Örebro Sets New Tourism Record Thanks to Europeans and South Koreans

Despite global uncertainties, 2023 marked the year when Örebro’s tourism industry fully recovered from the effects of the COVID-19 pandemic. The city recorded a total of 749,443 guest nights, surpassing the previous record set in 2019 by more than 10,000 nights. This data comes from the annual statistics recently published by the Swedish Agency for Economic and Regional Growth and Statistics Sweden.

Compared to the previous year, the number of guest nights increased by over 30,000 or 4.5%. Both domestic and international overnight stays saw an increase, with Swedish visitors up by nearly 2% and foreign visitors up by over 12%. This performance outpaced the national average, where total guest nights increased by only 1%.

Björn Fransson, head of destination development and hospitality at Örebrokompaniet, commented on the increase in the Swedish market: The increase in the Swedish market is mainly during the first half of the year when events and meetings really got going after the pandemic.

Major Events and Conferences Contribute to Success

Large events such as the Segersjö Days, concerts at Gustavsvik, and several major conferences contributed to the new record. Notable conferences included Surgery Week, Swedish Gastro Days, and three party conventions for the Christian Democrats, the Center Party, and the Green Party.

European Visitors on the Rise

While visitors from Norway decreased by 11% compared to 2022, other European markets showed strong growth. The combined guest nights from Finland, Denmark, UK, France, Netherlands, and Switzerland increased by 52% or nearly 10,000 nights.

Fransson noted the impact of currency exchange rates: Here you can see a clear currency effect. The Swedish krona has become cheaper, which has attracted visitors especially from Denmark and Finland. The number of overnight Danish visitors has almost doubled! We also see how the flight route to London has made a significant impact. Nearly 2,000 more Britons stayed overnight in Örebro in 2023 compared to 2022.

South Korean Visitors Make a Strong Comeback

South Korea, which was a significant market before the pandemic, has made a remarkable return. Örebro recorded nearly 3,600 South Korean guest nights in 2023, accounting for almost 8% of the total volume in Sweden. Fransson explains: No, the vast majority are here on group trips that go between Helsinki, Oslo and Copenhagen. So Örebro’s location naturally plays a big role here.

Diverse International Visitors

In 2023, Örebro welcomed visitors from 112 different countries. The countries with the largest percentage increases were Taiwan, Iran, and, surprisingly, Namibia.

For more information about Örebro’s tourism success, visit the original press release.