One of the strong points of the regional tourism industry is the great sense of collaboration at the destination. This is a recipe for success in working progressively and to create the right conditions for company growth. The long term strategic work, with sights set on 2020 and beyond, is connected to developing the destination on site and marketing it on priority markets. The region has a clear strategy for continuous joint work with companies and partners with key business factors for growth.
Some examples of great investments in the area are accessibility and communications, business and product development, export stimulus and marketing. Since Swedish Lapland Visitors Board is the regional destination company, it manages the strategic coordination with the local destination and tourism companies as well as marketing, selling and developing Swedish Lapland as a destination.
Everything managed jointly has the goal of increasing the attraction and competitiveness of the destination and thus increasing the flow of visitors to the region which in turn stimulates growth. The strength lies in cooperation between public and private actors, where resources are jointly used both operatively and strategically. This maximizes the opportunities for direct effects as far as growth, based on invested funding as well as secures the long-term and sustainable regional development.
Today the region is organised as 12 local destinations. The tourism companies are members of these local destination companies, who are in turn members of the Swedish Lapland Visitors Board economic association.
Joint market strategies
A crucial element to reach the goal of doubled turnover is to continue as well as increase the focus on marketing Swedish Lapland, the destination’s products and travel incentives. An overall market strategy is to increase the number of foreign guests by focusing on the international market. Through Swedish Lapland Visitors Board and the networks of local destination companies, the tourism companies reach the markets to meet the distribution networks and travel agencies. Thus the entrepreneurs are given support to increase their competitiveness, sustainability and growth through business transactions on an international market.
Swedish Lapland Visitors Board is already working on clearly identified markets and target groups to find the best matches between supply and demand. The marketing of the region’s products and travel incentives is approached by focusing on sales activities to increase travel to Swedish Lapland.
Depending on the business area, leisure or corporate, as well as how well the market or target group knows their destination and their relationship to it, the processing takes place directly at the end consumer and/or distribution networks. In sync with product marketing there will be an image marketing of the destination with the purpose of creating a long-term strong and positive emotional attraction and thus contribute to a desire to visit the destination Swedish Lapland.
Within Swedish Lapland there are market strategies together with the business sector. There are specific market groups for processing prioritized, geographical markets or designated themes such as hunting or fishing. These common market strategies are jointly financed by Swedish Lapland Visitors Board, the local destinations based on their priorities and participating companies. Coordinators with expertise on the specific markets or themes are responsible for leading the work forward within the market group.
Fotograf: Ted Logardt
