2019-12-11 15:34Press release

Stockholm offers personalized city guides –for you, the Nobel Prize laureates and Santa Claus

Invitation to Santa Claus

On December 10, the city of Stockholm launched its first custom-made city guide on Instagram. To prove its position as a city for everyone, Stockholm customizes guides to match people’s preferences. Anyone who wants to visit the beautiful and visionary capital of Stockholm can apply for a personalized version of one’s own. To kick things off, Stockholm will create guides for Nobel Prize Laureates, for the singer Björk and – of course – for Santa Claus himself.


People from all around the world visit Stockholm. People who are admired, those hard to understand, the friendly, the noisy and the well-behaved. Visit Stockholm, the Swedish capital’s official visitor’s board, wants to prove that Stockholm is for everyone. In 2017, the concept “Stockholm – the open city” was launched together with Visit Sweden. And now, through personal guides for various people who come to Stockholm, the capital continues to prove its openness – and that everyone is welcome. No matter if you like sports or food, if you have received a Nobel Prize or if you are traveling on a budget. 


Starting off this initiative, Björk will receive her own personalized guide, followed by Nobel Prize Laureates Esther Duflo and Akira Yoshino and Santa Claus. All of them visiting Stockholm during December.


“Stockholm is open for everyone, both through its diverse range of experiences and its progressive and welcoming atmosphere. We get a lot of questions from visitors wanting to make their visit in Stockholm more personal. They want to experience the city’s great attractions, find hidden gems, live the life of the locals and explore what’s special with Stockholm. That’s why we, in collaboration with Visit Sweden, have created customized guides for different kinds of personalities based on their preferences and interests”, says Stina Bengtsson, Digital Project Manager, Visit Stockholm.


About the guide

To get a personalized guide of one’s own, visitors just need to send a short story about themselves via Instagram DM to @visitstockholm. A handful lucky few will be selected and get a unique, individual guide, created by the city of Stockholm’s experts. The guides will be published on Visit Stockholm’s Instagram account as Instagram stories, as well as on visitstockholm.com for everyone to take part of.


About Cruncho 

Since Visit Stockholm can’t provide personal guides for everyone, it’s launching a service called Cruncho Trip Cruncher on the website where everyone can create and share their own trip. Make your own trip with Cruncho here!


About the concept

The concept “Open City” was launched 2017, where Visit Stockholm together with Visit Sweden sent an open invitation to lovers, haters and hesitators around the world. Since then they have also produced a step-by-step audio guide to top restaurants in Stockholm without the need to navigate by vision. This campaign will be followed by more initiatives under “Stockholm – the Open city” during 2020. See the open invitation letter.



For more information, please contact:

Lotta Andersson, Marketing director, Visit Stockholm.

Mobile: +46-730 83 85 34

Email: lotta.andersson@visitstockholm.com


Jennie Skogsborn Missuna, Chief Experience Officer, Visit Sweden

Mobile: +46-7064 46412

Email: jennie.skogsborn.missuna@visitsweden.com


Sofia Eddelid, PR, Volontaire

Mobile: +46-762732348

Email: sofia.e@volontaire.com




About Visit Stockholm

Visit Stockholm is the official tourism promotion agency of Stockholm. We work with the international marketing and development of Stockholm as a travel destination under the brand Stockholm – The Capital of Scandinavia. Visit Stockholm is a subsidiary of Stockholm Business Region, owned by the city of Stockholm. www.visitstockholm.com www.investstockholm.com www.stockholmbusinessregion.com


Lotta Andersson
Marketing Director
Lotta Andersson