Why visitors choose Stockholm
Stockholm attracts many – tourists, business travellers, students, talent, and investors, as well as residents rediscovering their own city. To create world-class hosting, we need to understand who our visitors are, why they come here, and what expectations they have. Here, we outline our various visitor segments.
Photo: Anna HugossonWhy visitors choose Stockholm
Stockholm is seen as an innovative, sustainable, and safe city. But to continue growing, it is not enough that people simply choose us as a destination. We need to meet them with active hosting – where every visitor feels welcome, seen, and prioritised. This applies whether you are a tourist seeking experiences, a talent looking for your place, or a company wishing to establish itself.
A conscious, warm, and professional approach in every interaction is what makes the difference and strengthens Stockholm as an attractive place to visit, live, and work. To create experiences that hit the mark, we must know who our visitors are and what makes them choose Stockholm.
Leisure travellers and tourists
- Stockholm’s appeal is growing, particularly among international travellers.
- Visitors seek safety, culture, nature, gastronomy, and unique experiences.
- Largest markets: The Nordics, Germany, the UK, the USA, the Netherlands, France, and China.
- Repeat visits are common – a sign that the experience meets expectations.
Source: Swedish Agency for Economic and Regional Growth, Visit Sweden, Visit Stockholm
Business travellers and meeting participants
Stockholm is one of Europe’s highest-ranked MICE cities (Meetings, Incentives, Conferences, and Exhibitions) and continues to be an attractive choice for companies and organisations seeking environments for meetings, conferences, and business travel. Business travellers often stay for shorter periods but spend more per day than leisure travellers, making them particularly significant for the city’s business community.
What attracts business travellers:
- Excellent accessibility via air, rail, and digital infrastructure.
- A strong sustainability profile.
- Innovation environments and access to talent.
- Professional conduct and high-class service.
Event and culture visitors
- Visitors are drawn by major sporting events, concerts, festivals, and cultural experiences.
- Visitors often combine events with dining, shopping, and city tours – broadening revenue streams.
- Events attract local, national, and international guests, contributing to the city’s overall appeal.
Talent and international workforce
Stockholm is one of Europe’s most attractive cities for a skilled workforce. According to the Global Talent Competitiveness Index, Sweden and Stockholm rank at the top for innovation capacity, quality of life, and social security. International talent often chooses Stockholm for its combination of professionalism, openness, and a welcoming social climate. At the same time, talent has high expectations for their new home city and seeks:
- Ease regarding information, housing, and administration.
- Inclusion through language, networks, and social contexts.
- Human interaction and relationships – not just systems.
Stockholm of the future
- High academic quality and an inspiring living environment attract students from across Sweden and the world.
- International students choose Stockholm for world-class education, safety, and career opportunities.
- Welcoming hosting influences whether they choose to stay and contribute to the city’s future.
A region for growth
- Companies choose Stockholm for its innovation environments, digital infrastructure, expertise, and stable conditions.
- The reception from authorities, networks, and local actors are vital factors for establishment.
- Solution-oriented hosting facilitates establishment and makes it more attractive to choose Stockholm.
The city’s residents
Stockholmers themselves are also visitors in their own city. They move between districts, dine at restaurants, attend events, and influence the city’s pulse every day. According to the Statistics Sweden (SCB) Citizen Survey, treatment, service, and participation affect how satisfied residents are – and how proud they feel of their city.
When residents are treated well, they become:
- Ambassadors for the city
- Recurring customers
- Active co-creators
- Positive toward development and change
Reports
Stockholm Visitor Insight
See how Stockholm’s visitor industry is developing and which locations receive the most visits.
Travelling in Sweden
Why travellers choose Stockholm and how we compare to other destinations.
Trend Atlas for the Visitor Industry
How the visitor industry is evolving in Sweden, including trends affecting the choice of destinations and experiences.
