Tourism in North Sweden — Experience the opportunities

Tourism in North Sweden - Experience the opportunities in unique surroundings Regional Partner

ABOUT TOURISM IN SWEDEN Regional Partner

Why Sweden for tourism investments? § The fastest-growing industry in Sweden § Large increase in international visitor volumes § Unique, beautiful and unexploited natural environments § Demand for new products and services § Good infrastructure, low cost airlines and regular flights § Strong, well-performing and growing economy Regional Partner

Tourism in Sweden International travelling + 110%* (1991 - 2010) Europe + 80% Sweden + 120% § Sweden is the Nordic country with most international guests. § Tourism turnover in Sweden SEK 252 billion (2010) - Goal to double turnover till 2020 SEK 500 billion § The tourism sector in Sweden is 3% of GDP compared to the EU average, 6% *) UNWTO Regional Partner

Target groups for Sweden § Active Families § Double Income, No Kids (DINKs) § Wealthy, Healthy Older People (WHOPs) § The Global Company (MICE) Regional Partner

TOURISM IN VÄSTERBOTTEN Regional Partner

Reasons to invest in tourism in North Sweden § An attractive and fast growing destination - Västerbotten was the fastest growing region in Sweden 2011 § Great demand for high quality accommodation – hotels and lodges § Market opportunities for activity companies offering new experiences. § Excellent opportunities for ski resort development § A service-minded culture characterized by courtesy § Sweden is a secure country with stable economy Regional Partner

Tourism growth in Västerbotten Nights spent Total Västerbotten province Sweden 2010 + 6 % + 2. 7 % 2011 + 7 % + 0. 9 % International markets Västerbotten province Sweden + 6. 3 % + 4. 1 % + 11. 5 % - 1. 3 % Total tourism turnover: 7 Billion SEK (800. 000 €) Employs 5. 000 people on a yearly base (2% of population) Regional Partner

Target groups for Västerbotten Extreme skiers Adventure seekers Health and Wellness travels Meetings and Incentives Extended business trips Regional Partner

4 Distinct seasons Winter Spring Summer Autumn Regional Partner

Skiing § § Västerbotten offers skiing for everyone: families, pros, off-piste skiers, snowboarders and crosscountry skiiers 28 ski-slopes, ranging from mom-&-pop-slopes to full scale ski-resorts The village of Tärnaby is where Swedish skiing legends, Ingemar Stenmark and Anja Pärson grew up and it is where Sweden’s alpine stars train for the next season Areas for Ski resort development available Regional Partner

The Sami are one of the world’s indigenous peoples, around 70 000 Sami are spread out in four countries: Russia, Finland, Norway and Sweden. This large land area is called Sápmi. - In Sweden there are 20 000 Sami. - 10% of the Sami in Sweden are employed in reindeer husbandry. - Traditional Sami trades also include handicrafts, hunting and fishing. More recent trades include tourism, media, art and music. Regional Partner

Hunting in Swedish Lapland The last wilderness area in Europe - Northern Sweden offers perhaps Europe's best conditions for hunting grouse and moose. - A growing interest from hunters from all over the world to come and experience the wild hunt of the north. Regional Partner

Fishing in Swedish Lapland Västerbotten has fishing waters for everybody, beginners and pros. A number of the fishing waters are internationally renowned and entice crowds of Swedish and foreign tourists to visit every year. Fly fishing under the midnight sun Regional Partner

Music & Culture Västerbotten offers a wide range of cultural activities, opera, festivals, theatre, movie festivals. It is a region with a great urge to express itself. § Umeå has been elected the European Capital of Culture in 2014 § The band Refused is as great a music export as ABBA Regional Partner

Food and culinary experiences § Västerbotten’s fantastic countryside and nature supply unique products that create extraordinary culinary experiences: - Reindeer and elk, salmon and salmon trout, grouse, chanterelles, cloudberries, lingon- and bill berries - The amazing Västerbotten Cheese , the favorite among many starred chefs the world over, and often served at gala dinners such as the Nobel Dinners § Food tourism in Västerbotten is still under explored and there are vast opportunities for the right actor Västerbotten cheese cream with almond potato chip and Kalix roe Regional Partner

