The hospitality sector in Arctic Sweden takes a step forward – Arctic Sweden Visitors Board AB is formed

Norrbotten has now taken the next step in strengthening the county’s tourism industry. Swedish Lapland Visitors Board is transitioning from being an economic association to a regionally owned company: Arctic Sweden Visitors Board AB.

“The hospitality sector is one of Norrbotten’s most strategic industries and also a base industry. By consolidating the work in a company, we get better conditions to develop the entire county as an international destination in the long term and thereby also strengthen tourism businesses”, says Peter Engström, chairman of the board for Swedish Lapland Visitors Board.

The process has been ongoing since 2020, and during the fall, Region Norrbotten and the board of Swedish Lapland Visitors Board have worked intensively on the company formation and preparations. The articles of association stipulate that board members must possess industry expertise, indicating that the company is led by individuals with experience in the hospitality sector, rather than politicians.

“The hospitality sector must have a clear and strong place in societal development. As Norrbotten is now in the midst of a historic industrial transformation, the hospitality sector’s voice must be heard. It should not stand on the sidelines – it should help shape the future”, says Janus Brandin, regional development director.

The name Arctic Sweden Visitors Board reflects an extensive analysis of future potential related to the global traveler’s needs and demand together with developments in our surrounding world. The company continues as before to promote the tourism industry, serve as a resource for companies and stakeholders in the sector, and collaborate with municipalities and local destination organizations.