Ami Hovstadius, Communications Manager of VisitSweden presented Sweden's Food and Tourism in HAAGA-HELIA's Food and Tourism seminar November 1st, 2013. Learn more in Finnish.. www.ruokajamatkailu.fi

1. Sweden –
The New Culinary Nation
Ami Hovstadius, VisitSweden
Photo: VisitSweden Henrik Trygg

2. Food, culture & scary stories
Sweden 4th place in the world. “The capital has long
been a stylish, top-notch destination for serious
gourmands and boldly experimental chefs but lately
the reputation and influence of Swedish cooking have
spread beyond the country’s borders. Considering that
Swedish cuisine is so strongly tied to locally sourced
ingredients (be it seafood, game, berries, herbs or
regional cheeses), it makes perfect sense to go to the
source of all this fine food”

3. 2020
The best food!
Minister for Rural Affairs, Eskil Erlandsson
Foto: Johan Ödmann

4. Foto: Erik Olsson

14. “and if you are a diehard food
lover … Swedish food revolution
is in full swing…aware of health
benefits, restaurants, bakeries
and popups are rearing all over
London… Sweden is without no
doubt the next foodie hot spot!”
INSTYLE

15. 780 million SEK
pr value 2011-2012

16. Foto: Håkan Vargas/imagebank.sweden.se

17. The Plan
Five focus areas:
• Primary Production
• Food production
• Public food
• Restaurants
• Tourism
Foto: Miriam Preis

18. The Network
•
•
•
•
•
•
26 Regional ambassadors
12 Experts from five focus areas
12 Communication advisors
Culinary Capital of the year
Culinary Nation Conference
365 News channel

19. The Tools
• Rules and regulations
• Special fund for development
• Communications strategy

20. The Communication Strategy
1
1
National development
3
Focused marketing
2
Global PR

21. The Target Audience
The influential foodies
Why foodies? They shop, cook, eat –
but most of all they like to share,
talk about their experiences
Foto: Nicho Södling/imagebank.sweden.se

22. What is driving the foodies?

23. The Brand Promise
“I want to maximize
every aspect of my life.
Eat well, know more,
look good and feel great.”
For a tastier* life
*unique flavours,
holistic health
sustainability
Foto: Nicho Södling/imagebank.sweden.se

25. 1,1 billion SEK
0,02% marketing

26. Farmers
Foto: Miriam Preis/imagebank.sweden.se

27. Food production

28. Public food

29. Restaurants

30. Tourism
Foto: Henrik Trygg

31. 38 billion SEK
+199% in food tourism export

32. Keys to successful food destination
•
•
•
•
•
•
Market research – who?
Define clear objectives
Communicate benefits and progress
Engage stakeholders from the start
Plan longterm and commit
Support cooperation food producers &
tourism entrepreneurs
• Quality program & certification
• Offer training
• Follow up
2003, Steven Boyne, Derek Hall, “Managing food and tourism developments:
issues for planning and opportunities to add value”

33. Sweden –
The New Culinary Nation

34. Foto: Miriam Preis

35. The bottom line
One vision and consistent communications
awareness
awareness builds relationships
relationships lead to more business
And more business create new jobs!
creates
20 000 new jobs in 2020
Foto: Johan Ödmann

37. Foto: Martin Svalander/imagebank.sweden.se