Sunday 1 Nov, 2026

New board for Swedish Tourism – greater focus on companies in the tourism industry

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Visita CEO Jonas Siljhammar has been appointed new chairman of Svensk Turism AB
Photo: Swedish Tourism AB

The general meeting of Svensk Turism AB has elected a new board of directors for the company and Visita CEO Jonas Siljhammar has been appointed as the new chairman. Together, the new board wants to work to develop Svensk Turism as a forum and common voice for the various parts of the Swedish tourism industry, i.e. travel, eat, stay, shop and do.

– I look forward to working with the new board to develop Swedish Tourism, continue the work of organizing the government's tourism industry council and contribute to the work on the tourism industry strategy, says Jonas Siljhammar.

– With the general meeting, we have now transformed Swedish Tourism into an operation with a greater focus on private companies within the various parts of the tourism industry, but also with continued important representation from the main owners in the form of relevant industry organizations.

Swedish Tourism's new board:

President: Jonas Siljhammar, CEO Visita

Vice President: Mats Hedenstrom, Head of Industrial Policy, Swedish Trade

Members:

Michael Carlsson, CEO KustCamp Gamleby, KustCamp Ekön, chairman SCR Svensk Camping
Anna Gronlund, Industry Manager, Swedish Bus Companies
Elizabeth Haglund, CEO, Hotel Tylösand
Patrick Levin, CEO of Gekås AB
Marcus Risberg, CEO, Destination Gotland, Chairman of the Passenger Shipping Association
Look at the Rowing, CEO, Swedish Ski Resorts Organization – SLAO
Richard Black, Head of operations Sweden and Latvia, Nordic Choice Hotels
Krister Svensson, Head of SJ Sales
Tina Thorsell, Head of Social Policy, Transport Companies
Maria Twelve, CEO, ICA Supermarket Skeppet Kungshamn

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