Destination Uppsala
Destination Uppsala AB is the official municipal destination management organization for Uppsala, Sweden, wholly owned by Uppsala kommun. It serves visitors and event organizers through free tourist information, the Uppsala Convention Bureau advisory service, an event calendar, venue finder, and the World Class Uppsala grant program.
- Company typePrivate
- Founded-
- HeadquartersUppsala, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Destination Uppsala does
Destination Uppsala AB is the official destination management organization (DMO) for the city of Uppsala, Sweden, wholly owned by Uppsala kommun (Uppsala Municipality) and operating within the municipality's Department of Business and Tourism Development. The company serves two principal customer sets: international and domestic visitors seeking tourist information, event listings, attraction recommendations and accommodation options; and professional meeting, conference and sporting event organizers who use Uppsala Convention Bureau (UCB) for free advisory support including venue sourcing, capacity planning, permit guidance and sustainability planning. Core products include a publicly accessible event calendar, a Venue Finder database of meeting rooms and event spaces, Tourist Information Services backed by physical InfoPoints across Uppsala, the World Class Uppsala grant program (which distributed over 1.4 million SEK in 2026 summer activities), and project management of flagship public events such as Allt ljus på Uppsala (Uppsala Light Festival, 114,000+ visitors in 2024), MegaDance Wknd, and Mondo Classic.
The underlying technology is a content-managed web platform (destinationuppsala.se) plus a separate press/newsroom portal (press.destinationuppsala.se), supported by Google Analytics for traffic analytics and ReadSpeaker for accessibility text-to-speech. The organization maintains an active social presence across Facebook, Instagram, YouTube, TikTok and Pinterest, plus a #MyUppsala user-generated content initiative. There is no public API, SDK or developer-facing integration; integrations are limited to the SCB/Tillväxtverket guest night statistics pipeline used in its data services.
The business model is municipal funding: Destination Uppsala AB receives public funding from Uppsala kommun to position Uppsala as a destination and drive the visitor economy. All advisory services (UCB), tourist information, and event calendar submissions are provided free of charge. Revenue is not publicly disclosed and there is no external venture capital or commercial pricing layer; the organization operates as a publicly funded DMO whose outputs are measured in visitor volumes, hosted events, and partner grant flows rather than commercial revenue.
Destination Uppsala firmographics
Firmographics- Name
- Destination Uppsala
- Legal name
- Destination Uppsala AB
- Website
- https://destinationuppsala.se
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Destination Uppsala AB is the official municipal destination management organization for Uppsala, Sweden, wholly owned by Uppsala kommun. It serves visitors and event organizers through free tourist information, the Uppsala Convention Bureau advisory service, an event calendar, venue finder, and the World Class Uppsala grant program.
- Ownership category
- akta.pro rank
Destination Uppsala industry classification
Industry- Product category
- Destination Marketing Services
- NAICS
- Convention and Trade Show Organizers (561920), Tour Operators (561520)
- SIC
- Services-Facilities Support Management Services (8744), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)
- akta.pro secondary industries
- Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE), Event Production & Theming (Décor, Creative, Entertainment Booking) (THAHADAH), Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge) (THAHADAG)
Keywords
Where Destination Uppsala is headquartered
LocationHeadquarters
- HQ city
- Uppsala
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Destination Uppsala business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Municipal Funding and Government Services: Destination Uppsala AB is owned by Uppsala Municipality and operates as a destination management/marketing organization. The company receives public funding to position Uppsala as a destination and promote the visitor economy. Services such as tourist information and Uppsala Convention Bureau advisory are provided free of charge to visitors and organizers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free advisory services for event organizers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Destination Uppsala product offering
Product offeringCore offering
Destination Uppsala AB is Uppsala's official municipally owned destination marketing organization (DMO). It operates an integrated portfolio including a public Event Calendar, certified Tourist Information Services with physical InfoPoints, the Uppsala Convention Bureau providing free advisory and venue-sourcing for meeting/event organizers, a searchable Venue Finder, editorial Guides and Inspiration content, the World Class Uppsala grant program, City Dressing event signage, and Press Room/media services. Together these services market Uppsala as a destination and support the visitor economy.
