Mia Karlsson, from Sollefteå, who is currently responsible for High Coast Tourism, will be taking over the role from 1 April 2019. "I am incredibly pleased with the trust I have been given, and I look forward to continuing to develop the excellent work Peter has built up," says Mia Karlsson.

Mia Karlsson is a well-known face in the High Coast, not least from her years as head of High Coast Tourism and as project manager for the Spotlight High-Low Coast, High Coast Destination Development. – With her broad experience from both the public sector and the private business world, we see that Mia will contribute well to the destination's continued development. We are very pleased with the recruitment of Mia, says Lillemor Edholm, chairperson of the High Coast Destination Development.

Close collaboration with the industry continues

In her work for Höga Kusten Turism, Mia has worked closely with the tourism industry on marketing and packaging the destination and its sellable experiences, including for Birka passengers. – It is a great asset to have worked so closely with the entrepreneurs in Höga Kusten and the dialogue we have today will continue just as closely. I am convinced that it is precisely when people work closely together that development occurs. The entrepreneurs in the destination are keen and want to continue developing. One of Höga Kusten's strengths is precisely the close collaboration between the public and municipal sectors.

Extensive experience with strong brands

Previously, Mia was marketing manager for Modo Hockey and marketing manager at SCA Skog. She explains that she enjoys working with strong brands and that the place brand of Höga Kusten is particularly close to her heart. – It's incredibly fun and inspiring to work for Höga Kusten.

We live and operate in a magnificent destination that very many are extremely proud of. I will continue in Peter's spirit and manage the excellent foundation he has built. I look forward to continuing the journey the destination has begun, together with all the competent individuals at Höga Kusten Destinationsutveckling as well as in our four owner municipalities, concludes Mia Karlsson.