Mr. Rossi discovers Ystad and Österlen
This project has not yet received a formal decision from the Swedish Board of Agriculture.
The animated figure shows the way to Ystad and Österlen's food, nature, culture, and experiences on the international stage
About the project
How can small businesses in the countryside together reach an international audience that they individually find it difficult to reach? The project ”Mr. Rossi discovers Ystad and Österlen” will find out.
At least 30 businesses in areas including tourism, food, trade, culture, and experiences will collaborate to promote Ystad and Österlen primarily to the German market. The initiative aims to strengthen the companies' competitiveness and increase international awareness of the destination's food, nature, culture, and experiences.
An important part will be a joint German-language destination brochure and at least five animated films featuring the well-known character Mr. Rossi as the narrator and guide through the area. The material will be used, among other things, at Grüne Woche in Berlin 2027 and in digital channels.
But the project is about more than marketing. The companies will together develop, test, and document a working model for international destination development. Through workshops, networks, and joint marketing efforts, new collaborations and business opportunities will be created.
The goal is for the model and network to continue even after the project's end and to be used for future international initiatives. The experiences should also inspire other rural destinations that want to reach new markets through collaboration.
Project facts
Journal number
2026-3306
Project name in the application
Mr. Rossi discovers Ystad and Österlen – international destination development
Project owner
Österlen Spices AB
Project period
2026 – 2027
Project type
Implementation project
Area of operation
Place development, pride and participation
Collaboration partners
Entrepreneurs Österlen as well as a number of businesses in tourism, food, trade, culture, and experiences
Contact & information
Project Manager
Anders Persåkre
Web and social media
Links coming soon
The project in the media
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Financing
The board's assessment
Decision date: 2026-09-22
Total selection criteria: 965 points
The board's justification: The board recommends approval as the project is assessed to contribute to increased collaboration between businesses and strengthened international visibility for Ystad and Österlen. The project develops and tests a common working model for international destination development with the potential to continue and spread to other areas. The project has a clear local anchoring through collaboration with Entrepreneurs Österlen and participating businesses, which are also involved in the project's continued development. Overall, the project is assessed to create long-term benefits for both participating businesses and the destination.