Svenska Mässan or, in English, Swedish Exhibition & Congress Centre is an exhibition and convention centre in Gothenburg, Sweden and is one of Scandinavia's biggest assenbly points which attracts around one million visitors every year. It is run owned and run by a non-profit foundation . In March 2011, it was reported that a third tower rising 100 meters will be built and finished by 2014. When completed, the third tower will be the tallest building in Gothenburg, and the second tallest in Sweden, surpassed only by Turning Torso in Malmö.