What is Destination Östersund?
Destination Östersund AB is the official tourism and destination development organization for Östersund, a vibrant city in Jämtland County, Sweden. Established to promote the region as a year-round destination, it focuses on sustainable tourism, economic growth, and community engagement. The organization collaborates with local businesses, hotels, and event organizers to highlight Östersund’s unique attractions, including winter sports, biathlon events, cycling trails, and cultural festivals.
As a key player in Swedish tourism, Destination Östersund drives initiatives that boost visitor numbers and support local economies. In 2025, with Sweden’s tourism sector projected to grow by 4-5%, the organization is emphasizing eco-friendly and active tourism to align with global trends like sustainable travel and outdoor adventures.
Latest Board Election Updates for 2025
While the most recent detailed board election for Destination Östersund occurred in a prior year, 2025 brings fresh momentum through ongoing leadership and new collaborations. Katarina Magnusson continues as chairperson, providing continuity amid evolving tourism landscapes. Based on the latest available information, there are no major board overhauls reported for 2025, but the organization is actively involved in partnerships like the Sweden by Bike collaboration, announced in May 2025, to strengthen cycling tourism.
This builds on previous elections, where new members like Mia Jonsson and Martin Ohlsson were elected to bring innovative perspectives. For real-time updates, check official channels, as Sweden’s broader election landscape (including the 2026 general elections) could influence regional tourism policies.
Meet the Current Board Members
The board of Destination Östersund combines experienced leaders with fresh talent, ensuring a balanced approach to development. Below is an updated table of the current composition, including terms and affiliations:
| Name | Role | Term Length | Affiliation/Background |
|---|---|---|---|
| Katarina Magnusson | Chairperson | 1 year | Re-elected; focus on strategic leadership |
| Mia Jonsson | Board Member | 2 years | New; expertise in hospitality (Clarion Hotel) |
| Martin Ohlsson | Board Member | 2 years | New; background in sports (Swedish Biathlon Federation) |
| Johan Fryksborn | Board Member | 2 years | Experienced in local development |
| Teodor Petersson | Board Member | 2 years | Community engagement specialist |
| Kristina Magnusson | Board Member | 2 years | Re-elected; sustainability focus |
| Maria Svensson Wiklander | Board Member | 2 years | Re-elected; tourism marketing expert |
Insights from New and Re-Elected Members
The nominating committee, led by Sofie Blom Bergström, emphasized the board’s mix of expertise: ”We are pleased to have recruited members who represent a strong combination of knowledge, experience, and new perspectives to promote Destination Östersund’s continued development.”
”It is a very honorable but also exciting assignment. I have a strong commitment to development and people, and I truly look forward to contributing to Destination Östersund. With much energy and enthusiasm, I see great opportunities to build upon the impressive work already done.”
”Östersund is a fantastic place with a big heart, and my commitment and experiences come from the interaction between people, initiatives, and activity. To now be part of the destination company’s board feels both fun and meaningful – together we can continue to develop a living, sustainable, and attractive place that more people want to be part of.”
2025 Tourism Trends and Initiatives in Östersund
Östersund’s tourism scene is evolving in 2025, driven by sustainable and active travel trends. Recent statistics show:
- Visitor Growth: Over 1.2 million overnight stays in 2024, with projected increases in 2025
- Economic Impact: Tourism contributes approximately 10% to Östersund’s local economy
- Sustainability Focus: Alignment with EU green goals, emphasizing eco-friendly activities
Key 2025 Initiatives:
- Sweden by Bike Partnership: Launched in May 2025 to boost cycling tourism and product development
- Svenska Destinationsdagarna 2025: Industry networking events focused on tourism innovation
- Winter Sports Development: Enhanced promotion of biathlon and winter activities, building on the region’s reputation
Tips for Visitors in 2025:
- Book accommodations early for winter sports season (December-March)
- Explore new cycling routes through the Sweden by Bike program
- Check the official Destination Östersund website for sustainable tourism packages
- Consider shoulder-season visits (May or September) for fewer crowds and unique experiences
How the New Board is Driving Development
The diverse expertise of board members is accelerating Östersund’s growth as a destination. Mia Jonsson’s hospitality background enhances visitor experience initiatives, while Martin Ohlsson’s sports connections strengthen event development, particularly in winter sports and biathlon.
Looking ahead, the board is focusing on several key areas:
- Digital marketing expansion to reach international visitors
- Community engagement to ensure tourism benefits local residents
- Sustainability initiatives that position Östersund as an eco-friendly destination
- Cross-border collaborations with Norwegian tourism partners to create joint experiences
Similar strategies have proven successful in other Swedish destinations like Österlen, where focused board leadership has driven significant visitor growth.
Contact and Get Involved
For more information or to collaborate with Destination Östersund:
- Katarina Magnusson, Board Chair: 070-349 49 93
- Sofie Blom Bergström, Nominating Committee Chair: 070-284 12 10
- Mia Jonsson, Clarion Hotel Grand Östersund: 072-204 67 82
- Martin Ohlsson, Swedish Biathlon Federation: 070-522 39 94
Visit the official Destination Östersund website for event calendars, accommodation options, and the latest tourism updates.
Frequently Asked Questions (FAQ)
What does Destination Östersund do?
Destination Östersund promotes tourism, supports local businesses, and develops sustainable initiatives to make Östersund an attractive destination for visitors and residents. The organization coordinates marketing, events, and strategic development to boost regional tourism.
Who are the new board members in 2025?
While no new elections are reported specifically for 2025, the most recent board includes Mia Jonsson from Clarion Hotel Grand Östersund and Martin Ohlsson from the Swedish Biathlon Federation, who bring fresh perspectives to hospitality and sports development.
What are the latest tourism trends in Östersund?
Current trends emphasize sustainable tourism, particularly cycling through the Sweden by Bike initiative, winter sports development, and eco-friendly events. Digital experiences and authentic local culture are also gaining popularity among visitors.
How can I contact the board?
Contact information for key board members is available in the article above. You can also reach out through the official Destination Östersund website for general inquiries.
What collaborations is Destination Östersund involved in for 2025?
Key partnerships include the Sweden by Bike collaboration for cycling tourism development and participation in Svenska Destinationsdagarna 2025 for industry networking. Regional collaborations with other Jämtland destinations are also ongoing.
