Image courtesy of Peter Appelin

Starting in 2017 with support from The Swedish Agency for Economical and Regional Growth (a government agency under the Ministry of Enterprise and Innovation), the DMO Destination Jönköping and the regional tourism board Smålands Turism will work together on a new project focusing on the development of sustainable tourism.

With the unique natural and cultural values ​​as a basis, the project will collaborate with companies in the region, specialists from the tourism industry, public sector, NGOs and researchers to initiate and ensure the sustainable development of products for the international tourism market.

The main objectives and goals in this project are to:

  • Renew a tourism area with traditional products offering and to arouse curiosity by renewed and unexpected product content. From the traditional candy canes and horse carriages to more adventurous nature, culture and gastronomy experiences.
  • Test new technologies based on digitalization and focusing on the driving forces in gaming in terms of dissemination and learning.

This will be done by:

  • Engaging local entrepreneurs in local sustainable destination development (in both community planning and infrastructure development).
  • Developing hospitality/service degree in the local businesses (adapted to the needs that arise during the project)

With more products available on the international market, this region will become more accessible to international visitors both leisure and corporate.   The designated area in this project is an area in Jönköping named East Vättern Scarp landscape (Östra Vätterbranterna)*.


*East Vättern Scarp landscape (Östra Vätterbranterna)  East Vättern Scarp Landscape is a distinct  example of the landscape in the central part of southern Sweden. The dramatic terrain in the area is the basis for its high biological, cultural, historical and aesthetic values. In 2012 East Vättern Scarp landscape was designated a biosphere reserve by UNESCO, the UN agency for education, science and culture. Biosphere reserves are model areas where development and conservation go hand in hand. The focus of development is the food, flavor and nature experiences. East Vättern Scarp landscape is a part of a global network of 651 (2015) biosphere reserves in 120 countries worldwide.