We aim to attract even more visitors to Dalarna. The goal for 2030 is that visitors and stakeholders experience Dalarna as Northern Europe's leading and most attractive destination. Strategy 2030 is the joint strategy and action plan for how the tourism industry in Dalarna will achieve this. It has been developed by Dalarna's municipalities, many organisations and with hundreds of representatives from the tourism industry.
Strategy 2030 is a plan for destination management and development through collaboration. It belongs to – and encompasses – all actors who influence and are influenced by the tourism industry in Dalarna. Tourism businesses, municipalities, regional actors, educational providers and many more needs to contribute to further enhance Dalarna's attractiveness. Above all, we all have a lot to gain from pursuing these issues together.
Download a shorter summary of Strategy 2030 (only in Swedish)
Our Overall Goal
The goal is for visitors and stakeholders by 2030 to experience Dalarna as: Northern Europe's leading and most attractive destination, offering welcoming and authentic experiences for visitors all year round.
Within this goal, there are five key concepts:
Leading Describes the position we aim to achieve in the tourism industry, among our stakeholders and relative to our competitors nationally and internationally. Within our strategic development areas, we aim to be the leading region in terms of approach and strategic competence. We aim to be a role model in the industry.
Attractive Describes our position on the market. We aim to be the most attractive destination within our selected themes and product areas for our identified target groups, "top of mind”.
Welcoming The hospitality and reception our guests receive are a crucial part of the overall experience. Being a guest in Dalarna should be easy!
Authentic experiences Authentic, genuine and local experiences creates memories. Authentic doesn't have to mean historic – even the contemporary design and music scene of Dalarna are "authentic" - they are Dalarna.
All year round Working with motivations for year-round travels to Dalarna will be a significant task leading up to 2030.
Focus Areas
Sustainability, internationalization and digitalization are the three main challenges that we need to deal with to remain competitive. These focus areas are intended to be throughout in everything we do, whether it's future market communication or internal product development.
Sustainability
Dalarna aims to be a sustainable destination across all dimensions – economic, ecological and social. For the tourism industry, this is a matter of survival. From a market perspective, it is a necessity – regions, destinations and companies that are not perceived as responsible in terms of sustainability are being disregarded by consumers.
For our own sake, it involves ensuring that our production of experiences does not have negative impact on our environmental and cultural resources, that they are profitable in the long term and that the hospitality industry contributes to a sustainable social development in the whole of Dalarna.
Internationalization
The Swedish tourism market has witnessed strong growth in the past decade. However, this growth has almost entirely been reliant on international guests. Forecasts indicate that this trend is unlikely to change. By attracting international visitors we can increase revenue from more sustainable businesses. Internationalization will impose demands on the entire value chain of Dalarna's tourism industry, from knowledge and skills to product development and international marketing.
Digitalization
Our guests' lives, consumer habits, and information-seeking behaviors are moving into the digital landscape. The challenge in the coming years will be for businesses to be present in those channels and forums that are relevant to their target groups. The digital journey is before, during and after the physical visit to Dalarna. Digitalization involves creating new business models, communicating throughout the customer journey and selling experiences in Dalarna, as well as utilizing new technology to enhance and deepen offerings and experiences.