It is just before eight o'clock on Friday morning and Lars has just started his fifth working day at Göteborg & Co. For 13 years he was CEO of SCR Svensk Camping, now he has been given a new challenge. To ensure that the strategies in the business plans for the destination Gothenburg and Göteborg & Co in the coming years become a reality. Lars will work closely with Göteborg & Co's CEO Camilla Nyman.

– I have always been impressed by Göteborg & Co's work and am very happy to be an active part of the business. There is quite a lot to learn, but I believe I have quite a lot to contribute as well, he says.

Last winter, the City of Gothenburg adopted the program for the development of the tourism industry, which sets a target of doubling tourism from 2015 to 2030.

– It is an ambitious, exciting and courageous plan. And if we succeed in implementing it, it will greatly benefit Gothenburg and its citizens.

He is used to challenges. Back in 1995, he helped start one of the first web agencies in Sweden and has worked with digital development both domestically and internationally. At Göteborg & Co, he will also be responsible for external monitoring and analysis.

– A very important function. It is about delivering valuable support to the business and to our partners. Understanding what is happening and what visitors look like is something we must be well ahead of. The industry must own the relationships and not hand them over to the big digital players.