According to Mia Landin, CEO of Visit Värmland, the experiences in the county will continue to be developed in order to further increase the attractiveness and competitiveness.
- It is now the restart begins and we can hope that the pandemic does not take over and that the infection goes down so we do not get more recommendations to follow, says Mia Landin.
Turnover record
She says that many companies and traders have broken sales records this summer and that visitors, even if they were fewer in number, have spent more during their visit.
- We can state that 2021 was a better year than the really bad 2020, even though we still lack over a million commercial overnight stays compared to 2019 and the peak year 2018. Some players have broken sales records but it does not compensate for the loss as a whole, says Mia Landin.
Many German visitors
But the absence of foreign visitors has been palpable, especially for cross-border trade.
Last year, visitors from Germany accounted for the largest share of the foreign market in terms of the number of overnight stays. This was followed by Norway, which was usually Värmland's largest foreign market.
Of 312,000 foreign guest nights, the Germans accounted for 30 percent, Visit Värmland states.