The Stockholm Visitors Board – which incorporates the Stockholm Convention Bureau – has redirected some 10% of its overall budget from markets including Southern Europe into the UK.
The added focus on the UK follows Visit Sweden’s decision to withdraw from the MICE sector after government cuts reduced its budget by £1.86m (20m Swedish krona).
Stockholm Convention Bureau’s marketing manager, corporate meetings Christian Bergström told C&IT the organisation had "realised we needed to put extra effort into the UK market".
The bureau has begun a new three-year budget period, and appointed Azimuth Marketing Communications, led by director Jonathan Cohen, to assist with its UK activity.
"Now we have a dedicated person selling Stockholm, which is making a huge difference," said Bergström.
The destination is this week hosting an incentive group from white goods manufacturer Indesit, with Group Se7en events.
The group – which began its event yesterday (14 February) - will visit the Ice Hotel, the new Museum of Spirit and eat lunch next to an old warship at the Vasa museum.
They will then travel to Swedish Lapland where they will take part in a sub arctic snowmobile expedition and a husky safari, added Bergström.