Stockholm – a world-class destination
Stockholm is one of Europe's most attractive destinations – a capital where innovation and urban pulse meet nature, water, and sustainability. Here is an overview of what makes Stockholm a strong destination and how we continue to develop the city for the future.
How Stockholm strengthens its appeal
Stockholm continues to strengthen its position as one of Europe's most attractive cities – not just for visits, but for experiences, meetings, and opportunities. Stockholm is the city in Sweden that generates the highest revenue for the visitor industry and accounts for a significant portion of Sweden's total tourism economy – with strong growth in both the leisure and business segments.
Visitors are drawn to Stockholm for its unique combination of nature and metropolitan life – and the city's innovative, creative, and sustainable profile. At the same time, expectations are changing rapidly. To remain a leading destination, we need to create experiences based on visitor needs, collaborate broadly, and view hosting as a shared strategy. With a strong brand, high quality of life, and a culture characterised by innovation and openness, Stockholm has every prerequisite to lead future development.
Stockholm's unique offering
- World-class culture, history, and creativity.
- Nature in the heart of the city with the archipelago, water, and parks.
- High levels of safety according to European surveys.
- Sustainable urban development visible in practice.
- One of the world's most innovative cities per capita.
What do visitors expect?
Today's visitors seek more than just good service. They want experiences that feel meaningful, authentic, and welcoming.
What is valued:
- Clear and multilingual information, seamless bookings, digital services, and an easy-to-navigate urban environment.
- Digital self-service combined with human contact.
- Local neighbourhoods, food, culture, and encounters that reflect the authentic Stockholm.
- That Stockholm lives up to values such as sustainability, equality, and safety.
- Environments where everyone feels welcome, regardless of background, language, identity, or ability.
Towards a more welcoming Stockholm
Stockholm has all the prerequisites to take the position as Europe's most welcoming capital. To get there, hosting needs to become a shared strategy for the entire city.
To succeed, we need to:
- Understand our target groups and act on insights.
- Offer experiences that are simple, authentic, accessible – and meaningful.
- Combine digital agility with human warmth.
- Collaborate broadly across the city's various actors.
- Put Stockholmers at the centre and strengthen local pride.
Photo: Fond & FondAttractive destinations of the future
Photo: Victor Gårdsäter. Artwork: Lars Arrhenius