Facts about Stockholm`s tourism industry

Facts about Stockholm’s
tourism industry
Statistics for 2010
Contents
Stockholm – The Capital
of Scandinavia........................... 4
About Stockholm
Visitors Board............................ 5
Stockholm in perspective ..........7
Stockholm’s international position......8
The Stockholm Visitor..............11
Where visitors come from...............12
How visitors travel to Stockholm...... 14
Where visitors stay.........................16
Commercial accommodation.............18
Why people travel to Stockholm......22
International meetings and conventions. 24
Events and visitor destinations........ 26
How long visitors stay......... ...........28
How much visitors spend................30
Economy and employment..... 33
About the statistics................... 38
10 million overnight stays
The year 2010 will go down in Stockholm’s tourism history. And not just because the city hosted
Crown Princess Victoria’s wedding, that we were the first European Green
Capital or because we gained two exciting
new attractions – Fotografiska (museum of
contemporary photography) and SkyView.
The year will go down in history because
Stockholm had over 10 million overnight
stays. Few European cities achieve more
than 10 million overnight stays per year, but
Stockholm is one of them. The number has
increased by 41 percent since the year 2000,
and Stockholm is easily the most popular
tourist destination in Scandinavia.
During 2010 we participated in the initiative to create a National Strategy for Swedish Tourism
whose mission is to “double Swedish tourism over ten years, with a focus on sustainability” to
become a new Swedish basic industry. Stockholm, the leading Swedish tourist destination and
the driving force behind Swedish tourism, faces other challenges for continued growth. During
2010 we began working together with The Swedish Hotel and Restaurant Association SHR,
Visit Sweden and others on the “Stockholm Strategy” – a regional plan for future growth in local
tourism. We will present the Stockholm Strategy during 2011.
During the year we also reviewed our efforts to attract tourists to Stockholm. Among other
things, this resulted in a decision to concentrate our marketing on fewer markets and invest
more in the consumer, primarily through the website and social media.
2010 was also Stockholm’s most successful convention year in modern history, when the city was
the venue for two of the biggest international medical conventions during August and
September, each with around 20,000 delegates. Another significant event was the move of
Stockholm Tourist Center to Vasagatan 14, closer to arriving visitors. Now we’re looking
forward to welcoming even more visitors to Stockholm – The Capital of Scandinavia.
Peter Lindqvist
CEO, Stockholm Visitors Board
Olle Zetterberg
CEO, Stockholm Business Region
Chairman, Stockholm Visitors Board
Stockholm – The Capital of Scandinavia
About Stockholm Visitors Board
Stockholm - The Capital of Scandinavia is the shared brand
name for the Stockholm region. 2010 will go down in history as the most eventful year in the brand’s five-year existence. The brand continues to climb in different rankings and
awareness surveys.
Stockholm Visitors Board (SVB) promotes Stockholm as a
tourist destination for both leisure and business travelers and
coordinates Stockholm’s marketing under the shared brand
Stockholm – The Capital of Scandinavia.
The past year had many high points, for example, exceeding the 10 million mark in number of overnight
stays in Stockholm. The EU Commission’s award to
Stockholm as Europe’s first ever Green Capital, and
the wedding of Crown Princess Victoria and Prince
Daniel, both put Stockholm in the international
spotlight. In addition to these events, Stockholm
gave its all with an active participation in the World
Expo in Shanghai. All these events have served to
promote and further strengthen the brand: Stockholm - The Capital of Scandinavia.
There are many reasons why Stockholm is the natural capital of Scandinavia. Stockholm is the largest
city in the largest Scandinavian country and lies
at its heart with world-class transportation. Some
of the best academic institutions in the world are
found in the Stockholm region and the city is also
the home of the Nobel Prize. Stockholm has many
top restaurants and offers the highlights of international food culture. There are numerous galleries and
museums found here. The highest representation of
multinational companies in Scandinavia is found in
the Stockholm region and the greatest numbers of
visitors come here.
Operations take place in four business areas: Leisure
Travel, Meetings and Conventions, Events and Tourist Services plus media services. SVB is a subsidiary
of Stockholm Business Region, which is owned by
the City of Stockholm. SVB runs Stockholm’s official visitors’ guide – www.visitstockholm.com.
The brand Stockholm – The Capital of Scandinavia
may be used by all who wish to work together to
promote the development of Stockholm as a region
for new business and tourism.
Leisure Travel is tasked, together with its partners,
with the international marketing of Stockholm to
the leisure travel segment with the aim of increasing the number of overnight stays. Leisure Travel
focuses on the following markets where there is a
potential for volume increase: Germany, United
Kingdom, USA, Italy, Norway, Finland and Russia together with Stockholm Cruise Network and
Stockholm Gay & Lesbian Network.
For more information about the brand, please visit
www.thecapitalofscandinavia.com.
Leisure Travel
Meetings and Conventions
The Stockholm Convention Bureau (SCB) positions and markets Stockholm with the aim of getting international organizations and companies
to locate their meetings in Stockholm. SCB has
almost 130 partners in its network and their shared
concept is to strengthen Stockholm’s position on
the international meeting market.
4 Facts about Stockholm’s tourism industry 2010
Events
The Events business area works with the marketing and development of Stockholm as a world class
venue for events and city experiences. The Event
Coordinator City of Stockholm helps organizers
develop and perform events, while the Stockholm
Event Network partnership project cultivates organizers with the aim of attracting primarily international sports, entertainment, culture and exhibition events to Stockholm.
