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Inspiration for marketing
Find inspiration in our previous campaigns and our collaborations with influencers.
We work with themes and seasons in our marketing to showcase Gothenburg’s offering throughout the year.
Liseberg, Sweden’s finest amusement park, is a key driver and, through its Halloween celebrations and Christmas market, has extended the season and created business opportunities for more stakeholders within the tourism industry. A vibrant music scene, with concerts across multiple genres at various venues, supports restaurants and hotels. Easily accessible, city-close nature and the sea also drive entrepreneurship in these areas.
Where to eat? Gothenburg!
Gothenburg’s food and drink scene is one of the destination’s greatest strengths and a central part of the Gothenburg brand. With a new international YouTube series, “Where to eat? Gothenburg!”, the destination is strengthening its position as a food destination. Alica Andersson, finalist in Sweden’s MasterChef, guides viewers to the city’s best culinary experiences.
“I’ve eaten my way through Gothenburg and it’s been a very enjoyable assignment. In the series, I want to showcase both some of the most well-known places and a number of spots that many visitors might not discover on their own” says Alica Andersson.
With the YouTube series “Where to eat? Gothenburg!”, we aim to inspire more people to discover Gothenburg through its food. Food and drink experiences are among the primary reasons for travel globally according to Visit Sweden, and Göteborg & Co’s latest visitor survey among Swedes, Norwegians and Danes shows that food, drink and the restaurant scene are the destination’s key strengths.
Episode #1 Must-try local classics
In the premiere episode, Alica explores some of Gothenburg’s most iconic food experiences. She visits Feskekôrka, tries the famous Hagabullen at Café Husaren, samples craft beer at Shangri-La in Stigberget, and dines at restaurant Vrå in the city’s historic former post office.
Episode #2 A day trip to the archipelago
The second episode focuses on the sea and the archipelago, featuring Algblomman, Isbolaget, Popsicle, Kajkanten and Hamnkrogen Lotsen. Viewers discover both classic local ingredients and new culinary experiences centred around algae, seaweed and other blue foods, an area where West Sweden is leading the way.
Episode #3 The hidden gems (released in July)
The third episode takes viewers to some of Gothenburg’s hidden gems, including Bar Bulot in Saluhallen, Kampanilen, Champagnebaren, Bar Bruno and Unity Jazz. These are unique places that are slightly off the beaten track but well worth discovering.
Episode #4 The fine dining edit (released in July)
In the final episode, Alica explores some of Gothenburg’s finest dining experiences. She visits the Michelin-starred restaurant Signum, the bistro and gastro bar Human, and the urban winery Wine Mechanics.
“Where to eat? Gothenburg!” is produced for Göteborg & Co’s digital channels and is primarily aimed at international visitors from Denmark, the United Kingdom and the rest of Europe.
Christmas campaign 2025
The Christmas campaign aims to increase interest in visiting Gothenburg during the 2025 festive season, as well as to strengthen the Gothenburg destination brand. This year’s campaign focuses on promoting the city’s existing offering with the message Everything you’re looking for can be found in Christmas City Gothenburg. The primary target group is visitors from Sweden and Norway. As always, you will find plenty of content on goteborg.com, including the Christmas in Gothenburg hub page, which offers a wide range of tips on what visitors can enjoy during the festive season.
More guides on goteborg.com
In addition to Christmas in Gothenburg, you will find several inspiring Christmas guides on goteborg.com, which is already filled with festive events that attract many visitors.
- Christmas in Gothenburg
- Christmas markets in Gothenburg
- Christmas buffets in Gothenburg
- Conscious Christmas shopping
- Christmas break in Gothenburg
Example text for Christmas communication
Everything you’re looking for can be found. Whether you’re longing for festive cheer, cosy Christmas markets or a break from the holiday rush, you’ll find it in Gothenburg. Come and experience Christmas at Liseberg, cosy Christmas shopping, sparkling Christmas shows and the flavours of the season. As always, the city’s streets and squares are filled with a sense of community, care and joy.
Best wishes, Gothenburg
Best wishes, Gothenburg is a long-standing destination concept that brings together communication throughout the year. The campaign clearly communicates the destination’s position and core values, while also packaging its key reasons to visit.
The parameters of the destination concept are:
- It should be able to promote Gothenburg in the here and now, while also working in the long term.
- It needs to be overarching in order to remain relevant over time.
- It needs to be easy to work with and consistent over time.
The destination concept is not only intended to target visitors, but can be used by anyone who wants to help strengthen the Gothenburg brand. In addition to the tourism industry, this includes academia and the business community.
Best wishes, Gothenburg embraces the destination’s clear image and position as a human and welcoming city. Whatever the reason for visiting that is being communicated, it is always conveyed as a warm greeting from Gothenburg.