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Tourism in North Sweden - Experience the opportunities in unique surroundings

Tourism in North Sweden - Experience the opportunities in unique surroundings

Regional Partner

ABOUT TOURISM IN SWEDENABOUT TOURISM IN SWEDEN

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The fastest-growing industry in Sweden Large increase in international visitor

volumes Unique, beautiful and unexploited

natural environments Demand for new products and services Good infrastructure, low cost airlines

and regular flights

Strong, well-performing and growing economy

Why Sweden for tourism investments?

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Tourism in Sweden

International travelling + 110%* (1991- 2010)Europe + 80% Sweden + 120%

Sweden is the Nordic country with most international guests.Tourism turnover in Sweden SEK 252 billion (2010)

- Goal to double turnover till 2020 SEK 500 billion

The tourism sector in Sweden is 3% of GDP compared to the EU average, 6%*) UNWTO

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Target groups for Sweden

Active Families Double Income, No Kids

(DINKs) Wealthy, Healthy Older

People (WHOPs) The Global Company (MICE)

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TOURISM IN VÄSTERBOTTENTOURISM IN VÄSTERBOTTEN

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Reasons to invest in tourism in North Sweden An attractive and fast growing destination

- Västerbotten was the fastest growing region in Sweden 2011

Great demand for high quality accommodation – hotels and lodges

Market opportunities for activity companies offering new experiences.

Excellent opportunities for ski resort development

A service-minded culture characterized by courtesy

Sweden is a secure country with stable economy

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Tourism growth in VästerbottenNights spent

Total 2010 2011 Västerbotten province + 6 % + 7 %Sweden + 2.7 % + 0.9 %

International marketsVästerbotten province + 6.3 % + 11.5 %Sweden + 4.1 % - 1.3 %

Total tourism turnover: 7 Billion SEK (800.000.000 €)Employs 5.000 people on a yearly base (2% of population)

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Target groups for VästerbottenTarget groups for Västerbotten

Extreme skiers Adventure seekers Health and Wellness travelsMeetings and Incentives Extended business trips

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4 Distinct seasons

Winter

SummeSummerr

SpringSpringAutumnAutumn

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Skiing

Västerbotten offers skiing for everyone: families, pros, off-piste skiers, snowboarders and cross-country skiiers

28 ski-slopes, ranging from mom-&-pop-slopes to full scale ski-resorts

The village of Tärnaby is where Swedish skiing legends, Ingemar Stenmark and Anja Pärson grew up and it is where Sweden’s alpine stars train for the next season

Areas for Ski resort development available

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The Sami

The Sami are one of the world’s indigenous peoples, around 70 000 Sami are spread out in four countries: Russia, Finland, Norway and Sweden. This large land area is called Sápmi.

- In Sweden there are 20 000 Sami.

- 10% of the Sami in Sweden are employed in reindeer husbandry.

- Traditional Sami trades also include handicrafts, hunting and fishing. More recent trades include

tourism, media, art and music.

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Hunting in Swedish LaplandHunting in Swedish Lapland

The last wilderness area in Europe- Northern Sweden offers perhaps Europe's best conditions for hunting grouse and moose. - A growing interest from hunters from all over the world to come and experience the wild hunt of the north.

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Fishing in Swedish LaplandFishing in Swedish Lapland

Västerbotten has fishing waters for everybody, beginners and pros. A number of the fishing waters are internationally renowned and entice crowds of Swedish and foreign tourists to visit every year.

Fly fishing under the midnight sun

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Music & Culture

Västerbotten offers a wide range of cultural activities, opera, festivals, theatre, movie festivals. It is a region with a great urge to express itself.

