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Market and communicate

The story of Stockholm

Stockholm is a city where visions become reality. Over the past decade, the city has transformed from being known for its high quality of life and innovative spirit to being recognised as one of the world’s 27 established global cities. Here, you will find elements of this success story to use in your communications.

Person wearing a pink floral accessory around their neck standing by the waterfront at dusk with lit-up buildings in the background.Photo: Anna Hugosson

Stockholm – where history meets innovation

A dynamic capital in perfect balance between past, present and future. Rooted in history yet forward-looking, surrounded by 30,000 islands and driven by a million creative minds. From Nobel to Spotify, from historical architecture to world-leading technology – Stockholm has become known for more than just a single niche.

Here, pioneers, creators and innovators meet in an environment where sustainability, trust and well-being are not just words, but strategic drivers. The city’s ability to attract investment and talent, combined with an ecosystem for startups that breeds global players, has made Stockholm a role model. A place that is as attractive to visit as it is to move to and do business in.

Stockholm's DNA

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Person leaning down to adjust a small white and blue humanoid robot in front of a chalkboard in a lecture hall.Photo: Ulf Leide
Person leaning down to adjust a small white and blue humanoid robot in front of a chalkboard in a lecture hall.Photo: Ulf Leide

Visionary

We are the city that dares to dream of a better future. The creative capital that constantly strives forward. Historically, innovation has always been part of our DNA – dating back long before the time of Alfred Nobel. Innovative dreams are made possible by the security and freedom we have long enjoyed – including the freedom and opportunity to challenge norms and think outside the box.

Two people sitting close together on the quay, one resting their head on the other’s shoulder, with water and boats in the dusk light.Photo: Anna Hugosson

Trustworthy

We are the city built on transparent institutions, regulatory frameworks and a supportive social system. Combined with our long history of democracy and welfare, this creates a secure environment where we can have confidence in both society and one another.

Two people walking up a grand staircase in a historic palace with painted ceiling and ornate lamps.Photo: OnceUponAJourney/StockholmLGBT

Free

We shall be the equal city that does not compromise on freedom of speech, freedom of religion or the right to love whomever one chooses. This creates an open climate where we encourage one another to think freely, to be our true selves and to stand up against injustice.

Close-up of a climber’s chalked hand gripping a rough rock face, with their face slightly out of focus in the background.

Stockholm’s areas of strength

Stockholm’s offering is marketed through the specific interest areas of visitors, investors and talent. These are sectors where Stockholm is exceptionally strong and has much to offer—attracting and engaging visitors, talent, businesses and influencers depending on the perspective. The result is a narrative that is both relevant and brand-strengthening.

Our main interest areas:

  • Tech: Stockholm is renowned as one of Europe’s leading tech hubs, home to companies such as Spotify, Klarna and King.
  • Health, life science and work-life balance: World-leading research combined with a unique balance between professional life and health.
  • Urban nature and the archipelago: Over 30,000 islands in the archipelago and nature accessible right in the heart of the city.
  • Food and gastronomy: Stockholm is a meeting point for global flavours that remain rooted in local produce and a commitment to sustainability.
  • Design and architecture: From the elegance of Swedish Grace to the world’s largest urban timber construction project.
  • Art and culture: A rich cultural heritage featuring world-class museums such as the Vasa Museum and the UNESCO-listed Drottningholm Palace.
  • Music: A global engine for music and technology, and the hometown of both Spotify and the Polar Music Prize.
  • Gaming: One of the world’s most competitive gaming industries, home to giants such as Minecraft, GeoGuessr, Candy Crush and Battlefield.
  • Fashion: Stockholm’s fashion scene is characterised by sustainability and innovation, with renowned brands like Filippa K, Acne and Mini Rodini. In recent years, the city has also become a leader in fashion tech and circular fashion.

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Person in an orange jacket standing on a rooftop, looking out over Stockholm’s skyline in the evening light.Photo: Ulf Leide

What is Stockholm’s "secret formula"?

Stockholm is a city where creativity thrives. This film explores the factors behind its success.

View of snow-covered Stockholm at dusk with the illuminated tower of City Hall and its three golden crowns in the foreground.

Stockholm – The Capital of Scandinavia

"Stockholm – The Capital of Scandinavia" is the shared positioning message used in international marketing and communication.

Together with more than 50 municipalities in the Stockholm Business Alliance and through other partnerships, the entire Stockholm region is promoted under this common brand. Since its launch in 2005, this unified and consistent positioning has helped to increase global recognition of Stockholm and the region.

Core building pillars

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Several people wearing headsets sit at large monitors playing video games in a dark room with colorful lights and game art on the walls.Photo: Fond & Fond
Several people wearing headsets sit at large monitors playing video games in a dark room with colorful lights and game art on the walls.Photo: Fond & Fond

Innovation

Innovation is central to Stockholm’s identity. The city’s tradition of ingenuity and commitment to societal benefit has led to groundbreaking progress for centuries. From Alfred Nobel’s dynamite to Spotify’s music streaming, Stockholm has a history of prominent innovations. A vibrant startup scene and strong support from the city contribute to a favourable environment for our tech sector.

Person driving a small cargo vehicle with a pink box labeled “Södermalm” in the middle of a city street lined with apartment buildings and parked cars.Photo: Julia Donka, FLB Europa

Creativity

Creativity drives innovation where different perspectives and fields meet in a creative synergy. With a rich cultural heritage and a collaborative spirit, an environment is created where creativity can flourish. This "anything is possible" attitude empowers both long-term and new Stockholmers to push boundaries and explore new horizons.

Glass greenhouse decorated with a large floral wreath, potted plants, and a black chalkboard sign reading “Garden café.”Photo: Julia Donka, FLB Europa

Sustainability

Sustainability is a fundamental part of Stockholm’s identity, making the city a global leader in climate action and social justice. Since 1990, we have successfully halved our greenhouse gas emissions despite a growing population. With the goal of achieving fossil-free and climate-positive status by 2040, Stockholm consistently ranks high in global sustainability indices.

Person wearing a pink floral accessory around their neck standing by the waterfront at dusk with lit-up buildings in the background.Photo: Anna Hugosson

Openness

We are the open city where transparency and collaboration are fundamental. This openness fosters a culture of trust and makes Stockholm a welcoming place for new ideas, people and investments. By being open to the world and to each other, we create a dynamic environment where innovation and diversity can thrive.