New Direction for Visit Dalarna – Towards a More Flexible and Future-Adapted Mission
Visit Dalarna is undergoing a significant transformation, with its owners, the 15 municipalities of Dalarna, making a strategic decision to redefine the organization’s role and approach to regional tourism development.
Key Strategic Changes
Mats Nilsson, Chairman of Utveckling i Dalarna Holding AB, emphasized the collective will among Dalarna’s municipalities to continue regional collaboration in tourism, stating: “There is a consensus and desire among all Dalarna municipalities to continue the regional cooperation in tourism, and Visit Dalarna plays a crucial role. With this direction, we create a common foundation while allowing flexibility for municipalities that want additional services.”
New Focus and Business Model
- Stronger emphasis on marketing Dalarna as an attractive destination nationally and internationally
- A more flexible approach for individual municipalities
- A new business model with a common base and optional modules
Financial Restructuring
The new strategy involves a significant financial adjustment:
– Total operational compensation of 14.5 million SEK, distributed among 15 municipalities
– This represents a 50% reduction in current operational compensation
– Optional modules allow municipalities to purchase additional specialized services
About Dalarna’s Tourism Sector
Dalarna is currently Sweden’s fourth-largest visitor region, with ambitious goals to become Northern Europe’s leading destination by 2030. The tourism industry is a critical sector, generating 11.1 billion SEK in revenue.
Visit Dalarna At a Glance
- Owned by 15 Dalarna municipalities
- Collaborates with over 700 tourism businesses
- Approximately 35 employees
- Headquarters located in Rättvik
The organization aims to develop, market, and sell the Dalarna region domestically and internationally, representing the region’s tourism industry and driving development in collaboration with companies and organizations.
Leadership Changes
As part of this transformation, a new board chair and three new board members have been appointed to guide Visit Dalarna’s strategic evolution.