Umeå has been elected the European Capital of Culture in 2014

The band Refused is as great a music export as ABBA

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Food and culinary experiences Västerbotten’s fantastic

countryside and nature supply unique products that create extraordinary culinary experiences:

- Reindeer and elk, salmon and salmon trout, grouse, chanterelles, cloudberries, lingon- and bill berries

- The amazing Västerbotten Cheese , the favorite among many starred chefs the world over, and often served at gala dinners such as the Nobel Dinners

Food tourism in Västerbotten is still under explored and there are vast opportunities for the right actor

Västerbotten cheese cream with almond potato chip and Kalix roe

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2,2%

13,3%

79,3%

1,3%

Sweden

Norway

Germay

Finland

Largest markets Guest nights spent in Västerbotten

Change summer 2010-2011

Sweden 1 159 902 8%Norway 194 577 7%Germany 32 898 17%Finland 18 998 17%Denmark 5 930 13.3%*Netherl. 5 738 -10%Great Br. 4 825 3%Not spec. 4 169 n/aUSA 3 991 27.3%*Poland 3 561 -23%* % change from 2009 – 2010

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Accommodation alternatives in Västerbotten Guest nights by type of establishment 

- Hotel 87 %- Holiday Village 8 %- Youth Hostel 5 % 

Category of guests staying at hotels in Västerbotten

- Business 52 %- Leisure 26 %- Group 13 %- Conference 9 %

Accommodation capacity – Dec 2011

Hotel Holiday Villages Youth Hostels Total

No. Rooms Beds No. Cabins Beds No. Beds No. Beds

68 3 376 7 519 18 283 1 162 29 1 335 111 10 016

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Activities depending on length of stay in Sweden

Source: Swedish Agency for Economic and Regional Growth - Tillväxtverket

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Main reason for travel and activites in Sweden

Source: Swedish Agency for Economic and Regional Growth - Tillväxtverket

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Type of accomodation in Sweden

Source: Swedish Agency for Economic and Regional Growth - Tillväxtverket

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Infrastructure - it’s easy to get to Västerbotten The region has 6 airports and 256 000 people – 1 hour to Stockholm Highways and excellent road connections Railroad 2 deep sea ports and ferry lines to Finland World-renowned mobile and fiber-based broadband with extensive GSM

and 3G network coverage.

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New direct flight connections and more rotationsDirect connections in-coming charter summer 2012Zürich – Umeå8 rotations + 400% travellers (2007-2011)

Hamburg – Umeå15 rotations +290% travellers (2010-2011)

Feeding connections to Hamburg from; Düsseldorf, Zürich, Frankfurt, München, Vienna, Amsterdam, Paris and Milano

Direct regular flights to VästerbottenGirona (Barcelona) – SkellefteåRiga – Skellefteå/UmeåHelsinki – Skellefteå/Umeå

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Investment opportunities in VästerbottenTourism is expected to double until Tourism is expected to double until 20202020Large investments in accommodation, ski-resorts, city hotels, activity companies and infrastructure required

Opportunities for;

Property developers, real estate investors, activity companies, hotel and accommodation companies, food tourism, travel operators, tourism entrepreneurs, etc.

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Västerbotten Investment Agency (VIA) is a regional investment promotion agency dedicated to make the Västerbotten province the most attractive choice for foreign investors and companies thinking about establishing or expanding their business operations in Sweden. With expertise in several key sectors, VIA offers information about business opportunities as well as assistance throughout the investment and establishment process. VIA is a regional partner to the government agency Invest Sweden.

- Grow your business via Västerbotten!- Grow your business via Västerbotten!

VIA Västerbotten

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Västbotten offers

Strategic alliance

Joint venture

Shared product development

M&A

Swedish R&D center

Nordic sales and support

Branch office

Regional HQ

Arrange investor meetings

Identify opportunities

Find syndication partners

Matchmaking

Market and industry info

Establishment support

Types of investment: How VIA can assist:

Regional Partner27

Next steps

Define: You specify what you are looking for. Specific sector, type of investment, preferred type of company or partnership, etc.

Search: We use our network to find options for you. Could be companies to partner with, IP to acquire, R&D projects to join...

Meet: We set up meetings for you with Swedish companies.- On location in Sweden- By phone or online video conference

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Contactinformation:

Västerbotten Investment Agency (VIA) is a regional investment promotion agency dedicated to make the Västerbotten province the most attractive choice for foreign investors and companies thinking about establishing or expanding their business operations in North Sweden.

Karolina AnderssonMarketing CoordinatorPhone +46 72 71 76 842Karolina.andersson@viavasterbotten.se www.viavasterbotten.se

Contact information

Västerbotten Investment Agency (VIA) is a regional investment promotion agency dedicated to make the Västerbotten province the most attractive choice for foreign investors and companies thinking about establishing or expanding their business operations in North Sweden.