ANNUAL REPORT 2015 Göteborg & Co Träffpunkt AB and Göteborg & Co Kommunintressent AB CONTENTS
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1 Photography: Dan Ljugsvik Photography: ANNUAL REPORT 2015 Göteborg & Co Träffpunkt AB and Göteborg & Co Kommunintressent AB CONTENTS WE LEAVE A FANTASTIC YEAR BEHIND US . ...................................................... 4 MAIN STRATEGIES FOR DESTINATION GOTHENBURG ...................................... 6 ACCESSIBILITY HAS NEVER BEEN BETTER ......................................................10 CITY OF TOURISM .............................................................................................12 CITY OF MEETINGS ...........................................................................................18 CITY OF EVENTS ...............................................................................................22 TRADE & INDUSTRY GROUP .............................................................................28 COMMUNICATION .............................................................................................32 CITY OF FOOD ...................................................................................................36 GOTHENBURG’S 400TH ANNIVERSARY IN 2021................................................38 ORGANISATION .................................................................................................42 ANNUAL REPORT FOR GÖTEBORG & CO TRÄFFPUNKT AB ..............................50 ANNUAL REPORT FOR GÖTEBORG & CO KOMMUNINTRESSENT AB................60 4 5 WE LEAVE A FANTASTIC YEAR BEHIND US Never before have we seen such growth in the destination and never before has the tourism industry contributed so much commercial benefit to society as in the past year. A big thank you to all our collaborating partners who helped make this possible. 2015 marked the start of the destination’s business plan In the City of Events, the Volvo Ocean Race and Gothen period for 2015–2017. It could not have got off to a bet burg Culture Festival were two clear highpoints. These in ter start. Our key performance indicators, the balance spiring events were also used as communication platforms between national and international guest nights, the in for important future issues. Gothenburg Culture Festival fluence of trade on employment, tourism turnover and gave us a chance to demonstrate our desire to make a dif market share for the destination all moved in the right di ference through social sustainability, while Volvo Ocean rection. The attractiveness of Gothenburg and Sweden as Race helped to show off the exciting urban developments a whole, combined with big investments made in trade and taking place in Gothenburg. The Volvo Ocean Race also industry in recent years, mean we are already well on the provided a stage for academia and industry to show off way to meeting the goals of our business plan. many innovative solutions. A mix of private tourism, meetings and events is vital So much more has happened in 2015. The Trade & for the success of the destination, and there have been Industry Group made big investments in its focus areas many developments in each of these sectors over the year. of Trade & Industry, the Knowledge Environment and There is good potential to create new reasons to visit Events & Culture. The destination became more access the region, and in 2015 the City of Tourism business area ible, thanks to air and rail links. Big progress was made in invested in building the destination’s appeal in areas such preparations for Gothenburg’s 400th anniversary in 2021 as cycling, the archipelago and shopping. Extending the and the new sauna and pool in Frihamnen made many tourist season is also important for the attractiveness of people more aware of Gothenburg’s waterside location. the destination, and this is an area where Liseberg amuse This closeness to the water was highlighted by events such ment park made a massive contribution during the year. as Volvo Ocean Race, the America’s Cup World series, M32 The launch of Halloween at Liseberg was a success that and the Stena Match cup. shows very clearly that it is possible to attract large num But even though 2015 was an impressive year for us, bers of visitors even in autumn. Over the coming year the we still have many challenges to address. Terror threats, City of Tourism will develop the new Autumn City concept climate change, worries about a new financial crisis and to encourage more stakeholders to invest in this exciting the introduction of border controls will all affect travel and new season. place new demands on tourism. There was plenty of news in the City of Meetings in 2015 too, and big congresses such as World of Coffee, the Annual Events in the world around us can always change our cir Dental Congress and Euro Attractions Show made this an cumstances. But there is one thing we are certain of: we exceptional year for meetings. The Swedish Exhibition & can make a difference through co-operation. Together we Congress Centre also had its best results ever thanks to a can create the best opportunities for trade and industry, series of big annual fairs. This growth would not have been and for our city. possible without the bold investment decisions taken in trade and industry. Thank you for a fantastic 2015. You have helped us pave the way to an even better 2016. Camilla Nyman, CEO, Göteborg & Co Photography: Per Pixel Petersson Pixel Per Photography: 6 7 Photography: Beatrice Törnros Beatrice Photography: Developing a new model for collaboration Making Gothenburg a natural choice Collaboration is the key to promoting our destination, A country that is attractive to visitors is a country that is and over the years Gothenburg’s model for collabora easily accessible, and this requires effective infrastruc tion has been very successful. Globalisation, new tech ture and efficient transport. We will improve access nology, new legislation and the growing importance of ibility by stepping up efforts in networks such as Go MAIN STRATEGIES FOR tourism to society mean that we need to develop and Connect to provide better air links for Gothenburg. Air implement a new model. travel is just one of several means of transport and we DESTINATION GOTHENBURG To maximise the effect of our joint activities, a will therefore contribute to the overall development of council of CEOs has been set up in the Tourism, Cul sustainable transport to and from the city. Accessibility ture and Events cluster, and this, together with a tour is also about making it easy for potential visitors to find Gothenburg has developed a strong and successful tourism industry, but ism forum for trade and industry, will provide the new and recognise Gothenburg as a destination. We will there is good potential to further improve the attractiveness of the city and platform for publicprivate collaboration. enhan ce our digital presence so that visitors can easily find information about Gothenburg and be drawn to region. Competition is razor sharp, and to achieve growth and development the city. This also applies to visitors with disabilities. we require a focused strategy, hard work, innovative solutions, proactive Focusing on sustainability investments and constructive cooperation. The goal is that the tourism Globalisation and improved economic wellbeing lead to more travel, which has impacts on the environment Moving on from implementation to enabling industry in Gothenburg should continue to build on its international and climate. Thanks in part to clear environmental In order to compete and respond to market require competitiveness and grow in a rapidly changing world. goals and freedom to roam, Sweden is highly ranked ments we need more stakeholders who contribute to as a destination. This is a good starting point and a development efforts for the destination. One important great business opportunity. We intend to adapt and task is to create opportunities for collaboration. We will implement the city’s sustainability strategy in our therefore encourage entrepreneurs, companies and tourism industry and ensure that it has an impact and organisations to contribute to the development of the is realised in all collaborative projects, agreements and destination and its offerings. Our role as a destination procurement contracts. We will use existing projects company will therefore be to manage, coordinate and to develop and test new ideas so that we can develop communicate opportunities from the perspective of the models and formats that can be used by partners in destination, and to contribute our expertise. the network. On the following pages we outline how each business area and unit has tackled the main strategies through its activities. 8 9 + 22.2 % 1,300,000 GROWTH CONTINUES 5,000,000 +10.8 % 1,200,000 4,500,000 1,100,000 4,000,000 There have never been so many overnight stays at hotels and hostels in 1,000,000 Gothenburg. The number of commercial guest nights totalled 4,487,713 3,500,000 900,000 and we continue to see strong growth in our priority markets. The number of visitors from the UK alone rose by 23 per cent. 3,000,000 800,000 2011 2012 2013 2014 2015 2011 2012 2013 2014 2015 GUEST NIGHTS INTERNATIONAL GUEST NIGHTS By July, the busiest month of the year for the tourism industry, we could see that this was Actual Original target Actual Original target very likely to be another good year. Compared with 2014, the number of guest nights rose by 14 per cent, with most of the new visitors coming from abroad. This is especially pleas ing since the international market has the greatest growth potential for the destination. It is not just Gothenburg