Summer Thursdays Visitors Generate Over 40 Million SEK in Economic Impact for Borås
The popular Summer Thursdays (Sommartorsdagarna®) event in Borås has proven to be a significant economic driver for the city, generating 40.1 million SEK in revenue for local businesses. This revelation comes from a recent survey conducted during the 2024 city festival.
Summer Thursdays, held on four Thursdays in July, offers free experiences that attracted around 33,000 visitors this year. The event not only strengthens Borås’ image as an attractive city but also receives high marks from attendees.
Key Findings from the Survey
- 25% of visitors came from neighboring municipalities, other Swedish cities, or abroad
- 54% of respondents reported a positive experience and felt comfortable in the city
- Visitors spent money on shopping, restaurants, cafes, sightseeing, and hotel stays
- The average visitor spent 1,221 SEK per day in Borås
- 7 out of 10 visitors patronized a cafe or restaurant during their visit
- 40% of visitors engaged in shopping
- Over half of the overnight visitors stayed in hotels
Anneli Wiland, store manager at Kappahl, commented: “Most stores have extended opening hours until 9:00 PM to accommodate visitors. Being there for customers until the main artist goes on stage at 9:00 PM feels like good service! When there are so many people and a great atmosphere in the city, it’s also felt inside the store, making it extra fun for us too.”
Impact on Borås’ Economy and Image
Linda Sjöstrand, City Leader of Borås City, stated: “It’s remarkable that Summer Thursdays®, with its long tradition, is still such a strong attraction and has regained its love from the people of Borås. It’s an important event for Borås’ destination brand, and therefore it’s crucial to continue investing in Borås’ attractiveness by allocating tax and business funding to Summer Thursdays®.”
Thomas Walfridsson, CEO of Borås TME, added: “The city’s and business community’s investment in various types of events is central and important for the development of Borås as a visitor destination.”
The success of Summer Thursdays demonstrates the importance of continued investment in city events to boost tourism, local businesses, and Borås’ overall appeal as a destination.
