Since mid-November hotel guests have been able to book rooms in Gothia Towers’ new third tower, opposite Liseberg amusement park. The whole complex is opening with pomp and circumstance on 6 December. But what else would you expect of a 130 million EUR investment, the Swedish Exhibition & Congress Centre Group’s largest ever.
“The whole investment aims to generate growth in our operations and we’re pleased to say that the order book for 2015 looks good,” says Carin Kindbom, CEO of the Swedish Exhibition & Congress Centre. “We’re looking forward to a year with brand new, increased capacity and we’re expecting several hundred thousand more visitors in 2015. As a result, we’re for the first time anticipating sales of more than one hundred million Euros next year.”
This also paves the way for new recruitments. It is estimated that the investment will generate around 100 new work opportunities, mainly in the hotel sector.
The new Tower 3 has 29 floors, is 100 metres high and consequently Gothenburg’s tallest building. Together with the additional storeys to the central tower, a new entrance, new restaurants, an extended lobby etc., a unique venue has taken shape.
“We’ve decided to position ourselves as the most attractive venue in Europe by offering the best total experience,” says CEO Carin Kindbom.
But the purpose of the investment is not only to attract international congresses. It’s also about targeting more customer segments, both large and small conferences, trade fairs and events, as well as broadening the concept and the offering.
“We’re looking to create a dynamic venue. Our ambition is to meet the varying needs and requirements of customers and visitors, ranging from the simple to the most lavish event.”
The largest trade fair and conference projects fill Gothia Towers and many other hotels in Gothenburg. Interaction with the city is important.
“Our importance for the visitor industry should not be underestimated. For every Swedish krona we bring in, we generate another two for the city,” adds Carin Kindbom.
The purpose of the expansion is to increase these flows. Partly by targeting the VIP segment with the five-star Upper House at the top of the central tower, as well as its luxurious spa facility.
Carin Kindbom also highlights the new show arena, The Theatre: “The chance to see a high-class show may mean that visitors arrive a day earlier or stay another night. The whole city benefits from that!” The Theatre, which is full of technical features, can be used for corporate events when there is no show on. “That’s another of the segments we’re looking to develop. We have opportunities to enhance events, create a corporate image and offer the customer both experiences and surprises that you can’t get in a traditional conference room.”
Camilla Nyman, CEO of Göteborg & Co, emphasises the importance of the new conference facility for the city: “It’s eagerly awaited. The third tower gives a big boost to Gothenburg as a conference city,” she says. “Not many cities can match a world-class conference facility within walking distance of everything the city has to offer in the way of culture, entertainment and shopping. Our competitive edge is accessibility, integrated solutions and sustainability.”