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New project to strengthen the digital business capacity of the hospitality sector
A new development project will give small and medium-sized enterprises in the hospitality sector in Norrbotten better conditions to take advantage of the business opportunities of digitalization. Through the Arctic Digital Tourism Opportunities & Regional Empowerment (ADORE) initiative, hospitality companies will have the opportunity to strengthen their digital maturity, reach new markets, and create more business – all year round.
Despite strong growth in international visitors in recent years, many companies find it difficult to meet the rapidly changing digital behaviors and demands of today’s travelers. The project aims to address this challenge.
“The hospitality sector in Norrbotten has grown strongly, but many small and medium-sized enterprises have found it difficult to keep up with the rapid digital development. This project is about giving them the right tools and support to be able to meet today’s – and tomorrow’s – travelers in a competitive way”, says Johanna Elenius, Digital Development Manager at Arctic Sweden Visitors Board and project manager for the project.
The project is based on the traveler’s entire customer journey – from inspiration and planning to booking, the experience on site and any return visits. By working more structurally with digital services in each phase of the customer journey, companies can both reach more guests and increase the value per guest.
“The project takes a holistic approach to the entire customer journey – from the guest starting to dream about the destination to coming here a second time. By working strategically with digital services in each phase, we create better business for the companies and stronger experiences for the guest”, says Johanna Elenius.
The efforts are adapted to help both companies that are taking their first digital steps and those that already have a higher digital maturity.
Reduces the digital gap
Many of Norrbotten’s hospitality companies are micro or family businesses, often operating in sparsely populated areas. Limited access to resources, expertise and digital infrastructure means that there is a high risk that local companies will fall behind as digitalization accelerates.
When the project is completed, 200 companies will have strengthened their business potential through increased digital sales, better customer relations and greater international reach. Of these, 40 companies with higher digital maturity will have undergone a more qualified digital transformation.
A central part of the project is to establish a new market-oriented collaboration model where regional promoters, digital ecosystems and companies work more closely together. The goal is to create structures that live on even after the end of the project period.
“An important part of the project is to build a new collaboration model where regional promoters and companies work more closely together. When we connect the destination’s digital ecosystem with the companies’ everyday life, we create long-term structures that strengthen the entire hospitality sector”, says Johanna Elenius.
In the long term, the project will contribute to more international and national travelers choosing Norrbotten – and local companies – as their next destination. Digitalization is not seen as a goal in itself, but as a means for sustainable growth and regional development.
“Digitalization is not a technology project – it is a business issue. When more companies become digitally mature, we strengthen the whole of Norrbotten as a destination, extend the seasons and create better conditions for long-term competitiveness”, says Johanna Elenius.
