Marketing efforts for events

The importance of events for the city's development

• Stockholm shall be a leading sustainable event city.
• Events and the specific event mix desired by the city play an important role in how Stockholm is perceived by both temporary visitors and residents.
• This increases the city's attractiveness and creates pride among Stockholmers.
• Large events provide opportunities to position Stockholm on the international stage, encouraging more visitors, companies, and investors to discover our city.
• This contributes to urban development, provides employment, and generates long-term positive socio-economic effects.

Partnerships for marketing efforts

• Stockholm Business Region (SBR) can enter into partnerships with event organisers regarding marketing efforts.
• An essential prerequisite is that the event markets the brand Stockholm – The Capital of Scandinavia.

Criteria for economic engagement

SBR may consider economic engagement in events provided that the following criteria are met:

• The event increases global awareness of Stockholm.
• The event consolidates the specific image of Stockholm that the city wishes to present.
• The event increases the number of visitors to Stockholm.
• The event holds high international status.
• The event has long-term development potential.
• The event is open to all visitors and is inclusive of all parts of society regardless of ethnic origin, gender, or religion.
• The event aligns with core values, such as Stockholm’s unique natural conditions (water, light/darkness, environment), its status as a smart and innovative city (IT, life science, environmental technology), its accessible cultural life, or its focus on sports and physical activity for all.
• The event must be economically justified in both the short and long term.
• The event must be perceived as positive by Stockholmers.

Requirements for applicants

Organisers applying for a marketing effort must provide the following:

• A realistic budget should form the basis of the event and be attached to the application.
• Brand exposure plan: A plan for exposing the Stockholm – The Capital of Scandinavia brand must be attached. Organisers must also include destination information and a link to visitstockholm.com on the event website at least two months prior to the start date.
• Environmental report: Documentation of environmental work, including sustainability certification plans and specific measures to reduce disposable items and plastics.
• Equality report: A report on how gender equality is addressed within the event and the wider organisation.
• Accessibility report: A report on accessibility from a disability perspective.
• Tax documentation: Current data from the Swedish Tax Agency (SKV 4820) for a reliability check, including F-tax status, VAT, and any debts with the Enforcement Authority.

Note: If these requirements are not met or if the reliability check reveals irregularities, the application will be considered incomplete and will not be processed.

The City of Stockholm and SBR do not permit postering in locations other than those designated for this purpose, and refer to the City of Stockholm website for businesses and "Permits, rules, and supervision" for further information regarding the possibilities for postering in public spaces.

Following a granted application, SBR's terms for marketing efforts in events must be confirmed in writing by the organiser. The organiser must collaborate and exchange experiences with SBR with the aim of developing Stockholm as an event city. After the event has been completed, the following reports must be sent to SBR:

• A final economic report of the event.
• The number of unique visitors to the event (preferably categorised by the proportion from Stockholm County, the rest of Sweden, and from abroad).
• A report on the international exposure of the event, including:
  • The number of articles or segments in foreign media, the number of internationally accredited media present at the event, and total reach.
  • Reach and engagement via social media channels.
• A report detailing how the event addressed sustainability issues across environmental, economic, and social dimensions.

Note: SBR applies the principle of not processing new applications until the reporting for the previous case has been submitted.

Applications must be submitted no later than six months before the start date of the event.

City of Stockholm programme for events

Public documents:
Board minutes, appendices, and official statements are available on Insyn, see them here »

For more information contact:

Pelle Signer Svensson

Stockholm Business Region
Telefon: 08-508 285 66
E-post: pelle.signer@stockholm.se