Visit Stockholm
Visit Stockholm is the official government-owned destination marketing organization for Stockholm, Sweden. Operated by Stockholm Business Region AB under the City of Stockholm, it runs the free multilingual visitstockholm.com platform providing visitor guides, event calendars, attraction listings, and local recommendations to tourists, expats, and residents.
- Company typePrivate
- Founded2006
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Visit Stockholm does
Visit Stockholm is the official destination marketing organization (DMO) for the Stockholm region, operated by Stockholm Business Region AB — a company fully owned by the City of Stockholm. Founded in 2006 and headquartered at Fleminggatan 4, Stockholm, it employs 11–50 staff and functions as a public-sector tourism and place-branding body rather than a commercial enterprise. Its core deliverable is visitstockholm.com (with a parallel Swedish site at visitstockholm.se), a web-based content management platform offering multilingual (English/Swedish) visitor-facing content including attraction and museum guides, a searchable events calendar, district profiles for Stockholm's seven central districts, curated local recommendations from 30+ Stockholm residents, and travel logistics information covering airports, public transit, and accessibility.
The platform's product surface comprises several integrated content features: VisitStockholm.com as the core hub, "My List" for personalized bookmarking, "Locals Recommend" as a curated contributor section, an Events Calendar, Attraction & Museum Guides, Stockholm Archipelago Excursion content, District Guides, and a Travel Information section. Underlying technology is a web-based CMS with event calendar system, search functionality, and bilingual content delivery. The platform has no mobile app, no API, no disclosed AI/ML capabilities, and no proprietary technical assets beyond its editorial content library. Marketing is digital-first, centered on the website and Instagram (@VisitStockholm), supplemented by event promotion and physical tourist information centers in Stockholm.
The business model is non-commercial: Visit Stockholm provides free, registration-free access to all visitors and is sustained entirely through public funding from the City of Stockholm via Stockholm Business Region AB. There is no pricing structure, no tiered product, no transaction revenue, and no venture capital or private equity involvement. The organization serves three primary user segments — international tourists and visitors (primary), international talent and expats considering relocation, and local Stockholm residents seeking new experiences — with the implicit commercial logic being that destination marketing drives inbound tourism spending and supports Stockholm's broader economic development agenda.
Visit Stockholm firmographics
Firmographics- Name
- Visit Stockholm
- Legal name
- Stockholm Business Region AB
- Website
- https://visitstockholm.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Visit Stockholm is the official government-owned destination marketing organization for Stockholm, Sweden. Operated by Stockholm Business Region AB under the City of Stockholm, it runs the free multilingual visitstockholm.com platform providing visitor guides, event calendars, attraction listings, and local recommendations to tourists, expats, and residents.
- Ownership category
- akta.pro rank
Visit Stockholm industry classification
Industry- Product category
- Destination Marketing
- NAICS
- Tour Operators (56152)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)
- akta.pro secondary industries
- Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Walking City Tours (Highlights & Orientation) (THAJAAAA), Tourist & Scenic Ferry Services (THAEAGAE)
Keywords
Where Visit Stockholm is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Visit Stockholm business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Government Funding: Visit Stockholm is operated by Stockholm Business Region AB, a government-backed organization funded by the City of Stockholm. The platform provides free access to visitors and is sustained through public funding rather than direct revenue generation.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Visit Stockholm product offering
Product offeringCore offering
Visit Stockholm is the official destination marketing organization for Stockholm, Sweden, providing a free public digital guide (VisitStockholm.com) that promotes the city as a travel, living, working, and investment destination. The platform delivers comprehensive visitor-facing content — including attraction guides, event calendars, restaurant recommendations, district profiles, archipelago excursions, and travel information — and supports integrated booking and ticketing for hotels, tours, restaurants, and events.
Product overview
VisitStockholm.com is the official digital tourism guide for Stockholm, operated by Stockholm Business Region AB. The platform is a single unified digital product offering comprehensive visitor-facing content organized across several integrated content sections: a main travel guide hub (visitstockholm.com), a personalization feature (My List), an events calendar, curated local recommendations (Locals Recommend), district guides, attraction and museum guides, archipelago excursion content, and travel information resources. All content is accessible in both English and Swedish, with no tiered product or modular pricing structure indicated.
