Arctic Sweden strengthens its tourism strategy with new regional company

Arctic Sweden Visitors Board AB marks a new chapter for tourism development in Norrbotten

The tourism industry in Arctic Sweden has reached an important milestone. The former Swedish Lapland Visitors Board has officially transformed from an economic association into a regionally owned company under a new name: Arctic Sweden Visitors Board AB. This structural change is designed to give tourism a stronger, more stable role in regional development and to support Norrbotten’s long-term positioning as an international destination.

A strategic move for a key industry

Tourism is not just a complementary sector in Norrbotten. It is one of the region’s core industries. By moving the destination work into a company structure, the region aims to create clearer responsibilities, stronger continuity, and better conditions for growth across the entire county.

According to the board, the new setup makes it easier to work strategically and long-term, while also strengthening cooperation with tourism businesses on the ground.

Industry expertise at the centre

One notable aspect of the new company structure is its leadership model. The articles of association require board members to have solid experience from the hospitality and tourism sector. This ensures that decisions are guided by industry knowledge and practical understanding rather than political agendas.

The goal is clear: tourism should actively shape regional development, especially at a time when Norrbotten is undergoing major industrial and societal transformation.

Why “Arctic Sweden”?

The new name is the result of extensive analysis of international travel trends and future demand. “Arctic Sweden” reflects how global travellers perceive the region and what they are looking for: authentic Arctic experiences, strong storytelling, and clear geographic orientation. Arctic Sweden Visitors Board AB will continue its core mission.

It promotes the region internationally, supports tourism businesses, and works closely with municipalities and local destination organisations. What changes is not the direction, but the strength behind it.

More on Arctic Sweden Visitors Board AB. 

Header: @ Håkan Stenlund Swedish Lapland Visitors Board