Strategy

Mapping the future for Sweden’s national tourism organization

You are working in the travel industry/tourism sector and very day you face the fact: The massive transformation of society-as-we-know-it is here. Ground transportation will soon be revolutionized by the twin innovations of autonomous driving and electric cars; society is fast becoming cashless; just a few platform ecosystems now mediate a majority of our time spent online… On behalf of Visit Sweden we asked: How do we position Sweden’s tourism sector to best exploit these inevitable trends? And where are they most at risk?