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Photo: Anna Hugosson

Event calendar guidelines

Publish date: 18 February 2026

This page explains how to make your event info as complete, clear, and accurate as possible. It also details which events are allowed in the calendar?

How to fill out the form

I. Text

1. Title – short and descriptive

Keep it short and sweet – so that visitors can either click through to read more or keep scrolling.

2. Description

Keep it brief! 2–6 sentences is enough – for details, visitors are directed to your site.

❌NOTE! Please remove:

Vague wording like “amazing”, “magical”, “wonderful”, etc.
Emojis
Prices – refer to your site for prices.
Time & place – fill in the dedicated fields in the form instead.
“We/us” as the organizer
Remove “we” and “us” from the text – if not, visitors think that Visit Stockholm/SBR is the organizer. For example:

Instead of...

  • “we’ll take you on a walking tour”
    or
  • “join us…”,

...write:

  • “City guide Sara shows you Old Town”
    or
  • “on this walk through Old Town, you will experience…”

3. Other fields

Be sure to enter correct dates
– if you’re closed on Mondays, enter all dates except Mondays.

II. Image

1. Image format

File type: JPG or PNG.
Max size: 5 MB.
Always include photographer credit.

2. Image content

  • large, poster-style images with text = hard to read
  • Simple, zoomed-in images with few details and little or no text = good!
Skärmbild från Visit Stockholm med två bilder. En rörig bild med text för ett musikevent, och en bild för keramikkurs.
Visit Stockholm / SBR

Pictured: Images are cropped in the calendar as squares.

Is my event elegible for the calendar?

Events must…

  • be conducted in accordance with applicable laws and that all necessary permits are in place.
  • take place in the Stockholm region
  • be open to everyone: The event must be public.
  • have a set time:
    Date and time must be included.

❌We don’t publish:

  • Happy hour, after-work drinks
     (Swedish: AW) and similar offers/promotions
    • Exception if combined with an experience e.g. live music, guest speakers, etc.
  • Private appointments
     where visitors choose the time themselves, e.g. “book a guided tour whenever you like”.
  • Members-only meetings
  • Political party-meetings (rallies, election campaigning).
    • Charity/fundraising events may be okay.
  • Outside the City of Stockholm
  • Courses/education with multiple sessions

Questions? Contact us at red@visitstockholm.se