Tourist Services
The Tourist Services business area is responsible for
visitor services in Stockholm, i.e. running the Stockholm Tourist Center and seasonal tourist bureaux,
Arlanda Visitor Center in collaboration with e.g.
Swedavia, and courses in Stockholm knowledge,
guide authorizations and the Stockholm Card.
Media Services
The Media Services department cultivates international media by means of news, positioning
themes and press visits. Each year Stockholm Visitors Board welcomes more than 600 journalists
from around the world, including TV companies
and lifestyle magazines that visit Stockholm to
feature the city.
Facts about Stockholm’s tourism industry 2010 5
Stockholm in
perspective
Fakta om besöksnäringen i Stockholm 2007 7
Facts about Stockholm’s tourism industry 2010 7
Stockholm’s international position
Stockholm’s tourist industry stands up well in a European
perspective. Stockholm is one of 44 big cities in Europe that
make up The European Premier League according to the European Cities Monitor. The number of overnight stays as a
whole increased on average by 4.5 percent per year within this
group during the 2004-2008 period. Overnight stays in
Stockholm increased by 6.7 percent during the same period,
putting the city in sixth place.
Not only has Stockholm enjoyed the most vigorous growth in
tourism in Scandinavia, but also boasts the greatest number of
overnight stays. Stockholm reached new heights in 2010 and
for the first time it passed 10 million overnight stays.
Diagram 1. Commercial overnight stays in the Nordic capitals, 2010 (in thousands)
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden, Visit Denmark, Statistics Norway, Statistics Finland
10,000
8,000
6,000
Table 1. Total overnight stays growth in Premier League Cities in Europe, 2004–2008
Source: European Cities Benchmarking Report 2010, European Cities Marketing
4,000
Average Annual Percentage
Growth 2004–2008
Rank
Premier League City
1
Valencia
2
Cardiff
8.8%
3
Bratislava
8.7%
4
Düsseldorf
7.3%
5
Hamburg
7.0%
12.7%
2,000
0
Stockholm
(Stockholm county)
Copenhagen
(Region Hovedstaden)
Oslo
(Oslo and Akershus)
Helsinki
(Helsinki, Espoo and Vantaa)
6
Stockholm
6.7%
7
Venice
6.5%
8
Munich
6.4%
Table 2. Commercial overnight stays in the Nordic capitals, 2008–2010 (in thousands)
9
Berlin
6.4%
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden, Visit Denmark, Statistics Norway, Statistics Finland
10
York
6.3%
2008
2009
2010
18
Helsinki
5.4%
Stockholm (Stockholm county)
9,386
9,372
10,022
28
Oslo
4.2%
Copenhagen (Region Hovedstaden)
7,140
6,728
7,233
38
Copenhagen
1.5%
Oslo (Oslo and Akershus)
4,650
4,616
4,982
Benchmark average
4.5%
Helsinki (Helsinki, Espoo and Vantaa)
4,046
3,847
4,180
8 Facts about Stockholm’s tourism industry 2010
Facts about Stockholm’s tourism industry 2010 9
The Stockholm
Visitor
10 Facts about Stockholm’s tourism industry 2010
Facts about
Facts about
Stockholm’s
Stockholm’s
tourismtourism
industry
industry
2010 2010
11 11
Where visitors come from
Swedish visitors make up two out of every three overnight
stays in Stockholm county. Most of the Swedish visitors come
from the other big city counties Västra Götaland and Skåne.
Visitors from Germany, the UK and the USA predominate
among foreign visits, together with our neighboring countries.
During 2010, the number of Swedish overnight stays increased by 8 percent, and foreign by 5 percent. However, foreign overnight stays show the strongest growth over the longterm. Over the past ten years foreign overnight stays increased
by 46 percent and Swedish overnight stays by 40 percent.
Table 3. Commercial overnight stays by nationality 2008–2010, Stockholm county
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden
2009
2010
Distribution
Share in
Sweden
Total
9,385,578
9,371,623
10,022,124
100%
21%
7%
7%
Sweden
6,285,897
6,197,277
6,699,489
67%
18%
7%
8%
Abroad
3,099,681
3,174,346
3,322,635
33%
30%
7%
5%
519,759
592,339
588,752
5.9%
12%
13%
–1%
1,783,905
1,806,144
1,844,088
18.4%
38%
3%
2%
796,017
775,863
889,795
8.9%
55%
12%
15%
–8%
Totals for Nordic contries
(not incl. Sweden)
Totals for Europe excl.
