Malmö in Eurovision tourism windfall

Malmö in Eurovision tourism windfall
The Eurovision Song Contest gave Malmö in southern Sweden a huge tourism and economic boost, according to a new report commissioned by the city's tourist board.

Some 31,000 people visited the city during the weeks around the Eurovision Song Contest in May with 48,100 tickets sold for all the events at Malmö Arena.

“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”.

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