New Strategy and Plan for Tourism Development in Jokkmokk

Ulf Hägglund, Project Manager “Smart Specialization in Destination Jokkmokk”

New Strategy and Plan for Tourism Development in Jokkmokk

Destination Jokkmokk Economic Association’s initiated work to develop a strategic and tactical plan for tourism development in Jokkmokk coincided with the Corona crisis and the collapse of the tourism industry. “The world will look different when we are beyond this crisis. How, when, and where we travel will be different, travel patterns, frequency, and demand will be different, and we want to try to stay one step ahead,” says project manager Ulf Hägglund, former CEO of Jokkmokk’s business development company Strukturum.

The existing strategy was developed by the association together with local stakeholders in 2011 and partially led to the formation of a destination development company with shared ownership between the association and Jokkmokk Municipality. The purpose was to join forces and work together for the industry’s development. The company was dissolved in 2018.

Following the company’s dissolution and the extensive developments within the tourism industry, there was a significant need to update and complement the strategy with a tactical plan showing how the strategy’s identified initiatives should be implemented, by whom and for whom.

“When the board made the decision to implement this future-oriented initiative, the conditions were completely different from those we face now. But given today’s and tomorrow’s new uncertain behaviors and needs of travelers, the timing couldn’t be more relevant and appropriate to spend time and resources on adapting our destination’s offerings based on both the consequences of Corona and a well-developed smart specialization/diversification model” , says Ulf and continues:

“During 2019, the business development company Strukturum interviewed over 100 entrepreneurs across Jokkmokk’s various business sectors. Nearly 85% of the responding business leaders identified tourism as the area with the greatest local potential for the area’s development. This shows both that tourism is already an important and recognized growth factor, and that it has great potential for further development.

“Another argument for the strategic initiative is the slowdown in local growth (+2%) regarding tourism in 2019 in Jokkmokk Municipality. During a year when growth figures in the rest of the Swedish Lapland region reached peak levels (+8%) on average, we have decreased our local growth. This is a signal we must take seriously.”

Smart Specialization Shows the Way for Tourism in Jokkmokk

The work on the new strategic and tactical plan is being driven by the project “Smart Specialization in Destination Jokkmokk – Strategic and Tactical Sustainable Development Plan for Local Destination Linked to Regional Smart Specialization Process” and is based on the success factor and method of Smart Specialization.

The concept was introduced by the EU Commission and can be described as a working method to mobilize innovation and growth in areas where there is the greatest potential to solve societal challenges such as creating new jobs and businesses.

This mobilization requires close collaboration between different stakeholders within a location – businesses, public sector, academia, and user groups – and between different levels of society, especially between local and regional levels. Both tourism businesses and stakeholders, such as the municipality, other industries, and regional actors will be invited to participate in the project’s activities and processes.

“As part of this work, we will also participate in the regional effort to develop the new Regional Tourism Strategy 2030 and the Regional Smart Specialization process led by Swedish Lapland Visitors Board,” concludes Ulf Hägglund.

Brief facts about the project:

• The goal of the project is to develop a strategic and tactical plan for the tourism industry in the area, and create more networks between tourism stakeholders.

• The purpose is to unite efforts around the development of tourism in Jokkmokk, engage more collaboration partners and get industry actors to work in the same direction.

• The framework for the work is based on recommendations and insights from the Growth Agency’s report “How do we develop sustainable tourism destinations?”

• Project activities include developing the Destination Jokkmokk brand, participating in regional and national processes for smart specialization and Regional Tourism Strategy 2030, organizing workshops and local dialogue meetings.

• The project is financed by Destination Jokkmokk Economic Association together with Leader Polaris, EU’s agricultural funds for rural development and Sparbanken Nord – Framtidsbanken.