Strategic Initiative to Attract More German Tourists to Halland
Visit Halland is working to position Halland as an attractive destination for international visitors, particularly during the off-peak season. As part of this effort, they are investing 4.9 million Swedish kronor over the next two years to continue attracting more German travelers to the region.
Ambitious Tourism Growth Goals
Visit Halland has set an ambitious target to double international guest nights by 2030. To achieve this goal, they are focusing on the German market, which has been identified as having the greatest potential. Their strategy involves targeted marketing and encouraging more local businesses to participate in attracting German visitors.
Successful Summer Season Results
Recent summer guest night statistics demonstrated the success of their current approach. Jimmy Sandberg, Visit Halland’s Managing Director, commented: ”It is gratifying to see an increase in international, including German, guest nights. We also observe that the season is extending, which is very positive. Halland has much to offer visitors outside the classic summer months, and we want to continue working on this together with destinations and tourism industry actors.”
Future Connectivity and Opportunities
With the upcoming Fehmarn Belt connection in 2029, Halland’s geographical location will become even more competitive. A current investigation is exploring the connection’s potential impact on the region’s tourism industry.
Sandberg added: ”The connection will bring Halland closer to Europe and vice versa. This opens up significant opportunities for Halland in work, studies, and leisure. For the tourism industry, it can be crucial when travel to our region becomes shorter.”
Destination Apelviken: A Success Story
One Halland business that has noticed an increase in German visitors is Destination Apelviken. They have systematically worked on sustainable destination development, focusing on extending the tourist season.
”Our focus on Germany has truly contributed to extending the season, which in turn allows us to hire more employees and create life and movement in Apelviken year-round. We want to blur the image of Varberg as just a summer city – every season has its charm, and it’s fantastic that more people get to experience this,” says Anna Gordh, CEO of Destination Apelviken.
Notably, Destination Apelviken has been nominated for the Large Tourism Prize 2025, awarded annually by the Swedish Agency for Economic and Regional Growth.
