CEO Letter December 2025: Highlights from Next Skövde
Tourism Consumption in Sweden Continues to Grow
In 2024, tourist consumption in Sweden increased for the fourth consecutive year. Total tourist consumption reached approximately 456 billion SEK in fixed prices, a 4% increase compared to 2023. Key highlights include:
- Domestic tourism: 330 billion SEK (5% increase)
- Foreign visitors’ consumption: 126 billion SEK (2% increase)
- Tourism’s share of Sweden’s GDP: 2.8%
- Tourism sector employment: 154,000 people
SM Winter Week 2027 in Skövde Takes Shape
Skövde is preparing to host the SM Winter Week in 2027, transforming the city into a national sports arena. Key details include:
- Invitation opened to national sports federations
- Selection process with Swedish Sports Confederation and SVT
- Goal: Diverse sports, strong TV dramaturgy, and excellent audience experiences
Destination Development Highlights
Billingen Winter Season Preparations
Billingen is gearing up for another winter season with:
- Campaigns targeting Danish and Swedish guests
- Certified Vasaloppscenter with quality-marked trails
- Opportunities for both recreational and elite skiers
GoTo HUB Platform Expansion
Next Skövde continues to make Skaraborg bookable through the GoTo HUB platform, with 28 sellable products already available on www.skaraborg.nu.
Local Events and Festivities
Christmas in Skövde 2025
”Jul på stan” brought winter magic to the city, featuring:
- Barnens jul event with children’s activities
- Traditional Christmas market with 37 unique stalls
- Festive atmosphere and diverse experiences
City of Light Festival
The annual ”Stad i ljus” event transformed Skövde into a glittering winter landscape, with new light installations and a beloved community tradition.
