Facts about Stockholm’s tourism industry Statistics for 2016 Content . Where visitors come from . How visitors travel to Stockholm . Where visitors stay . Length of stay . Why people travel to Stockholm . International meetings and conventions . Major attractions in Stockholm . How much visitors spend Cover page photo: Henrik Trygg Where Visitors Come From Stockholm is at the center of the tourism industry with close to 13.5 million overnight stays in commercial establishments in 2016. Three out of ten foreign visitors to Sweden choose to locate their nights here. Steady Growth for Swedish and Foreign Visitors A large part of all commercial overnight stays in Stockholm Swedish and foreign commercial overnight stays at hotels, County can be accounted for by domestic demand, but the hostels and vacation villages in Stockholm County. foreign demand has had a stronger increase. Most foreign visitors come from European countries. 2003-2016 (Index 100=2003) In 2016 compared to 2015 guest nights from domestic visitors Swedish visitors Foreign visitors Total increased by 3 per cent and by 4 per cent from foreign 220 visitors. 210 Swedish and foreign commercial overnight stays at 200 hotels, hostels and vacation villages, 190 Stockholm County 2016 180 170 14% Swedish visitors 160 Nordic countries (not 150 16% incl. Sweden) 140 Europe excl. Nordic 130 5% 64% countries 120 Non-European 110 100 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: Swedish Agency for Economic and Regional Growth / Statistics Sweden Close to 13.5 Million Commercial Overnight Stays In 2016 close to 13.5 million guest nights were made in all forms of Stockholm County accounts for more than every fifth commercial commercial accommodation in the Stockholm County, an increase of overnight stay in Sweden and 30 per cent of all foreign guest nights. almost 500,000 since 2015 and 3 million more than five years ago. The fastest increase in recent years is generated by guests from non- European countries. All forms of commercial overnight stays by nationality 2016, Stockholm County 2016 Distribution Share in % change % change 2016 Distribution Share in % change % change Sweden since since Sweden since since 2011 2015 2011 2015 Total 13,438,009 100% 22% 29% 4% Latvia 17,218 0% 42% 79% 27% Sweden 8,708,632 65% 19% 25% 3% Greece 15,010 0% 63% 2% -15% Totals from abroad 4,729,377 35% 30% 36% 4% Chech Republic 14,895 0% 22% 31% -8% Totals for Nordic countries Iceland 13,830 0% 53% 82% -33% (excl. Sweden) 687,204 5% 13% 17% -10% Portugal 12,948 0% 43% -1% -22% Totals for Europe excl. Nordic Hungary 12,842 0% 41% 30% 14% countries 2,230,989 17% 32% 19% 4% Ukraine 12,026 0% 58% 45% 49% Totals for non-European 1,811,184 13% 53% 78% 12% The rest of Europe 93,894 1% 44% 84% 22% Germany 537,010 4% 18% 18% 2% USA 367,897 3% 67% 40% 6% Great Britain 441,557 3% 51% 50% 12% Canada 37,855 0% 65% 18% 0% Norway 286,069 2% 8% 12% -8% Finland 219,775 2% 38% 27% 3% Brazil 25,296 0% 63% 31% -19% Denmark 167,530 1% 15% 9% -23% The rest of Central & France 152,603 1% 51% 2% -3% South America 34,337 0% 63% 26% 5% Switzerland 137,522 1% 37% 42% 4% Italy 133,735 1% 54% -22% -1% India 103,389 1% 59% 167% -19% The Netherlands 119,326 1% 18% 1% 0% China 117,476 1% 36% 74% 34% Spain 117,211 1% 63% -1% 7% Japan 56,948 0% 61% 1% 6% Poland 95,904 1% 31% 39% -16% South Korea 17,719 0% 32% 53% 21% Austria 58,764 0% 45% 14% -2% The rest of Asia 144,501 1% 63% 10% 9% Belgium 58,449 0% 38% 9% 2% Russia 58,092 0% 45% -45% -25% Australia 50,528 0% 65% 54% 5% Ireland 36,270 0% 69% 66% 49% New Zealand 6,028 0% 62% 100% 17% Lithuania 33,668 0% 49% 165% 52% Turkey 33,492 0% 70% 153% 29% The rest of the world 236,801 0% 3% 268% 36% Estonia 19,498 0% 27% 28% 13% Not indicated 612,409 5% 49% 87% 15% Romania 19,055 0% 46% 116% 2% Source: Swedish Agency for Economic and Regional Growth / Statistics Sweden Foreign Visitors All forms of commercial overnight stays by nationality 2016, Stockholm County (in thousands) 0 100 200 300 400 500 600 700 Germany is the dominant foreign market in Stockholm, followed by Great Britain, the US Germany 537 Great Britain 442 and Norway. Most major nationalities among Norway 286 Finland 220 the visitors to Stockholm are European. 