Largest markets Guest nights spent in Västerbotten Change summer 2010 -2011 § § § § § Sweden Norway Germany Finland Denmark Netherl. Great Br. Not spec. USA Poland 1 159 902 8% 194 577 7% 32 898 17% 18 998 17% 5 930 13. 3%* 5 738 -10% 4 825 3% 4 169 n/a 3 991 27. 3%* 3 561 -23% * % change from 2009 – 2010 Regional Partner

Accommodation alternatives in Västerbotten § Guest nights by type of establishment - Hotel - Holiday Village - Youth Hostel § 87 % 8 % 5 % Category of guests staying at hotels in Västerbotten - Business - Leisure - Group - Conference 52 % 26 % 13 % 9 % Accommodation capacity – Dec 2011 Hotel Holiday Villages Youth Hostels Total No. Rooms Beds No. Cabins Beds No. Beds 68 3 376 7 519 18 283 1 162 29 1 335 111 10 016 Regional Partner

Activities depending on length of stay in Sweden Source: Swedish Agency for Economic and Regional Growth - Tillväxtverket Regional Partner

Main reason for travel and activites in Sweden Source: Swedish Agency for Economic and Regional Growth - Tillväxtverket Regional Partner

Type of accomodation in Sweden Source: Swedish Agency for Economic and Regional Growth - Tillväxtverket Regional Partner

Infrastructure - it’s easy to get to Västerbotten § § § The region has 6 airports and 256 000 people – 1 hour to Stockholm Highways and excellent road connections Railroad 2 deep sea ports and ferry lines to Finland World-renowned mobile and fiber-based broadband with extensive GSM and 3 G network coverage. Regional Partner

New direct flight connections and more rotations Direct connections in-coming charter summer 2012 Zürich – Umeå 8 rotations Hamburg – Umeå 15 rotations + 400% travellers (2007 -2011) +290% travellers (2010 -2011) Feeding connections to Hamburg from; Düsseldorf, Zürich, Frankfurt, München, Vienna, Amsterdam, Paris and Milano Direct regular flights to Västerbotten Girona (Barcelona) – Skellefteå Riga – Skellefteå/Umeå Helsinki – Skellefteå/Umeå Regional Partner

Investment opportunities in Västerbotten Tourism is expected to double until 2020 § Large investments in accommodation, skiresorts, city hotels, activity companies and infrastructure required § Opportunities for; Property developers, real estate investors, activity companies, hotel and accommodation companies, food tourism, travel operators, tourism entrepreneurs, etc. Regional Partner

VIA Västerbotten Investment Agency (VIA) is a regional investment promotion agency dedicated to make the Västerbotten province the most attractive choice foreign investors and companies thinking about establishing or expanding their business operations in Sweden. With expertise in several key sectors, VIA offers information about business opportunities as well as assistance throughout the investment and establishment process. VIA is a regional partner to the government agency Invest Sweden. - Grow your business via Västerbotten! Regional Partner

Västbotten offers Types of investment: How VIA can assist: § Strategic alliance § Arrange investor meetings § Joint venture § Shared product development § M&A § Swedish R&D center § Nordic sales and support § Branch office § Identify opportunities § Find syndication partners § Matchmaking § Market and industry info § Establishment support § Regional HQ Regional Partner 26

Next steps § Define: You specify what you are looking for. Specific sector, type of investment, preferred type of company or partnership, etc. § Search: We use our network to find options for you. Could be companies to partner with, IP to acquire, R&D projects to join. . . § Meet: We set up meetings for you with Swedish companies. - On location in Sweden - By phone or online video conference Regional Partner 27

Contact information Contactinformation: Karolina Andersson Marketing Coordinator Phone +46 72 71 76 842 Karolina. andersson@viavasterbotten. se www. viavasterbotten. se Västerbotten Investment Agency (VIA)regional investment promotion agency dedicated to to Västerbotten Investment Agency is a regional investment promotion agency dedicated make the Västerbotten province the most attractive choice foreign investors companies make the Västerbotten province the attractive choice foreign investors and companies thinking about establishing or expanding their business operations in North Sweden. thinking about establishing or expanding business operations in North Sweden. Regional Partner