Visit Dalarna Gets a New Format with a More Focused Mission
Yesterday, the formal decision was made. The destination company Visit Dalarna will receive a more focused assignment from the municipalities of Dalarna. The emphasis will be on marketing and selling Dalarna as a destination – both in Sweden and internationally. At the same time, municipal funding will be halved.
”The tourism industry is an important basic industry in Dalarna, and we need a collective force to, for example, reach out internationally. In this important issue, we have now found a way forward that the parent company supports,” says Mats Nilsson, Chairman of Utveckling i Dalarna Holding AB.
Organizational Changes Ahead
The decision involves changing the business and reducing the number of employees. Work is ongoing to shape a new organization and new ways of working.
”It’s good to have a clear message. Of course, this means a tough transition for the company and especially for the employees, but my assessment is that this will be really good for Dalarna in the long term. Now that we have the formal decision, we can start implementing the transition,” says Åsa Granat, Acting CEO and Board Chairman of Visit Dalarna.
Financial Adjustments
The operational compensation for the joint foundation was set in May at 14.5 million Swedish kronor, distributed among the 15 municipalities. This represents a halving of the current operational compensation.
”With changed financing, we need to reorient and work more focused. This naturally also means that we will stop doing certain things,” says Åsa Granat.
Future Vision
”Visit Dalarna should be a unifying force for the tourism industry in Dalarna, and I have great confidence that Visit Dalarna together with the industry will develop the business in line with the new direction,” says Mats Nilsson.
Visit Dalarna AB remains committed to developing, marketing, and selling the Dalarna region nationally and internationally, now with a more streamlined approach.
