Åre, Sweden
Åre, Sweden, one of the country’s best known winter-sport destinations, is attracting a growing summer crowd. Small businesses are working together to entice tourists to make this towering mountainous area one of the most attractive year- round destinations in Europe.
Forty small businesses have combined their efforts to promote this spectacular mountain getaway. Offering diverse activities such as cycling, rock climbing, horseback riding, and golf, the group, Åre Businessmen, envisions a doubling of the number of summer tourists over the next ten years. Approximately 100,000 summer tourists currently visit from May to November.
To determine how the summer guests spend their time and how they rate their experiences, Åre Businessmen have undertaken an in-depth research project. With the use of a gps, movement of the guests is tracked and direct feedback on the popularity of different activities is collected. Guests need only to signal their opinions with the pushing of either a red or a green button on the gps. In the evenings, a follow-up interview is conducted, to give insight into the research material.
Pelle Nilson, owner of Åre Bike, offers mountain- bike rentals and guided cycle tours. His business has increased from the rental of seven to twenty-one bicycles over the past three years, and he sees possibilities for more expansion. Helibiking and cross country cycling have enormous potential.
The choice of summer restaurants is growing, with many entrepreneurs considering expansion.
Summer guests tend to be families traveling by car, arriving with little or no advance planning, while winter tourists tend to book their vacations long in advance and travel to Åre by train. With such a diverse market, the growth potential of Åre as a year- round tourist destination seems unlimited.
Distance from Stockholm, Sweden to Åre: 660 km/ 413 miles
Photo: Andreas Eriksson
