Previously, the region's offerings have been made available to tour operators and travel agents through printed or statically downloadable product manuals, a work that has now been completely digitalized.

– The solution is tailored to the needs of the companies, together we own the platform and can develop it over time. By moving the product manuals from print and downloadable static PDFs to a web-based solution, we also free up resources at the local level, says Johanna Ögren, Marketing Manager at Swedish Lapland Visitors Board.

Thanks to the fact that companies' accommodations and activities are presented in a digital product bank, sales can easily put together the destination's offerings based on different themes and preferences, such as hiking, adventure or skiing.

– We see a travel market that is changing rapidly, where the traveler's driving force and niche needs increasingly set the playing field for both us as a destination and for tour operators and travel agents. The desire to participate and learn about, for example, the Sami culture, our food experiences or more fast-paced nature activities – things that are spread throughout the region – is what drives travel today. There, through a digital solution, we can better respond to requests for tailored trips in the destination. The tour operator can easily search for all companies that offer accommodation, transfers or activities within, for example, fishing or skiing and put together attractive ready-made offers for their customers and our end customers, explains Johanna.