Product overview
Destination Uppsala is Uppsala's official destination marketing organization (DMO), operating as a platform of interconnected services rather than a single unified product. The core offerings include the Uppsala Convention Bureau (UCB) providing free advisory support for meeting and event organizers, an Event Calendar platform for listing activities, Tourist Information Services with physical InfoPoints and digital resources, a Venue Finder for meeting spaces, and data services including Statistics on Meetings/Events and Guest Night statistics. Supporting services include Världsklass Uppsala grants, City Dressing signage, a Press Room for media, a Sustainable Meetings Checklist, and editorial Guides and Inspiration content. Together these services position Uppsala as a destination and generate revenue for the local visitor economy.
Differentiator
Problem solved
Functional benefit
Products and services
- Uppsala Convention Bureau (UCB)
Quantifiable outcome
- 201 association meetings and 69 championships/major sports cups hosted in 2025 — seventh consecutive year of growth
- +2 more outcomes
Companies that use Destination Uppsala
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Destination Uppsala technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Destination Uppsala partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Uppsala CitycoreUppsala City co-organizes the annual Allt ljus på Uppsala light festival with Uppsala kommun and approximately 20 sponsors and partners. Destination Uppsala project-manages and communicates the festival.
- Cube of ArtminorCube of Art collaborated on a partner light installation at the Allt ljus på Uppsala 2025 festival, contributing the 14th light artwork (Partnerverk) displayed at Juvelen.
- Sveriges Dansorganisation (Swedish Dance Organization)coreSveriges Dansorganisation collaborates with Destination Uppsala and Uppsala Arenor och Fastigheter to host the annual MegaDance Wknd dance competition at Fyrishov. The partnership was extended in October 2025 for another five years through 2031, bringing over 3,000 dancers and 5,000+ spectators from across Sweden.
- Uppsala Arenor och FastighetercoreUppsala Arenor och Fastigheter (owner of Fyrishov arena) partners with Destination Uppsala and Sveriges Dansorganisation to host MegaDance Wknd through 2031. Fyrishov serves as the event's home arena.
- GO AdventureminorGO Adventure is a local travel agency partner that handles planning, booking, and execution of technical visits and familiarization trips to Uppsala. Contact: [email protected], +46 18 12 18 00.
- Discover UppsalaminorDiscover Uppsala is a local travel agency partner arranging technical visits and group tours to Uppsala, offering complete package deals including accommodation, meals, and transfers.
- Link & Learn InternationalminorLink & Learn International specializes in international educational and professional visits, providing technical visit planning and coordination services for Uppsala.
- Sweden History ToursminorSweden History Tours offers guided city tours and historical excursions in Uppsala, including walking tours, available for technical visit programs.
- Världsklass Uppsala (World Class Uppsala) NetworkcoreWorld Class Uppsala is a grant program and network managed by Destination Uppsala that distributes financial support to event and conference organizers who put Uppsala on the map or drive societal improvements. Invested over 1.4 million SEK in summer 2026 activities.
- UL (Uppsala Läns Trafik)minorUL provides public transportation services for event organizers and visitors, offering event tickets with unlimited travel in Uppsala county including transfers to/from Arlanda Airport, and 24-hour passes for event participants.
- Upsala IF FriidrottcoreUpsala IF Friidrott organizes Mondo Classic, an international indoor track and field meet at IFU Arena with World Athletics Indoor Tour Silver Meeting status, attracting world-class athletes including Mondo Duplantis.
- Uppsala kommuncoreDestination Uppsala AB is wholly owned by Uppsala Municipality and operates within the Department of Business and Tourism Development. Uppsala kommun provides the primary mandate, funding, and governance for the organization.
Scale indicators7 records
Recent moves6 records
Expansion highlights2 records
Destination Uppsala competitors and assessment
Company assessmentBroad incumbents
- Visit Sweden: Visit Sweden is Sweden's national tourism board, promoting Sweden internationally. It is a broader incumbent that overlaps with Destination Uppsala on international destination marketing but operates at a national rather than city level.