Differentiator
Problem solved
Functional benefit
Products and services
- VisitStockholm.com
Companies that use Visit Stockholm
Customer profileSegments3 records
Ideal customer profiles4 records
Visit Stockholm technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Visit Stockholm partnerships and signals
Strategic signalScale indicators4 records
Recent moves4 records
Expansion highlights4 records
Visit Stockholm competitors and assessment
Company assessmentDirect peers
- Visit Dubai: Dubai's government-backed destination marketing organization, promoting the city as a tourism and business destination through a multilingual digital platform. Comparable as a government-mandated international-capital DMO.
- NYC & Company: New York City's official destination marketing organization, running a multilingual visitor platform covering attractions, events, dining, and neighborhoods. Comparable as a major global-capital DMO operating at a similar strategic level.
- Choose Chicago: Chicago's official tourism organization, operating a content platform that promotes the city's attractions, events, and neighborhoods to visitors. Comparable as a major-city DMO with a similar public-mandate operating model.
- Visit London: London's official visitor platform, offering attractions, events, itineraries, and travel information in multiple languages. Closely comparable as a major European-capital DMO competing for global tourist attention.
- Visit Oslo: Oslo's official visitor platform, covering attractions, events, and local recommendations. Comparable as a Nordic-capital DMO with a similar scale, audience, and operating model.
- Wonderful Copenhagen: Copenhagen's official tourism organization, operating a comparable multilingual content platform promoting attractions, dining, and local experiences. Closely comparable as a neighboring Nordic-capital DMO with a similar size and mandate.
- visitBerlin: Berlin's official destination marketing organization, operating a similar multilingual content platform covering attractions, events, dining, and neighborhoods. Directly comparable as a major European-capital city DMO with the same municipal mandate and content model.
- amsterdam&partners (I amsterdam): Amsterdam's official city marketing organization, operating a multilingual content platform promoting the city as a destination and a place to live and work. Highly comparable as a European-capital DMO with a dual tourism/talent mandate mirroring Visit Stockholm.
Broad incumbents
- Tripadvisor: Global commercial travel platform that competes with DMOs for visitor-discovery attention across attractions, restaurants, and experiences. Not a peer in ownership structure, but a key competitive incumbent whose content and SEO reach dwarf any single-city DMO.
- Tourism Australia: Australia's national tourism organization, operating a multilingual content platform promoting attractions, regions, and experiences. Comparable at the strategic level, but at a country (not city) scope and with a much larger operating budget and team.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Visit Stockholm social profiles
Digital presenceVisit Stockholm financial estimates
Financial estimateRevenue estimate
Valuation estimate
Visit Stockholm leadership team
Management profileNumber of profiles
Visit Stockholm funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Visit Stockholm 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 Visit Stockholm
What does Visit Stockholm do?
Visit Stockholm is the official destination marketing organization for Stockholm, Sweden, providing a free public digital guide (VisitStockholm.com) that promotes the city as a travel, living, working, and investment destination. The platform delivers comprehensive visitor-facing content — including attraction guides, event calendars, restaurant recommendations, district profiles, archipelago excursions, and travel information — and supports integrated booking and ticketing for hotels, tours, restaurants, and events.
Is Visit Stockholm a public or private company?
Visit Stockholm is a private company. It is classified as state government owned and is currently operating.
When was Visit Stockholm founded?
Visit Stockholm was founded in 2006. It employs 11 to 50 people.
Where is Visit Stockholm based?
Visit Stockholm is headquartered in Stockholm, Sweden, in the Europe region.
How does Visit Stockholm make money?
One revenue line is on record: government Funding.
Who are Visit Stockholm's main competitors?
Direct peers on record are Visit Dubai, NYC & Company, Choose Chicago, Visit London, Visit Oslo, Wonderful Copenhagen, visitBerlin and amsterdam&partners (I amsterdam). Broad incumbents are Tripadvisor and Tourism Australia.
Does Visit Stockholm have an API?
No public API is recorded for Visit Stockholm.
What industry is Visit Stockholm in?
Visit Stockholm's product category is Destination Marketing. Its primary akta.pro industry code is THAAAGAD, Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers), with a secondary code of THAJAAAC, Museum & Landmark Guided Tours (Skip-the-line/Docent-led). Its NAICS code is 56152 and its SIC code is 7900.