This is shown by the official accommodation statistics presented in recent days. The destination recorded 684,200 overnight stays in 2023, which is similar to the figures for 2022 (687,683). One difference is that the destination is growing outside of the peak season, which aligns with the destination's strategy to become a year-round destination.
– It's fun to read the Swedish Agency for Economic and Regional Growth's report and see that overnight stays are remaining at a high level. 2023 wasn't a pandemic year, but there was global uncertainty that affected us in Sweden. Fuel prices were also high, and many longed for warmer countries. Several destinations in Sweden are reporting a slight dip. Despite that, we are reporting stable overnight stay statistics for 2023, and we have succeeded in attracting more visitors outside the classic summer months, says Mattias Peterson, CEO of Höga Kusten Destinationsutveckling.
Good autumn for the destination
– It’s pleasing to see that autumn is becoming an increasingly strong period in Höga Kusten. September was a really good month for the destination, largely thanks to meeting and conference guests. But we also know that some of our member companies experienced a slight decrease in July, something that those who are only open seasonally feel more strongly than establishments that have the possibility to compensate for it later in the year, says Anna Hellgren, operations manager for Höga Kusten Turism.
Since 2019, the number of domestic visitors to the High Coast has increased by 12 %. During the same period, the number of international visitors rose by 11 %. Looking at accommodation revenue, this has risen by as much as 39 % compared with 2019. A great deal has happened in a short space of time – largely thanks to a strong destination brand, joint strategic initiatives and an enterprising local business community.
Major investments are underway in the High Coast
Creating more reasons to travel throughout the year is something both the destination company and the industry are working on. Höga Kusten as a place has distinct seasons, and the focus now is on growing carefully and creating an even broader offering that attracts national and international visitors.
2024 is a memorable year in the history of the High Coast with new reasons to visit. In Härnösand, the Hernö Gin Hotel is currently being built with 120 rooms, a conference facility, bars, and a restaurant. Huttopia is planning a campsite at Smitingen’s seaside resort with year-round facilities. In Lövvik, a holiday village, campsite, and open-air stage are taking shape, and north of Örnsköldsvik, in Salusand, the old campsite is being renovated and a brand-new restaurant will open this summer. It’s incredibly exciting that the destination is in an expansion phase. We need to create more experiences to grow sustainably, says Mattias.
Bespoke business solutions
Ahead of the summer, a new booking facility is being launched on hogakusten.com, which will allow visitors and locals to easily book activities and accommodation directly on the website.
– We have also started a travel agency targeting groups wishing to visit Höga Kusten, where we help with tailor-made solutions for companies going on conferences, associations wanting to go on a trip, or with help for arrangements surrounding an event. These initiatives mean that we work together for the visitor industry businesses' goals to help each other continuously reach a new level, concludes Anna Hellgren.
According to the press release.
