This is where the path to a sustainable tourism industry begins

It started with a group from Småland who wanted to be the best. Best at taking care of their guests. This grew to become a large number of entrepreneurs, destinations and partners who wanted to collaborate to develop the quality and sustainability of Swedish Tourism.



A gold digger’s crazy ideas

A gang of Småland entrepreneurs go out into the world to look for the best tourist experiences. One of them is the gold digger, Rolf Guldström, who travels to New Zealand and comes home with the idea of quality-assured Swedish tourism.



Standing on the shoulders of others

Some passionate tourism developers are hunting high and low to find alternative methods for inspiration. They find VisitScotland and Green Tourism UK who, like Qualmark in New Zealand, work with structures based on the concepts of guest satisfaction and sustainable development.

With a solid foundation from Scotland, construction begins on something new – the world’s first integrated method for assessing quality and sustainability. Swedish sustainability organisations such as The Natural Step, Sleepwell, The Swan, KRAV, Nature’s Best and many others contribute their knowledge.



Sustainable Tourism

West Sweden Tourist Board initiates the project Sustainable Tourism. Some regions show great interest and a host of experienced Advisors from VisitScotland and Green Business UK conduct the first advisory visits. In 2012 there are 100 pilot companies that help lay the foundation for the completed Swedish Welcome method.


2013 – ongoing

Swedish Welcome – a unique method for sustainable business

In 2013, the method is adapted and ready for Swedish conditions and is launched under the name Swedish Welcome. Sweden can now offer a unique integrated method to companies and organisations for the development of better and sustainable guest experiences. The Swedish Welcome Association is owned by a majority of Sweden’s regional authorities and authorised advisors contribute to the development of Swedish tourism around the country.