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Market and communicate

Target groups

Stockholm Business Region’s work focuses on three primary target audiences and several influential stakeholders. These audiences are described here to help you communicate the right message to the right recipient.

A person in athletic gear stretches their leg on a city bridge, with soft light creating a focused mood.Photo: Fond & Fond

The right message for the right audience

Stockholm Business Region works long-term to strengthen Stockholm’s appeal to talent, visitors, and businesses. To ensure our communication is precise and impactful, it is vital that the right message reaches the right recipient. We have therefore outlined our target audiences below, enabling you to more effectively adapt and direct your communication for maximum strategic impact.

Primary target audiences and their drivers

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Person in a warm vest sitting on stone steps in front of a red wooden wall with a weathered green door in a coastal countryside setting.Photo: Henrik Trygg/Stockholm Archipelago
Person in a warm vest sitting on stone steps in front of a red wooden wall with a weathered green door in a coastal countryside setting.Photo: Henrik Trygg/Stockholm Archipelago

Visitors

Stockholm's visitors are curious explorers seeking culture, events, unique experiences, and gastronomy. They place high value on openness, a sustainable lifestyle, and inspiring environments where nature and urbanity coexist seamlessly. For business travellers, the presence of a dynamic and innovative global city is a decisive factor for engagement.

Smiling person with purple hair working on a laptop in a modern office, with a coworker blurred in the foreground.Photo: Anna Hugosson

Talent

They seek a destination where compelling career opportunities meet a balanced lifestyle. A modern approach to health, wellbeing, sustainability, and leisure is essential, as is the opportunity to thrive within an innovative and international environment. They are looking for a city that welcomes and supports them throughout their professional journey.

Two dark, angular high-rise buildings framing a narrow strip of sky in soft pink evening light.Photo: Oskar Scheller

Investors and corporate settlers

They compete in an international market where opportunity and innovation are paramount. For these stakeholders, it is essential to be positioned where talent, entrepreneurship, and creativity thrive. They seek a location offering robust ecosystems, a favourable business climate, and sustainable, long-term commercial opportunities.

Other target groups

influential stakeholders
  • Local business community – drives and develops companies that create growth and employment.
  • Content creators – journalists, influencers, and creators who produce text, images, and video.
  • Events and international meetings – seek Europe’s most attractive locations for conferences and events.
  • Travel trade – tour operators, travel agencies, and other actors within the travel industry.