19 of Denmark 168 France 153 the 25 countries with the highest number of Switzerland 138 Italy 134 guest nights are European. Netherlands 119 Spain 117 Poland 96 Austria 59 Visitors from the United States account for 80 Belgium 58 per cent of all overnight stays from North and Russia 58 Ireland 36 South America. Brazil, however, increases in Lithuania 34 Turkey 33 importance. Estonia 19 Romania 19 Latvia 17 Greece 15 In Asia, two target groups are fairly equal in Czech Republic 15 Iceland 14 number of guest nights – India and China. The rest of Europe 132 India is the market in Asia that has developed USA 368 Canada 38 the most in recent years, especially between Brazil 25 The rest of Central & South America 34 2011 and 2015. Japan has lost market share in a longer perspective. India 103 China 117 Japan 57 South Korea 18 The rest of Asia 145 Australia 51 New Zeeland 6 The rest of the world 237 Not indicated 612 Source: Swedish Agency for Economic and Regional Growth / Statistics Sweden The Nordic Countries All forms of commercial overnight stays in Stockholm County 2008-2016. Nordic markets (Index 100=2008) 250 Norwegian, Finnish and Danish visitors belong to the ten major foreign target groups in Stockholm. 200 For all target groups in Scandinavia, with the exception of Finland, the sharp increase between 2014 and 2015 has been followed by a decline 150 Norway 100 Finland Iceland Denmark 50 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: Swedish Agency for Economic and Regional Growth / Statistics Sweden The European Markets European markets with the most positive trend in the past years are Markets that have had a less favorable trend are mainly Russia, but Belgium, Austria, Poland and Switzerland. The Polish market a decline is noted for Italy as well, while the Spanish market to a fluctuates significantly over the years large extent has recovered since 2013. All forms of commercial overnight stays in Stockholm County 2008-2016. Major European markets (Index 100=2008) 350 350 Switzerland Poland Russia Austria 300 France 300 Belgium Germany The netherlands Great Britain Spain 250 250 Italy Rest of Europe 200 200 150 150 100 100 50 50 0 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2008 2009 2010 2011 2012 2013 2014 2015 2016 *The rest of Europe contain commercial overnight stays for all European countries not individually specified in the graphs above. Source: Swedish Agency for Economic and Regional Growth / Statistics Sweden North and South America All forms of commercial overnight stays in Stockholm County 2008-2016. North and South America (Index 100=2008) 400 The United States is the third largest foreign target group in Stockholm. Due to the financial crises, the 350 number of visitors from the USA and Canada decreased in 2009. Since 2009 the number of 300 overnight stays have increased again, in particular for visitors from USA. 250 Guest nights by visitors from Brazil did increase at a rapid pace until 2013, but have since decreased. 200 Other countries increase their share of all guest 150 nights from the American continent. 100 Brazil Canada 50 USA Rest of North and South America 0 2008 2009 2010 2011 2012 2013 2 014 2 015 2 016 *The rest of North and South America contain commercial overnight stays for all North and South American countries not individually specified in the graphs above. Source: Swedish Agency for Economic and Regional Growth / Statistics Sweden The Asian Markets All forms of commercial overnight stays in Stockholm County 2008-2016. Asian markets (Index 100=2008) 500 With the exception of Japan, the development for 450 visitors from Asia have been very positive. 400 Since 2010 the number of overnight stays from visitors from India have increased significantly. 350 However in the last year we have seen a decline to the level of 2014. 300 Guest nights from visitors from China have risen 250 steadily year by year, with the exception of 2014. Since 2014, the number of guest nights has risen by 200 almost 50 percent 150 India China 100 Japan 50 South Korea Rest of Asia 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 *The rest of Asia contain commercial overnight stays for all Asian countries not individually specified in the graphs above. Source: Swedish Agency for Economic and Regional Growth / Statistics Sweden Australia, New Zealand and the rest of the world All forms of commercial overnight stays in Stockholm County 2008-2016. Australia, New Zealand and the rest of the world (Index 100=2008) 450 Australia and New Zealand were among the countries that were affected negatively in 2009 but 400 since 2010 the number of overnight stays have increased at a steady pace. 350 300 Australia 250 New Zeeland 200 Rest of the world Not indicated 150 100 50 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 *The rest of the world contain commercial overnight stays for countries not assigned to a specific continent, Africa in total and the rest of Oceania.