Nordic countries
Totals (excl. Europe)
160
Swedish visitors
Denmark
136,339
175,793
162,189
1.6%
14%
19%
Norway
209,427
222,396
228,618
2.3%
7%
9%
3%
Finland
165,023
186,541
188,067
1.9%
39%
14%
1%
30%
8,970
7,609
9,878
0.1%
55%
10%
Germany
Iceland
402,471
422,532
449,955
4.5%
25%
12%
6%
Great Britain
334,321
294,803
304,643
3.0%
53%
–9%
3%
–12%
Ireland
The Netherlands
Belgium
Luxembourg
France
Total
20,405
17,441
15,366
0.2%
47%
–25%
107,370
113,439
117,136
1.2%
19%
9%
3%
34,053
41,550
50,143
0.5%
47%
47%
21%
–3%
4,727
3,963
3,837
0.0%
48%
–19%
146,279
154,935
157,502
1.6%
54%
8%
2%
73,854
83,940
91,183
0.9%
41%
23%
9%
35,572
43,694
48,163
0.5%
48%
35%
10%
Italy
164,528
203,852
187,030
1.9%
64%
14%
–8%
Spain
116,676
120,804
121,711
1.2%
67%
4%
1%
17,167
13,293
12,269
0.1%
51%
–29%
–8%
Portugal
Foreign visitors
2009
Distribution by country:
Austria
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden
2008
Made up by:
Switzerland
Diagram 2. Swedish and foreign commercial
overnight stays* in Stockholm county,
2000–2010 (2000=index 100)
Change in % from
2008
Greece
18,208
17,520
16,230
0.2%
68%
–11%
–7%
Turkey
11,745
11,161
12,535
0.1%
58%
7%
12%
Russia
108,883
97,142
109,402
1.1%
55%
0%
13%
8,539
11,038
12,684
0.1%
33%
49%
15%
Estonia
Latvia
7,471
7,749
8,450
0.1%
32%
13%
9%
150
Lithuania
5,096
5,169
7,916
0.1%
26%
55%
53%
Poland
37,730
46,758
38,123
0.4%
28%
1%
–18%
140
The Czech Republic
10,816
11,410
10,859
0.1%
31%
0%
–5%
Slovakia
5,114
4,640
4,900
0.0%
37%
–4%
6%
Hungary
10,079
9,909
8,823
0.1%
43%
–12%
–11%
–20%
130
The rest of Europe
102,801
69,402
55,228
0.6%
47%
–46%
USA
232,142
207,662
246,104
2.5%
60%
6%
19%
28,144
23,467
28,030
0.3%
61%
0%
19%
Canada
120
110
Central & South America
26,555
24,920
33,493
0.3%
60%
26%
34%
Japan
60,721
60,772
57,573
0.6%
60%
–5%
–5%
8,815
9,422
9,713
0.1%
38%
10%
3%
45,631
43,589
54,816
0.5%
50%
20%
26%
South Korea
China
100
The rest of Asia
93,979
66,141
80,195
0.8%
53%
–15%
21%
Australia
30,113
26,873
31,235
0.3%
63%
4%
16%
New Zeeland
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
90
3,487
2,772
2,686
0.0%
48%
–23%
–3%
The rest of the world
118,892
43,918
30,613
0.3%
31%
–74%
–30%
Not indicated
147,538
266,327
315,337
3.1%
56%
114%
18%
*Hotels, hostels and vacation villages
12 Facts about Stockholm’s tourism industry 2010
Facts about Stockholm’s tourism industry 2010 13
How visitors travel to Stockholm
Stockholm is the natural center of Scandinavia. Every year
millions of visitors travel to and from Stockholm by air, ferry,
train and bus. However when Swedes travel to Stockholm,
they usually do so by car.
The number of airline passengers to Stockholm’s airports increased by 5 percent to 21.7 million during 2010. European
cities are the starting points and destinations of most journeys,
but the largest growth is outside Europe. The number of passengers to and from Stockholm’s seaports continued to grow
during 2010 to 11.8 million. Since the year 2000 the number
of ferry passengers has increased by 21 percent, almost entirely
due to increased traffic to and from the Baltic States.
Diagram 4. Swedish trips to Stockholm county and city
by means of transport, 2010
Table 4. Arriving and departing airline passengers
2010 (in thousands)
Source: Resurs
Source: LFV (the Swedish Civil Aviation Administration) and Luftfartsstyrelsen
%
Stockholm county
70
City of Stockholm
16,948
Stockholm–Skavsta
2,508
Stockholm–Bromma
2,037
40
Stockholm–Västerås
151
30
Örebro Airport
50
Source: LFV (the Swedish Civil Aviation Administration) and Luftfartsstyrelsen
Domestic
Europe
The rest of the world
Total
25,000
2010
Stockholm–Arlanda
60
Diagram 3. Arriving and departing airline passengers 2000–2010 (in thousands)
Airports in the Stockholm region*
Airports in the Stockholm region
69
Total
20
21,713
20,000
10
0
Air
15,000
Rail
Bus
Car
Other
Table 5. Arrriving and departing ferry passengers 2000, 2005–2010, Stockholm port (in thousands)
Source: Ports of Stockholm
10,000
2000
2005
2006
2007
2008
2009
2010
8,042
8,829
8,566
8,398
8,449
8,545
8,446
Baltic countries
507
863
933
1,042
1,222
1,441
1,601
Poland
132
163
151
168
174
144
153
Gotland
936
1,071
1,075
1,137
1,156
1,188
1,209
Cruise visitors
157
228
288
281
363
447
412
9,774
11,154
11,013
11,026
11,364
11,765
11,821
Finland
5,000
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
0
Total
*Stockholm-Arlanda, Stockholm-Skavsta, Stockholm-Bromma, Stockholm-Västerås and Örebro Airport
14 Facts about Stockholm’s tourism industry 2010
Facts about Stockholm’s tourism industry 2010 15
Where visitors stay
Table 7. Commercial overnight stays by nationality and type of accommodation 2010, Stockholm county
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden
There were just over 26 million overnight stays in Stockholm
county during 2010, of which 10 million stayed in hotels,
hostels, cottage vacation villages and camp sites. Hotels dominate commercial stays with 8.5 million overnights or just over
85 percent. However, it is quite usual for visitors to stay overnight with friends or relatives, and this amounted to almost
half the total overnight stays. In addition to visitors who stayed overnight, the county hosted almost 5.4 million people
who came to Stockholm for the day.
