Tourism in northern Sweden - Västerbotten Investment Agency
Tourism in northern Sweden - Västerbotten Investment Agency
Tourism in northern Sweden - Västerbotten Investment Agency
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<strong>Tourism</strong> <strong>in</strong> <strong>northern</strong> <strong>Sweden</strong><br />
- Experience the opportunities <strong>in</strong> unique surround<strong>in</strong>gs<br />
Regional Partner
ABOUT TOURISM IN SWEDEN<br />
Regional Partner
Why <strong>Sweden</strong> for tourism <strong>in</strong>vestments<br />
• <strong>Tourism</strong> is the fastest-grow<strong>in</strong>g<br />
<strong>in</strong>dustry <strong>in</strong> <strong>Sweden</strong><br />
• <strong>Sweden</strong> is ranked n<strong>in</strong>e <strong>in</strong> the world for<br />
Travel and <strong>Tourism</strong> competitiveness 1<br />
• <strong>Sweden</strong> has unique, beautiful and<br />
unexploited natural environments<br />
• <strong>Sweden</strong> has a rich cultural heritage<br />
1. World Economic Forum 2013<br />
Regional Partner
More reasons for <strong>Sweden</strong><br />
• There is a large <strong>in</strong>crease <strong>in</strong> <strong>in</strong>ternational<br />
visitor volumes<br />
• There is a demand for new products and<br />
services, for example hotels and activities<br />
• <strong>Sweden</strong> has good <strong>in</strong>frastructure, low cost<br />
airl<strong>in</strong>es and regular flights<br />
• <strong>Sweden</strong> has a stable, well-perform<strong>in</strong>g and<br />
grow<strong>in</strong>g economy<br />
Regional Partner
<strong>Tourism</strong> <strong>in</strong> <strong>Sweden</strong><br />
• International travell<strong>in</strong>g + 195% (1995-2012)1<br />
- Europe + 90%<br />
- <strong>Sweden</strong> + 120%<br />
• <strong>Sweden</strong> is the Nordic country with most<br />
<strong>in</strong>ternational guests<br />
• <strong>Tourism</strong> turnover <strong>in</strong> <strong>Sweden</strong><br />
SEK 264 billion (2012) 2<br />
- Goal to double turnover til 2020 SEK 500 billion<br />
• The tourism sector <strong>in</strong> <strong>Sweden</strong> is 3% of GDP<br />
compared to the EU average, 6%<br />
1<br />
UNWTO, World <strong>Tourism</strong> Organization<br />
2<br />
RTS; TRIP<br />
Regional Partner
Target groups for <strong>Sweden</strong><br />
• Active Families<br />
• Double Income, No Kids (DINKs)<br />
• Wealthy, Healthy Older People (WHOPs)<br />
• The Global Company (MICE)<br />
Regional Partner
TOURISM IN VÄSTERBOTTEN<br />
Regional Partner
Reasons to <strong>in</strong>vest <strong>in</strong> tourism <strong>in</strong><br />
<strong>northern</strong> <strong>Sweden</strong><br />
• An exotic, attractive and fast grow<strong>in</strong>g<br />
dest<strong>in</strong>ation<br />
- Västerbotten was the fastest grow<strong>in</strong>g region <strong>in</strong><br />
<strong>Sweden</strong> 2011<br />
• Great demand for high quality accommodation<br />
hotels and lodges<br />
• Market opportunities for activity companies<br />
offer<strong>in</strong>g new experiences.<br />
• Excellent opportunities for ski resort<br />
development<br />
• A service m<strong>in</strong>ded culture characterized by<br />
courtesy<br />
Regional Partner
<strong>Tourism</strong> growth <strong>in</strong> Västerbotten<br />
Nights spent<br />
2010 2011<br />
Västerbotten prov<strong>in</strong>ce + 6 % + 7 %<br />
<strong>Sweden</strong> + 2.7 % + 0.9 %<br />
International markets<br />
Västerbotten prov<strong>in</strong>ce + 6.3 % + 11.5 %<br />
<strong>Sweden</strong> + 4.1 % - 1.3 %<br />
Total tourism turnover: 7 Billion SEK (800.000.000 €)<br />
Employs 5.000 people on a yearly base (2% of population)<br />
Regional Partner
Target groups for Västerbotten<br />
Extreme skiers<br />
Adventure seekers<br />
Health and Wellness travels<br />
Meet<strong>in</strong>gs and Incentives<br />
Extended bus<strong>in</strong>ess trips<br />
Regional Partner
4 Dist<strong>in</strong>ct seasons<br />
W<strong>in</strong>ter<br />
Summer<br />
Spr<strong>in</strong>g<br />
Autumn<br />
Regional Partner
Ski<strong>in</strong>g<br />
• Västerbotten offers ski<strong>in</strong>g for everyone: families,<br />
pros, off-piste skiers, snowboarders and crosscountry<br />
skiiers<br />
