Università della Svizzera Italiana Stockholm‐Copenhagen‐Malmo Study Tour Report Master International Tourism 05.03.2010 Table of contents The list of figures ................................................................................................................................................. 4 INTRODUCTION ................................................................................................................................................... 6 Why the Nordic theme .................................................................................................................................... 8 The Scandinavian tourism industry ............................................................................................................... 11 Stockholm ...................................................................................................................................................... 12 Copenhagen .................................................................................................................................................. 18 What do we study? ....................................................................................................................................... 22 1.TRANSPORTATION .......................................................................................................................................... 27 1.1. Accessibility ....................................................................................................................................... 27 1.1.1. Stockholm .................................................................................................................................. 27 1.1.2. Copenhagen .............................................................................................................................. 28 1.1.3. The consequences of Low Fares ................................................................................................ 29 1.2. Public transportation in the North .................................................................................................... 30 Introduction .............................................................................................................................................. 30 1.2.1. Stockholm SL, public transport .................................................................................................. 30 1.2.2. Copenhagen Public Transport System ...................................................................................... 31 Conclusion ................................................................................................................................................. 32 1.3. Cycling ............................................................................................................................................... 32 1.4. Ports of Stockholm and Copenhagen ................................................................................................ 36 1.4.1. Stockholm port .......................................................................................................................... 36 1.4.2. Copenhagen port ....................................................................................................................... 37 1.5. The Oresund bridge ........................................................................................................................... 38 2. HOTEL AND PROPERTY DEVELOPMENT .................................................................................................... 41 Introduction .................................................................................................................................................. 41 2.1. Scandic Hotels ................................................................................................................................... 41 2.2. Stockholm Waterfront Congress Centre ........................................................................................... 43 2.3. Turning Torso .................................................................................................................................... 45 2.4. Bo01 and the Western Harbour in Malmö ........................................................................................ 46 2.5. Stockholm city plan ........................................................................................................................... 49 3. ARCHITECTURE AND DESIGN ..................................................................................................................... 51 Introduction .................................................................................................................................................. 51 2 3.1. Architecture and design in Stockholm .............................................................................................. 54 3.1.1. Stockholm Waterfront Congress Centre ................................................................................... 54 3.1.2. Vision 2030 ‐ Stockholm Urban Development Plan .................................................................. 55 3.1.3. Nordic Light Hotel ..................................................................................................................... 55 3.1.4. Svensk Form .............................................................................................................................. 56 3.2. Architecture and design in Copenhagen ........................................................................................... 58 3.2.1. Radisson Hotel SAS .................................................................................................................... 58 3.2.2. Danish Design Center ................................................................................................................ 59 3.2.3. Opera House .............................................................................................................................. 60 3.2.4. BIG – Bjarke Ingels Group .......................................................................................................... 61 3.3. Design and architecture in Malmö .................................................................................................... 61 Chapter Conclusion ....................................................................................................................................... 63 4. BRANDING NORTH AS DESTINATION ........................................................................................................ 65 4.1. Stochkolm .......................................................................................................................................... 65 4.1.1. Target group .............................................................................................................................. 66 4.1.2. Geography as USP ..................................................................................................................... 66 4.1.3. Strategies ................................................................................................................................... 67 4.1.4. SWOT Analysis ........................................................................................................................... 68 4.2. Copenhagen ...................................................................................................................................... 68 4.2.1. Target group .............................................................................................................................. 68 4.2.2. “Open” as USP ........................................................................................................................... 70 4.2.3. Strategies ................................................................................................................................... 71 4.2.4. SWOT Analysis ........................................................................................................................... 72 4.3. Skåne ................................................................................................................................................. 72 4.3.1. Target group and USP ................................................................................................................ 73 4.3.2. Branding Strategies ................................................................................................................... 74 4.3.3. SWOT Analysis ........................................................................................................................... 75 4.4. Branding the North ........................................................................................................................... 75 4.4.1. Comparison ............................................................................................................................... 76 Chapter Conclusion ....................................................................................................................................... 77 CONCLUSION ..................................................................................................................................................... 78 BIBLIOGRAPHY ................................................................................................................................................... 81 3 The list of figures