As interest in Lapland continues to grow in the Italian market, Gateway South and the Swedish Lapland Visitors Board have initiated a collaboration to support Italian tour operators who want to expand their programs in Swedish Lapland or are interested in starting to sell the destination, which is considered very genuine and attractive as it is small-scale and not mass tourism.
When accessibility from Italy was raised as a challenge for selling the destination, Gateway South was commissioned to investigate whether a direct connection between Milan and Luleå airport would affect the opportunity for tour operators to develop the Swedish market.
Trade activities – famtrips, participation in workshops in Italy, webinars – are supported in parallel with PR activities aimed at Italian media: press trips and press releases.