• 28 ski-slopes, rang<strong>in</strong>g from mom-&-pop-slopes to<br />
full scale ski-resorts<br />
• The village of Tärnaby is where Swedish ski<strong>in</strong>g<br />
legends, Ingemar Stenmark and Anja Pärson grew<br />
up and it is where <strong>Sweden</strong>’s alp<strong>in</strong>e stars tra<strong>in</strong> for the<br />
next season<br />
• Areas for Ski resort development available<br />
Regional Partner
The Sami<br />
The Sami are one of the world’s <strong>in</strong>digenous<br />
peoples, around 70 000 Sami are spread out<br />
<strong>in</strong> four countries: Russia, F<strong>in</strong>land, Norway<br />
and <strong>Sweden</strong>. This large land area is called<br />
Sápmi.<br />
- In <strong>Sweden</strong> there are 20 000 Sami.<br />
- 10% of the Sami <strong>in</strong> <strong>Sweden</strong> are employed <strong>in</strong><br />
re<strong>in</strong>deer husbandry.<br />
- Traditional Sami trades also <strong>in</strong>clude handicrafts,<br />
hunt<strong>in</strong>g and fish<strong>in</strong>g. More recent trades <strong>in</strong>clude<br />
tourism, media, art and music.<br />
Regional Partner
Hunt<strong>in</strong>g <strong>in</strong> Swedish Lapland<br />
The last wilderness area <strong>in</strong> Europe<br />
- Northern <strong>Sweden</strong> offers perhaps Europe's best<br />
conditions for hunt<strong>in</strong>g grouse and moose.<br />
- A grow<strong>in</strong>g <strong>in</strong>terest from hunters from all over the<br />
world to come and experience the wild hunt of the<br />
north.<br />
Regional Partner
Fish<strong>in</strong>g <strong>in</strong> Swedish Lapland<br />
Västerbotten has fish<strong>in</strong>g waters for everybody,<br />
beg<strong>in</strong>ners and pros.<br />
A number of the fish<strong>in</strong>g waters are<br />
<strong>in</strong>ternationally renowned and entice crowds of<br />
Swedish and foreign tourists to visit every<br />
year.<br />
Fly fish<strong>in</strong>g under the midnight sun<br />
Regional Partner
Food and cul<strong>in</strong>ary experiences<br />
• Västerbotten’s fantastic countryside and<br />
nature supply unique products that<br />
create extraord<strong>in</strong>ary cul<strong>in</strong>ary<br />
experiences:<br />
- Re<strong>in</strong>deer and elk, salmon and salmon trout, grouse,<br />
chanterelles, cloudberries, l<strong>in</strong>gon- and bill berries<br />
- The amaz<strong>in</strong>g Västerbotten Cheese , the favorite<br />
among many starred chefs the world over, and often<br />
served at gala d<strong>in</strong>ners such as the Nobel D<strong>in</strong>ners<br />
• Food tourism <strong>in</strong> Västerbotten is still<br />
under explored and there are vast<br />
opportunities for the right actor<br />
Västerbotten cheese cream with almond<br />
potato chip and Kalix roe<br />
Regional Partner
Music & Culture<br />
• Västerbotten offers a wide range of<br />
cultural activities, opera, festivals,<br />
theatre, movie and festivals etc. It is a<br />
region with a great urge to express itself.<br />
• Umeå has been elected the European Capital<br />
of Culture <strong>in</strong> 2014<br />
• The band Refused is as great a music export<br />
as ABBA<br />
Regional Partner
Largest markets<br />
Guest nights spent <strong>in</strong> Västerbotten<br />
2,2%<br />
1,3%<br />
Change summer 2010-2011<br />
<strong>Sweden</strong><br />
Norway<br />
Germay<br />
F<strong>in</strong>land<br />
13,3%<br />
79,3%<br />
• <strong>Sweden</strong> 1 159 902 8%<br />
• Norway 194 577 7%<br />
• Germany 32 898 17%<br />
• F<strong>in</strong>land 18 998 17%<br />
• Denmark 5 930 13.3%*<br />
• Netherl. 5 738 -10%<br />
• Great Br. 4 825 3%<br />
• Not spec. 4 169 n/a<br />
• USA 3 991 27.3%*<br />
• Poland 3 561 -23%<br />
* % change from 2009 – 2010<br />
Regional Partner
Accommodation alternatives <strong>in</strong> Västerbotten<br />
• Guest nights by type of establishment<br />
- Hotel 87 %<br />
- Holiday Village 8 %<br />
- Youth Hostel 5 %<br />
• Category of guests stay<strong>in</strong>g at hotels <strong>in</strong><br />
Västerbotten<br />
- Bus<strong>in</strong>ess 52 %<br />
- Leisure 26 %<br />
- Group 13 %<br />
- Conference 9 %<br />
Accommodation capacity – Dec 2011<br />
Hotel Holiday Villages Youth Hostels Total<br />
No. Rooms Beds No. Cab<strong>in</strong>s Beds No. Beds No. Beds<br />
