“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.



Teres Gärdin CEO | +46(0)70 – 309 17 89
Ann-Margret Emilsson Financial Accountant | +46(0)70 – 580 78 50
Anne Adsten Tourism Developer | +46(0)70 – 327 39 09
Andreas Edholm Tourism Developer | +46 (0)70-209 02 31
Johan Ericson Project Leader | +46 (0)70-280 26 22
Philip Kibsgård CoWorker Projects | +46(0)76 – 867 32 07
Jonas Herjeby Project Leader | +46(0)70 – 554 57 51
Mia Wictor Lunde Project Leader | +46()

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.


"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

3,2 million


3,55 million


Turnover within the tourism industry

6,57 billion SEK


7,1 billion SEK


Direct man-years within the tourism industry

8 450


5 800


Turnover/overnight stay (SEK)

500 SEK


2000 SEK


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


GUEST NIGHTS/year (+8%)


467 000 (+127%) FOREIGN GN

219 300 (+299%) norwegian GN


1,2 MILLION/year (+9%)

Sonfjällets nationalpark



31-42 000


The Tourism Industry
in Jämtland härjedalen

”Leading in outdoor nature-based experiences”

Tourism is a primary industry in Jämtland Härjedalen 
with a turnover of 6,57 BILLION SEK/YEAR (+16%) in 2022.

Direct tourism employment: 8 450 FULL-TIME (+10%)

Inhabitants: 132 700 (+0,5%)


Statistics presented by Nordanalys and JHT for 2022 (% from 2021 within parentheses)

3,38 (+15%)
>112 000



The way we do things

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 by far our largest international market with 50% of the international overnight stays being made by Norwegians. The Danish, Finnish, British, German and Benelux-market are interesting to the region.


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 S:t Olov in the Nidaros Dome of Trondheim, Norway. Later trade farmers made their way 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 the primary reason for visiting the region in winter, 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. Quite a few of our summer guests are doing a roundtrip, for example along the Wilderness route Strömsund-Gäddede-Vilhelmina-Strömsund or around lake Storsjön.



The region hosts more than 150 artisan food producers specialized in meat-products, jam, cheese, chocolate, and bread. There are around 30 Cafés and Restaurants in the White Guide representing Sweden´s best choices. Östersund is appointed “City of Gastronomy” since 2010 by UNESCO, thanks to the number of artisan food producers and the quality of cafés and restaurants in the region.



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 are the two attracting the most visitors. The rest of the top attractions are: Holiday Club adventure pools indoors in Åre. Multichallenge activity center in Östersund, Döda fallet (the dead falls) of Ragunda and the Geo-park Indalsälven, Wikners carpentry center in Persåsen, Tännforsen waterfall in Åre, Frösö church, Moose Garden in Östersund, Surfbukten (Surfers´bay) in Östersund and the many homestead museums of local communities showing every day life of the old days.


Responsibility is an essential core value in Jämtland Härjedalen

All tourism-related activities in Jämtland Härjedalen are to be characterized by responsibility as a core value with the aim of contributing to sustainable development. That is responsibility both on the part of visitors and suppliers. Our nature and culture are the foundations of the region’s tourism industry and must be handled accordingly, in balance with requirements for economic and social sustainability.

In Sweden today, very few are unaware of the fact that we all need to keep resource consumption and waste production to a minimum. To reuse, reduce, recycle and focus on energy efficiency. We are proud to say our snowmobile tours are now turning electric!

Cooperating with local stakeholders to create an attractive society is essential to us, hence the significance of tourism for regional development. Arranging events with local support and involving the local population in the development of products that benefit every level of society is one way of doing it. Developing all-year-round employment, skills development, coordinated recruitment and cooperation between companies and education providers is another. Tourism is contributing to local economy, service, infrastructure including trails, and it contributes to cultural exchange and understanding between guests and citizens. Without tourism our region would look entirely different, and it would not be possible to live in the countryside to the same extent.

To promote a responsible and sustainable development of tourism, the strategic measures of the destinations, companies and the regional developers needs to focus on the visitor’s perspective. Being a superior host and deliver high quality services exceeding expectations means focusing on hospitality training and increasing staff´s understanding of guest needs as well as keeping track of trends and future needs. Our staff also need to be good interpreters. Highlighting the value of reindeer herding and farming in the region, creating an understanding why the region looks the way it does and how we make sure the regional identity keeps dynamic, yet not lost beyond recognition.

Creating a firm financial foundation is the prerequisite for working sustainably. This in turn calls for continuous organisational development based on a long-term strategy.

Jämtland Härjedalen is rather remote and of course we are aware about effects of tourism-related transport. Therefore, we take action towards developing environmentally friendly fuels like hydrogen gas and electric flights as well as welcoming more possibilities to travel by train and environmental friendly cars. In fact there is no other region in Sweden having more electric car charging stations per person.


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

Skip to content