Major recurring events strengthening Gothenburg's business environment
Ten of Gothenburg’s largest annual events generate SEK 2.3 billion in tourism-related economic impact every year, shows a new report from Göteborg & Co. But the value does not stop there. As millions of visitors, participants and decision-makers return to the city year after year, Gothenburg’s brand, attractiveness, and ability to attract investment, talent, and future visitors continue to grow stronger.
For several decades, Gothenburg has built its position as the event capital of the Nordic region. Underpinning this success are not merely individual championships or major concerts, but a number of recurring events that have established themselves as an integral part of the city’s identity.
A new report from Göteborg & Co shows that Gothenburg’s half marathon, international film festival, book fair, and music festival Way Out West, along with six other recurring events, attract more than one million participants and visitors each year. Around half of them come from elsewhere in Sweden or from abroad.
“The impact is particularly valuable because the events recur every year. Our retailers, restaurants, and hotels benefit because they can better anticipate demand, making it easier to invest, hire, and develop their businesses. Recurring events spread throughout the year also help reduce seasonal fluctuations. We would welcome more events like these, as they strengthen our businesses and the regional economy,” says Peter Warda, Senior Analyst at Business Region Göteborg.
Tourism and hospitality are growing
The tourism and hospitality sectors have experienced strong growth, due in part to the many cultural, sporting, and business events held in the city each year.
The number of guest nights in Gothenburg has increased from around 3.5 million in 2013 to 6 million in 2025, and 2026 is on track to become a record year.
Employment in these sectors is also growing strongly, having increased by 40% since 2019. Today, they employ around 41,000 people across the region.
At the same time, Gothenburg’s position as a leading strong events city brings significant indirect benefits to the regional business environment.
While more difficult to quantify, these events help strengthen the region’s attractiveness as a place to live, work, and do business. Major events such as the ten highlighted in the report also serve as platforms for showcasing Gothenburg and introducing the city to new audiences around the world.
“These events play a major role in shaping the image of Gothenburg as an open, international, and welcoming city with a strong ability to deliver. Every experience contributes to strengthening the Gothenburg brand and enhancing our competitiveness in attracting future visitors, talent, and investment,” says Marie Gumabon, Marketing and Communications Director at Business Region Göteborg.
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