- Visit Finland: Visit Finland is Finland's national tourism board, promoting Finland internationally. It is a broader incumbent operating at national scale with overlapping destination marketing and event attraction functions.
Direct peers
- Visit Copenhagen: Visit Copenhagen is the official DMO for Copenhagen, operating convention bureau, event marketing, and visitor services — a direct Nordic peer at city scale with comparable offerings and operating model.
- Visit Bergen: Visit Bergen is the destination management organization for Bergen, Norway, with a comparable mix of tourism marketing, convention bureau, and event services — a peer at a similar mid-sized Nordic city scale.
- Visit Malmö: Visit Malmö is the destination marketing organization for Sweden's third-largest city, offering destination marketing, event promotion, and visitor services — directly comparable to Destination Uppsala's role for Uppsala.
- Göteborg & Co: Göteborg & Co is the municipally-owned destination management company for Gothenburg, performing the same DMO functions (convention bureau, event marketing, tourist information, city destination branding) that Destination Uppsala performs for Uppsala.
- Visit Oslo: Visit Oslo is Oslo's official destination management organization, comparable to Destination Uppsala in function (convention bureau, event marketing, visitor information) and as a Nordic neighboring-capital DMO.
- My Helsinki: My Helsinki (formerly Helsinki Marketing) is the official DMO for Helsinki, providing destination marketing, convention bureau services, and curated local content — a structurally comparable Nordic city DMO peer.
- Visit Stockholm: Visit Stockholm promotes Sweden's capital region as a destination, operating convention bureau services, event marketing, and tourist information. It is the most direct functional peer to Destination Uppsala, operating at a larger scale in a neighboring market.
- Visit Skåne: Visit Skåne is the regional DMO for Skåne in southern Sweden, responsible for promoting tourism, meetings, and events at a regional level — a comparable geographic-tier DMO with similar mandate and service mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Destination Uppsala social profiles
Digital presenceDestination Uppsala financial estimates
Financial estimateRevenue estimate
Valuation estimate
Destination Uppsala leadership team
Management profileNumber of profiles
Profiles5 records
Destination Uppsala funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Destination Uppsala M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Destination Uppsala
What does Destination Uppsala do?
Destination Uppsala AB is Uppsala's official municipally owned destination marketing organization (DMO). It operates an integrated portfolio including a public Event Calendar, certified Tourist Information Services with physical InfoPoints, the Uppsala Convention Bureau providing free advisory and venue-sourcing for meeting/event organizers, a searchable Venue Finder, editorial Guides and Inspiration content, the World Class Uppsala grant program, City Dressing event signage, and Press Room/media services. Together these services market Uppsala as a destination and support the visitor economy.
Is Destination Uppsala a public or private company?
Destination Uppsala is a private company. It is classified as state government owned and is currently operating.
When was Destination Uppsala founded?
Destination Uppsala was founded in -1. It employs 11 to 50 people.
Where is Destination Uppsala based?
Destination Uppsala is headquartered in Uppsala, Sweden, in the Europe region.
How does Destination Uppsala make money?
One revenue line is on record: municipal Funding and Government Services.
Who are Destination Uppsala's main competitors?
Broad incumbents on record are Visit Sweden and Visit Finland. Direct peers are Visit Copenhagen, Visit Bergen, Visit Malmö, Göteborg & Co, Visit Oslo, My Helsinki, Visit Stockholm and Visit Skåne.
Does Destination Uppsala have an API?
No public API is recorded for Destination Uppsala.
What industry is Destination Uppsala in?
Destination Uppsala's product category is Destination Marketing Services. Its primary akta.pro industry code is THAHADAA, Full-Service Destination Management (Ground Handling & Onsite Operations), with a secondary code of THAHADAE, Venue & Special Event Site Sourcing (Unique Venues, Permitting). Its NAICS code is 561920 and its SIC code is 8744.