We warmly welcome Mia to Värmland and Visit Värmland!

Who are you?

I am a woman of almost 50 years old from Borås, where I currently live with my family. Our oldest daughter lives in Stockholm and the youngest is soon leaving to study elsewhere.

Throughout my professional career, I have worked with development, change management and personnel issues - People, meetings and collaboration have been a common thread and I have been faithful to the hospitality industry in various forms for almost 30 years with a few years off to try a different industry, but I longed to go back!

What have you done before?

Most recently I came from Borås TME as Operations Manager. Borås Turism Möten & Evenemang is a destination company in Borås jointly owned by the city and the business community. I have worked there for three years and have enjoyed and developed together with my colleagues and the city every day. I have had the privilege of working with everything from major events such as the SM week to the development of Framtidens besøksservice, but now it was time for something new.

What are you most looking forward to about your new job?

I am passionate about how we put the tourism industry high on our politicians' agenda and I am curious about Visit Värmland as an organization. It fits well with my strengths and the goals I have for my work and I feel that I can help lead the work forward for the tourism industry in Värmland. Working together with both the industry and the public sector for such a strong brand as Värmland feels both challenging and incredibly exciting.

Visit Värmland would also like to take this opportunity to thank Jonas Jacobsson for his work in recent years. Jonas will step down as CEO and move on to the position of Global Sales Director at STS Student Travel Schools when Mia takes up her position on August 13.