Stockholmers - your new guide to Stockholm

Rather than showing the classic image of Stockholm, ten Stockholmers have been asked by Stockholm Visitors Board to share about their home town. Neither attractions nor classic views are on display. Instead, ordinary Stockholmers openly discuss their love for Stockholm, their interests, their relationship to the city and how they live here. The videos are produced for social channels and will be distributed via YouTube and Visitstockholm onFacebookInstagram and Twitter during a two-week period beginning June 30.

The ten videos feature people like Jonas the geocacher, Madde the skateboarder, Sam the runner, Öivind the grandfather, and Otilia, who found love on the subway. The videos conclude with the hashtag #mystockholm and the pay-off “What’s yours?”. The aim of the campaign is to attract more visitors to Stockholm.

“Stockholm’s beauty is well-known. We want to highlight the values of the city, such as quality of life, equality, creativity and friendliness, in a new way, without linking it to more typical travel reasons,” says Eva Camel Fuglseth, Director of Leisure Travel, Tourist and Press Services at Stockholm Visitors Board.

Instead of a traditional campaign, the power of social channels will be harnessed, and Stockholmers will be able to serve as ambassadors for their hometown.

“We’ve noticed the social trends in which visitors look for unique tips from friends and acquaintances. Our hope is that more Stockholmers will show off their Stockholm, and that even visitors will be drawn to share the Stockholm that has become theirs during their visit,” says Eva Camel Fuglseth, Director of Leisure Travel, Tourist and Press Services at Stockholm Visitors Board.

The ten Stockholmers were chosen after a casting call via Drama Svecia. Here is the first film 

For comments from Stockholm Visitors Board, contact Eva Camel Fuglseth, phone: +46 08-508 285 59

Stockholm Business Region, with its subsidiaries Stockholm Business Region Development and Stockholm Visitors Board,  is the official investment and tourism promotion agency for the Stockholm region.  Stockholm is one of Europe’s most dynamic sustainable regions. Stockholm Business Region is fully owned by the City of Stockholm. Our common brand is Stockholm – The Capital of Scandinavia. 

Hamburg, 03.06.2014  „So lange es Hass gibt, gibt es auch Grund zum Feiern“. Unter diesem provozierenden Motto geht das diesjährige Stockholm Pride Festival vom 28. Juli bis 2. August 2014 an den Start, um ein Zeichen gegen Gewaltverbrechen, Diskriminierung und Vorurteile und damit für mehr Toleranz, Freiheit und Gleichberechtigung zu setzen – und natürlich auch, um das Leben und den Sommer ausgelassen zu feiern. Schon Ende April brach der Event beim Ticketverkauf sämtliche Rekorde der Vorjahre, so dass für 2014 mit noch mehr Party- und Volksfeststimmung auf Skandinaviens größtem LGBT-Event zu rechnen ist. Dabei wollen die Organisatoren insbesondere jungen Menschen den Zugang zum Festival erleichtern, indem sie die Ticketpreise für Studierende und Leute bis 26 Jahre kräftig gesenkt haben. Darüber hinaus sollen für 2014 neue Bereiche innerhalb und außerhalb des Pride Parks für junge Leute geschaffen werden. Höhepunkt und Abschluss des Festivals bildet die traditionelle Parade, die am 2. August durch Stockholm ziehen wird. Infos zum Pride Programm sowie Buchungsmöglichkeiten für den Festivalpass gibt es unter .  Wer auf der Suche nach Hotels oder Hostels in Stockholm ist, wird unter

Foto: Ola Ericson/

The City of Stockholm is improving service for visitors and Stockholmers by moving the tourist office to a more central location in Kulturhuset at Sergels Torg 3. The name will also change to Stockholm Visitor Center. Stockholm Visitors Board will run the new visitor center, which opens Tuesday, April 3 at 9:00 a.m.

“Tourism to Stockholm has doubled in the last ten years, and the hospitality industry generates 22,000 new jobs in Stockholm annually. A strategic location by one of the city’s biggest attractions will broaden service for visitors, international students, and professionals who have chosen to work in Stockholm, as well as for Stockholmers,” says Ulla Hamilton (M), Enterprise Commissioner for the City of Stockholm, and chair of Stockholm Business Region.

In conjunction with the move to Kulturhuset, the tourist office will change names to Stockholm Visitor Center. The new name better reflects the existing operation. 

“Stockholm is growing, both in population and as a tourist destination. Our goal is for the visitor center to be part of the Stockholm experience. With the new name and the location in Kulturhuset Stadsteatern, we want to make it easier for visitors and Stockholmers to discover more of Stockholm,” says Peter Lindqvist, CEO of Stockholm Visitors Board.

The tourist office has had 444,000 visitors annually at the previous address on Vasagatan. The tourist service at the Stockholm Visitor Center is only one of the services for visitors. Through Visitstockholm in several social channels, we have 91,000 followers and 4.5 million visits to

For information, contact:

Press contact Ulla Hamilton: Tobias Nässén through M press office number +46 8 508 29 222

Press contact SVB: Ann-Charlotte Jönsson, PR Manager Stockholm Business Region,
phone: +46 8 508 28 507

Facts about the hospitality industry

  • Stockholm is one of the fastest growing and most popular destinations in Europe.
  • Stockholm is the engine of the Swedish hospitality industry and accounts for 42 percent of total sales.
  • There were a total of 11 million commercial overnight stays (hotel, hostel, cottage villages and camping) in Stockholm County in 2013. This represents a doubling in ten years. Most international overnight guests are from Germany, followed by the UK, US, Norway and Finland.
  • Kulturhuset Stadsteatern is Stockholm’s biggest destination, with 2.9 million visitors in 2012.
  • Sales from tourism, i.e., what visitors spend, amounted to SEK 26 billion in Stockholm County in 2012.
  • The tourism industry in Stockholm County generated nearly 22,000 full-time jobs in 2012, mainly in hotels, restaurants and retail. In the last ten years, employment has risen by 37 percent.
  • 444,000 visits were made to the tourist office in 2012.

Facts: Facts about the tourism industry in Stockholm 2012

Stockholm Business Region’s mission is to promote and develop Stockholm as a business and tourism destination, together with its subsidiaries Stockholm Business Region Development and Stockholm Visitors Board. Stockholm Business Region is wholly owned by the City of Stockholm and promotes the brand Stockholm - The Capital of Scandinavia.