Nyhet -
Big wins from Malmö's hosting of Eurovision 2024
Under extraordinary circumstances, Malmö hosted the Eurovision Song Contest 2024. Despite the challenges, the hosting was a great success for Malmö. Eurovision has once again put the city on the world map with 163 million TV viewers, extensive media exposure, and a large number of international visitors who spent generously.
During Eurovision Week, Malmö offered both an arena for celebration and freedom of expression and became a focal point for visitors from all over the world. With a total of 159,680 visits to the three official venues, Malmö welcomed 51,430 unique visitors from over 80 countries.
– "It is gratifying that so many of the visitors say that Eurovision in Malmö was a positive experience that they will remember for a long time. I am also pleased that we kept to the budget and that many wanted to co-operate", says Karin Karlsson, overall project manager for Malmö's hosting.
Strong Economic Impact in the Short and Long Term
Major events are an important springboard for Malmö as a destination and growth engine. In collaboration with Destinationssamverkan Malmö, local businesses in Malmö were engaged to help with hotel bookings, transportation, and other logistics. In total, 300 stakeholders from the local business community were involved.
Eurovision has generated a total tourism-related economic turnover of 445 million SEK. Of this total, approximately 378.1 million SEK is expected to benefit Greater Malmö, with 2.7 million SEK going to surrounding municipalities and 64.2 million SEK to Copenhagen.
– "With Eurovision, we have advanced Malmö's position even further in the right direction. Despite a challenging global situation, we succeeded in planning and executing the event to the benefit of the event itself, visitors, and Malmö residents. We have further developed our collaborative model between the city and the hospitality industry into something very effective, which now serves as a solid foundation for future large-scale events", says Karin Mårtensson, Chair of Destinationssamverkan Malmö AB.
Visitors Came from Abroad, Spent Generously, and Gave High Ratings
The visitors primarily came from abroad, with Eurovision being their main reason for the trip. Eurovision fans are generally a dedicated and enthusiastic group who prepare for final week well in advance. For many of them, Eurovision is a lifestyle, and the final week is the highlight of the year.
The Eurovision visitors who came to Malmö stayed longer than the average tourist, used commercial accommodation, and spent generously. The majority gave high ratings to the event and their experiences throughout the week.
Visitors especially rated accessibility and travel options to and within the city highly. Safety and security around the festival areas also received strong marks. Service in restaurants, shops, and the friendliness of Malmö residents were also well-appreciated.
However, Malmö’s atmosphere as lively and vibrant received slightly lower ratings, and international Eurovision visitors are slightly less likely to recommend Malmö than tourists usually are.
Malmö as an Event City and Growth Engine
Research shows that major events have long-term positive effects for host cities. Economically, they generate revenue but also help to strengthen the city's brand and appeal. Hosting Eurovision provides Malmö with advantages in competing for future visitors, investments, and talent, reinforcing the city’s profile as a destination for high-level events. Malmö’s hosting was also certified as a sustainable event, supporting the goal of combining growth with responsibility.
Residents of Malmö have expressed positive attitudes towards major events. Through Eurovision, Malmö has enhanced its position as an open city where both celebration and freedom of expression are welcomed. With the involvement of 550 volunteers and 22 team leaders, the city has also built valuable organizational skills.
– "When we began planning Eurovision, we encountered great enthusiasm within the city’s cultural and business sectors. Through collaboration with Malmö residents, businesses, and cultural practitioners, Malmö continues to create conditions for future major events and sustainable growth for the city", says Johan Hermansson, Director of Leisure and Chair of the Executive Committee for Malmö’s hosting.
Figures
- 163 million TV viewers
- 159,680 visits to the three official Eurovision venues: Malmö Arena, Malmö Live, and Eurovision Village
- 51,430 unique visitors
- 445 million SEK in tourism-related economic turnover
- 3.98 million SEK in revenue for Malmö city from ticket sales at Malmö Live
- 71,737 commercial overnight stays (hotels, Airbnb, etc.) in Greater Malmö
- Over 90% of city decorations were recycled
- 550 volunteers and 22 team leaders participated, collectively speaking 56 different languages, including at least one official language from each participating country.
