New tourism strategy aims for responsible development

Norrbotten attracts visitors from all over the world. But how do we make the most of that attractiveness, while taking responsibility for the quality of life and opportunities for those of us who live here - now and in the future? That question is answered in new Tourism Strategy – Strategic Roadmap to 2030In it, we formulate a challenging vision: to be the Arctic's most responsible travel destination.

The tourism industry's new roadmap towards 2030 has been developed by the Swedish Lapland Visitors Board on behalf of Region Norrbotten.

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

The new strategy is a combined result of a comprehensive scenario analysis, company surveys, global trends, investigations, reports, trends in process with local, national and international input. The prioritized efforts are linked to development strategies in Norrbotten, Sweden, the Nordic region, the Arctic, the EU and Agenda 2030.

– The vision that we will be the world's most responsible Arctic travel destination is inherently based on an integrated and innovative sustainability mindset, where the destination's main stakeholders take responsibility and contribute to sustainable development, says Annika Fredriksson.

Important keys to a vibrant Norrbotten

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

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

He believes that the new tourism strategy will contribute to both attractiveness and the goals of Agenda 2030.

– It will take good cooperation and wise trade-offs to achieve the goals. Norrbotten Region is ready to do its part together with municipalities, organizations, companies, local residents and guests, says Brandin.

– In recent years, we have witnessed transformative changes in travel patterns and behaviors driven by rapid digital development. Also the demand from international travelers for genuine, small-scale nature-based destinations where local culture and local knowledge are a key concept, says Johanna Ögren, Swedish Lapland Visitors Board.

Collaboration

Now a great deal of collaborative work awaits with the implementation.

 – We look forward to getting out and inspiring, engaging and involving the tourism industry, surrounding stakeholders and visitors to our destination, says Ögren.

Region Norrbotten has the overall regional development responsibility for Norrbotten. It is based on the government's mandate to coordinate the work for sustainable growth in the county based on the vision that Norrbotten will become Sweden's most welcoming and innovative county.

– We believe that the hospitality industry and the ecosystem around the hospitality industry are crucial to achieving this vision. Now we have our roadmap, and it is time to begin the journey, concludes Janus Brandin.

LINK: Tourism Strategy – Strategic Roadmap to 2030 (pdf)

Facts

The Regional Development Committee has decided to establish the Norrbotten Tourism Strategy - Strategic Roadmap towards 2030 in November 2023. The opinion on the draft decision was:

• Establishing Norrbotten's Tourism Strategy - Strategic Roadmap towards 2030 provides a sustainable, courageous and ambitious direction for the development of the tourism industry in Norrbotten with a view to the year 2030.
• Norrbotten's Tourism Strategy has a clear connection to and contributes to realizing measures within all prioritized areas in the regional development strategy (RUS), especially within the focus areas Smart, sustainable innovations and entrepreneurship and High quality of life in attractive living environments.
• Furthermore, Norrbotten's Tourism Strategy is a guide for the work included in the Smart Specialization Strategy's focus area Tourism and contributes to attractiveness that indirectly strengthens the other focus areas within the Smart Specialization Strategy.
• Norrbotten's Tourism Strategy makes a clear and exemplary contribution to the work of achieving the global sustainability goals in Agenda 2030 and takes sustainability work in regional development to a new level with a regenerative approach.

Contact

Janus Brandin, Regional Development Director
073 -820 67 34
janus.brandin@norrbotten.se

Annika Fredriksson
070-512 23 46
annika.fredriksson@swedishlapland.com

Johanna Ögren
070-373 18 89
johanna.ogren@swedishlapland.com