The Swedish Lapland Visitors Board is pleased to welcome Sofi Holmgren to the new role of Travel Experience Manager. Sofi most recently came from a role as Sales Manager at the Tornedalen-based company Explore the North, which operates several destination hotels.
– Sofi Holmgren is exactly the right person for this role. She has many years of experience in the tourism industry and has recently been involved in a major development trip at Explore the North, says Annika Fredriksson, CEO of the Swedish Lapland Visitors Board.
– We are very happy to welcome Sofi to the team.
In the role of Travel Experience Manager, Sofi will work at the intersection of market development and marketing. The focus will be on realizing the potential of the hospitality industry to develop with international guests. Also, increasing awareness of the destination and developing B2B collaborations between local companies, foreign tour operators and new international airlines.
Many years of experience in the hospitality industry both locally and internationally
Sofi has worked in the hospitality industry her entire adult life, both in Norrbotten and abroad. She has held almost every role you can have in the industry and is now taking the step into the Swedish Lapland Visitors Board. When she is not working, she enjoys traveling on her own and meeting people around the world.
– I am driven by the meeting with the international traveler and to share our Arctic life. I look forward to helping companies develop and drive ideas forward, to optimize and find new opportunities, says Sofi and continues:
– I'm a local, I have this place in my genes and know that every season has its charm. How can I share that with the visitor in a packaged experience? It will be fun to be part of the team here and think bigger.
Sofi started her career in her hometown of Arjeplog and has worked in Riksgränsen, Tornedalen, Paris and Munich – to name a few places. She speaks French, German and English and has built up a large international network of contacts over the years.
– It is largely thanks to Sofi that Northern Lights-hungry Singaporeans fill Lapland View Lodge in Övertorneå in November, a month that is usually difficult to sell. Her experience with, among other things, season extensions will be a great asset to both us and our tourism companies in the region, says Annika Fredriksson.
Sofi Holmgren has been in place since August 1, 2025.
According to the press release.