Hotels
Hostels
Vacation villages
Camping
Total
Total
8,522,805
726,891
87,735
684,693
10,022,124
Sweden
5,659,211
439,870
84,142
516,266
6,699,489
Abroad
2,863,594
287,021
3,593
168,427
3,322,635
526,385
25,178
490
36,699
588,752
1,497,415
214,509
2,868
129,296
1,844,088
839,794
47,334
235
2,432
889,795
Made up by:
Totals for Nordic contries
(not incl. Sweden)
Totals for Europe excl.
Nordic countries
Totals (excl. Europe)
Distribution by country:
Denmark
140,918
8,145
157
12,969
162,189
Norway
202,168
8,389
270
17,791
228,618
Finland
174,028
8,037
63
5,939
188,067
Iceland
9,271
607
0
–
9,878
Germany
327,277
63,602
340
58,736
449,955
Great Britain
304,643
285,445
12,351
373
6,474
Ireland
12,891
2,473
2
–
15,366
The Netherlands
82,206
11,796
130
23,004
117,136
Belgium
41,510
8,617
16
–
50,143
3,555
282
0
–
3,837
120,106
29,955
38
7,403
157,502
Switzerland
72,669
11,033
12
7,469
91,183
Austria
41,188
6,927
48
–
48,163
Italy
159,594
23,001
2
4,433
187,030
Spain
Luxembourg
France
Table 6. Overnight stays in all type of accommodations and day trips 2000, 2005 and 2008–2010, Stockholm county
(in thousands)
City of Stockholm figures in parantheses
Source: Resurs
Hotel
Vacation village
2000
2005
2008
2009
2010
6,175
6,730
7,884
7,938
8,523
119
89
90
95
88
(6,071)
(N/A)
106,038
15,623
50
–
121,711
Portugal
10,950
1,276
43
–
12,269
Greece
15,166
1,064
0
–
16,230
Turkey
11,617
918
0
–
12,535
Russia
105,089
4,310
3
–
109,402
Camping
550
933
912
622
685
(172)
Estonia
10,204
2,344
136
–
12,684
Hostel
265
553
716
729
727
(528)
Latvia
6,552
1,174
724
–
8,450
7,105
8,305
9,602
9,384
10,022
(6,771)
Lithuania
6,439
783
694
–
7,916
23,455
7,382
130
7,156
38,123
(4,344)
(5,231)
(6,241)
(6,463)
(6,771)
The Czech Republic
9,449
1,396
14
–
10,859
1,975
4,923
3,330
2,656
3,130
(N/A)
Slovakia
3,174
1,726
0
–
4,900
10,469
12,798
10,878
10,142
12,380
(5,085)
Hungary
7,771
1,048
4
–
8,823
35,070
5,428
109
14,621
55,228
Commercial accommodation
City of Stockholm’s share
Weekend cottage
Friends and relatives
733
552
337
348
472
(47)
Other overnight stays
Pleasure boat
1,820
449
159
165
240
(120)
Other accommodation
14,997
18,722
14,704
13,311
16,222
(5,252)
City of Stockholm’s share
(5,300)
(5,504)
(4,551)
(4,265)
(5,252)
Total overnight stays
22,102
27,027
24,306
22,696
26,244
City of Stockholm’s share
(9,644)
(10,735)
(10,792)
(10,728)
(12,023)
4,609
5,443
5,225
5,414
5,358
(3,638)
(4,464)
(4,234)
(4,407)
(4,404)
Day trips
City of Stockholm’s share
Poland
The rest of Europe
USA
234,890
11,196
18
–
246,104
Canada
24,485
3,545
0
–
28,030
Central & South America
28,715
4,778
0
–
33,493
Japan
53,659
3,914
0
–
57,573
7,960
1,753
0
–
9,713
China
50,945
3,871
0
–
54,816
The rest of Asia
75,437
4,757
1
–
80,195
Australia
24,722
6,513
0
–
31,235
1,823
863
–
–
2,686
23,596
4,577
8
2,432
30,613
313,562
1,567
208
–
315,337
South Korea
(12,023)
(4,404)
New Zeeland
The rest of the world
Not indicated
N/A = Not applicable
16 Facts about Stockholm’s tourism industry 2010
Facts about Stockholm’s tourism industry 2010 17
Commercial accommodation – hotels
For the past few years the number of hotels and hotel rooms
has increased in Stockholm. During 2010 the number of hotel
rooms increased by just over 4 percent to 26,135 per day, while
from 2009 occupancy rates increased by just over two percentage points to 61 percent. Hotels achieve their highest occupancy rates during the autumn, when revenues per room are
also at their highest. During 2010, hotel accommodation revenues amounted to SEK 6.3 billion, which is an increase of 13
percent since 2009.
