“Togetherness” is a word that defines Jämtland Härjedalen. It describes the work and ambitions of the organisation Jämtland Härjedalen Tourism, JHT, as well as their primary partners and owners.

About us

Jämtland Härjedalen Tourism (JHT) is a Cooperative Society established in 1995. It is the professional business platform developing and creating opportunities for the tourism industry in Jämtland Härjedalen. JHT is owned by, and cooperates with, the destinations in the county, tourism companies, representatives of the public sector, stakeholder organisations etc.

In Jämtland Härjedalen, the natural environment of the forests, mountains and streams are the primary ingredients. These ingredients work well together with our cultural history and traditional food production added with astute investments and renowned hospitality.

Tourism is our core industry in this part of Sweden. An industry that is of greater importance with regards to employment and growth than in many other regions of Sweden. Large investments and major players, along with a tradition of small businesses and entrepreneurship has led to a strong enterprise base in tourism and events. Being a core industry, the Regional Development Strategy, is being developed accordingly.

Sweden is at the cutting edge when it comes to responsible and sustainable development in the tourism industry. This comes naturally for people living in a relatively sparsely populated country and having a tradition of familiarity to nature and the surrounding environment.

 

CREW

 

Mats Forslund CEO | +46(0)70-377 25 76
Ann-Margret Emilsson Financial Accountant | +46(0)70-580 78 50
Anne Adsten Tourism Developer | +46(0)70-327 39 09
Karin Gydemo Grahnlöf Project Manager (50%) | +46(0)70-605 37 67
Andreas Edholm Tourism Developer | +46 (0)70-209 02 31

Business Concept

Strategy & Process

Initiate and and push forward, according to common tourism interests for the region, in long term strategic matters. Act as wayfinder and partner in discussions helping our members achieve common goals.

Competence & Learning

Inspire, coordinate and implement. Be active in reporting tourism trends. Initiate actions to coordinate education for our members including benchmark study trips. Coaching and inspiration.

PR & Lobbying

Communicate, influence and build relations. Act in matters important to the regional tourism industry. Provide tour operators/media with image building material. Coordinate common actions.

vision

"Jämtland Härjedalen - leaders in nature based experiences"

Development Goals

The aim for the regional tourism industry is to develop in proportion to the total Swedish tourism industry.
(Goals set for 2030)

Overnight stays in commercial beds

3,1 million

2017

3,55 million

2030

Turnover within the tourism industry

5,14 billion SEK

2017

7,1 billion SEK

2030

Direct man-years within the tourism industry

7 300

2017

5 800

2030

Turnover/overnight stay (SEK)

466 SEK

2017

2000 SEK

2030

In addition there will be 10 sustainable events of national and international character in the region.

The number of customers rating they are very happy with the Jämtland Härjedalen tourism product
based on joint and destination specific guest surveys, shall be 95% in 2030.

Inspiration for tours in Jämtland Härjedalen

facts & statistics

11 MILLION

GUEST NIGHTS/year

3,1 MILLION IN COMMERCIAL ACCOMMODATIONS

20% FOREIGN

56% no

DAY VISITS

1,2 MILLION/year

Sonfjällets nationalpark

45K

REINDEERS

55-70 000

Moose

The Tourism Industry
in Jämtland härjedalen

”Leading in outdoor nature-based experiences”

In Jämtland Härjedalen tourism is a primary
industry with a turnover of 5,14 BILLION SEK/YEAR

Direct tourism employment: 4 700 FULL-TIME

Inhabitants: 130 000

2,56
MILLION/year
60 000

White
Guide

32
150
ARTISAN FOOD
 PRODUCERS

Top attractions

The International market

The swedish market is the most critical to the region. But there is need for further actions, in order to activate and increase the international market. The Norwegian market is the second largest and thereafter the german and danish market.

Culture and Nature hand-in-hand

The nature and mountains of the region are co-creators of this region´s culture. Tourism dates back as far as to the stone age with the first visitors being hunters visiting the region from the west. These visitors were followed by pilgrims travelling to the grave of St Olof in the Nidaros Dome of Trondheim, Norway. Later trade farmers made their through the landscape on frozen lakes to markets, flower gents completing their herbaria, hunting lords building chalets in the mountains for fishing and hunting, air guests breathing fresh air and drinking from wells to cure their suburbian stress symptoms on to today´s recreational guests coming for the joy of joining the local culture pursuing outdoor life as well as the tasty artisan foods.

A part of Saepmie

Jämtland Härjedalen is a part of Saepmie. There are 11 Sami villages (economic organisational form) in the region herding around 45 000 reindeer roaming in the mountains. There are a few sami companies directly involved in the tourism industry.

In Winter

Skiing is primary, both alpine and cross country skiing in combination with winter activities like visiting sites and events, winter sports, ice fishing, skating and gastronomy.

In Summer

Hiking in the mountains are high on everyone´s wish list along with visiting sites and attending events. As well as fishing, biking, paddling, foraging, riding and gastronomy.

Gastronomy

The region hosts more than 150 arisan food producers specialized in meat, jam, cheese, chocolate, and bread. There are 32 Cafés and Restaurants in the White Guide presenting Sweden´s best choices. Östersund is appointed “City of Gastronomy” by the UNESCO thanks to the number of artisan food producers and the quality of cafés and restaurants in the region.

Events

The region is often home to great events like the FIS Alpine World Ski Championships in Åre (1954, 2007 and 2019), The Biathlon World Championships in Östersund (2008 and 2019). Storsjöyran is the largest city music festival of Sweden and there are several extreme sport events, trail running competitions, game fairs as well as cultural events.

Largest Attractions

Storsjöbadet adventure pools in- and outdoors and Jamtli a living history museum representing the whole region in Östersund. Holiday Club adventure pools indoors in Åre. Frösö Zoo with more than 700 domestic and exotic animals, Multichallenge activity center in Östersund, Döda fallet (the dead falls) of Ragunda, Wikners carpentry center in Persåsen, Tännforsen waterfall in Åre, Frösö church, Moosegarden in Östersund.

Photos: Sigvard Linde, Erika Ranbrandt, Niclas Vestefjell, Sandra Lee Pettersson