This year's winner of the Stora Turismpriset is a driving force for exercise and health in Sweden. Vasaloppet today received the prize of 100,000 kronor, which was awarded by the Foundation for the Advancement of Knowledge in Tourism together with the Swedish Agency for Economic and Regional Development. An honorary prize went to Ästad Vingård in Halland County.
Motivation for the winner of the 2021 Grand Tourism Prize:
As a driving force for exercise and health in Sweden, Vasaloppet inspires people to move year-round. They are a role model who, with great creativity, have developed new products and reached new target groups to continue making Dalarna an attractive region for visitors. Their constant focus on sustainability creates long-term results, to the benefit of both associations and the tourism industry.
-What all the nominees have in common is that they are innovative and have a focus on sustainability. During the pandemic, they have invested in getting out of the crisis instead of slowing down. Vasaloppet is an excellent example of an organization that has creatively developed its operations and reached out to more target groups, says Lars Christensen, chairman of the Foundation for the Advancement of Knowledge in Tourism.
This year, an honorary award was also presented to Ästad Vingård, which received the award based on the following justification.
Ästad Vingård has developed its operations from a farm to a business with experiences in spa, wine & food, conferences and activities in a sustainable and innovative way. They are an exemplary example of how it is possible to create attractive and profitable hospitality businesses in the Swedish countryside.
Other nominees for the 2021 Grand Tourism Award were:
Icehotel, Norrbotten, Västerbotten Experience, Västerbotten, Hotel Klövsjöfjäll, Jämtland Härjedalen, Bröderna Bommen, Västernorrland, Trolska Skogen, Gävleborg, Vasaloppet, Dalarna, Power station in Deje, Värmland, Krogen sam ikke, Örebro county, Aktivt Üteliv Björnögården, Västmanland, Gamla Uppsala Museum, Uppsala county, Gröna Lund, Stockholm county, Slussens pensionat, Västra Götaland, Bergs gård in Trosa, Södermanland, Vadstena Klostehotel, Östergötland, Medieval Week, Gotland, Wallby Säteri, Jönköping county, Ästad Vingård, Halland, Kosta Safaripark, Kronoberg, Stufvenäs Gästgifveri, Kalmar county, Hotel Mossbylund, Skåne, Mörrums Kronolaxfiske, Blekinge
The Stora Turismpriset is awarded to a company or other organization that has contributed to the development of the tourism industry in a new, innovative and sustainable way. The prize is awarded for the 28th year in a row by the Foundation for the Advancement of Knowledge in Tourism, whose purpose is to promote the development of knowledge in Swedish tourism. The Swedish Agency for Economic and Regional Growth is the foundation's principal.
