New strategy for the tourism industry in Norrbotten

In the new Besöksnäringsstrategi - Strategisk färdplan mot 2030, (Visitor Industry Strategy - Strategic Roadmap towards 2030), the vision is to be the Arctic's most responsible destination.

"The strategy is based on a regenerative approach, which means that the goal is for the tourism industry to contribute with a positive impact on the destination from all sustainability dimensions," says Annika Fredriksson, CEO of Swedish Lapland Visitors Board.

The basis for the new strategy is various studies and reports, company surveys and external analysis. The proposed initiatives are linked to development strategies in Norrbotten, Sweden, the Nordic countries, the Arctic, the EU and Agenda 2030.

According to Janus Brandin, Regional Development Director in Region Norrbotten, the tourism industry holds many of the keys to a long-term viable Norrbotten.

"It has breathed new life into villages that have struggled with lost jobs, shrinking services and out-migration. The tourism industry attracts women and young people - groups that Norrbotten has historically had difficulty retaining," says Janus Brandin.

Swedish Lapland Visitors Board is the destination management organisation for Swedish Lapland, Sweden's Arctic destination. It represent and promotes the tourism industry in the northernmost and arctic part of Sweden.

Lennart Håkansson

editor@northswedenbusiness.com