Kiruna Lapland strengthens its role as a prominent international destination through its
participation at Swedish Workshop UK in London in November. Swedish Workshop UK is Visit
Sweden's premier event aimed at the British market. It is an exclusive and effective
way to meet selected, quality-assured tour operators who are interested in packaging,
market and sell the travel destination Sweden.
Kiruna Lappland participated in the workshop together with Camp Ripan and Lapland Resorts.
This resulted in over 54 pre-booked meetings with tour operators specializing in
nature experiences, cultural trips, road trips and luxury trips. The entire workshop resulted in approximately 230
meetings.
British tour operators showed particular interest in Kiruna's combination of activities
all year round – from northern lights tours, hikes, cultural experiences to the ongoing
social transformation and the world-famous ICEHOTEL. Many organizers, who are already working
with trips to the rest of Sweden or nearby countries such as Norway, expressed interest in
include Kiruna as a new and unique destination for its customers.
”These meetings not only give us a unique insight into what is being demanded by travellers on the British
market. It is also a time-efficient way for tour operators to get information about Kiruna. It creates
also concrete opportunities for collaborations and business,” says Louise Johansson, project manager for
market and destination development in Kiruna Lapland.
”The personal contact with the organizers is invaluable for building long-term relationships and for
to be able to showcase all the unique things our destination has to offer. The majority of the organizers already want to
"Plan sightseeing trips to Kiruna to get to know the destination better," continues Louise Johansson.
Strategic presence in the global travel market
Swedish Workshop UK took place in conjunction with the World Travel Market London (WTM),
the world's second largest trade fair for the travel industry. It is a strategic and conscious choice. For
Kiruna Lappland this meant an opportunity to monitor trends and gather valuable insights about
how other countries and destinations market their offerings.
”It was important to also visit WTM, which fulfilled several important purposes, such as monitoring the world around us.
and intercepting trends, which we can integrate into our activities going forward. The large, lavish displays
and the meeting booths were impressive and it confirms our attitude that it is important that we continue to position ourselves in an international context,” concludes Louise.
According to the press release.
