Gathering strength to seize a unique opportunity

A window of opportunity has opened for northern Sweden. How do we make the most of it? The answer to that question holds the key to the future of Norrbotten and Västerbotten. One thing is certain: we must collaborate on a whole new level.
– No single actor can succeed on their own with the industrial revolution and societal transformation that is underway, says Janus Brandin, Regional Development Director.

North Sweden Green Deal started as an idea six months ago. Today it has grown into a giant project with one part in Norrbotten and another in Västerbotten. The budget is 112 million for 2022 and half of 2023. The Norrbotten sub-project brings together Region Norrbotten, Luleå University of Technology, the County Administrative Board Norrbotten, the Swedish Lapland Visitors Board and the municipalities of Norrbotten. Major players who are now joining forces to meet the challenges that follow the green transition and new industrialization.

– We will work for the entire county's overall development in these issues that are so important for our future. The key is that we do it together, said Janus Brandin at a kick-off for the project at the Clarion Sense hotel in Luleå on April 22. A long-awaited opportunity to meet in person again, after two years of distance meetings.

Hope for a reverse migration wave

With investments worth around one thousand billion kronor on the way to Norrbotten, there is finally a chance to reverse negative spirals. The skewed demographics, partly a result of the wave of migration south in previous decades, could be straightened out. A reverse wave of migration could lay a completely new foundation for the future of Norrbotten, with long-awaited tax revenues to build welfare with.

But how do we attract 50, 000, maybe 70 new residents to Norrbotten? This is a question that the actors will work on in the areas of Attraction and Skills Supply.

It's about marketing Norrbotten as a place to live, and taking advantage of interested immigrants. Region Norrbotten's strategist Stina Almkvist is responsible for the Attraction sub-project together with the Swedish Lapland Visitors Board. The idea is to use experiences from the tourism industry to sell Norrbotten to people who could become new Norrbotten residents, not just visitors.

Annika Fredriksson, Swedish Lapland Visitors Board. Photo: Pär Bäckström.

Not starting from scratch

– We have already worked on building structures for welcoming and attracting visitors. It could be a way to think new, to use methods from the tourism industry that are already up and running and that we can offer the municipalities to take advantage of, says Camilla Bondareva, Swedish Lapland Visitors Board.

One tool is a database of people who have already shown interest in Norrbotten. Maybe some of them can imagine a bigger adventure than just a holiday trip?

– We are not starting completely from scratch because we already have a database of 3,5 million people who are interested in our country. There is potential there to add a new layer and match people who want to come here and settle here, says Bondareva.

“Culture is also attractiveness”

Ella Jonsson participated in the kick-off as Innovation Manager and Process Leader in the Attraktion project team. She spoke about the importance of providing a broad picture of life in Norrbotten.

– It's so easy to just talk about the midnight sun and beautiful rivers. It also needs to be about our everyday lives and the lives we live. There are people who work in offices, how do we show that image? The culture – it's also attractiveness. How do we get that whole perspective with us, so we don't talk too much about industry and target more men?

Ella Jonsson, Swedish Lapland and Petra Selberg, Norrbotten Region. Photo: Pär Bäckström.

Region Norrbotten's strategist Stina Almkvist is responsible for the sub-project Competence Supply together with Norrbotten's Municipalities, where Luleå University of Technology (LTU) is a collaboration partner. There are plans here that deal with validation, development of learning centers and connecting students closer to employers in the county.

– One idea is the Green Deal Bus – to bus the students to the municipalities, visit business breakfasts, show us around the region in a completely different way than before, says Stina Johansson, who is a collaboration strategist at LTU.

Social transformation for ten years

Norrbotten Region's strategist Ylva Sardén is responsible for the sub-projects Physical Planning and Energy. The energy part includes not only the media-focused issue of energy supply, but the energy system as a whole. If it doesn't work, it will be a bottleneck for the green transition.

Even though the North Sweden Green Deal is a new project, the work on these issues is not new. There are experiences and initiatives to learn from. Gällivare Municipality has been working on a societal transformation for ten years already. Now further challenges await when Hybrit is to be established in the municipality. Within the framework of the North Sweden Green Deal, Gällivare will look at new areas for trade, industry and housing, electricity distribution, wind power and the possibilities of hydrogen.

The project Hej Hemby has given Tornedalen media attention and a valuable addition of residents. Johanna Funck, Pajala Municipality and Therese Wintervy, Övertorneå Municipality, participated in the kick-off to talk about the project.

Lowering thresholds

Hej Hemby has targeted both potential movers and existing residents who want to change residences. They have also had contact with curious people who need help from mover services to get started.

– The thresholds are quite high, so it's great fun to meet so many people and get them to come here, says Therese.

The issue of lowering the thresholds is a central issue for all of Norrbotten, not just Tornedalen.

– We need to influence the image of what it is like to live in Norrbotten. We have to work uphill to challenge the norms about moving north. But through the exchange we get to learn a lot about the needs of the immigrants, says Johanna.

From left: Johanna Funck, Pajala Municipality and Therese Wintervy, Övertorneå Municipality.
Photo: Sara Stylbäck Vesa.

Looking for an adventure

The reasons for moving here vary, Therese and Johanna say. Some come for work. Some are looking for a certain dream cabin or want to live in a special place. Others move to get closer to their roots, family, relatives or friends. Many are looking for a new lifestyle, some are even looking for an adventure.

The most media attention has been given to the trial housing. A campaign was held seeking people who wanted to try living in Tornedalen for six months.

– We were looking for creative people in a big city who like outdoor activities. They should be communicative, good at talking about their lifestyle change. The most effective thing is when someone else talks about how wonderful it is to live here, says Johanna.

The whole city will join in

Another municipality that has started with move-in services is Piteå. Hanna Degerman emphasizes the importance of anchoring everything you do. The entire municipality – not just the Municipality – must be involved if there is to be any population increase. Businesses, property owners, student unions, the church and other Piteå residents.

– Those who come should feel that “the whole city rallied behind me when I moved”. Those who have already arrived are our best ambassadors for selling the city, because for some reason they have stayed, said Hanna Degerman, who works with Inflyttarservice.

There are many issues that will now be explored within the framework of the North Sweden Green Deal. Region Norrbotten assumes overall responsibility for the project in our county.

“Clear leader shirts”

– There is a need for clear leadership shirts that bring the rest of the gang along and create a context. It takes some people to step forward and take it upon themselves to show the way. It is grateful that Region Norrbotten has taken this initiative, said Annika Fredriksson, CEO of the Swedish Lapland Visitors Board.

There is still much uncertainty surrounding the new industrialization and the large investments that have been announced. But one thing is clear – northern Sweden will gather strength so as not to miss the window of opportunity.

– If we don't even try, then we will definitely not get the industrial transformation here, said Jonas Lundström, Head of Business and Community Development, Region Västerbotten.

Jonas Lundström, Region Västerbotten. Photo: Pär Bäckström.

Want to know more?

Here you can read more about the project. The North Sweden Green Deal

Please feel free to contact Stina Almkvist or Ylva Sardén if you have any questions about the project.
stina.almkvist@norrbotten.se
ylva.sarden@norrbotten.se