Erika Strehlenert Rosander, with many years of experience in tourism and the hospitality industry, joins Tyréns, where she will be part of the company's expanded focus on sustainable tourism.

– Unfortunately, it is common for destinations to work event-driven with sustainability. Many also miss the fact that sustainability is much more than just climate work. When planning sustainable tourism, insights into social, cultural and economic benefits are also needed. We want to change this and with our knowledge in community development, we can contribute with both the strategy work and the actual implementation, says Daniel Nilsson, who is a cultural geographer at Tyréns and responsible for Destination 2030.

The recruitment of Erika Strehlenert Rosander is part of Tyrén's increased focus on helping Swedish travel destinations become more sustainable. The project is called Destination 2030.

– I want to contribute to social development where sustainability is a natural part of the tourism industry, and look forward to working concretely with Swedish destinations here at Tyréns, says Erika Strehlenert Rosander and continues;

– The tourism industry must collaborate more closely with urban planning and development issues. To develop sustainable tourism, we need to work together with politically controlled areas such as traffic, infrastructure, construction and management of the cultural and natural environment.

Erika has worked with the Swedish tourism industry for over 20 years and most recently came from leading roles within the Swedish Agency for Economic and Regional Development, where she has focused on government cooperation and international collaborations, among other things.

Before that, Erika worked on tourism and hospitality issues within Visita, where she was involved in developing the first national hospitality strategy back in 2010. Erika was also a driving force in the local initiative Archipelago Strategy for the Stockholm Archipelago.

Other assignments include the role as investigation secretary in the government investigation that resulted in the report A country to visit – a comprehensive policy for sustainable tourism and a growing tourism industry. Erika has also held the role of Sweden's delegate to the OECD's Tourism Committee and was a board member of the Swedish Maritime Administration for seven years.

According to the press release.