Great interest in a new life in Norrbotten

It was hot, crowded and loud when Arctic Sweden hosted this year's Emigration Expo in the Netherlands. After the great success of last year's fair, the pressure was even greater this year. Nearly 60 people from Norrbotten met thousands of people who came to Europe's largest emigration fair with dreams of a different life.

Just like last year, Arctic Sweden was the big draw in the Scandinavian Hall, and the pressure there was also noticeably higher than in the other exhibition halls. Side by side stood Region Norrbotten, twelve of the county's municipalities, EURES Sweden Arbetsförmedlingen and Luleå University of Technology. The Arctic Sweden stand attracted mainly Dutch people, but also some French, Italians, Belgians and Germans.

 - One difference this year has been longer and more concrete meetings. Our municipalities estimate that they have had approximately 2000 in-depth conversations. Approximately 800 of them are “sharp leads” – that is, people with strong interest and far-reaching plans. Now that the fair is over, work is starting to keep in touch and help them along the way. The goal is to convert the interest into moving in and, in the long term, an ambassadorship, says Stina Almkvist, project manager and strategist at Region Norrbotten.

The power of collaboration between 15 organizations was evident in the large Arctic Sweden booth. 

“Help others”

The Arctic Sweden delegation included a whole bunch of ambassadors - around a dozen Dutch people who had already moved and could tell us how their lives had changed and give tips. Two of them were Shannon Franssen and Arjoen Voorneman, who became residents of Luleå the day after last year's fair.

 - "I'm here again because I want to help others make the same journey. It's a fantastic opportunity. Why not help others realize their dream?" said Arjoen.

After all the help Arjoen Voorneman and Shannon Franssen received from Luleå Municipality, they now want to give back and help others find homes in Luleå. "Proud new Luleå resident" is what it says on their shirts.

Crowded seminars

At two packed seminars, nearly 280 trade fair visitors listened to four of our Dutch ambassadors. They spoke of a warm welcome, a mentality similar to that of their home country, an easy-to-learn language, everyday experiences with nature, an active outdoor lifestyle and the joy of the changing seasons. They were able to tell us about VAB, parental insurance and free school lunches. 

 - There is less stress, a calmer pace and a more relaxed lifestyle, said Gabrielle Knobbout, who moved in 2015 and is now the unit manager for Folktandvården in Gällivare. Together with IVA nurse Stephan Vermeul, Gabrielle strengthened Region Norrbotten's HR department in Houten.

The 120 seats quickly sold out when Arctic Sweden held a seminar. People stood along the walls and sat on the floor as Gabrielle Knobbout and Cornelis Uittenbogaard talked about life in Norrbotten.

All of this was music to the ears of many fairgoers. Their reasons for emigrating were similar: they are pressured by expensive housing, traffic jams, constant stress and a longing for nature, peace, quiet and winters that offer something other than rain. Several described their situation as untenable and that they had to emigrate for the sake of their children.

 - We want to get out of the squirrel wheel. We are looking for more nature, more silence, more time to watch our children grow up, said nurse Anouk van Oostveen, handing over her information to the Norrbotten Region HR department.

In 2023 alone, 190 people emigrated from the Netherlands, an average of 000 people a day or just over 520% of the population. Many of the people we met had set goals to move in a few weeks, six months or a couple of years and are already studying Swedish to prepare.

Last year, Luleå University of Technology went to Emigration Expo under its own auspices. This year, they were a strong reinforcement of the Arctic Sweden delegation. In the picture, Sofi Waltare, LTU, with a trade fair visitor.

Tom Korpershoek is planning to move to Norrbotten or Västerbotten in late summer. He will soon visit Umeå, Skellefteå, Piteå and Luleå to get a feel for where his new home will be.

 - "There are too many people here, and way too close together," he said.

Important cog

The Arctic Sweden delegation had an important resource in the form of Kirsi Paloniemi Lundqvist from EURES Sweden Arbetsförmedlingen. EURES is a network that supports labor mobility within the EU. Through EURES, those who want to emigrate can access grants for language courses, interview trips and relocation. Kirsi also has a large network of contacts and very good knowledge of the labor market in Norrbotten. She is an important cog in the machinery that will now help trade fair visitors take the step to Norrbotten.

 - Their prospects are good. A lot of those we met last year already have jobs and have moved, or are on their way to getting jobs, says Kirsi.

Kirsi Paloniemi Lundqvist from EURES Sweden Employment Agency was already involved last year and has managed to help many fair visitors find jobs in Norrbotten.

The fact that so many actors meet visitors together, like Arctic Sweden, provides the opportunity for a great impact. The collaboration also conveys that an entire community is behind those who want to try their luck in Norrbotten. Together we can take care of most of the questions and concerns a potential new Norrbotten resident may have.

 - Last year's participation in the Emigration Expo was an ambitious test that turned out very well. This year, a more experienced and better prepared delegation went. Most municipalities now have an immigration service or immigration pilot. Everyone is now better aware of the issues and driving forces of the target group and has worked focused on meeting them in the best way possible, says Stina Almkvist.

Preparations include a webinar and a meeting with the fair management to gain in-depth knowledge of the target group and their emigration patterns. New material has been produced, including a practical guide. The municipalities in the Move On Up project offered the opportunity to see what it's like in their area using VR glasses.

Visitors could look around Gällivare, Kiruna and Överkalix with VR glasses. Sofi Wiippa-Lahti, Överkalix, came up with the idea and Malin Kristoffersson (pictured) and Magdalena Forsman (both Gällivare), implemented it. 

“A good chance for us”

This year, Arctic Sweden was able to build on the increased awareness of Norrbotten that was provided last year. Each participating organization had a handful of representatives who could talk about the opportunities they have and share local knowledge and contacts.   

 - We need to grow. This is a good chance for us to actually recruit Dutch people who are really interested in life in Norrbotten, says Sanna Wallma, who is a relocation pilot in Kalix.

All municipalities used digital tools to show the opportunities and collect contact information for interested fair visitors. Here is Sanna Wallma, relocation pilot Kalix.

Pilots on

 Through the Arctic Sweden collaboration, the whole becomes greater than the sum of the parts. The municipalities stand side by side and can, if necessary, guide a trade fair visitor onward. It may be that an immigrant needs a certain profile in working life or perhaps is looking for the coast, mountains or farmland. Every immigrant who ends up in the right place and puts down roots is a win for Norrbotten.

- It's great that we can be part of this in a larger context. We are joining forces to get a move in and make Arctic Sweden better known, says Anna-Lena Le Goascogne from Arjeplog's business company Argentis.

Anna-Lena Le Goascogne, from the business company Argentis in Arjeplog, brought with her two brand new Arjeplog residents from the Netherlands.

Now the work continues with those interested from the fair, in parallel with other efforts that will contribute to moving in and good skills supply.

 - Working with population supply and skills supply is a strategic and long-term task. We work together, not only at Expo but all year round to ensure that we become more Norrbotten residents. The example of Arctic Sweden shows the power and energy that is born when we stand side by side and work for the best of Norrbotten, for the place we love. We will take that with us going forward – because we will need to take on a number of challenges together, for many, many years, says Janus Brandin, Regional Development Director.

Text: Sara Stylbäck Vesa
Photos: Nino Pels