Visit Skåne Takes Leading Role in International Initiative for Future Tourism

Visit Skåne, the regional destination company for Skåne in southern Sweden, is taking a leading role in a three-year project with countries around the Baltic Sea to develop new methods for sustainable tourism. The project, abbreviated as ReTour (Regenerative Tourism), aims to create decisive developments for more long-term sustainable tourism.

ReTour focuses on creating solutions for more balanced seasons while protecting the local economy and providing local businesses with a more stable economic situation. With this initiative, Visit Skåne takes further important steps to develop methods for a sustainable, inclusive, and resilient tourism sector that contributes to a more prosperous region.

“Today’s positive news confirms that Visit Skåne is an attractive partner for qualified international collaboration. With the funding of the ReTour project secured, we have a valuable tool in our important mission to promote balanced and sustainable growth in Skåne,” says Anna Jähnke, Chairperson of Visit Skåne.

The concept of regenerative tourism goes beyond the traditional view of sustainability by actively contributing to the improvement of the destination instead of just striving to avoid burdening it. The project will encompass everything from environmental protection to socio-economic development, creating opportunities to contribute to local production, increased employment, and a vibrant countryside.

“The project gives us a fantastic boost in our work to develop more regenerative experiences, that is, the opportunity to create tourism that gives back to society and creates value for the place and local population. Together with local stakeholders, we take a holistic perspective to develop offerings that will leave a positive imprint on the places visited. It’s an approach we at Visit Skåne have tested on a smaller scale before. Now we have the opportunity to test and learn across national borders,” says Carla Aguirre Mouritzen, Deputy CEO of Visit Skåne.

Visit Skåne will explore and promote new experiences both close to nature and within areas such as gastronomy. Discoveries and lessons learned will be shared among other regions and countries in the ReTour project to shape the development of sustainable tourism offerings.

Project Details:

• Duration: May 1, 2024 – April 1, 2027
• Budget: 1,877,594 EUR
• Funding: Interreg-South Baltic Sea
• Project Owner: Visit Skåne AB

Project Partners/Regions:

• Association Klaipeda Region – Lithuania
• Pomorskie Tourism Board – Poland
• Westpomeranian Regional Tourism Organization – Poland
• Visit Lolland-Falster – Denmark
• Institute for Tourism Research in Northern Europe – Germany

For more information about the ReTour project, please visit this link.

Source: Visit Skåne Press Release