Country: Sweden


Tourism in Skåne AB is Skåne’s (region in southern Sweden) regional Destination Management Organization with the objective of promoting and developing tourism and the tourism industry to contribute to increased sustainable growth in Skåne. Tourism in Skåne is one of four promoting companies (Event in Skåne AB, Film I Skåne AB and Invest in Skåne AB) within Business Region Skåne AB, owned by Region Skåne AB (85%) and Skåne Association of Local Authorities (15%).


Tourism in Skåne’s mission comprises three areas; Destination Development, Cluster Development & Innovation and Market Communication. Our current strategy, Collaborative Toursim 2020, aims to become a long-term sustainable and attractive destination. The strategy points out the main paradigm and changes required for Skåne to reach. Achieving the long-term sustainable growth targets requires that the destination is sustainable, business-driven and digitalized. Internationalization and innovation are also important success factors, as well as having a learning and inspirational approach.

Ms. Carla Aguirre

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