The Swedish Lapland Visitors Board has appointed Petronella Modin as the organization's Vice President. Petronella currently works as project manager for the Business Capacity Building in Swedish Lapland project, one of Sweden's largest tourism industry projects.
The development of the tourism industry in Sweden's Arctic destination, Swedish Lapland, has been very good in recent years. Large private investments have been made at the same time as the Swedish Lapland Visitors Board (SLVB) has run two of Sweden's largest tourism industry projects of all time. This has resulted in a large increase in international guests to the destination in recent years. In parallel with this, collaborations with northern Norway and Finnish Lapland have been deepened, all to put the Arctic part of Europe on the map for world travelers.
—We are simply reorganizing to strengthen the Swedish Lapland Visitor Board's organization, says Chairman of the Board Jalle Svanberg.
—We see that there is a need for a Vice President who can represent the organization on certain issues and Petronella has exactly the skills and experience needed.
Together with Petronella, Andreas Lind, former head of business at the County Administrative Board, will soon take up his position as the new CEO of SLVB.
—For me, it feels natural that Petronella takes on the job as Vice President. Together, I believe we can complement each other in the major strategic decisions we face as an organization, says Andreas and continues
—Yes, which is actually what the entire industry is facing regarding continued good development and future sustainability issues.
Petronella Modin has worked at SLVB since 2015. She is a passionate skier herself and loves being outdoors. In other words, the destination's promise that the international guest is welcome to Swedish Lapland to share our Arctic everyday life is nothing new to her, on the contrary, she finds joy in the Arctic lifestyle.
—I understand that the function of a vice president is something we need within the organization to be able to maneuver more quickly and efficiently in this growing industry.
—And really, it's just about us continuing to create opportunities to be an absolutely world-class destination, says Petronella.
Petronella Modin will take up the position as Deputy CEO from November 1, 2019.
