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CAUTION
decision score 59/100
A marginal fit — tourism in Stockholm needs a tight thesis.
Sector fit 62/100, opportunity 47, risk 34. Market suits budget to mid-market positioning. Driven by Tourism, Safety.
Sector fit
62/100
Decision score
59/100
Opportunity
47/100
Risk
34/100
Big Mac afford.
42/100
427 macs / salary
Positioning
budget to mid-market
purchasing power 40
Market profile
Eight pillars of the environment this decision sits in (0–100).
Sector fit — this market
Which sectors this market supports best. Your pick is highlighted.
01
Why — the drivers
what supports or constrains this sector hereTourism
Tourism supports demand in this market.
short-term▲ positive68
Safety
Safety supports demand in this market.
short-term▲ positive70
Opportunity
Opportunity is adequate but not a standout advantage.
medium-term◆ mixed47
Big Mac · live affordability
The everyday-cost proxy — real prices, The Economist 2026-01-01.
42
AFFORDABILITY /100
Local price
67 SEK
USD price
$7.26
Macs / salary
427
Work minutes
24.7
Currency valuation
+19% overvalued
Forecast — 3 scenarios
Market outlook band; probability-weighted.
Conservative
53
p = 27%
Base
58
p = 39%
Growth
63
p = 34%
02
Should you here — or elsewhere?
same sector, ranked across markets03
The call
Why yes
- Tourism (68) supports demand for tourism.
- Safety (70) supports demand for tourism.
- Strong business environment (84) eases setup and operations.
Why not
- High unemployment (8.4%) softens local demand.
Recommended strategy
CAUTION. Enter selectively with a focused format — target a budget to mid-market tourism offer. Decision score 59/100 (fit 62, opportunity 47, risk 34).
Monitor: inflation vs. wage growth · Big Mac releases & currency valuation · tourism trend · competitive supply.