Market day focusing on insights, business opportunities and collaboration

On Wednesday, April 23, tourism companies from all over Swedish Lapland gathered for a market day – an opportunity to take part in fresh insights, business analyses and concrete business opportunities. Oskar Hederyd, Strategic Partner Manager at Swedish Lapland Visitors Board, was the moderator for the day.

The program started with an overview of travel trade and the current situation for our international markets, where David Lind, Travel Trade Manager, and Niklas Wede, Business Development Manager, both from Swedish Lapland Visitors Board, shared experiences and statistics. Niklas also presented the results of a new business survey that highlighted both challenges and opportunities for companies in the region.

Several external speakers provided perspectives on both demand and potential in some of our key markets. Johan Cavallini from Gateway South spoke about developments in Italy and how destination work linked to direct flights is starting to bear fruit. From the UK, Georgina Hancock (Wanderwise Consulting) shared current market insights and traveler behaviors.

Helena Mårtén from Swedavia gave an insight into how new direct flights are established – an important piece of the puzzle for the region’s accessibility and future growth. Graeme Richardson from Arctic Inbound gave a valuable inbound perspective and showed what needs and expectations international tour operators meet with today’s travelers.

“It is incredibly valuable to bring the industry together, share knowledge and at the same time look at new business opportunities. Getting input directly from the market is crucial for us to be able to sharpen our offer together,” said David Lind during the day.

The day ended with Malin Ekblom from Invest in Norrbotten who presented the investment situation in the region and how the hospitality industry can accelerate through increased access to capital.

The market day was followed by an investment day in collaboration with Invest in Norrbotten, where a number of export-ready companies in the hospitality industry had the opportunity to pitch their ideas to invited investors. A unique chance to build bridges between capital and destination development – and an important step in shifting up the role of the tourism industry as an engine for regional development.