In recent years the number of guest nights in Stockholm and Sweden and the number of air routes to Stockholm-Arlanda Airport have increased significantly. These successes are connected to the Stockholm Access project, a partnership that began in 2004 with the aim of making Stockholm and Sweden more attractive for international air routes.
Behind the project are Stockholm-Arlanda Airport, VisitSweden, the Invest in Sweden Agency, Stockholm Business Region Development and the Stockholm Visitors Board.
“Airlines are looking for new destinations, not new airports. The Stockholm Access partnership is a major strength when we meet airlines to discuss new air routes to Stockholm. We stand out from the crowd,” says Mats Sigurdson, Head of Aviation Marketing for the LFV Group, the State enterprise that operates Sweden’s major airports.
From an international perspective, it is still unusual for a destination and its airport to approach airlines jointly, which has so far given Sweden and Stockholm an advantage.
“Competition for foreign investments is intensive. All countries, regions and cities are working to attract investments, capital and talent. All countries are burnishing their credentials in order to be internationally competitive and Sweden must do the same. In many fields, Sweden has good credentials, but when it comes to accessibility Sweden needs to become better,” says Annika Rembe, Head of Market Communications at the Invest in Sweden Agency.
“The Stockholm region accounts for nearly half of all foreign investments in Sweden. Most of this comes from China, the United States, Germany, the United Kingdom and India − markets that we are making an effort to improve air connections with, as part of Stockholm Access. This will improve the competitive position of the Stockholm region and strength the region’s potential for attracting investments,” says Kristina Tidestav, CEO of Stockholm Business Region Development.
Accessibility is the key to development. “The main reason for our success is effective marketing, more non-stop flights and a more internationally competitive destination,” says Thomas Brühl, CEO of the national tourist promotion organisation VisitSweden.
Stockholm is an example of a market that has had good growth in the number of commercial overnight stays. “Stockholm has strengthened its position in Europe over the past several years. In the latest European Cities Monitor, Stockholm ends up in 13th place in terms of actual commercial overnight stays in the past five years. The German market has grown and is now our most important foreign market,” says Guri Höjgaard, Director, Leisure Travel, Stockholm Visitors Board.
For more information
- Mats Sigurdson, Head of Aviation Marketing, LFV Group, tel. 08-797 86 01 or Helena Mårtén, Manager Market Communications, Aviation Marketing, mobile 0709-22 71 26.
- Annika Rembe, Head of Market Communications, Invest in Sweden Agency, mobile 070-642 78 16, or Malin Ruthström, tel. 08-402 78 17.
- Thomas Brühl, CEO, VisitSweden, tel. 08-789 10 00, or Bitte Olsson, Press Manager, mobile 0705-25 04 56.
- Kristina Tidestav, CEO, Stockholm Business Region Development,
tel. 08-508 28 022, or Per Holmlund, Press Manager, mobile 070-472 80 69.
- Guri Höjgaard, Director, Leisure Travel, Stockholm Visitors Board, tel. 08-508 28 530, or Ann-Charlotte Jönsson, Press Manager, 08-508 28 507.
Stockholm Access is a partnership between Stockholm-Arlanda Airport, the Invest in Sweden Agency, VisitSweden, Stockholm Business Region Development and the Stockholm Visitors Board. Its aim is to increase the number of international air routes to Stockholm-Arlanda Airport and thereby increase the number of guest nights as well as investments in the Stockholm region.