Diagram 6. Revenues (MSEK) in hotels 2002–2010
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden
Stockholm county
7,000
City of Stockholm
6,000
5,000
4,000
3,000
2,000
1,000
0
2002
2003
2004
2005
2006
2007
2008
2009
2010
Table 8. Capacity, occupancy and lodging revenues in hotels 2006–2010, Stockholm county and City of Stockholm
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden
Stockholm county
Diagram 5. Capacity, occupancy and lodging revenues by month 2010, Stockholm county
Number
Room capacity per day
Revenues per
occupied room, SEK
Occupied rooms per day (occupancy rate, %)
30,000
1,500
25,000
1,250
20,000
73%
66%
15,000
54%
10,000
55%
65%
1,000
75%
67%
66%
63%
52%
750
50%
45%
500
City of Stockholm
2006
2007
2008
2009
2010
2006
2007
2008
2009
264
262
270
263
285
119
122
127
132
139
Room capacity (in
thousands) per day
23.2
23.6
24.7
25.0
26.1
13.4
13.9
14.9
15.4
16.0
Occupied rooms (in
thousands) per day
14.0
14.8
15.2
14.7
16.0
9.3
9.9
10.4
10.4
11.1
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden
Number of hotels
2010
Occupancy rate, %
61
63
62
59
61
69
71
70
67
69
Mon–Thurs, %
68
72
70
65
68
76
79
77
73
75
Fri–Sun, %
50
51
51
50
52
61
61
60
60
62
1,116
0
0
Revenues per
available room, SEK
587
662
684
611
662
698
779
805
722
774
18 Facts about Stockholm’s tourism industry 2010
Dec
1,071
Nov
1,154
Oct
4,530
1,101
Sep
4,060
1,007
Aug
4,389
1,083
Jul
3,965
1,040
Jun
3,419
1,108
May
6,318
1,058
Apr
5,582
971
Mar
6,166
Revenues per
occupied room, SEK
Feb
5,712
250
Jan
4,970
5,000
Revenues (MSEK)
Facts about Stockholm’s tourism industry 2010 19
Commercial accommodation – hostels
Commercial accommodation – cottage vacation villages
Bed capacity in the county’s hostels has increased over the past
few years to reach just over 4,200 beds per day during 2010. The
occupancy rate fell to 47 percent during the year while hostel revenues continued to increase to a total of SEK 21 million.
Capacity in the county’s vacation villages has fallen over the
past few years. This has had a positive effect on occupancy rates, which increased to 48 percent during 2010. However, total
revenues fell to SEK 16 million during 2010.
Diagram 7. Capacity, occupancy and lodging revenues in hostels 2004–2010, Stockholm county
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden
Diagram 8. Capacity, occupancy and lodging revenues in vacation villages 2004–2010, Stockholm county
Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden
Revenues per
occupied bed, SEK
Number
6,000
300
300
900
5,000
250
250
750
4,000
200
200
600
3,000
150
150
450
100
100
Number
Bed capacity per day
Occupied beds per day (occupancy rate, %)
2,000
1,000
42%
43%
43%
2004
2005
2006
47%
52%
48%
47%
0
20 Facts about Stockholm’s tourism industry 2010
2007
2008
2009
2010
Capacity per day
50
0
0
Revenues per occupied
vacation village, SEK
300
38%
50
Occupied vacation villages per day (occupancy rate, %)
37%
34%
40%
45%
44%
48%
2007
2008
2009
2010
150
0
2004
2005
2006
Facts about Stockholm’s tourism industry 2010 21
Why people travel to Stockholm
– tourists and business visitors
S T OC KH OL M C OU NT Y
Source: Resurs
Business
Leisure
C IT Y OF S T OC KH OL M
Business
Leisure
5,000
4,000
3,000
2,000
1,000
2010
2009
2008
2007
2006
2005
2004
2003
2002
0
2001
Since the 2008 global financial crisis tourists in Stockholm
county account for more overnight hotel stays than business
visitors. During the past ten-year period the number of overnight hotel stays by business visitors has increased by 12
percent and overnight hotel stays by leisure visitors has increased by 78 percent.
Diagram 9. Overnight stays at hotels by business and leisure travelers 2000–2010, Stockholm county and city
(in thousands)
2000
As a big city region, Stockholm is naturally attractive as both
a tourist destination and business city. It is home to a rich
cultural life and a great variety of national and international
events, restaurants and shopping experiences. Stockholm is
also Scandinavia’s leading business city, with many internationally competitive industries. Together they create an exciting, dynamic and progressive city that attracts millions of
tourists and business visitors every year.
Table 9. Overnight stays at hotels by business and leisure travelers 2000, 2005, 2008–2010,
Stockholm county and city (in thousands)
Source: Resurs
2000
2005
3,764
3,499
2,351
2,282
2008
2009
2010
4,320
3,874
4,233
2,976
2,731
2,964
Stockholm county
Business travelers
Business
Conference
1,413
1,217
1,344
1,143
1,269
Leisure travelers
2,411
3,231
3,564
4,063
4,290
Group
1,090
1,126
946
891
980
Leisure
1,321
2,105
2,618
3,172
3,310
City of Stockholm
Business travelers
Business
Conference
Leisure travelers
22 Facts about Stockholm’s tourism industry 2010
2,034
2,030
2,689
2,506
2,685
1,741
1,715
2,285
2,142
2,290
293
315
404
364
396
1,930
2,581
2,831
3,232
3,385
Group
740
833
660
637
706
Leisure
1,190
1,748
2,171
2,595
2,679
Facts about Stockholm’s tourism industry 2010 23
International meetings and conventions
Stockholm is one of the world’s most popular internal convention destinations. According to the latest ICCA rankings the city
occupies seventh place globally. One reason is that Stockholm
has excellent capacity for meetings and conventions. It is home
to Stockholm Exhibition and Congress Center, northern
Europe’s largest convention facility, the Stockholm City Conference Centre – one of Scandinavia’s largest – and Kistamässan,
strategically located in the center of Kista Science City. Not to
forget the newcomer, Stockholm Waterfront Congress Centre,
with its spectacular architecture in the heart of Stockholm.
