With a new company, Region Norrbotten takes responsibility for the future of the tourism industry
Arctic Sweden Visitors Board AB is now in place – a regionally wholly owned company that will develop and market the tourism industry in Norrbotten. With Region Norrbotten as owner, the company will have long-term opportunities to contribute to the county's development.
On January 1, 2026, Arctic Sweden Visitors Board AB formally took over the operations from the economic association Swedish Lapland Visitors Board. The change marks the end of a several-year process to find a stable organization of the regional tourism promotion work in Norrbotten.
The decision to form the company has been made by the regional council. With funding and a clear regional mandate, better opportunities are created to work strategically, across counties and sustainably over time. – With the Arctic Sweden Visitors Board, we take clear regional responsibility for coordinating efforts, driving market development and strengthening attractiveness – for the benefit of everyone who lives, works, resides and visits Norrbotten, says Johannes Sundelin (S), chairman of the regional development committee.
Johannes Sundelin (S) is chairman of the regional development committee. Photo: Simon Eliasson.
For many years, the tourism industry in Norrbotten has developed through time-limited projects and temporary solutions. When the municipalities chose not to enter into a joint financing model, Region Norrbotten stepped in.
– The tourism industry is one of Norrbotten's most important industries. It should not stand aside from social development, but be involved in shaping the future, says Janus Brandin, regional development director at Region Norrbotten.
Arctic Sweden Visitors Board AB is intended to function as the entire county's DMMO – Destination Management and Marketing Organisation. The mission is to coordinate development, marketing and knowledge building for the tourism industry in Norrbotten. But the company's purpose is broader than that.
Developing destinations and communities
– Norrbotten should be a responsible and welcoming place – where visits strengthen local services and create new jobs and new opportunities for both people and places. The mission is therefore broader than before: we develop a travel destination, but we also develop communities where people want to live, work and live, says Johannes Sundelin.
The company will work closely with companies, municipalities, destination organizations and national actors such as Visit Sweden.
– The recipe for success for a strong tourism industry is collaboration, pooling our resources and knowledge. That is the power we are now organizing long-term, says Janus Brandin.
Janus Brandin, Regional Development Director, Norrbotten Region.
The board of directors of the new company will be appointed by the regional council, but will consist of people with industry expertise rather than political representatives. The ambition is to create a professional and business-friendly company with a clear focus on development and implementation.
The tourism industry is highlighted as much more than a matter of tourism. A growing and sustainable industry contributes to increased attractiveness, strengthens the county's brand and creates conditions for immigration, investments and new jobs - also in other industries.
– The tourism industry is often the first contact people have with Norrbotten. Through it, we show the world who we are and why Norrbotten is a place to experience, says Annika Fredriksson, CEO of Arctic Sweden Visitors Board.
Established basic food
With the formation of the company, a new chapter begins for the tourism industry in Norrbotten. Arctic Sweden Visitors Board AB gains stability through a regional ownership contribution and opportunities to supplement with project and collaboration funds.
– This is a modern and proven way to organize work. Norrbotten's tourism industry has had a strong growth journey, recovered after the pandemic and today stands as an established basic industry. It contributes to jobs, entrepreneurship and attractive living environments throughout the county. Now we are taking the next step together, says Annika Fredriksson.
Annika Fredriksson, CEO of the Arctic Sweden Visitors Board.
The company will take over ongoing operations, personnel and contracts from the previous association. Planning is already underway for 2026–2028. For companies and partners, much is similar – the same contact channels, the same commitment and the same common goals. The difference is the conditions.
– This is not about a fresh start, but about a safe and controlled transition. We nurture what we have built, while creating something that will last over time, says Janus Brandin.
The Arctic Sweden Visitors Board has formulated the vision to become “the most responsible Arctic travel destination.” The mission is to build a shared future in Sweden’s Arctic region – for companies, residents and visitors.
– The region owns the boat, but it is the industry that steers it. Together we will navigate towards a future where Norrbotten is an obvious destination in the Arctic world, says Janus Brandin.
Text: Sara Stylbäck Vesa
