Familjen Helsingborg Strengthens Skåne’s International Marketing Power

Skåne is uniting its efforts in international marketing as the entire Familjen Helsingborg, consisting of eleven municipalities, joins the collaboration between Visit Skåne and the Skåne municipalities. This partnership, known as “Ett skånskt partnerskap” (A Skåne Partnership), has grown from eight to 20 municipalities out of Skåne’s total 33 municipalities in the past year.

The partnership aims to promote sustainable development of Skåne’s tourism industry through joint international marketing strategies. Starting in 2025, all municipalities in Familjen Helsingborg will be part of this collaboration.

“It means that as many as 20 municipalities in Skåne are now part of Ett skånskt partnerskap. We will now be able to collaborate with considerable force in the important international marketing of Skåne and all the fantastic things we have to offer. It is very positive and far beyond what I had dared to hope for in the autumn. Going forward, we will be able to take joint marketing initiatives with different content, targeted at different international audiences, to promote growth in the industry and create conditions for continued good development in the Skåne tourism sector,”

says Max Granström, CEO of Visit Skåne AB.

This agreement increases Familjen Helsingborg’s commitment to international tourism marketing. The goal was to include all eleven municipalities, and now the entire Northwest Skåne is on board, offering some of Sweden’s largest visitor destinations.

“The initiative will noticeably affect the industry in a positive direction when it becomes easier to collaborate on marketing towards the international press, but also when it comes to sustainable tourism and technology. The strong hope is that travel to Skåne will grow when we can gather ourselves. Our visitors have a fantastic part of Sweden to explore, and they want to do it without thinking about borders,”

says Helena Wennerström, Deputy Director of Communications and Business Development in Helsingborg.

About Familjen Helsingborg

Familjen Helsingborg consists of the municipalities: Bjuv, Båstad, Helsingborg, Höganäs, Klippan, Landskrona, Perstorp, Svalöv, Åstorp, Ängelholm and Örkelljunga.

This collaboration marks a significant step in strengthening Skåne’s position as an attractive international tourist destination, fostering sustainable tourism, and promoting economic growth in the region.

For more information, visit the original press release.