Malmö in Eurovision tourism windfall
The Local · 6 Jul 2013, 10:11
Published: 06 Jul 2013 10:11 GMT+02:00
"One of the most important effects was that we managed to create a joy amongst visitors and, primarily, among residents of the region," said Malmö tourism head Johan Hermansson to the local Sydsvenskan daily.
According to the report the event generated tourism revenues of 160 million kronor ($23.5 million), excluding the tickets bought for the event itself.
Some 80 percent of tourists spent the night in the Malmö/Copenhagen region, staying an average of 4.5 nights.
An estimate of the so-called "media value" of the event, based on a perceived positive effect to the city's image due to media reporting and television coverage, came in at 1.1 billion kronor.
The city also managed to impress the vast majority of visitors with 87 percent of those surveyed testifying to a welcoming city, while 7 percent considered it "tough" and 6 percent "boring".