Famous Names Discuss the Importance of Cultural Tourism for Sweden’s Image

Visit Skåne is shining a spotlight on cultural tourism and Sweden’s international image. At the national convention Folk och Kultur in Eskilstuna on February 7-9, Visit Skåne will host a panel discussion with some of the country’s most renowned experts and decision-makers in the cultural sector, moderated by Heidi Avellan, political editor-in-chief of Sydsvenskan and Helsingborgs Dagblad.

Visit Skåne plays a central role in managing and developing Skåne’s image, which is strongly influenced by Sweden’s overall image. In light of the ongoing, sometimes negative, exposure of Sweden in international media, a nuanced and balanced picture of the country is needed. Under the title “Is culture going to save the damaged image of Sweden?”, Visit Skåne is therefore organizing a panel discussion on February 8 at 4:15 PM featuring several prominent figures. This will take place during Sweden’s largest cultural convention, Folk och Kultur. Visit Skåne’s CEO Max Granström will open the discussion from the stage.

“Through the panel discussion, we want to explore and discuss the role that culture in general and cultural tourism in particular can play in shaping and balancing the image of Sweden internationally. Hopefully, it can contribute to creating a nuanced and broader understanding of the country’s image,” says Max Granström, CEO of Visit Skåne.

Visit Skåne aims to be a constructive force in turbulent times and demonstrate tourism’s potential in this context.

“It is one of Visit Skåne’s main strategies to ensure that tourism and destination issues take their place and contribute to positive social development. Therefore, it feels natural to engage in the issue and show how we can contribute,” says Max Granström, CEO of Visit Skåne.

Panel Participants

• Madeleine Sjöstedt, Director General of the Swedish Institute
• Gunnar Ardelius, Secretary General of Swedish Museums
• Joppe Pihlgren, CEO of Svensk Live
• Mikael Brännvall, CEO of Svensk Scenkonst
• Karin Karlsson, Overall Project Manager for Eurovision Song Contest Malmö City 2024
• Heidi Avellan, moderator, political editor-in-chief of Sydsvenskan and Helsingborgs Dagblad

Visit Skåne will also host a seminar titled “The Power of Cultural Tourism! What is required for Swedish culture to reach an international audience?” on February 9 at 9:30 AM.

For more information and interviews, please contact:

Karin Liliedahl, Press Officer, Visit Skåne AB
+46 72-459 63 09
karin.liliedahl@skane.se

Read the full article here: Original Article