Östersund, Sweden, is investing in a long-term strategy to boost its appeal to visitors, residents, and prospective newcomers. The initiative comes as municipalities across Europe increasingly recognize the importance of placemaking and destination management in attracting investment and talent.
“Previously, the focus was primarily on the tourism industry, but now we are broadening the content and services to suit a wider range of interests,” said Fredric Kilander, Head of Business at Östersund Municipality. “This will increase Östersund’s attractiveness. However, the development will accept place gradually.”
Destination Östersund Awarded Contract
Destination Östersund AB, which currently operates Östersund’s tourist center, has been selected to develop and manage the expanded program. The company’s selection underscores a trend toward consolidating destination marketing and management under a single entity.
The expanded mandate includes:
- Making Östersund a more attractive place to visit, live, relocate to, and conduct business
- Marketing and communicating Östersund to attract national and international visitors, residents, and potential residents
- Developing additional tourist attractions
- Attracting more meetings, conferences, and events to the municipality
- Strengthening hospitality in Östersund
Multi-Year Agreement in Place
“We look forward to continuing our collaboration with Östersund Municipality and working to develop Östersund as a destination,” said Mikael Jonsson, CEO of Destination Östersund.
The agreement runs from January 1, 2026, through December 31, 2029, with a potential extension of up to two years. The annual budget is 10 million Swedish kronor, adjusted yearly based on the municipality’s index.
More information:
Fredric Kilander, 063-14 35 64, fredric.kilander@ostersund.se
Mikael Jonsson, 076-115 10 70, mikael.jonsson@destinationostersund.se
