"The tourism industry holds the keys to a long-term viable Norrbotten"
The tourism industry has breathed new life into areas that have struggled with job losses, shrinking services and emigration. It attracts women and young people – groups that Norrbotten has historically had difficulty retaining. The industry can quickly put both young and new Norrbotten residents into work.
Since the start of focused work on the Swedish Lapland destination, the tourism industry has developed into a new basic industry in Norrbotten, alongside heavy industry. It contributes many jobs, diversifies the labor market and generates both tax revenue and growth, also in other industries. It builds natural bridges between cities, rural areas and sparsely populated areas.
At a time when we in Norrbotten need to become tens of thousands more to realize the green transition, the tourism industry contributes to attractive living environments and international migration. The path to a new everyday life in Norrbotten can start with a booking at Treehotel or a mountain hike in Abisko.
In that light, it is obvious that the tourism industry is prioritized in both the regional development strategy and Norrbotten's strategy for smart specialization.
The Norrbotten Region's goal is sustainable regional development. Everything we do, we do with sustainability, gender equality, equity and diversity in focus. In this work, the tourism industry is both an important driving force and an inspiration.
The Covid-19 pandemic hit everything related to travel, tourism and restaurant operations hard. The hospitality industry is built on meetings between people. The years of the pandemic had serious consequences. Emergency measures were implemented to help otherwise viable companies ride out the storm. Long-term work had to be put on hold.
Now, as we look ahead again, we are rebuilding the hospitality industry in a new way. We have learned a lot about following what is happening in the world and making quick adjustments when necessary. But we have also taken a fresh look at all dimensions of sustainability – social, economic and environmental.
On behalf of Region Norrbotten, the Swedish Lapland Visitors Board has conducted a scenario analysis for the tourism industry and then, in close dialogue with the industry, prioritized strategic areas of focus. The result is the sustainable, courageous and ambitious roadmap you are currently reading. It will hopefully contribute to both attractiveness and the goals of Agenda 2030.
The strategy is based on a regenerative approach, the goal is for the tourism industry to contribute with a positive impact on the destination from all sustainability dimensions. The vision that Swedish Lapland should be the world's most responsible Arctic travel destination is based on an integrated and innovative sustainability mindset. Such an approach is based on everyone involved taking responsibility and contributing to sustainable development. It is a way of thinking and working that can serve as an example and role model for other industries and areas as well.
Region Norrbotten has regional development responsibility. This means that we have the government's mandate to coordinate the work for sustainable growth in Norrbotten. It is a collaborative effort, where our desire is that everyone contributes to the vision that Norrbotten will become Sweden's most welcoming and innovative county. We believe that the tourism industry and the ecosystem around the tourism industry are crucial to achieving this vision.
Now we have our roadmap, and it is time to begin the journey. It will take good cooperation and wise trade-offs to achieve the goals. Region Norrbotten is ready to do its part together with municipalities, organizations, companies, local residents and guests.
Janus Brandin, Regional Development Director, Norrbotten Region
