The award for Tourism Entrepreneur of the Year in Southern Småland 2019 goes to IKEA Museum.

In a consistent and professional manner, they have in a short time established themselves as an icon within the Småland tourism industry and attracted visitors from all over the world.

–IKEA Museum opened in the summer of 2016, so we are still relatively new to the market. That is why we are extra happy and proud to have received this award already now and that we have managed to attract so many visitors to us in Älmhult, says Cecilia Johansson, CEO of IKEA Museum. We continue to have high ambitions for our exhibitions as well as for our restaurant and shop, and this award is fantastic confirmation that we are helping to put Älmhult and Småland on the destination map. 

IKEA Museum is the story of IKEA. In the past, present and future. Here you can follow along from the beginning in Älmhult and further out into the world. They are aimed at anyone who is curious about IKEA – and of course there are many. In addition to the permanent main exhibitions, interesting, temporary exhibitions follow each other. On Thursday, for example, ”Home Futures – Wonderful futures” opens. It is the result of a unique partnership between the London Design Museum and the IKEA Museum.

–As always, it is difficult to choose just one winner among the county's many talented entrepreneurs, says Oskar Wijk, CEO of Destination Småland. However, since its inception, IKEA Museum has developed into a strong draw in the tourism industry and has really succeeded in creating new travel flows. With visitors from all over the world, it is a destination for many people. IKEA Museum highlights Småland design and carries the Småland brand in a fantastic way, concludes Oskar.

Jury's motivation IKEA museum has put Älmhult on the big tourism map. It makes the history of IKEA as well as Småland and Sweden accessible, through professional guided tours in several languages. Furthermore, it offers its visitors from near and far a perfectly niched restaurant, good hospitality and exhibitions that invite play and interaction.
IKEA Museum collaborates with, and actively contributes to, the local tourism industry by including other destinations in its communication and creating package solutions in the region.

The Tourism Entrepreneur of the Year award in southern Småland was established by Almi Företagspartner in Kronoberg County and Destination Småland.