Premiere of meeting forum provided interesting insights

Last week, the premiere of Destinationsdialogen was held at Vetenskapens hus in Luleå. Over 80 participants from all over the county came to listen to the speakers on the theme Culture + tourism = place development. In the evaluation, several of the participants highlighted interesting insights and the importance of meeting as positive with the day.

First on stage was Annika Fredriksson, Swedish Lapland Visitors Board, who welcomed and acted as presenter during the day. John Kostet, Deputy Head of Unit | Business and Society, Region Norrbotten, took the stage and highlighted the new meeting forum:

“Destinationsdialogen is an important meeting place for strengthening the tourism industry. It is interesting for those of us who see the development of the tourism industry as a way to build an attractive place to live and work”.

He also mentioned that we need to work more together in our county and start from the county’s different locations and conditions, as well as the importance of long-term collaboration between many different actors.

The value of tourism extends beyond the economy

After a crash course in the fields of cultural heritage, cultural environment, tourism and hospitality, it was time for the first speaker of the day. Robert Pettersson, Associate Professor, Mid Sweden University and Director of ETOUR (European Tourism Research Institute). Although he participated digitally, he captured the audience and contributed to both laughter and insights. The gist of his speech was that the value of tourism goes far beyond economic figures – it contributes to public health, community and societal development, which requires us to measure both hard and soft values to make wise decisions.

Kiruna – European Capital of Culture 2029

Sofia Lagerlöf Määttä, Cultural Strategist and Emma Jonsson, Growth Strategist, Kiruna Municipality were on hand to talk about Kiruna’s Capital of Culture year. They emphasized how the Capital of Culture year in Kiruna is an opportunity to develop cultural tourism, spread visits over time and place, create new products in collaboration – and show that culture is a force that strengthens both the place and the tourism industry in the long term. They also extended a hand to actors in the county’s municipalities to get in touch to find opportunities for collaboration.

The potential of cultural heritage

Dag Avango, a professor of history specializing in heritage-oriented research, spoke on the theme “The potential of cultural heritage to contribute to the present and the future”. He took us on a journey to both Svalbard and through Erskine’s architecture in both Kiruna and Canada. In conclusion, cultural heritage is an underutilized resource with great potential to create attractive and sustainable living environments in the Arctic.

Meetings between people

Dieter K Müller, Professor of Human Geography at Umeå University, has researched Sámi tourism, nature tourism, regional development and rural change in northern, peripheral and polar regions.
Müller believes that a place and its attractiveness are largely based on relationships of various kinds. Good hospitality and treatment trump other factors.

“Meeting people is the interesting part. Encounters between people, that’s what sticks in the memory. Destinations are places that welcome tourists,” says Dieter K Müller.

How Swedish Lapland Visitors Board works with the press

Camilla Bondareva, gave an insight into how the Swedish Lapland Visitors Board works to spread awareness of our Arctic destination and what image and tone is conveyed.

“We want to create a relationship with the place and the Arctic soul,” says Camilla Bondareva.

The visitor statistics show that interest in Norrbotten is increasing, and the fact that there is a lot of interest is also reflected in the press enquiries received by the Swedish Lapland Visitors Board. Major travel magazines and newspapers, such as Time Magazine, The Times, Conde Nast Traveller and National Geographic, have visited our Arctic destination, resulting in articles with press values of several million. Clearly, publications can mean a lot for the destination and the local place in general, but also for an individual entrepreneur.

“A well-written article has three times the trust value of an advertisement,” says Camilla Bondareva.

Hot trends in the hospitality industry

Johanna Ögren, Swedish Lapland Visitors Board, highlighted the trends that are currently hot in the tourism industry. The trend of locally specific culture becoming increasingly important continues and there is great interest among visitors to know more about, and also take part in, our Arctic everyday life. Historical sites are becoming increasingly interesting to visit and so-called multigenerational travel where travelers are, for example, a family consisting of several generations is also a clear upward trend.

The food in northern Sweden is often recognized for its high standard, and our Arctic destination is well equipped for one of the most obvious trends.

“We see that food is becoming more important. It has always been important but it is becoming even more important. Food is also a very important cultural carrier,” says Johanna Ögren.

A trip on the rapids with Curt Persson

Curt Persson, Senior Lecturer at Luleå University of Technology and researcher and teacher in history, talked about the journey to establish Sweden’s first commercial rafting on the Torne River. The work began in the late 70s and behind everything was a cultural and historical connection to ancient times when people in the area traveled in boats on the river. Digging where you stand is something Curt Persson advocates, or in the case of rafting – paddling where they floated.

“We knew there was a long tradition that could be used,” he says.

The business grew, and by the mid-1980s thousands were trying out rafting in the Torne River. Was it the thrill of the rough and bumpy rapids that attracted people? Partly, but that was not the main attraction according to Curt Persson.

“They were looking for the quiet, peaceful, cultural and natural experience. The main thing was not the rafting but what was happening on the side,” says Curt Persson, who wants to emphasize the importance of good hospitality and treatment in contacts with visitors.

Insights from a study trip to Northern Finland

Oskar Hederyd, Swedish Lapland Visitors Board, Malin Ekblom, Invest in Norrbotten and Magnus Sundling, business developer at Boden Business Park, shared their experiences from a recent study trip to the municipality of Inari in northern Finland.

In this small municipality of just over 7,000 inhabitants, about half of all jobs are linked to the tourism industry.

“They see it as a basic industry and we in Norrbotten must also start doing that,” says Magnus Sundling, who wants to highlight the political clarity of the municipality of Inari in tourism issues.

Read more about the trip to Inari and Wilderness Hotels here!

“I expected a good day, but it turned out even better”

Annika Fredriksson concluded the Destination Dialogue together with Dieter K Müller, John Kostet and Evelina Rydeker, Chair of the Culture and Leisure Board in Luleå.

The concept of a Destination Dialogue, where tourism enablers and other stakeholders were given an insight into the tourism ecosystem, was successful.

“I came here today expecting it to be a good day, but it turned out even better. A fantastic day”, says Evelina Rydeker.

Voices from the Destination Dialogue

Anna-Karin Aira, Culture Secretary at Jokkmokk Municipality.

How did you find the day?

“I think it was a great day. I work in culture and was interested in this when culture meets tourism and how we can support and create content in the product.”

“I also got the idea that we need more nerds (laughter). People who have knowledge and can talk about what they are passionate about.”

Linda Buska, Piteå Tourist Center

What are your takeaways from the day?

“I think about the personal encounter. Primarily hosting, providing service and meeting people. That is super important.”

“It has given a lot. I especially liked Curt Persson’s story about rafting and there were many good conversations.”