Tourism Matters

In Skåne, we've committed to working together to ensure tourism plays a key role in shaping a sustainable future within a caring and welcoming world.

Travel is on the rise—to new destinations and experiences. Tourism, the world's third-largest export industry, can drive development for entire regions and countries. It also increases understanding between people.

However, if not managed properly, tourism can strain the places visited. In Skåne, we choose to view tourism as a vital and powerful tool in building a sustainable society for the future. We recognize its contributions to society through increased employment, revenue, and crucial tax income. But we're not stopping there—we aim to achieve more and reach further! We must ensure that tourism is part of the solution to global challenges.

To succeed, we all need to pull in the same direction. That's why we've developed Tourism Matters! A Strategic Roadmap for Skåne Towards 2030. The work behind this initiative includes a comprehensive analysis of global trends and the external environment.

Five strategies to achieve the goal

Our strategic vision for 2030 states: In Skåne, tourism contributes to increased understanding between people and higher quality of life for both visitors and residents. Based on our current situation and global trends, we've developed five strategies to achieve this goal. These strategies are designed to help us all pull in the same direction and unite our region's collective strengths.

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We ensure tourism's role in societal development

Tourism can contribute in many ways to societal development—ranging from increased tax revenues to enhanced understanding between people from different cultures.
The potential to use tourism as a tool in the building of future societies is underutilized, and we want to change that! The tourism perspective needs to be included in contexts where we have not previously been present and gain greater influence in processes related to community building.

The goal is for tourism to gain a stronger influence on the political agenda.

We encourage considerate hospitality and responsible tourism

In the effort to create a sustainable and attractive destination, we need to build a deeper relationship with both the people of Skåne and our visitors.

In a sustainable and appealing destination, everyone must take responsibility for contributing positively to Skåne's future—even the guests! We aim to foster engagement among the people of Skåne and establish a deeper connection with our visitors, so that everyone cares about and wants to contribute to the place.

Our goal is to cultivate more Skåne ambassadors who advocate for the best interests of the destination.

We aim for balanced visitor flows

Increased travel should not burden Skåne. By distributing visitors more evenly across locations and throughout the year, we can create a sustainable and smart destination.

We want increased global travel to benefit all of Skåne. High visitor flows can lead to overcrowding at certain times, places, and attractions. By developing the destination intelligently and sustainably, we aim to achieve a more balanced distribution of visitors, both geographically and seasonally.

Our goal is for all of Skåne to thrive year-round.

We create conditions for innovation

Competition is intensifying as more destinations vie for attention. Therefore, we need to stay attuned to the market, create conditions for innovation, and respond to changes in our environment.

Innovation and smart solutions enhance Skåne's attractiveness and contribute to sustainable growth by 2030. By collectively responding to changes in our surroundings and fostering conditions for open innovation, we can position our destination at the forefront.

Our goal is to increase resilience and adaptability.

We strengthen Skåne's attractiveness through three themes

By focusing on Skåne's strengths, the motivations of our target audience, and trends in the external environment, we create an attractive offering that enhances Skåne's profile.

Visitors are increasingly demanding unique experiences. To boost Skåne's attractiveness and competitiveness, thematic areas have been identified based on Skåne's strengths, audience motivations, and global trends. By concentrating on these areas, we create an appealing offering that strengthens Skåne's identity.

Nature tourism
Food and drink
A creative lifestyle

Our goal is a stronger profile and an attractive offering.

Page updated 20 Oct 2024, at 15:41