Hotels increased their rental income by 80 percent the week when Eurovision came to Stockholm in 2016. In Malmö in 2013, the increase was twice as large – 160 percent.
"Eurovision is like a single five-hour commercial spot – for the whole of Sweden," says Visita's Chief Economist Thomas Jakobsson. But which Swedish city will receive the extra boost to the tourism industry is still uncertain. "Everyone will want this, but unfortunately only one gets it," he says.