairs
and workshops, providing service to the foreign
press and making material about Stockholm as a
travel destination available to travel vendors. In
2007, this component met with close to 2,000
travel agents and 700 journalists who came to
Stockholm for a study visit. SVB often works side
by side with many different players. One successful example is the Stockholm Cruise Network,
founded by SVB, Ports of Stockholm, the Swedish Civil Aviation Authority and SAS Airlines.
About 50 companies work together to sell Stockholm as a cruise destination. Another important
collaborative project is Stockholm Access, whose
purpose is to increase the number of direct flights
to Stockholm. In this project, SVB is collaborating with Stockholm Business Region Develop-
ment, the Swedish Civil Aviation Authority, Visit
Sweden, and the Invest in Sweden Agency.
Meetings and congresses
Today, Stockholm is a popular meeting and congress destination. Over 100 international congresses take place in Stockholm every year, and
interest in this destination among international
organizations and companies is growing steadily.
Together with a little over 130 companies in
Stockholm, the department Meetings and Congresses manages two partnership projects, whose
task is to market Stockholm as a destination for
international corporate meetings and congresses.
Meet Stockholm was formed in 2004 with the
aim of increasing the number of international
corporate meetings in Stockholm. Its target group
is made up of agents on selected markets in
Europe and selected parts of the United States.
Congress Stockholm, which has been active since
1991, concentrates its efforts on convincing international organizations to hold their congresses,
known as association meetings, in Stockholm. Its
primary target group is organizations based in
Europe.
Congress Stockholm and Meet Stockholm participate in a number of international fairs and workshops in Europe; they also arrange their own events
and activities, sometimes in collaboration with
Visit Sweden. In addition, every year they organize
10 to 15 study trips to Stockholm for agents and
representatives of international organizations.
Events
Stockholm is famous for its events. On average,
hundreds of events, big and small, take place in
the city every day. Many of the events are significant internationally and thus receive considerable
media attention, which is a vital component in
the marketing of Stockholm. Events are also important from an economic point of view, as they
increase the demand for goods and services. Tourism revenues from events in Stockholm City
amounted to approximately 4.5 billion kronor in
2007.
The Events arena will work to build up Stockholm as an event city with a goal to making it
northern Europe’s leading events destination. This
task includes enlisting international events within
the areas of sports, entertainment, culture and
fairs to come to Stockholm, as well as developing
those that already take place here. The work has
two areas of concentration: a service- and pilotfunction and the Event Stockholm project.
The main task of the pilot function is to make it
easier for arrangers to put on events in Stockholm
by working closely with the appropriate authorities, landowners, and municipal companies and
administrations. In addition, the pilot function
provides advice and works with the existing
events. Event Stockholm is a joint project with
partners from the business community. The main
tasks of the project, which was instituted last year,
are to market Stockholm as an event city and to
lobby arrangers to bring international events to
Stockholm.
entice them to come here in the first place. Tourist
Services manages Stockholm’s tourist offices (the
Stockholm Tourist Centre and the seasonal tourist
offices at cruise ports), Stockholm panels, and the
education of front office personnel. The Stockholm Card, Europe’s first city card and a marketing tool for the city, offers free admission to more
than 75 museums and attractions, free travel on
local transportation, free sightseeing on boats,
and many special offers. Other assignments of
Tourist Services is to educate and license guides
and to run a reservation-department for guides
and transportation. Today there are 430 guides
who, together, have a command of 30 different
languages.
The Stockholm Tourist Centre is designed to
meet the high demands of visitors for service and
information and to transmit the vision of a meaningful experience and meeting place. The centre is
an attraction in itself, one whose radiant atmosphere mirrors Stockholm as a modern, pulsating
city filled with culture, fashion, design, IT, music,
food and entertainment.
Tourist Services has expanded its visitor service
through Stockholm panels, interactive information stations located around the city. With the
new Live Chat function, visitors can ask questions
of knowledgeable individuals and get answers onthe-spot. Tourist Services is working strategically
to meet visitors’ demands for a high quality service.
In collaboration with the LFV, we have a strategic
airport and tourist information component, the
Arlanda Visitor Center, at Stockholm–Arlanda
Airport; it is based on the same concept and visions as those of the Stockholm Tourist Centre.
Tourist services
Excellent tourist service is a prerequisite in Stockholm’s efforts to become northern Europe’s leading tourism destination. It is just as important to
take care of visitors once they are here as it is to
Photographs
Yanan Li, pp. 1, 27, 32, 38, 43, 46. Bruno Ehrs, p. 2. Cilla Lundqvist, p. 3. Peter Nordahl, pp. 4, 45. Matton, p. 6.
Shutterstock, pp. 8, 10, 48. Mikael Sjöberg, pp. 12, 28, 36, Clarion Hotel Sign, pp. 21, 23, 31. Hotel Diplomat, p. 24.
Richard Ryan, pp. 26, 37, 48. Nicho Södling, pp. 36, 48. Olof Holdar, p. 37
Stockholm – The Capital of Scandinavia
There are many reasons why Stockholm is Scandinavia’s obvious capital city. One is that Stockholm is
positioned at the heart of the region and enjoys the benefits of a world-class transportation structure. Another
is that Stockholm is the largest city in the largest country in Scandinavia. It is also where you will find the
most multinational companies, the biggest stock exchange and, not least, the most visitors. People come
to Stockholm for the food, the design and the music. Stockholm also offers a unique range of art galleries
and museums, and every December, the eyes of the world are on Stockholm and the Nobel Prize ceremony.
Welcome to Stockholm – The Capital of Scandinavia.
Stockholm Visitors Board
P.O. Box 16282
SE-103 25 Stockholm, Sverige
Ph +46 8 508 28 500
Fax +46 8 508 28 510
[email protected]
www.stockholmtown.com

Facts about Stockholm`s tourism industry

Transcription

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