Published on 2025-10-01
Stockholmsmässan is setting its sights on the future with a new strategic direction for its operations. The aim is to further strengthen Stockholmsmässan’s position as the leading exhibition and congress centre in the Nordic region and to reinforce Stockholm’s role as an international city for meetings. On 1 October, Mats Viker will assume the role of CEO with the mission to strengthen the company’s position and build a long-term sustainable economy.
The background to this transformation is that Stockholmsmässan has experienced weak financial performance in recent years, reporting significant losses. The business has not recovered since the pandemic, which slowed market growth, particularly affecting consumer-focused exhibitions and meetings. During 2024–2025, discussions were held with potential external buyers, but none was considered suitable to ensure the long-term development that the City of Stockholm envisions for the business.
To achieve a balanced financial position by 2026, the company must streamline processes, accelerate its digital transformation, and build a stronger organisational foundation – which will now form the basis for continued development.
Four Strategic Focus Areas for the Future
The new strategy identifies four key shifts designed to establish a long-term sustainable business:
- Focus on profitable business-oriented meetings: Prioritising exhibitions and congresses in growth sectors with strong demand.
- Divestment of in-house consumer exhibitions: Consumer-oriented events will be divested but may still take place at Stockholmsmässan’s venue under different organisers.
- Enhanced opportunities for external organisers: Increased availability will drive higher revenues and strengthen Stockholmsmässan’s international position.
- Adapted organisation: A new structure with more efficient processes.
Through these changes, Stockholmsmässan will evolve in line with the key trends shaping the industry, such as digitalisation, sustainability, and the growing demand for niche and highly personalised experiences. The goal is to achieve a balanced financial position by 2026 and to be well positioned for the future beyond that.
New CEO Leading the Next Phase
Mats Viker has for many years served as CEO of Stockholm Globe Arena Fastigheter AB, a company owned by the City of Stockholm. He previously held senior management positions at AB Ekerö Bostäder and Akademiska Hus. Mats recently completed the extensive modernisation of Avicii Arena (formerly Globen), transforming it into a versatile multi-arena equipped to host all types of events.
“I am very much looking forward to this new assignment and take it on with great commitment and confidence in the future. Stockholmsmässan is an important meeting place for the region and plays a crucial role in positioning Stockholm as an international city for business and meetings. Together, we will transform and develop the company so that it once again becomes a strong driver for both the visitor economy and regional growth,” says Mats Viker.
Staffan Ingvarsson, who has served as CEO during the sales process, will now return to his regular role as CEO of Stockholm Business Region.
Operations will continue in Älvsjö at least until 2035
In Älvsjö, the City of Stockholm is planning to develop the area with housing, workplaces, sports facilities, and a new metro line, along with other public transport services. Urban development is expected to begin no earlier than 2034, which means that operations will continue in Älvsjö at least until 2035. This provides a valuable time window both to develop Stockholmsmässan in line with the new strategic direction and to identify a long-term solution for its future location.
Stockholmsmässan will continue to operate in the existing facility in Älvsjö at least until 2035.
