2024 was the third best year for the High Coast in terms of commercial guest nights, despite a minor decline of 4.2 % compared to 2023. A total of 655,437 guest nights were recorded, which follows the positive trend from the last ten years.
In recent years, the High Coast has distinguished itself as one of Sweden's fastest growing destinations with a steady increase in guest nights. As a strong nature destination, the High Coast also experienced a significant boost during and after the pandemic. Now the numbers have slowed down somewhat and one explanation for this may be the global uncertainty that prevails and that many people are longing for warmer countries.
Accommodation revenues have increased by approximately 35% since 2019.
– If we look at nearby destinations, some have increased and others show a small drop. Västernorrland has decreased by 2 %, while Sweden as a country shows a small increase of 0.7 %. Höga Kusten's accommodation revenue has increased by approximately 35 % since 2019, which is in line with our strategy of doubling turnover, says Mattias Peterson, CEO of Höga Kusten Destination Development.
Tailor-made experiences
Anna Hellgren, operations manager for Höga Kusten Turism's 130 partner companies in the destination, sees reasons to look positively at the coming years. Not least through the newly launched travel agency for groups that tailors experiences in the Höga Kusten.
– We are continuing to develop our place together and have many great new things to offer visitors. Many come for our nature, but the cultural offering is increasing and attracting guests to come and stay overnight. Just take Bygdespelet in Lövvik, Naturscen Skuleberget and during the winter we have the award-winning Mittrevyn in Härnösand which attracts large audiences. Add to that the fact that we are developing our taste experiences spiced up with locally produced drinks such as High Coast Whiskey and Hernö gin, which are in themselves tourist attractions, she says.
More reasons to travel all year round
Creating more reasons to travel is something that both the destination company and the industry are working on and thanks to a recently granted project, Digital innovation and sustainable growth in the High Coast, that work will be stepped up. With extra resources of approximately 10 million over 3 years, planning is underway for a number of different strategic initiatives that will benefit the destination in the short and long term.
– The High Coast as a place has clear seasons and it is now important to grow with care and create an even greater range. We are in an expansive phase with several long-awaited investments that will elevate our place even more. Hernö Gin Hotell just opened the doors to its new destination hotel and this summer Huttopia will open a restaurant at Smitingen, the opening of their campsite is planned for summer 2026. Lövvik is increasingly expanding with a holiday village, campsite and an open-air stage whose performances attract both bus groups, visitors and locals. North of Örnsköldsvik, in Salusand, the campsite has been renovated and has been supplemented by a newly built year-round restaurant. Major investments are also being made in the area around Docksta. There are many exciting investments underway that will allow us to lift the High Coast to another level together, concludes Mattias Peterson.
