Sandra and Mattias Sälleteg, founders of Trakt Forest Hotel, received the Tourism Award of the Year 2023 at the Jönköping Gala. In a place that has belonged to the family for generations, they have dared to think new things and created a unique year-round destination where the experience is guided by the endless variations of Småland's nature.

In 2022, Trakt Forest strengthened its offering with five forest suites in Scandinavian design, created by star architect Gerth Wingårdh. The suites are built with minimal impact on the surrounding nature and are decorated with furniture created by students from the local furniture design school. The suites, which hover slightly above the ground, are integrated with the surrounding nature and offer a completely unique experience that is guided by the changes of nature.

– Trakt Forest Hotel dares to look ahead, develop and invest heavily while seeing the value in protecting old traditions and the Småland nature, says Helen Berg, CEO of Smålands Turism.

Sustainability runs like a red thread through all parts of Trakt Forest Hotel, including a new restaurant built from burned wood. Here, the food is prepared from recipes passed down from previous generations, with ingredients from neighboring farms and the forest's pantry.

– With Trakt Forest Hotel, Sandra and Mattias have created a unique destination that attracts tourists all year round. They have taken their starting point from the place where they have their roots and let the forest become an experience in itself. The concept attracts both Swedish and foreign tourists who want to enjoy the Småland nature far from the stress of the big city, says Helen Berg.

The prize, in the form of a locally produced sculpture, was received by the two founders who also received a development fund of 10,000 kronor. The winner of the Jönköping County Tourism Award of the Year is also nominated for the Swedish Tourism Award, which is awarded by the Foundation for the Promotion of Knowledge in Tourism. The winner receives a grant of 100,000 kronor to develop their business.

– It warms your heart. After all we've worked hard for...and then it's rewarded. It feels fantastic! says Mattias Sälleteg about the win.

The jury's justification was:
This year's winner has, with Småland ingenuity, strategic acumen and great care for the environment, developed the place that has belonged to the family for generations into a unique and modern year-round destination.

A burning desire for innovation combined with a willingness to collaborate has led to exciting collaborations with both local furniture design students and established star architects. Scandinavian design integrated into a constantly changing nature attracts both Swedish and foreign tourists who want to experience a genuine tourist destination beyond the hustle and bustle of the city.

Trakt Forest Hotel has successfully woven together new thinking, courage and innovation with care for the place and traditions, creating a wholehearted Småland experience unlike any other.

This year's Tourism Award has been awarded since 2008, last year Cykla i Filmlandskapet was awarded the prestigious award.

According to the press release.