Carina Engqvist and Carina Eldåker, founders of Cykla i Filmlandskapet Småland, received the Tourism Award of the Year 2022 at the Jönköpingsgalan for their innovative and sustainable tourism concept. Experiencing both known and unknown environments from Astrid Lindgren's beloved films by bicycle attracts both Swedish and foreign tourists to the Småland countryside.
The bike tours, which depart from Filmbyn, focus on experiencing as much as possible, rather than getting there quickly. Care is taken both on the cultural heritage and the small details to ensure guests have an experience of a lifetime. The tours pass by several filming locations, but also highlight other attractions and skilled local entrepreneurs along the way.
– Carina and Carina have a passionate commitment to their region and are true destination builders. They actively seek collaborations with other players in the area to highlight the local power and expertise and create a rich year-round experience, says Helene Berg, CEO of Smålands Turism.
With warmth and joy, Carina Engqvist and Carina Eldåker fill the tour with facts and anecdotes. They have coined the term ”basket cycling” – a pleasant bike ride at your own pace, with a rag mat on the luggage rack and a coffee basket packed for scenic stops along the way.
– With a genuine concern for their countryside, nature and environment, sustainability is a consistent factor in everything they do. They have shown that it is possible to develop new sustainable tourism concepts, for which we see increased demand from both domestic and foreign tourists, says Helene Berg.
The winner of the Tourism Award of the Year is chosen by Smålands Turism AB and the prize consists of a locally produced sculpture and a development fund of SEK 10,000. The winner of the Tourism Award of the Year is also nominated for the Great Tourism Award in Sweden. The Great Tourism Award is awarded by the Foundation for the Promotion of Knowledge in Tourism, where the winner receives a grant of SEK 100,000 to develop their business.
– This is incredible, said a moved Carina Eldåker. I feel both happy and actually, right now a little shocked! What a day, what an evening!
The jury's justification was:
With a passionate commitment to their region, the 2022 winner has developed a completely new and sustainable tourism concept that attracts both domestic and foreign tourists.
In a region where Swedish children's films have become part of the cultural heritage, the founders have seen the opportunity to bring Astrid Lindgren's beloved film treasure to life and connect it with the nature of Småland in an easily accessible, attractive and sustainable way through bicycle packages.
With a great willingness to innovate and collaborate, they have connected with other local actors and tourist destinations, thus creating a unique year-round experience.
This year's Tourism Award has been presented since 2008, last year Wallby Säteri outside Vetlanda was awarded the prestigious award.
