CEO Letter December 2025: Tourism, Events, and Skövde’s Future
Tourism Consumption in Sweden Continues to Grow
In 2024, tourist consumption in Sweden increased for the fourth consecutive year, reaching approximately 456 billion SEK in fixed prices. This represents a 4% increase compared to 2023, though the level remains unchanged from 2019 (pre-pandemic).
Key highlights include:
- Domestic tourism: Around 330 billion SEK, a 5% increase from 2023
- Foreign visitor consumption: 126 billion SEK, a 2% increase
- Tourism’s share of Sweden’s GDP: 2.8% in 2024
- Employment in tourism: Approximately 154,000 people
SM Winter Week 2027 in Skövde Takes Shape
In week 5 of 2027, Skövde will transform into a national arena for sports, community celebration, and local pride. The event is currently inviting national sports federations to apply for participation.
”This is our chance to step forward, and we intend to take it.”
The goal is to create an event with diverse sports, strong TV drama, and excellent audience experiences across various venues.
Billingen: A Winter Destination
Billingen is preparing for another winter season, with campaigns already targeting Danish guests. As a certified Vasaloppet Center, it offers excellent skiing conditions for both recreational and elite athletes.
”It was truly a fantastic experience. I’m not quite sure what I expected – but it was something completely, completely different. Billingen is a perfect year-round weekend getaway.”
– Danish Politiken Journalist
Christmas in Skövde: Festive Celebrations
Skövde embraced the holiday spirit with several festive events, including:
- Children’s Christmas event with activities like marshmallow grilling and meeting Santa
- Traditional Christmas market with 37 unique stalls
- City of Lights festival, illuminating the city with magical light installations
Looking Ahead to 2026
Next Skövde’s focus for 2026 includes:
- Strengthening collaboration with local businesses
- Clarifying Skövde’s key travel motivations
- Building a more cohesive and thriving organization
