Northern Europe's leading chain of camping & resorts in groundbreaking collaboration with one of France's largest tour operators
First Camp has signed a three-year partnership agreement with FRAM – France’s largest winter charter operator. It is a historic milestone: for the first time in the chain’s history, a First Camp destination will become a charter destination with direct flights to Luleå.
– This is a major breakthrough, both for our international venture and for Swedish winter tourism. The fact that we manage to attract a player of this stature shows that our offering is also strong in the European market, says Charlotta Nilsson, Destination Manager at First Camp Arcus – Luleå.
A pioneering project with clear results
The agreement means that tourists from France will come by direct chartered flights from Paris to Luleå from December to March for a period of three years. In the first year, 50 winter-inhabited cabins with full board will be rented – in the second year this will increase to 80. The package includes activities that First Camp, together with local partners, arranges, such as snowmobile safaris, ice fishing and encounters with both reindeer and Icelandic horses. The total number of guest nights during the contract period is estimated at approximately 50,000.
– Guests receive a complete coolcationexperience: Arctic adventure with top-class comfort. This is winter tourism in a new package, says Charlotta.
Major investments in experience and service
To meet the new demand, First Camp is now investing heavily in the facility. A new restaurant for 200 people will be ready by December – with an external caterer already contracted – and a new, large sauna building with a view of the river is also being built. .
"First Camp's establishment as a charter alternative opens up a new growth area, with potential for more international collaborations in the future," says Ingela Lundkvist, CCO at First Camp.
Visit Luleå, part of the Business Office at Luleå Municipality, also testifies to the great growth potential for the city and the region.
– We have seen an increased demand for capacity for both accommodation and activities for the winter season in Luleå in recent years and this is closely linked to the accessibility to Luleå Airport. When First Camp now invests in winter tourism and a new restaurant, it will not only increase international guest nights from France in Luleå but also a new excursion destination in the winter for Luleå residents that can be reached by local bus. I have closely followed the process at First Camp during the spring and welcome the investment, says Karin Åberg, business developer at Visit Luleå.
Focus on year-round tourism with nature in focus
First Camp sees that winter tourism in the northern Nordic region is currently experiencing even stronger organic growth than traditional camping during the summer. As part of the strategy to invest more in winter tourism, Apukka Resort in Finnish Lapland was recently acquired – a flagship destination known for its glass igloos, northern lights experiences and world-class winter packages. Apukka Resort has over SEK 200 million in annual sales and was recently named one of the world’s 15 most unique hotels by Forbes magazine.
According to the press release.
