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About Göteborg & Co

The mission of Göteborg & Co is to get more people to discover and choose Gothenburg. We do this through wide-reaching collaboration, by leading and promoting the development of Gothenburg as a sustainable destination, so that everyone who lives and works here benefits from a growing hospitality industry.

Göteborg & Co is the parent company of the Tourism, Culture & Events cluster, which includes Liseberg, Got Event and Göteborgs Stadsteater. Göteborg & Co is a municipal company, City of Gothenburg.

Why invest in the visitor industry?

Gothenburg benefits from the fact that visitors come to the region. It creates jobs and employment opportunities, and helps to make Gothenburg an even better city to live in and work in. The visitor industry is one of the fastest growing industries in the world, and accounts for a significant proportion of Sweden’s economy and employment. Globally, the sector accounts for one in eleven jobs on the planet, a figure that could rise to one in ten jobs by 2020, according to the World Travel & Tourism Council.

Tourism creates jobs – especially for disadvantaged groups

In 2017 the number of people employed in tourism in Sweden grew by 6.4 per cent, while total employment in Sweden rose by 2.3 per cent. Since 2000, employment in tourism has risen by 34 per cent. Over the same period, overall employment in Sweden rose by around 16 per cent. At a time when employment in traditional industries has declined in Sweden, tourism has contributed to more job opportunities in many different service sectors. Source: Tillvä

Growth does not happen by itself

For many years Gothenburg has been successful as a destination. Competition is growing sharply however; global demands are changing and new technology constantly brings new challenges. This places big demands on our ability to innovate and work together to create a destination that can quickly shift focus and readjust when global changes require the tourism map to be redrawn.

Göteborg & Co as a platform for collaboration

Collaboration is a key element if we are to continue growing and remain an attractive and competitive destination. Long-term partnerships between public and private stakeholders at local, regional, national and international level who share the business risks and enhance individual efforts are strong advantages of collaboration. Continuity is also essential to maximise impact. Göteborg & Co supports such efforts by acting as a platform for collaboration.

The whole is greater than the sum of the parts

The dependence of the destination on the city of tourism, meetings and events cannot be stressed enough. By exploiting the synergies and benefits of working for the success of the destination as a whole, we can stand out from all the other destinations that are competing to become the most attractive cities of the future.

Tourism, Culture and Events cluster

Göteborg & Co is part of the Tourism, Culture and Events cluster, together with Liseberg amusement park, Got Event and Gothenburg City Theatre. Göteborg & Co is the parent company of the cluster.

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