Life is a ‘schlager’ – Malmö in the Global spotlight

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Life is a ‘schlager’ – Malmö in the Global spotlight

Since winning the Eurovision in Baku, Azerbaijan in May 2012, Loreen has taken the world by storm with her performance of Euphoria – and as a result, this week Sweden proudly welcomes the2013 Eurovision Song Contest.

Last time, in 2000, Sweden held the event in Stockholm, but this time the contest will take place in Malmö, Sweden’s third largest city, and home to 166 different nationalities – and the recently opened Emporia shopping centre.

Although this may be biased, what better country to host the ESC than Sweden? With a population of 9.5 million, 7.5 million people watched at least one of the five domestic semi finals. In Sweden we actually have a Eurovision music “genre” called “schlager” – nightclubs have schlager dance floors all year round, there are schlager cruises, and specific schlager words (“schlagerhysteri” = schlager hysteria, “schlagerfeber” = schlager fever, and “schlageryra” = schlager frenzy), and every year between February and May, the media is full of schlager news. It really is ESC fever!

Malmö hosting the ESC is predicted to hugely boost tourism and economy. 100 000 schlager tourists are expected, and they will spend money on accommodation, transport, food, drinks, and shopping. Malmö Stad is expecting the ”Eurovision effect” to bring them between 6.6 and 11 million Euro (60 and 100 million SEK), and up to 22 million Euro (200 million SEK) is expected to enter southeast region Skåne’s (Scania) tourist industry. Hotel rates have been raised, bars and restaurants awarded longer opening hours, and additional transportation means are being put into use. The recently opened, 93 000 m2, Emporia shopping centre is conveniently located next to the arena, and is predicted to be an attraction for many schlager tourists. The Eurovision effect is not only expected instantly, however, as an estimated 120 million people will watch the event from their home, which has made Malmö Stad equal the ESC coverage to a 77.4 million to 110 million Euro (700 million to 1 billion SEK) PR value. Furthermore, nearby cities such as Copenhagen and Lund have seen an increase in accommodation demand during the Eurovision week.

There is a possibility that the presumed profits are overestimated, we will have to wait and see! However, all in all Eurovision Song Contest 2013 is an invaluable opportunity for the city of Malmö to market itself to the world.

Tulsa Tollemark, Research Analyst Intern

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