The Lake Kingdom of Skåne
– closer than you think

The Lake Kingdom of Skåne – close enough for a break, strong enough for the future

About the project

The project ”The Lake Kingdom of Skåne – closer than you think” aims to strengthen businesses, associations, and cultural actors in The Lake Kingdom of Skåne through increased competence, better collaboration, and joint marketing towards Greater Copenhagen, with Danish visitors from Zealand and the Copenhagen area as the primary target group and Malmö–Lund as the secondary target group.

The Lake Kingdom of Skåne has strong values in the form of lakes, forests, culture, local food, small-scale operations, and slow life, but the area is still relatively unknown outside the local area. Many local actors have limited resources to reach new target groups themselves, especially in the Danish market. The project meets this need through training, workshops, networking, storytelling, digital visibility, hospitality, and joint development of travel reasons.

The goal is to create a more cohesive and attractive The Lake Kingdom of Skåne, where businesses and associations collaborate across municipal and industry boundaries. The project will develop a practical collaboration model that can continue after the project period and be used in other rural areas as well.

Through Danish-language campaign materials, photos, films, web materials, social media, printed inspiration, and collaborations with influencers and ambassadors, The Lake Kingdom of Skåne will become more visible to visitors seeking nature, tranquility, culture, and genuine experiences close to home.

When the project concludes, new collaborations should be established, participants' competence and digital visibility should be strengthened, joint travel reasons should be developed, and The Lake Kingdom of Skåne should be more known and attractive to visitors from Greater Copenhagen. In the long term, the project aims to contribute to more visitors, a strengthened local economy, increased optimism for the future, and a more vibrant and sustainable countryside.

The board's assessment

Decision date: 2026-04-18
Total selection criteria: 600 points
The board's justification: The project is assessed to meet the basic conditions and is in line with the local development strategy regarding competitiveness and competence. It is based on clear needs from local actors and has a strong anchoring in the area. Through competence development, collaboration, and joint marketing, the project strengthens the capacity and competitiveness of participating actors. The project has a clear development direction and aims to create long-term structures and working methods, rather than implementing individual investments. The project owner is assessed to have good implementation capacity, and the project is realistic and well described. Overall, the project is assessed to contribute to increased collaboration, strengthened local development, and increased attractiveness in the area.