Selected work and collaborations
Fair Travel works with destinations, organisations and tourism businesses on tourism and destination development. The selected assignments below illustrate work involving analysis, advisory services, training, collaboration and practical development over time.
Selected assignments
The assignments below show how Fair Travel contributes through analysis, training, stakeholder dialogue, business advisory services and practical recommendations for continued tourism and destination development.
The work is adapted to each place and organisation, and may be carried out at local, municipal, regional or cross-border level.
Höga Kusten
2025–2027 · Höga Kusten Destinationsutveckling AB
Fair Travel is carrying out destination analyses in the four municipalities of the Höga Kusten area: Sollefteå, Härnösand, Örnsköldsvik and Kramfors. The work is based on the GSTC Destination Criteria and methodology.
Each analysis identifies current conditions, priorities and recommended actions relevant to tourism and destination development. The work considers tourism in relation to residents, businesses, public organisations, culture, nature and local resources.
The assignment will conclude with a regional report containing recommendations for how Höga Kusten Destinationsutveckling AB can take the work forward across the destination.
Bothnian Coastal Route
2024–2025 · Cross-border project, Sweden and Finland
Fair Travel was engaged to develop a shared approach for integrating sustainability considerations into the Bothnian Coastal Route project on both the Swedish and Finnish sides of the Gulf of Bothnia.
The work began with GSTC training and a workshop for the project group. Fair Travel recommended using the GSTC Industry Criteria as a common reference point, as the project had a particular focus on tourism businesses and business development.
The approach was introduced in Sweden and Finland through training, business advisory sessions and collaboration with the Finnish counterpart. The assignment concluded with a final report and recommendations for continued work, including actions at destination level.
Dalarna
2019–2023 · Visit Dalarna
Fair Travel supported Visit Dalarna in a multi-year programme based on the GSTC Destination Criteria and methodology. The work began with GSTC training for Visit Dalarna’s staff and included destination analyses in 12 of Dalarna’s 15 municipalities.
Each analysis resulted in tailored recommendations. Fair Travel also facilitated a regional round-table dialogue to anchor the work among relevant stakeholders and produced a final report with recommendations for how Visit Dalarna could continue the process.
During the programme, a business-advisory approach was introduced. Fair Travel carried out more than ten advisory sessions with tourism businesses and trained selected Visit Dalarna staff to continue this work internally.
Luleå
2026–2027 · Visit Luleå
Fair Travel supports Visit Luleå in developing a new destination plan for Luleå. The work builds on the need identified through the Bothnian Coastal Route project to bring stakeholders together around a shared direction for the destination.
The assignment began with round-table discussions, a destination analysis and a report based on the GSTC Destination Criteria and methodology. The process continues through planned workshops with different stakeholder groups.
Input from the analysis and workshops will inform a destination plan for the whole of Luleå, to be presented to Visit Luleå in 2027.
Responsible Tourism Program
Ongoing · Region Västerbotten Tourism
Fair Travel has contributed to the continued development of the Responsible Tourism Program, supporting Region Västerbotten Tourism in providing a structured approach to business advisory work.
The programme has been updated in line with the current GSTC Industry Criteria and further developed to support different levels of experience among advisors. This includes a practical user guide for both new and more experienced advisors.
Fair Travel also provides recurring professional development for Region Västerbotten Tourism’s advisors, supporting the continued use and development of the programme over time.
Kåseberga
2022–2023 · Ystad Municipality
Fair Travel was commissioned by Ystad Municipality to carry out a destination analysis for Kåseberga using the GSTC Destination Criteria and methodology. The work addressed the challenges of a highly visited place with many interests connected to local life, business, the cultural landscape and visitors.
Round-table discussions formed an important part of the process. The analysis and recommended actions were presented to Ystad Municipality and stakeholders in and around Kåseberga as a basis for continued collaboration and development.
The wider project, Hållbar platsutveckling Kåseberga, received Visit Skåne’s Årets Tillsammans award in 2024. The award recognised the collaboration between the municipality, local organisations and businesses.
