Swiftholm – when a global event became a citywide experience

Stockholm as the only Nordic stop on The Eras Tour

When Taylor Swift performed in Sweden for the first time, Stockholm became the only Nordic stop on The Eras Tour. On 17–19 May 2024, Friends Arena welcomed fans from across Sweden and around the world, giving the city a unique opportunity to show how a major music event can become more than just three concerts. Together with the organiser, the arena, destination partners and the hospitality industry, the City of Stockholm and Stockholm Business Region worked to create a welcoming experience for both visitors and Stockholmers.

Swiftholm – a citywide experience

Under the name Swiftholm, the city was activated before and during the concert weekend. Visit Stockholm gathered tips, events and practical information for visitors, while Stockholm Business Region worked closely with local businesses and stakeholders to prepare for the large influx of visitors. Hotels, restaurants, retail, public transport and other businesses were encouraged to take part and help create a positive atmosphere across the city.

848 million SEK in tourism impact

The concerts also became a case study in the impact major events can have on a destination. In the aftermath, Stockholm Business Region published a report showing that the concerts attracted more than 150,000 visitors and generated 848 million SEK in tourism-related economic impact. The city also examined how the event affected Stockholmers’ sense of wellbeing, community and pride in their city.

The “Happiness Report” – increased pride and community

A separate “Happiness Report” showed that Taylor Swift’s visit increased happiness levels among Stockholm residents both before and after the concerts, compared with the rest of Sweden. The effect was visible not only among concertgoers, but also among people who knew someone attending or who experienced the atmosphere in the city. The study also pointed to increased social connection and a greater willingness to help others during the event period.

An example of how events can create value for an entire city

For the City of Stockholm, Swiftholm became an example of how major cultural events can strengthen a city’s attractiveness, create pride and contribute to a more vibrant urban experience. Through collaboration between the organiser, the city, businesses and the hospitality sector, the Taylor Swift weekend became a shared experience – from the arena to streets, hotels, restaurants and public spaces. The concerts became more than a memorable weekend for fans; they also demonstrated how Stockholm can work strategically with events that create value for the entire city.

Read more about Stockholm as a music destination – download Music Report 2024 (Swedish only)