Visit Stockholm

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.

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

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

• Destination marketing
• Tourism promotion
• Travel information
• City attractions
• Visitor guides

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. 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

Core 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

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct 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

• Xx.com/visitstockholm
• YouTubeyoutube.com/visitstockholm
• Instagraminstagram.com/visitstockholm
• Facebookfacebook.com/visitstockholm

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Stockholm