Source: Stockholm Visitors Board
160
2
Barcelona
56
132
138
135
3
Paris
109
132
154
131
4
Berlin
71
103
112
129
5
Singapore
66
117
128
119
6
Copenhagen
49
84
88
103
7
Stockholm
67
70
90
102
8
Amsterdam
62
101
103
98
9
Lisbon
45
84
89
98
10
Beijing
45
99
87
96
24 Facts about Stockholm’s tourism industry 2010
100
Other, 20%
80
Industry/
business, 3%
60
National and
municipal
government, 3%
40
Medicine/
Psychology, 67%
Technology/
Statistics/
Chemistry, 7%
20
0
2010
145
2009
140
2008
63
2007
Vienna
2006
1
2005
2009
2004
2008
2003
2005
2002
2000
2001
City
2010
Source: Stockholm Visitors Board
Rank
2009
Diagram 13. International convention participants
by subject area in Stockholm, 2010
2008
Diagram 11. International convention participants
in Stockholm, 2001–2010 (in thousands)
Source: International Congress and Convention Association, ICCA
2007
Table 10. Number of meetings per city, 2000, 2005, 2008–2009
2006
0
2005
0
2004
100
2003
50
2002
200
2001
100
2010
300
2009
150
2008
400
2007
200
2006
Stockholm also enjoyed a great congress year during 2010, with
152 international conventions that attracted 95,000 delegates
and generated 430,000 overnight hotel stays. Each convention
delegate stays for an average of 4.5 days and spends approximately SEK 5,200 per day.
2005
500
2004
Source: Stockholm Visitors Board
250
2003
Source: Stockholm Visitors Board
2002
Diagram 12. International convention-related overnight
stays in Stockholm, 2004–2010 (in thousands)
2001
Diagram 10. International conventions in Stockholm,
2001–2010
Facts about Stockholm’s tourism industry 2010 25
Events and visitor destinations in Stockholm
Stockholm is an international event city. There are a large
number of events organized every day, and they attract millions of visitors to Stockholm every year. Events generate SEK
5 billion in annual revenues and provide both employment
opportunities and new businesses in the region. Events also
form an important part of Stockholm’s international marketing. Together with the city’s various sights, events create an
attractive destination for visitors and Stockholmers alike.
Table 12. Major visitor destinations in Stockholm county, 2010
The Royal wedding
Source: Stockholm Visitors Board
Rank
Destination
1
Kulturhuset
2,043,286
2
Stockholm Globe Arenas
1,580,000
3
Stockholm Exhibition and Congress Center
1,320,934
4
Archipelago tours, Strömma Group
1,300,100
5
Skansen
1,285,122
6
Gröna Lund
1,238,752
7
Eriksdalsbadet swimming center
1,135,057
8
Vasa Museum
1,129,184
9
Swedish Museum of Natural History
545,000
10
Moderna museet
486,523
11
Storkyrkan
475,000
12
Casino Cosmopol
439,309
13
Junibacken
400,000
14
City Hall
356,612
15
National Museum
355,922
Key figures
16
Museum of Science and Technology
323,398
Total number of unique visitors to the
wedding procession (19 June 2010)
17
The Kaknäs tower
300,000
18
Royal Palace, excl. The Royal Armoury
296,458
19
Östasiatiska museet
296,400
20
Medelhavsmuseet
279,900
Diagram 14. Number of web articles all over
the world with the existence of the word "Stockholm"
(in thousands)
Source: Stockholm Business Region
1,000
800
600
400
200
0
2008 jan–jun
2009 jan–jun
2010 jan–jun
Table 11. The royal wedding, key figures
Source: Stockholm Visitors Board
500,000
Percentage of traveling visitors
Financial turnover
33%
1,297 MSEK
26 Facts about Stockholm’s tourism industry 2010
Number visitors
Facts about Stockholm’s tourism industry 2010 27
How long visitors stay
Visitors who overnight in Stockholm stay for an average of
2.4 nights. The shortest stays are by those who overnight at
hotels. People spending the night on pleasure boats and campers are those who spend the longest time in Stockholm.
Diagram 15. Average number of nights spent by visitors in different types of accomodation
in Stockholm county and city, 2010
Source: Resurs
Stockholm county
City of Stockholm
Overnight
trips, total
Hotel
Other accomodation
Friends and relatives
Own weekend
cottage/apartment
Cottage,
rented privately
Camping
Pleasure boat
0
1
2
28 Facts about Stockholm’s tourism industry 2010
3
4
5
6
Nights per trip
Facts about Stockholm’s tourism industry 2010 29
How much visitors spend
Business visitors to the county’s hotels form the category that
spends the most money per day during their stay in Stockholm. Compared to 2009, it was primarily hotel guest consumption that fell during 2010.
