There are places in both Sweden and other countries that suffer from overtourism. When many tourists come to a place at the same time, it can negatively affect nature and the everyday life of those who live there.
– A profitable tourist is not only someone who spends money in Sweden, but also someone who brings back knowledge to their country based on how we work with sustainability, says Susanne Andersson, CEO of Sweden’s marketing company Visit Sweden.
Tourists all year round
The goal of many destinations is to attract tourists even in the dark of the year and to make them stay longer than a few hours or a day.
– Partly they have time to spend more money and partly we know that those who spend a longer time in a place become more positive about the place, says Anna Wittgren, marketing manager in Malmö city.
Important for regional development
Several regions and towns highlight tourism and the hospitality industry as an important part of regional development. Those who visit our country as tourists may also consider moving here.
– Today we often talk about lifestyle migration where a certain way of life or certain activities can attract people to move and settle in Sweden, says tourism researcher Robert Pettersson.
What Visit Sweden is interested in is therefore the group of so-called global travelers who are interested in sustainability, culture, nature and meals.
– It is a target group that can imagine moving to Sweden, says Susanne Andersson.
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Tourism researcher Robert Pettersson at Mittuniversitetet brings up three examples of factors that can contribute to the success of a destination project. Photo: Anna Beijron/SVT