Sharpened approach when Norrbotten returns to Emigration Expo

Last year, Norrbotten – under the name Arctic Sweden – was the debutant who became the talk of the town at Europe's largest emigration fair. The stand was named the best at the entire Emigration Expo 2023. Now Arctic Sweden is returning with an even better setup. This weekend, the delegation from Norrbotten will meet the Europeans who could become our new neighbors, colleagues and classmates.

Behind the common name Arctic Sweden lies a collaboration between Region Norrbotten, twelve of the county's municipalities, the employment service Eures and Luleå University of Technology.

 - Participation in the Emigration Expo is one of many initiatives to meet Norrbotten's demographic challenge. We don't just have a skills shortage – we have a shortage of population, a shortage of taxpayers, a shortage of children in school classes, sports teams and cultural activities. And in the Netherlands there are approximately 150 people with far-reaching plans to move to another country, to a different lifestyle, preferably close to nature. That's why we are here again this year, says Janus Brandin, Regional Development Director.

In addition to the Dutch, the fair attracts some Germans, Belgians and French. Last year, about 2 of the fair's 000 attendees stayed for long conversations with the representatives of Arctic Sweden. A year later, about 80 of them have moved to Norrbotten. But for most people, emigration is a longer process, taking an average of 2-4 years from thought to action. That is why it is important to keep in touch over a longer period of time and return to the fair.

Twelve of the county's fourteen municipalities are participating to contribute their local knowledge and network of contacts. Here Sara Holm from Piteå's move-in service. Photo: Nino Pels.

The power of collaboration

Emigration Expo 2023 highlighted the power of collaboration, created understanding of the needs of lifestyle migrants and highlighted the importance of the personal meeting. This year, Norrbotten returns with an even better set-up.

 - We now have the opportunity to have longer conversations over a coffee break, with activities for accompanying children. We have placed greater emphasis on practical information about moving to Sweden and living here. And we have worked to create interest before the fair, with advertisements in the fair's own channels, posts on social media and the opportunity to pre-book meetings at Emigration Expo, says Stina Almkvist, strategist at Region Norrbotten and project manager.

Stephan Vermeul has swapped the Netherlands for a life in Hakkas. Now he's at the Emigration Expo to get more people to follow suit. Photo: Nino Pels

About ten Dutch people who have already taken the plunge and moved to Norrbotten are coming to the Emigration Expo. These include Stephanus Vermeul, an intensive care nurse, and Gabrielle Knobbout, who is the head of the department for the Public Dental Service in Gällivare. They are strengthening Region Norrbotten's HR department at the fair, just like last year.

 - There were many people interested then, including families with small children who wanted to move to Norrbotten. The freedom, nature and white winters attract. They are looking for a life with less stress and are asking what opportunities are available. We can offer them a really good life here, says Stephanus Vermeul.

Participation in Emigration Expo is funded through the regional project Population Supply – Reception Capacity.

Contact

Janus Brandin, Regional Development Director
0920-71098
janus.brandin@norrbotten.se

Stina Almkvist, talent attraction strategist
072-726 66 50
stina.almkvist@norrbotten.se