Tabel 13. Consumption per visitor and day in Stockholm county and city, 2000, 2005, 2008–2010
City of Stockholm figures in parantheses
Source: Resurs
2000
2005
2008
2009
2010
1,085
1,565
1,841
1,895
1,567
(1,494)
1,283
1,940
2,289
2,483
1,980
(1,915)
776
1,158
1,299
1,336
1,159
(1,159)
Vacation village
387
512
511
589
580
(N/A)
Camping
189
265
305
315
326
(326)
Hostel
309
420
420
580
591
(589)
Weekend cottage
191
160
173
249
186
(N/A)
Friends and relatives
239
322
317
372
373
(373)
Pleasure boat
111
159
199
241
231
(234)
Other
311
889
522
545
644
(708)
Day trip visitors
404
436
514
458
478
(522)
Hotel
Business travelers
Leisure travelers
N/A = Not applicable
30 Facts about Stockholm’s tourism industry 2010
Facts about Stockholm’s tourism industry 2010 31
Economy and
employment
32 Facts about Stockholm’s tourism industry 2010
Facts about
Facts about
Stockholm’s
Stockholm’s
tourismtourism
industry
industry
2010 2010
33 33
Diagram 16. Revenues from visitors 2000–2010, Stockholm county (MSEK)
Source: Resurs
Economy
Commercial accommodation
Other accommodation
Day trips
18,000
15,000
12,000
9,000
6,000
3,000
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
0
2000
The tourism industry is of great importance for Stockholm’s
economy and employment. During the past ten years the
tourism industry has grown by 85 percent in Stockholm
county, and sales in the City of Stockholm have more than
doubled. The industry achieved sales of SEK 22 billion in
Stockholm county during 2010, of which the City of Stockholm accounted for SEK 13.7 billion, or 23 percent. Accommodation made up the largest revenues at 35 percent, followed by restaurants (25 percent) and shopping (18 percent).
Table 15. Revenues generated from visitors by sector 2000, 2005, 2008–2010, Stockholm county (MSEK)
City of Stockholm figures in parantheses
Source: Resurs
2000
Accomodation
Table 14. Revenues from visitors 2000, 2005, 2008–2010, Stockholm county (MSEK)
City of Stockholm figures in parantheses
Food
Source: Resurs
Restaurant
2005
2008
2009
2010
3,784
6,043
8,141
7,993
7,645
908
1,454
1,079
1,062
1,182
(4,988)
(512)
2,443
3,840
5,486
6,046
5,432
(3,299)
2000
2005
2008
2009
2010
Transportation
1,953
2,245
2,035
2,091
2,387
(1,311)
6,700
10,529
14,518
15,045
13,353
(9,069)
Shopping
2,430
4,284
3,770
4,136
3,998
(2,662)
Business travelers
4,829
6,787
9,888
9,618
8,381
(5,145)
Activity
803
958
1,168
1,475
1,437
(955)
Leisure travelers
1,871
3,742
4,630
5,428
4,972
(3,923)
(13,727)
46
46
46
56
51
Hotel
Vacation village
Camping
Hostel
Commercial
104
247
278
196
223
(56)
82
232
301
423
429
(311)
6,932
11,054
15,143
15,720
14,056
(9,436)
Total
12,320
18,823
21,679
22,802
22,080
City of Stockholm's share
(7,399)
(12,208)
(15,006)
(15,669)
(13,727)
Diagram 17. Revenues generated from visitors by sector (%) 2010, Stockholm county and city
Source: Resurs
CITY OF STOCKHOLM
STOCKHOLM COUNTY
Food, 5%
Weekend cottage
Friends and relatives
Pleasure boat
Other overnight stays
377
788
576
661
582
2,502
4,121
3,448
3,773
4,618
(1,897)
81
88
67
84
109
(11)
566
399
83
90
154
(85)
Day trips
1,862
2,373
2,362
2,474
2,561
(2,299)
Other
5,388
7,769
6,536
7,082
8,024
(4,292)
Total
12,320
18,823
21,679
22,802
22,080
(13,728)
City of Stockholm's share
(7,399)
(12,208)
(15,353)
(15,667)
(13,728)
Activity, 7%
Transportation, 11%
Transportation, 10%
Accomodation, 35%
Shopping, 18%
34 Facts about Stockholm’s tourism industry 2010
Food, 4%
Activity, 6%
Restaurant, 25%
Accomodation, 36%
Shopping, 19%
Restaurant, 24%
Facts about Stockholm’s tourism industry 2010 35
Employment
The tourism industry is estimated to create employment for
18,700 people in Stockholm county, of whom 11,300 are in
the City of Stockholm. The number employed in Stockholm
County has grown by 18 percent since 2002. Restaurants and
accommodation account for the greatest employment with
35 percent each. It is also these segments that have increased
their numbers of employees most since 2002, while transportation, retail and foodstuffs have reduced numbers.
