Stockholm Business Region is the city's business development and destination company, tasked with developing and marketing Stockholm as a location for both establishment and tourism, internationally and nationally.

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One of Stockholm Business Region's main missions is to attract more international and national events and work to make Stockholm a more attractive event destination.

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In 2024, Stockholm has an exceptional lineup of over 90 Swedish and international major artists. Add to this all the small and medium-sized stages and venues spread across the city. Stockholm's concert scene is flourishing. This magnificent array of music and culture attracts audiences from all corners of the world. It cements Stockholm as one of Europe's leading cultural destinations.

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The highlight of the concert calendar was undoubtedly Taylor Swift's performances on 17-19 May at Strawberry Arena. The concerts attracted an impressive 151,400 "Swifties" from no fewer than 130 countries. Stockholm stands out as the only city in Northern Europe that boasted three Taylor Swift concerts.

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It's fantastic that the city has presented itself at its best. This means a lot to the entire city and us Stockholmers, but is also specifically important for a vibrant tourism industry. Foreign visitors were positively lyrical about our city and its residents. This is proof of a long-term and targeted investment in events and shared hospitality.

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The effects represent not only an incredible concert event but also demonstrate what solid collaboration between organisers, tourism industry, property owners and the city can achieve. This was evident throughout the city in all the collective activities for "Swifties" under the concept of Swiftholm. An impression that also put Stockholm on the international map. Moreover, it's an important economic boost for the city, with visitors to the Taylor Swift concerts spending nearly one billion kronor during their stay. This is particularly important for a growing and inclusive labour market.