Europe Smash 2025 ran for eleven days in Malmö Arena and Baltiska Hallen and has now been evaluated by Upplevelseinstitutet on behalf of Svenska Bordtennisförbundet. The results underline the significant role of sports tourism in strengthening regional economies and promoting cities as attractive destinations.

According to the evaluation, 71 % of spectators travelled to Malmö from outside the city, indicating that the event successfully attracted new visitors. Residents made up 29 % of the audience. The analysis also found that public investment in the event generated a return exceeding ten times the initial expenditure, demonstrating the substantial economic value of hosting large-scale international competitions.

Visitor satisfaction was equally high: 90 % of tourists rated Malmö as a “good” or “very good” destination, and 90 % of locals expressed their support for hosting future editions of Europe Smash. The event achieved a Customer Satisfaction Index score of 86 out of 100, with attendees highlighting the friendly atmosphere, the quality of the organisation, and the level of competition as key strengths.

These findings confirm that sports tourism can be a major driver for local and regional development, creating a positive image for the host city and generating long-term benefits for tourism and business. Malmö’s success story illustrates how investing in international sports events can enhance destination branding and community pride.

The full report and details are available in Swedish on Mynewsdesk: https://www.mynewsdesk.com/se/svenska-bordtennisfoerbundet/pressreleases/stark-besoeksstatistik-foer-europe-smash-i-malmoe-3412516

#Destination management #Tourism indicators #Sports tourism