Annika is responsible for business strategies, tactics and an organisational culture that engages and motivates the organisation to achieve its goals and vision.

She oversees the day-to-day management of Arctic Sweden Visitors Board in line with the Regional Hospitality Sector Strategy and the operational plan adopted by the Board. She also ensures that the objectives of the organisation’s various development projects are achieved.

Anders writes engaging and compelling stories, primarily published through the Swedish Lapland destination brand’s own channels, including social media. He plays an important role in raising awareness of and responding to interest in our Arctic destination.

Andreas works with the positioning and development of the destination brand through tactical marketing initiatives, media relations and proactive PR. The aim is to engage and activate potential visitors.

Anna is responsible for the Swedish Lapland destination brand and the design programme of the destination management organisation Arctic Sweden Visitors Board. She designs communications for print, websites, film and moving-image formats, with particular responsibility for The Arctic Lifestyle Magazine and the Swedish Lapland image bank.

Erika is responsible for planning and delivering the organisation’s communications for the wider network of stakeholders surrounding Norrbotten’s hospitality sector, as well as businesses within the sector. She raises awareness of the breadth of the hospitality sector and builds engagement among stakeholders and businesses alike.

Frida is responsible for finance and administration in the organisation’s nationally and internationally funded projects.

She handles project accounting, reporting, funding claims and financial monitoring, and supports project managers and project partners with administrative matters.

David works to increase interest in Swedish Lapland as a destination among the international travel trade. He is responsible for fostering and developing business partnerships between export-ready hospitality businesses and our international network of tour operators, travel agents and airlines.

Johanna focuses on strengthening the digital visibility of hospitality businesses. Potential travellers are directed to the channels where experiences or products offered by businesses can be booked and purchased. This improves the businesses’ ability to reach the right audience, in the right place, with the right message and activity.

Johanna leads the team working to advance market development in the hospitality sector. She is responsible for identifying and developing strategies, as well as analysing data and market insights, to help the region’s hospitality sector and its enabling stakeholders achieve a shared desired position.

Linda manages the organisation’s ongoing projects, both as project manager and project administrator.

She is responsible for project administration, financial monitoring, funding claims, payments and relationships with funders and project partners.

Magnus leads and develops the organisation’s operations and HR strategy. He is a strategic partner to the CEO and the finance manager, and represents the organisation in regional, national and international contexts.

As Deputy CEO, Magnus represents the organisation in various external partnerships and in relationships with the company’s stakeholders.

Matilda is responsible for the destination Swedish Lapland’s social and digital channels and works to raise awareness of Sweden’s Arctic region among domestic and international travellers. She plans, produces and publishes content, monitors results, and develops formats and channels to reach more responsible travellers.

Niklas is responsible for fostering innovation in the region. Through Arctic Sweden Visitors Board’s skills development initiatives and network-based innovation processes, he helps companies develop their businesses and improve their competitiveness.

Petronella oversees all areas of the organisation and its staff functions, prepares budgets for the company and its development projects, and leads financial planning, management and monitoring.

Petter supports hospitality businesses across the region in their digital development. This involves using digitalisation as a strategic resource for business development and helping companies benefit from new digital technologies and solutions to improve business performance and meet travellers’ need for seamless travel.

Pia manages skills development initiatives, innovation processes, advisory services and workshops offered to businesses in the region. She fosters innovation among hospitality businesses, helping them realise their full market potential.

Sofi works at the intersection of market development and market engagement. Her focus is on helping the hospitality sector grow through international visitors, raising awareness of the destination, and developing B2B partnerships between local businesses, international tour operators and airline partners serving new international routes.

Anna-Maria is responsible for the organisation’s day-to-day bookkeeping, prepares profit and loss statements and balance sheets, handles accounts payable, and is responsible for all payroll administration.