Destination Apelviken: Halland’s Nominee for the Grand Tourism Prize 2025
The nominations for this year’s Grand Tourism Prize are now complete. In Halland, Region Halland and the county’s destinations have jointly nominated Destination Apelviken. The motivation highlights the destination’s visionary and long-term development, which has transformed a summer camping site into one of the region’s leading year-round destinations.
”Through visionary and long-term investments, Destination Apelviken has established itself as a driving force in the tourism industry in Halland, with a special focus on collaboration and season extension. With courage, forward-thinking, and community as guiding stars, they have shown that it is entirely possible to operate a camping destination year-round,” says Helene Andersson, Chair of the Growth Committee at Region Halland.
A Comprehensive Destination by the Sea
Located just beside the sea in Apelviken, just south of Varberg, lies the five-star facility Destination Apelviken. The location has attracted beach guests for over a century, but it was not until entrepreneur Nils Gordh took over the campsite in 1997 that it began to grow into a complete holiday destination. With restaurants, hotels, cabins, conference facilities, a pool, mini-golf, and numerous activities, they attract 200,000 guest nights annually.
Employment and Community Impact
Approximately 40 people work year-round, with the team expanding to about 110 seasonal employees during summer – of which around thirty remain on a part-time basis for the rest of the year. Thousands of young people have gotten their first summer job here. Moreover, Destination Apelviken opens doors for newcomers, people with functional variations, and others needing work training or summer jobs.
Generational Transition and Future Vision
In 2022, a generational transition occurred when daughter Anna Gordh, who practically grew up at Destination Apelviken, took over as operations manager and then as CEO in 2025. Nils Gordh remains active in the company as a working board member.
”Destination Apelviken is an excellent example of how to develop a seasonal operation into something that lives year-round, through commitment, innovation, and hard work. Such investments are crucial for Varberg to remain a vibrant place throughout the year. It’s also inspiring to see how the next generation steps in, preserves what has been built, and simultaneously introduces new ideas,” says Martin Andersson, Director of Business Development in Varberg Municipality.
A Regional Inspiration
The company’s significance extends far beyond Varberg’s municipal boundaries and is seen as a role model for the tourism industry.
”Destination Apelviken has become a knowledge bearer and source of inspiration for the entire tourism industry in Halland – a company that not only develops its own operations but also generously shares insights to strengthen the industry and its role in society,” says Helene Andersson.
About the Grand Tourism Prize
The Grand Tourism Prize is a national award given to a company or organization working innovatively and sustainably, and sharing knowledge to develop a sustainable tourism industry. This year marks the 32nd consecutive year of the award.
