Despite a tense and chaotic season that ended with the city announcing it would not host the competition again, Malmö reports high profits from Eurovision 2024. How did the event that stirred up the city become so profitable despite everything?
One of the biggest incentives for countries to host Eurovision is the large number of visitors the competition attracts and the long-term positive effect the event brings to the host city. After Malmö, Sweden’s third-largest city, hosted Eurovision for the third time in its history in 2024, and following a tense season where the city had to deal with chaos in its streets, pro-Palestinian demonstrations, high security expenses, rising violence and tension in its surroundings, Malmö announced that it would not host the competition again in the future. Nevertheless, in a recent report, Malmö’s Department of Commerce and Tourism summarizes the high revenues and the even greater economic leap from hosting Eurovision in Malmö in 2024 compared to 2013, with the total tourism-related income during Eurovision 2024 amounting to about 38.5 million euros.
Financial Breakdown and Visitor Statistics
The high profit from the Eurovision 2024 period will be divided between Malmö and its surroundings, which will enjoy 32 million euros, 200,000 euros for other municipalities in its vicinity, and about 5.5 million euros for Copenhagen, Denmark, which hosted some of the visitors. Additionally, 3.98 million euros were generated from ticket sales for the “Malmö Live” final screening. Hosting Eurovision is considered a success for Malmö, and according to the data, 159,680 visitors were recorded, of which 51,430 from 80 different countries visited the city for the first time. Hotels and Airbnb bookings totaled about 71,737 nights during the competition. 550 volunteers and their 22 team leaders participated in hosting the competition, speaking a total of 56 languages, with at least one volunteer speaking the official language of each country participating in Eurovision 2024 to assist with translation. In collaboration with Malmö’s Department of Commerce and Tourism, 300 local business owners were involved in the logistics of such a large-scale event. Johan Hermansson, chairman of Malmö’s hospitality industry, explained: “When we started planning Eurovision, we encountered great enthusiasm from the city’s cultural and business sectors. Through collaboration with residents, businesses, and the entertainment industry, Malmö continues to create suitable conditions for future large events and the city’s growth.”
Impact on Malmö’s Image
Visitors who came to Eurovision events in Malmö stayed in the city for more days, used more hotels, and spent more money than the average tourist who visits the city at any other time. The Eurovision audience also rated the city itself, the Eurovision held there, and their experience during the week highly. The high accessibility in Malmö, which provided many ways to get around the city, was also noted positively. The shops, service provision, and friendliness of the city’s residents were also mentioned favorably by tourists, and in terms of security, many felt safe in the areas where events and celebrations were held. As with every city that hosted Eurovision before it, Malmö’s status as a city capable of hosting events of this magnitude was also established. Although Eurovision 2013 was also held in the city, and before that Eurovision 1992, the 2024 events attracted more visitors and generated more financial profit. According to the 2013 summary, Malmö reported about 22 million euros in revenue around Eurovision, compared to 38.5 million euros in 2024. It’s also important to note that security costs rose significantly, with an additional 2 million euros added for security, which inflated the budget significantly compared to previous years and the hosting in Malmö in 2013.
Sustainability Efforts and Future Prospects
Eurovision 2024 organizers also announced that the event would focus on sustainability, setting themselves the goal of demonstrating environmental responsibility. For example, 90% of the decorations placed throughout the city and at various locations were recycled. Of course, this is not what we all remember from the competition, but it was one of its emphases. Karin Mårtensson, President of Malmö’s Department of Commerce and Tourism, said: “With Eurovision, we advanced Malmö’s position in the right direction, we managed to plan and execute the event for the benefit of the event itself, the visitors, and the residents of Malmö. We expanded our collaboration program between the city and the hospitality industry into something very effective, which now serves as a solid basis for events of this magnitude in the future.”
Hosting Costs: Is It Worth Hosting Eurovision?
Apart from the addition of 2 million euros to the existing security budget of 2.5 million euros (a total of 4.5 million euros) that Malmö invested in securing Eurovision week, there was no significant change from the average of hosting Eurovision in previous years. According to the data, the city of Malmö invested 580,000 euros in the Eurovision Village and Eurovision Park. 160,000 euros were invested in communication, 290,000 euros in the work of volunteers to decorate the city. An additional 560,000 euros were allocated for other expenses. The EBU, which is also responsible for budgeting the competitions, invested an amount of 4-6 million euros, and the investments of sponsors are not part of the official data. 860,000 euros were also invested by SVT, mainly on the hall where the competition took place.
Undoubtedly, the city of Malmö generated a significant profit from hosting the competition, which encourages other cities in the future to submit their candidacy to host the events if their country wins the competition. Basel, which is hosting Eurovision 2025 in Switzerland, is also expected to invest heavily in hosting, especially in light of the large budget invested in it. These days, the budget for Eurovision 2025 is set to be put to a referendum in Basel. After a turbulent season after which Malmö announced that it was giving up and relinquishing hosting Eurovision in the future, it’s interesting to discover that the city finished hosting with a very impressive profit. Perhaps after all, it’s worth hosting the Eurovision Song Contest.
Source: eurofestivalnews.
Eurovision 2025: The 69th Eurovision Song Contest will be held in Basel, Switzerland, on May 13, 15, and 17, 2025. The St. Jakobshalle arena, which will host the competition, is expected to accommodate about 12,000 spectators for each show. The contest will take place in Switzerland following the country’s third historical win with the song “The Code”, performed by singer Nemo. This will be the third time the competition has been hosted in Switzerland, after the contest was held there in 1956 and 1989.
