Malmö’s hosting of Eurovision evaluated as a big success for the city

It highlights that the benefits included extensive media exposure and a large number of international visitors coming to the city, spending generously while there.

With a total of 159,680 visits to the three official venues, Malmö welcomed 51,430 unique visitors from over 80 countries. 

The 2024 Eurovision Song Contest generated a total tourism-related economic turnover of 445 million SEK (approximately 38.5 million Euros). Of this total, approximately 378.1 million SEK (32 million Euros) is expected to benefit Greater Malmö, with 2.7 million SEK (200k Euros) going to surrounding municipalities and 64.2 million SEK (5.5m Euros) to neighbouring Copenhagen.

The great figures come off the back of the 55 million pound (66 million Euros) boost the 2023 Eurovision Song Contest gave to Host City Liverpool’s economy.

Malmö was hosting the Eurovision Song Contest for the third time and the conclusions are that the event has once again put Sweden’s third biggest city on the world map.

The report highlights that during the week of the Contest, Malmö also offered both an arena for celebration and freedom of expression, becoming a focal point for visitors from all over the world. 

"It is gratifying that so many of the visitors say that Eurovision in Malmö was a positive experience that they will remember for a long time. I am also pleased that we kept to the budget and that many wanted to cooperate,"

says Karin Karlsson, overall project manager for Malmö's hosting.

The numbers

• 163 million TV viewers

• 159,680 visits to the three official Eurovision venues: Malmö Arena, Malmö Live, and Eurovision Village

• 51,430 unique visitors

• 445 million SEK in tourism-related economic turnover

• 3.98 million SEK in revenue for Malmö city from ticket sales at Malmö Live

• 71,737 commercial overnight stays (hotels, Airbnb, etc.) in Greater Malmö

• Over 90% of city decorations were recycled

• 550 volunteers and 22 team leaders participated, collectively speaking 56 different languages, including at least one official language from each participating country.

In collaboration with Destinationssamverkan Malmö, local businesses in Malmö were engaged to help with hotel bookings, transportation, and other logistics. In total, 300 stakeholders from the local business community were involved.

"With Eurovision, we have advanced Malmö's position even further in the right direction. We succeeded in planning and executing the event to the benefit of the event itself, visitors, and Malmö residents. We have further developed our collaborative model between the city and the hospitality industry into something very effective, which now serves as a solid foundation for future large-scale events," 

says Karin Mårtensson, Chair of Destinationssamverkan Malmö AB.

Visitors Came from Abroad, Spent Generously and Gave High Ratings

Visitors to Malmö primarily came from abroad, with the Eurovision Song Contest being their main reason for the trip. Eurovision fans are generally a dedicated and enthusiastic group who prepare for Grand Final week well in advance. For many of them, Eurovision is a huge passion, and the whole week of the Live Shows is a highlight of the year.

The Eurovision visitors who came to Malmö stayed longer than the average tourist, used commercial accommodation and spent generously. The majority gave high ratings to the event and their experiences throughout the week.

Visitors especially rated highly accessibility and travel options to and within the city. Safety and security around the festival areas also received strong marks. Service in restaurants, shops and the friendliness of Malmö residents were also well-appreciated.

Malmö as an Event City and Growth Engine

Research shows that major events have long-term positive effects for host cities. Economically, they generate revenue but also help to strengthen the city's brand and appeal. 

Hosting Eurovision provides Malmö with advantages in competing for future visitors, investments and talent, reinforcing the city’s profile as a destination for high-level events. Malmö’s hosting was also certified as a sustainable event, supporting the goal of combining growth with responsibility.

Residents of Malmö have expressed positive attitudes towards major events. Through Eurovision, Malmö has enhanced its position as an open city where both celebration and freedom of expression are welcomed. With the involvement of 550 volunteers and 22 team leaders, the city has also built valuable organisational skills.

"When we began planning Eurovision, we encountered great enthusiasm within the city’s cultural and business sectors. Through collaboration with Malmö residents, businesses and cultural practitioners, Malmö continues to create conditions for future major events and sustainable growth for the city," 

says Johan Hermansson, Director of Leisure and Chair of the Executive Committee for Malmö’s hosting.

You can listen to all 37 songs of Eurovision 2024 via your favourite streaming service or watch the music videos on our YouTube channel.

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