The summer of 2025 became an economic high point for Stockholm, primarily thanks to five sold-out concerts with superstars Bad Bunny and The Weeknd. According to an analysis conducted by Upplevelseinstitutet on behalf of Live Nation, Stockholm Business Region, and Stockholm Live, the direct tourist turnover related to these events amounted to SEK 1,180,600,000. This figure includes all local purchases connected to accommodation, restaurant visits, shopping, entertainment, transport, and other consumption directly related to the concerts.
The impact reached even further: the total tourist revenue connected to the concerts exceeded SEK 1.25 billion. The result illustrates how music and cultural events can become a driving force for urban economies when world stars take to the stage. Approximately 195,000 people visited Stockholm in connection with these concerts, a figure that includes both concertgoers and accompanying travelers.
International Appeal at the Highest Level
Bad Bunny attracted guests from as many as 135 different countries, with Spain being the most common country of origin. The audience also traveled from remote parts of the world, such as Mauritius, the Solomon Islands, and French Polynesia. The Weeknd’s concerts were nearly as international, with visitors from a total of 105 countries. For Bad Bunny, the proportion of foreign attendees reached a record high: every other concertgoer came from abroad—the highest rate ever measured in Stockholm according to Upplevelseinstitutet.
For the majority of visitors, the concerts were the main reason for their trip. Nine out of ten stated that the experience was the primary motive for coming to Stockholm. Those who stayed overnight in connection with Bad Bunny’s concerts stayed on average 3.6 days, while The Weeknd’s audience stayed about 2.9 days. During their stay, they spent on average over SEK 2,000 per person per day, benefitting hotels, restaurants, cafes, and the city’s overall visitor industry.
Upplevelseinstitutet’s analysis considers only immediate consumption. Potential indirect or secondary effects are therefore excluded, but the direct contributions to the city’s economy are significant. The five concerts were also part of an even more concert-intensive summer—in 2025, more than 60 concerts were organized in Stockholm and over 300,000 tickets were sold, further strengthening the city’s position as a leading venue for concerts and events.
Industry representatives highlight the importance of hosting world-class events. Caroline Strand, Deputy CEO at Stockholm Business Region, emphasizes how such initiatives boost the city’s international competitiveness: “That more than 200,000 visitors from over 100 countries choose Stockholm for five concert nights not only contributes to economic gains but also creates local pride and strengthens Stockholm's brand for investors, visitors, and talents.”
According to organizers, modern arenas and cooperation between event companies and city authorities have laid the foundation for attracting world stars and successful events. Kristofer Åkesson, Head of Marketing and Communications for Northern Europe at Stockholm Live, underlines that partnerships are crucial for continuing to attract globally leading artists like Bad Bunny and The Weeknd to Stockholm.
Upplevelseinstitutet’s analysis clearly demonstrates the economic engine that large-scale concerts have become for Stockholm. Major investments in event and entertainment infrastructure continue to yield returns—for businesses and for the city's international reputation.
