Patrik Tengwall (Head of Event Strategy, Visit Stockholm) delivered an insightful presentation which reveals how Stockholm has become a world leader in music tourism. This talk traces the city’s journey from ABBA’s legacy to its vibrant modern industry, exploring venues, artists, and major events that shape its global influence. Areas covered include:

– Stockholm in the context of global music tourism
– World-class artists in Stockholm
– The legacy of ABBA
– The importance of venues and operational aspects
– The impetus of Swedish bands
– The broader appeal of Stockholm
– The role of fans
– Interaction with the Stockholm music industry, song writers and local music
– Music as an export
– Key individuals in the Swedish music industry
– The many levels of booking a tour
– Preparation for the Taylor Swift concerts: marketing opportunities and city involvement
– Contribution of major music events to city pride

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