En vit fyr bakom träd i höstfärger. Foto.

International partnerships

Tourism is a global phenomenon, and many destinations grapple with the same challenges. Among those are balanced tourism, guest experience and hospitality, making the best use of AI, and identifying relevant indicators to track progress. To share experiences, advocate on key issues, drive innovation, and accelerate our work, we engage in international networks and organizations. Through these collaborations, we strengthen Skåne’s competitiveness and help shape the future of sustainable tourism. Here, we share more about these.

Digital Tourism Think Tank

Destination-led transformation through digitalization and innovation.

Digitalization and innovation are key areas of expertise for ensuring that Skåne’s tourism and events industry can develop in step with the world around us. Through membership in DTTT, Visit Skåne gains concrete opportunities for tailored strategy workshops, training, and databases featuring international best-practice projects for DMOs (Destination Management Organizations).

The network is dedicated to driving destination-led transformation, with digital leadership and innovation at its core. Membership provides access to a global network of destinations, research institutes, corporate partners, and startups. Visit Skåne has participated both as a speaker and as an attendee at international conferences and collaboration opportunities.

Digital Tourism Think Tank Our project lead: Tirsa Ramos-Pedersen

NECSTouR

European network for sustainable tourism.

NECSTouR is a membership organization that brings together more than 40 European regions along with academia and industry to drive the development of more sustainable, competitive, and resilient tourism. The network’s work focuses on three main areas: climate and sustainability, data and digitalization, and resilience and governance.

Through our membership, we gain tangible added value via direct access to knowledge and peer exchange, tools, funding opportunities, and influence in the European Union’s policy development.

Visit Skåne AB has been a member of the interregional European organization NECSTouR since 2022.

NECSTouR Our project lead: Carla Aguirre Mouritzen

UN Tourism

Global driver of sustainable tourism.

UN Tourism (formerly UNWTO) is the United Nations agency for tourism, working to ensure that tourism serves as a catalyst for sustainable development worldwide. The organization supports member countries and regions in developing tourism that contributes to people’s well-being, environmental protection, economic growth, and international understanding, in line with the global Sustainable Development Goals.

Through our membership, Visit Skåne follows and contributes to work in areas that are particularly important for our regional development, such as:

INSTO (International Network of Sustainable Tourism Observatories) – a global network of observatories that measure and monitor tourism’s sustainability impacts.
Gastronomy and wine tourism – international initiatives that promote local food culture, strengthen attractiveness, and create sustainable growth.
Sustainability development and climate action – by highlighting Skåne’s contributions to the Global Goals and engaging in this work, we help accelerate the transition toward more climate-neutral and resilient tourism.

Through the membership, we gain access to invaluable knowledge and reports.

Visit Skåne AB has been an Affiliate Member of UN Tourism since 2019. The collaboration comprises over 160 UN Member States and more than 500 Affiliate Members, and is organized into six regional departments.

UN Tourism Our project lead: Carla Aguirre Mouritzen

AI Opener for Destinations 2025

AI Opener for Destinations is an international program that strengthens destinations’ ability to use AI in a responsible and strategic way. The program brings together DMOs (Destination Management Organizations) from Europe and North America to share experiences, explore best practices, and develop common guidelines for the use of AI in tourism and destination development.

The initiative is led by Group NAO in collaboration with, among others, City Destinations Alliance and the European Travel Commission. The program is unique in its combination of expert support, tools, and a growing community for peer-to-peer knowledge exchange.

Purpose of our membership

Work strategically with AI: Ensure that Visit Skåne stays at the forefront of AI and can meet new demands for digitalization and innovation, while capturing all associated benefits.
Knowledge development: Strengthen the organization’s internal AI competence through access to up-to-date case studies, workshops, and expert insights, particularly around ethical and responsible use.
Environmental scanning: Save resources by leveraging others who monitor the landscape and provide us with the latest and most relevant developments in this broad and fast-moving field.
Networking: Build relationships and collaborations with other leading destinations participating in the program. Opportunity to exchange experiences and identify joint projects in other areas as well.

Benefits for Visit Skåne

Comprehensive resources: Access to tools and materials that can be directly applied in the organization’s operations.
International visibility and influence: Opportunity to participate in and shape the global conversation on AI within tourism.
Cost-effectiveness: Membership delivers significant value through its combination of training, resources, and networking.

AI Opener for Destinations Our project lead: Angelica Gustafsson

The Nordic Journey

A Nordic network for sustainable destination development across the broader Nordic region, from Newfoundland and the North Atlantic islands to Scandinavia and the Baltics. Here, we share experiences, knowledge, and practical methods for how destinations can grow without compromising local communities or nature. Together, we work to ensure that tourism contributes positively to social development.

As both a regional and international actor, Visit Skåne is committed to building a resilient and long-term sustainable visitor economy. Through our collaboration with The Nordic Journey, we gain access to a forum where destination developers from across the Nordics and North Atlantic regions exchange experiences and research-based insights. We contribute our unique position in Skåne, combining urban areas, countryside, and coastline, to a shared learning process on how tourism can develop sustainably. Together, we strengthen our ability to serve as a model for how sustainability, innovation, and collaboration can work in practice.

The Nordic Journey Our project lead: Fredrik Albihn

Page updated 05 Nov 2025, at 09:48

International partnerships

Partnerships