Malmö "euphoric" over tourist jackpot
The hosting of the Eurovision Song Contest last May by Malmö was a financial boon to the entire region of southern Sweden. Tourism bosses say the benefit can have long term effects for the area. "Malmö has generally been portrayed as a welcoming host city and the atmosphere in the area has been described positively, " Director of Tourism Anders Mellberg told daily newspaper Sydsvenskan.
Revenues from tourism increased by 186 million kronor in the region, as 31,700 tourists attended the festival, according to a report commissioned by the City of Malmö. Malmö hosted the Eurovision Song Contest after the hit song "euphoria" by Swedish singer Loreen won the contest in 2012.
The extensive media coverage of the ESC can be valued at 1.1 billion kronor, according to Sydsvenskan. 170 million TV viewers in Europe saw the Eurovision Song Contest in Malmö.