Strömstad Spa & Resort in Bohuslän welcomes Erica Hultmark as its new General Manager. Erica is a well-known industry figure in West Sweden, most recently holding the position of General Manager at Stenungsbaden Yacht Club. Upon taking up her new role, she will focus on strengthening the popular resort hotel's brand and guiding it into the future.
Right by the sea Strömstad Spa & Resort has long stood as the embodiment of Bohuslän: a place where sea, land and people meet. Here, in Sweden's westernmost city, they boast one of the leading spa and conference destinations in the Nordic region. Now, the new year is being ushered in by the recruitment of a heavyweight to the role of new General Manager: Erica Hultmark.
"Erica is an exceptional leader. She knows how to manage a large and complex operation, always with heart, energy and enthusiasm. Strömstad Spa & Resort is an unusually versatile product with much to offer, from spa treatments to gastronomy and activities. This requires an operational expert, and Erica is the right person for that job," says Fredrik Blomberg, Chief Operating Officer of Nordic Hotels & Resorts' resort division.
To call Erica Hultmark an industry profile is an understatement. She was born and raised outside Gothenburg with over 25 years of experience in leading positions within the hospitality industry. She has been General Manager at several Strawberry hotels, General Manager at First Hotel G, and subsequently Regional Director Operations for Western Sweden at First Hotels. Since 2019, she has been at the helm of Stenungsbaden Yacht Club as General Manager. There, she has driven the development of the resort during a period of strong growth.
Bohuslän is an internationally popular destination with many players in the hotel market. As Erica now takes on Strömstad Spa & Resort, the focus is therefore on continuing to profile the large hotel and conference facility as a destination in itself. The hotel offers a unique range of spa, training, and golf courses, as well as nature, food, and drink. Furthermore, there has recently been a major rebrand. It will now be Erica who brings together the commercial organisation, a new look and feel, and hotel operations to take it into the future.
– I have always been driven by creating experiences. For me, the proximity to the sea and the location are absolutely crucial, and that's why Strömstad Spa & Resort feels like a fantastic opportunity to do what I love. Together with the team on site, we will get even more people to discover the uniqueness of Strömstad Spa & Resort, both today and for many years to come. Everything begins and ends with the guest – if we look after them in the best possible way, we will also be strong commercially, says Erica Hultmark.
Erica took up the position of General Manager on 2 February 2026.
