Attractive destinations of the future
The visitor industry is changing rapidly – and this affects how Stockholm needs to evolve as a destination. The visitors of the future seek more value, more meaning, and greater responsibility from the places they choose.
Photo: Fond & FondKey trends:
- From volume to value: The focus is shifting from more visitors to the right visitors who stay longer, spend more, and contribute positively.
- Experience economy: Visitors want to feel, participate, and experience on a deeper level – not just consume.
- Digital + human: Self-service is a basic requirement, while personal encounters create relationships and recommendations.
- Sustainability as a fundamental requirement: Visitors expect responsibility in everything – from transport and food to events and service.
- Inclusion and accessibility: The destination must welcome everyone, regardless of language, background, or ability.
- The resident at the centre: Cities that are good to live in are also worth visiting. The residents are the best ambassadors.
Stockholm's strengths
- Strong brand
- High quality of life
- Innovation and creativity
- Sustainability in practice
- Openness and trust
- People who care