A small group of Chinese tour operators have got off the train at the platform in Karlstad. For a few days, they will visit, among other things, Glaskogen, Klässbol's linen weaving, Värmland's museum and the Nobel Museum.

- The train trip went well, it's nice weather here too, says Lynn Li, country manger China.

Get a stop for a cause

Around 57,500 Chinese tourists visited Värmland in 2016 and 2017, respectively, according to statistics on commercial overnight stays. But in 2018, the figure dropped dramatically to just under 36,000 visitors. One reason is the tense situation between Sweden and China, another factor is that large organizers only stop in the big cities during Scandinavian round trips. But now Visit Värmland wants to attract new target groups of Chinese tourists.

- What is exciting about this group is that they represent other types of organizers who will come here to smaller groups, maybe couples and families, who want to experience other than big cities, says Cajsa Jansson, marketing coordinator at Visit Värmland.

- If I were a Chinese tourist, I would really like to get an insight into local culture, typical food and "coffee", says Yang Zhang.

Moomin - potential lure

During the first two quarters of this year, the number of Chinese tourists in the county has increased slightly compared to the same time last year, although the figures are preliminary so far.

"Chinese want to see how you live everyday, you don't have to adapt so much to fit the Chinese market," says Xueqin Zhao.

Would a theme park with Moomintroll attract the Chinese?

- Yes, I think, Chinese like stories. If you can tell interesting things then you will attract many people, says Xueqin Zhao.