Table 16. Employment* generated from visitors by sector 2002, 2005, 2008–2010
City of Stockholm figures in parantheses
Source: Resurs
2000
Food
Restaurant
2005
2008
2009
2010
558
562
361
354
489
(216)
4,575
4,812
6,029
6,629
6,511
(3,909)
Transportation
2,237
1,751
1,443
1,479
1,637
(899)
Shopping
2,137
2,052
1,672
1,829
1,784
(1,228)
Activity
1,528
1,390
1,543
1,940
1,835
(1,219)
Accomodation
4,809
6,147
6,840
6,740
6,444
(3,830)
(11,301)
Total
15,844
16,714
17,888
18,972
18,708
City of Stockholm's share
(9,717)
(10,734)
(12,449)
(12,732)
(11,301)
*Number of people employed
36 Facts about Stockholm’s tourism industry 2010
Facts about Stockholm’s tourism industry 2010 37
About the statistics
List of diagrams and tables
8 Table 1. Total overnight stays growth in Premier
League Cities in Europe, 2004–2008
9 Diagram 1. Commercial overnight stays in the
Nordic capitals, 2010 (in thousands)
Sources
More information at:
• European Cities Marketing
• Ports of Stockholm
• www.visitstockholm.com/en
• www.tillvaxtverket.se
• Resurs AB
• www.scb.se
• Statistics Finland
• www.lfv.se/en
• Statistics Norway
• www.stoports.com
• Swedish Agency for Economic and Regional Growth
and Statistics Sweden
• www.shr.se
• Swedish Civil Aviation Administration (LFV) and
Luftfartsstyrelsen
• Stockholm Exhibition and Congress Center
• Stockholm Visitors Board (SVB)
• Visit Denmark
Diagram 12. International convention-related
overnight stays in Stockholm, 2004–2010 (in
thousands)
Page
• www.visitsweden.com/sweden
Table 2. Commercial overnight stays in the Nordic
capitals, 2008–2010 (in thousands)
12 Diagram 2. Swedish and foreign commercial
overnight stays, 2000–2010 (2000=index 100)
13 Table 3. Commercial overnight stays by nationality
2008–2010, Stockholm county
14 Diagram 3. Arriving and departing airline
passengers 2000–2010 (in thousands)
15 Diagram 4. Swedish trips to Stockholm county and
city by means of transport, 2010
Table 4. Arriving and departing airline passengers
2010 (in thousands)
Table 5. Arrriving and departing ferry passengers
2000, 2005–2010, Stockholm port (in thousands)
16 Table 6. Overnight stays in all type of accommodations and day trips 2000, 2005 and 2008–2010,
Stockholm county (in thousands)
17 Table 7. Commercial overnight stays by nationality
and type of accommodation 2010, Stockholm county
18 Diagram 5. Capacity, occupancy and lodging
revenues by month 2010, Stockholm county
19 Diagram 6. Revenues (MSEK) in hotels 2002–2010
Diagram 13. International convention participants
by subject area in Stockholm, 2010
26 Diagram 14. Number of web articles (in thousands)
all over the world with the existence of the word
“Stockholm”
Table 11. The royal wedding, key figures
27 Table 12. Major visitor destinations in Stockholm
county, 2010
28 Diagram 15. Average number of nights spent by
visitors in different types of accomodation in
Stockholm county and city, 2010
30 Tabel 13. Consumption per visitor and day in
Stockholm county and city, 2000, 2005,
2008–2010
34Table 14. Revenues from visitors 2000, 2005,
2008–2010, Stockholm county (MSEK)
35 Diagram 16. Revenues from visitors 2000–2010,
Stockholm county (MSEK)
Diagram 17. Revenues generated from visitors by
sector (%) 2010, Stockholm county and city
Table 15. Revenues generated from visitors by
sector 2000, 2005, 2008–2010, Stockholm county
(MSEK)
36 Table 16. Employment generated from visitors by
sector 2002, 2005, 2008–2010
Table 8. Capacity, occupancy and lodging revenues
in hotels 2006–2010, Stockholm county and City
of Stockholm
20 Diagram 7. Capacity, occupancy and lodging
revenues in hostels 2004–2010, Stockholm county
21 Diagram 8. Capacity, occupancy and lodging
revenues in vacation villages 2004–2010,
Stockholm county
23 Diagram 9. Overnight stays at hotels by business
and leisure travelers 2000–2010, Stockholm county
and city (in thousands)
Table 9. Overnight stays at hotels by business and
leisure travelers 2000, 2005, 2008–2010,
Stockholm county and city (in thousands)
24 Table 10. Number of meetings per city, 2000, 2005,
2008–2009
25 Diagram 10. International conventions in
Stockholm, 2001–2010
Diagram 11. International convention participants
in Stockholm, 2001–2010 (in thousands)
Photographers
SBR – Stockholm Visitors Board, p 1. Cilla Lundqvist, p 3.
Ulf Hinds, p 2. Jeppe Wikström, pp 6, 15, 20, 26, 32, 37,
38. Shutterstock, pp 9, 40. Nicho Södling, pp 10, 12, 22,
31, 40. Orsolya Haarberg/Wild Wonders of Europe, p 21.
Yanan Li, pp 25, 27, 36. Henrik Trygg, pp 28, 29. Hotel J,
p 30.
Facts about Stockholm’s tourism industry 2010 39
Stockholm – The Capital of Scandinavia
There are many reasons why Stockholm is the natural capital of Scandinavia. One is that Stockholm lies in
the heart of Scandinavia with world-class communications. Another is that Stockholm is the largest city in
the largest country in Scandinavia. This is also where you will find the most international companies, the
largest stock exchanges and especially the most visitors. People come here for the cuisine, design and music.
Stockholm also has a unique selection of galleries and museums, in the eyes of the world are upon it every year
when the Nobel Prizes are awarded. Welcome to Stockholm – The Capital of Scandinavia.
Stockholm Visitors Board
P.O. Box 16282
SE-103 25 Stockholm, Sweden
Ph +46 8 508 28 500
[email protected]
www.visitstockholm.com