Sweden to spend millions on tourist destinations
Published: 5 Jun 12 09:57 CET | Print version
Online: http://www.thelocal.se/41258/20120605/
Five Swedish locations will share over 60 million kronor ($8.4 million) to be turned into well rounded tourist destinations in a government effort to boost the Swedish tourist industry.
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40 Swedish locations competed to take part in the scheme, before ultimately five were chosen; namely Bohuslän County, Kiruna in the very north, Vimmerby in Småland, the ski resort Åre in central Sweden and the Stockholm archipelago.
The destinations will share a total of 60 million kronor allocated by the government for this purpose.
A visit to any of these four locations, pilot destinations in the scheme, will be turned into a “top notch overall experience” over a period of five years, according to Lööf and Lugnet.
“The five chosen destinations all have the potential to grow on an international market, while at the same time being very different from each other. They are located in various parts of the country and differ in size,” wrote Lööf and Lugnet.
16.7 million foreign tourists visited Sweden in 2011 and the goal of the tourist industry is to reach a turnover of 500 billion kronor and employ some 300,000 people; twice as many as today, by 2020.
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So why are they getting free money from the government, or am I missing something?
But seriously, if we divide the 12 000 000 kronor further among six projects in a given tourist location, that would be 2 000 000 kronor per initiative. I suppose that $280 000 is a nice enough investment in a viking hubcap museum after all.
Sweden will never be a top tourist destination, the climate is not in its favor, and it lacks strong drawcards. Most people don't even know that Sweden and Switzerland are different countries.
The very first thing Sweden should do to increase its appeal is to understand that the tourist season does not coincide with the local school summer vacation. If you visit in May, you had better not stray to far from Stockholm.