The Outdoor Destination of the Future

After the pandemic, local businesses saw a shift in customer needs that opened up opportunities for nature tourism. The project was in line with the regional future plan, which highlights how tourism generates within larger purposes, such as community development and economic growth.

The areas around Hässleholm municipality have good natural conditions and infrastructure.
with well-marked hiking trails.

At the same time, a clear profile was lacking and Hässleholm as a place brand has often been associated with both ambiguity and negative associations. The project created a long-term platform for different forms of experiences and a strong brand.

Once project manager Hanna Nilsson had been hired, work began on marketing and driving traffic to new digital channels. The project took five so-called content creation photography to produce material that sustainably reflects the range of offerings and destinations during different seasons. The material can therefore be of great help in the long-term vision of a clearer profile as a destination.

The project shows both concrete, measurable results and qualitative progress in developing the area as a destination. Among the 36 members who have signed up for a profiling package, half of them have increased their annual turnover by at least 5 %.

The brand's successes are also visible digitally Explore Hassleholm. Just over 1,100 people follow the Facebook page. There are over 1,500 followers on Instagram and approximately 16% of these are Danes. Through advertisements on Copenhagen The project has received over eight million exposures! The fact that the project ended did not change the continued work – Hässleholm Municipality will become the outdoor destination of the future!