Gotland tourism leaders call for collective action

The event, themed 'Tourism that strengthens Gotland', drew participants from across the island, from Fårö to Sudret. Discussions focused on future hope and shared responsibility, with ferry prices and the vulnerable water situation among the challenges addressed.

Region Gotland's growth manager Susanna Palomaa and Johan Olofsson from Svensk Destinationsutveckling presented a new governance model called Business Gotland. The vision is a unified effort to make Gotland a sustainable and competitive island. Palomaa said they are seeking funds from politicians to develop a collaboration organization within Region Gotland's line organization. She acknowledged the region's tough economic situation but said they have a plan. Business Gotland is expected to be fully implemented by 2029, with expected effects including increased in-migration, more investments, and a strengthened business and destination.

Erik Öhrn, operations manager for Gotlands förenade besöksnäring, welcomed the initiative, saying the industry needs to become organized in a new way. Anders Wiberg, CEO of Destination Bornholm, shared how Bornholm has strengthened its place through regional development, working closely with the municipality. He noted that successful marketing, involving local ambassadors and entrepreneurs, has made Bornholm a top destination in Denmark. Wiberg stressed the importance of involving the local population, though his full statement on the 97 percent figure was not completed.