The purpose of this study is to investigate how the open-air museum of Skansen in Stockholm as venue for celebration of Persian Fire Festival is assessed by the festival's visitors. The study is based on a delimited part of a larger online survey with 280 completed questionnaires including both close-ended and open-ended questions, and a qualitative thematic analysis method has been used in this paper. The results show a high level of appreciation of the Skansen venue that gives the visitors positive emotions, meanings, place attachment, place identity and a sense of place. Contributing factors have been the high status of the venue that has given the visitors pride and dignity; security and safety of the venue; size of the venue; and the natural beauty of the venue. The most important disadvantage factor has been the lack of accessibility combined with lack of sufficient public transport. The results have implications for the Swedish society, for the policy makers in Stockholm city and for both the host and the organiser of the festival and gives rise to new debates on immigrants' socio-cultural integration into Swedish society. This paper gives a contribution to existing literature on festival venue and its impact on the visitor's overall assessment of the festival.