Soon, Peter Grönberg, will travel to IMEX in Frankfurt together with the city’s partners. Meetings and congresses play a central role in the city’s development, both by attracting visitors and by contributing to knowledge exchange and long-term value. Ahead of the trip, we had the opportunity to ask a few questions about the work of positioning Gothenburg as an international meetings destination.

Peter Grönberg, CEO of the Destination Management Organisation Göteborg & Co, you are now planning to visit IMEX for the first time. What role does IMEX play for Göteborg & Co?

IMEX plays a very significant role in our work to encourage more people to discover and visit Gothenburg. For 40 years, our Convention Bureau has been attracting international congresses and meetings to the city. This is an extremely important part of positioning Gothenburg on the international stage, and it also plays a vital role in the city’s development. To be able to continue this work, IMEX is an essential platform for us to be present and actively engaged in.

How is Gothenburg perceived as a meeting destination by international delegates?

In 2025, the number of guest nights in Gothenburg exceeded 6 million, which is a new record, and a significant share of these were linked to meetings and congresses. That says a lot about demand, but also about how the city is experienced. In our surveys, we see that 98 per cent of international meeting delegates are satisfied with their stay, and that level has remained consistently high over time.

What is often highlighted is the overall experience. We also see that more meetings choose to return, which is a strong indicator in itself. For example, a major medical congress is coming back to Gothenburg for the third time this June, bringing 4,000 delegates.

In what ways do you work to establish an international position?

Establishing an international position is one of our strategic priorities and something we work on proactively. This includes marketing Gothenburg in international markets, hosting international journalists in the city, and attracting international meetings and events. It also means being present in international arenas, such as IMEX.

How important is Germany as an international market for you?

Germany is one of our priority markets and is becoming increasingly important. This year, we are making a particular investment in Germany. Looking ahead, we see significant potential to increase the number of German visitors to Gothenburg, as we know there is strong interest in Sweden among the German market. Once the Fehmarn Belt fixed link is completed, we also see further opportunities to stimulate interest as accessibility improves.