The Swedish Lapland Visitors Board is pleased to welcome Sofi Holmgren to the new role of Travel Experience Manager. Sofi most recently came from a role as Sales Manager at the Tornedalen-based company Explore the North, which operates several destination hotels.<\/p>\n\n\n\n
\u2013 Sofi Holmgren is exactly the right person for this role. She has many years of experience in the tourism industry and has recently been involved in a major development trip at Explore the North, says Annika Fredriksson, CEO of the Swedish Lapland Visitors Board.<\/p>\n\n\n\n
\u2013 We are very happy to welcome Sofi to the team.<\/p>\n\n\n\n
In the role of Travel Experience Manager, Sofi will work at the intersection of market development and marketing. The focus will be on realizing the potential of the hospitality industry to develop with international guests. Also, increasing awareness of the destination and developing B2B collaborations between local companies, foreign tour operators and new international airlines. <\/p>\n\n\n\n
Sofi has worked in the hospitality industry her entire adult life, both in Norrbotten and abroad. She has held almost every role you can have in the industry and is now taking the step into the Swedish Lapland Visitors Board. When she is not working, she enjoys traveling on her own and meeting people around the world.<\/p>\n\n\n\n
\u2013 I am driven by the meeting with the international traveler and to share our Arctic life. I look forward to helping companies develop and drive ideas forward, to optimize and find new opportunities, says Sofi and continues:<\/p>\n\n\n\n
\u2013 I'm a local, I have this place in my genes and know that every season has its charm. How can I share that with the visitor in a packaged experience? It will be fun to be part of the team here and think bigger.<\/p>\n\n\n\n
Sofi started her career in her hometown of Arjeplog and has worked in Riksgr\u00e4nsen, Tornedalen, Paris and Munich \u2013 to name a few places. She speaks French, German and English and has built up a large international network of contacts over the years.<\/p>\n\n\n\n
\u2013 It is largely thanks to Sofi that Northern Lights-hungry Singaporeans fill Lapland View Lodge in \u00d6vertorne\u00e5 in November, a month that is usually difficult to sell. Her experience with, among other things, season extensions will be a great asset to both us and our tourism companies in the region, says Annika Fredriksson.<\/p>\n\n\n\n
Sofi Holmgren has been in place since August 1, 2025.<\/p>\n\n\n\n
<\/p>\n\n\n\n
According to the press release.<\/p>","protected":false},"excerpt":{"rendered":"
Swedish Lapland Visitors Board \u00e4r glada att v\u00e4lkomna Sofi Holmgren i den nya rollen som Travel Experience Manager. Sofi kommer n\u00e4rmast fr\u00e5n en roll som s\u00e4ljchef hos Tornedalsbaserade f\u00f6retaget Explore the North, som driver flera destinationshotell. \u2013 Sofi Holmgren \u00e4r precis r\u00e4tt person f\u00f6r den h\u00e4r rollen. Hon har m\u00e5nga \u00e5rs erfarenhet av bes\u00f6ksn\u00e4ringen och […]<\/p>\n","protected":false},"author":25,"featured_media":300887,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4094,184],"tags":[6143,2774,1400,6142,155],"class_list":["post-300886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ny-pa-jobbet","category-turism","tag-sofi-holmgren","tag-swedish-lapland-visitors-board","tag-travel","tag-travel-experience-manager","tag-turism"],"acf":[],"yoast_head":"\n