68 3 376 7 519 18 283 1 162 29 1 335 111 10 016<br />
Regional Partner
Activities depend<strong>in</strong>g on length of stay <strong>in</strong><br />
<strong>Sweden</strong><br />
Source: Swedish <strong>Agency</strong> for Economic and Regional Growth - Tillväxtverket<br />
Regional Partner
Ma<strong>in</strong> reason for travel and activites <strong>in</strong><br />
<strong>Sweden</strong><br />
Source: Swedish <strong>Agency</strong> for Economic and Regional Growth - Tillväxtverket<br />
Regional Partner
Type of accomodation <strong>in</strong> <strong>Sweden</strong><br />
Source: Swedish <strong>Agency</strong> for Economic and Regional Growth - Tillväxtverket<br />
Regional Partner
Infrastructure - it’s easy to get to<br />
Västerbotten<br />
• The region has 6 airports and 256 000 people – 1 hour to Stockholm<br />
• Highways and excellent road connections<br />
• Railroad<br />
• 2 deep sea ports and ferry l<strong>in</strong>es to F<strong>in</strong>land<br />
• World-renowned mobile and fiber-based broadband with extensive GSM and 3G<br />
network coverage.<br />
Regional Partner
New direct flight connections and more<br />
rotations<br />
Direct connections <strong>in</strong>-com<strong>in</strong>g charter summer 2012<br />
Zürich – Umeå<br />
8 rotations + 400% travellers (2007-2011)<br />
Hamburg – Umeå<br />
15 rotations +290% travellers (2010-2011)<br />
Feed<strong>in</strong>g connections to Hamburg from; Düsseldorf,<br />
Zürich, Frankfurt, München, Vienna, Amsterdam,<br />
Paris and Milano<br />
Direct regular flights to Västerbotten<br />
Girona (Barcelona) – Skellefteå<br />
Riga – Skellefteå/Umeå<br />
Hels<strong>in</strong>ki – Skellefteå/Umeå<br />
London- Skellefteå<br />
Regional Partner
<strong>Investment</strong> opportunities <strong>in</strong> Västerbotten<br />
• <strong>Tourism</strong> is expected to double until<br />
2020<br />
Large <strong>in</strong>vestments <strong>in</strong> accommodation,<br />
ski resorts, city hotels, activity<br />
companies and <strong>in</strong>frastructure required<br />
• Opportunities for;<br />
Property developers, real estate<br />
<strong>in</strong>vestors, activity companies, hotel<br />
and accommodation companies, food<br />
tourism, travel operators, tourism<br />
entrepreneurs, etc.<br />
Regional Partner
Västbotten offers<br />
Types of <strong>in</strong>vestment:<br />
• Strategic alliance<br />
• Jo<strong>in</strong>t venture<br />
• Shared product development<br />
• M&A<br />
• Swedish R&D center<br />
• Nordic sales and support<br />
• Branch office<br />
• Regional HQ<br />
How VIA can assist:<br />
• Arrange <strong>in</strong>vestor<br />
meet<strong>in</strong>gs<br />
• Identify opportunities<br />
• F<strong>in</strong>d syndication partners<br />
• Matchmak<strong>in</strong>g<br />
• Market and <strong>in</strong>dustry <strong>in</strong>fo<br />
• Establishment support<br />
Regional Partner 26
Next steps<br />
• Def<strong>in</strong>e: You specify what you are look<strong>in</strong>g for. Specific sector, type of<br />
<strong>in</strong>vestment, preferred type of company or partnership, etc.<br />
• Search: We use our network to f<strong>in</strong>d options for you. Could be<br />
companies to partner with, IP to acquire, R&D projects to jo<strong>in</strong>...<br />
• Meet: We set up meet<strong>in</strong>gs for you with Swedish companies.<br />
- On location <strong>in</strong> <strong>Sweden</strong><br />
- By phone or onl<strong>in</strong>e video conference<br />
Regional Partner 27
Contact<strong>in</strong>formation<br />
Karol<strong>in</strong>a Andersson<br />
Market<strong>in</strong>g Coord<strong>in</strong>ator<br />
Phone +46 72 71 76 842<br />
Karol<strong>in</strong>a.andersson@viavasterbotten.se<br />
www.viavasterbotten.se<br />
Västerbotten <strong>Investment</strong> <strong>Agency</strong> (VIA) is a regional <strong>in</strong>vestment promotion agency dedicated to<br />
make the Västerbotten prov<strong>in</strong>ce the most attractive choice for foreign <strong>in</strong>vestors and companies<br />
th<strong>in</strong>k<strong>in</strong>g about establish<strong>in</strong>g or expand<strong>in</strong>g their bus<strong>in</strong>ess operations <strong>in</strong> North <strong>Sweden</strong>.
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