Photo: Friluftsbyn Höga Kusten/imagebank.sweden.se
Case 3. Sweden – The High Coast
QR codes and park stewards: Nudging tourist behaviour
Introduction
Nestled along Sweden’s northeast coast, the High Coast (Höga Kusten) is renowned for its landscape, including cliffs, vast forests and archipelago. The region attracts visitors seeking outdoor adventures like hiking the High Coast Trail, exploring the Ulvön Islands, visiting Skuleskogen National Park or one of the many nature reserves (Höga Kusten Destinationsutveckling, 2022). The High Coast was designated a World Heritage Site by UNESCO in 2000,
In 2006, the World Heritage Site was extended to include the Kvarken Archipelago in Finland, together creating the High Coast / Kvarken Archipelago Natural World Heritage Site (Länsstyrelsen Västernorrland, n.d.).
Background
Over the past decade, the High Coast has emerged as one of Sweden's fastest-growing tourist destinations, with overnight stays increasing by 58% since 2010 (Höga Kusten Destinationsutveckling, 2022). The COVID-19 pandemic further accelerated this trend, attracting both seasoned outdoor enthusiasts and newcomers. While this growth has brought economic benefits, it has also raised concerns about the impact on the natural environment and local communities (see e.g., Ivarsson, 2020; Liden, 2020).
High visitor numbers can lead to trail wear, littering, and traffic issues, necessitating effective management and education. To balance the influx of tourists with the preservation of the High Coast’s natural beauty and cultural heritage, the region promotes both hospitality and guest responsibility. This approach emphasizes hosts providing a welcoming experience while guests behave respectfully and contribute positively to the local environment and community. This case study explores how the High Coast addresses the challenges and opportunities presented by increased tourism. By educating visitors and engaging the local community, the region aims to ensure sustainable tourism development that benefits both residents and visitors alike.
The socio-economic context of the High Coast
The High Coast region, located in Västernorrland County, includes the municipalities of Härnösand, Kramfors, Sollefteå, and Örnsköldsvik. This area spans 14,500 km² and is home to 120,000 people.
Note that the designated High Coast World Heritage Area covers a smaller area than that of the High Coast touristic concept (the touristic concept is here referred to as the High Coast region). The High Coast World Heritage Area is located in the municipalities of Kramfors and Örnsköldsvik, encompasses 1,520 km2 (57% land) and around 5,500 people live there (Nyström Forsén et al. 2020).
In 2022, the High Coast recorded approximately 687,400 commercial guest nights, marking a record year. The destination aims to expand beyond the peak tourist season to become a year-round attraction (Höga Kusten Destinationsutveckling, 2024). However, like many Swedish destinations, it struggles with seasonality and high peak demand. As shown in Table 1, a large proportion of visitors arrive during the summer.
2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | |
|---|---|---|---|---|---|---|---|---|
January | 21 216 | 27 391 | 22 722 | 21 761 | 24 390 | 25 115 | 13 262 | 22 948 |
February | 24 866 | 27 770 | 22 151 | 24 828 | 27 160 | 30 389 | 16 066 | 27 465 |
March | 25 964 | 28 026 | 27 280 | 25 909 | 29 480 | 20 278 | 18 277 | 38 363 |
April | 27 043 | 24 310 | 21 948 | 21 647 | 28 591 | 12 332 | 19 113 | 0 |
May | 41 858 | 39 179 | 40 238 | 37 892 | 45 156 | 24 872 | 41 039 | 0 |
June | 64 072 | 63 532 | 65 380 | 68 603 | 78 512 | 50 952 | 62 373 | 0 |
July | 148 171 | 149 293 | 142 730 | 148 369 | 160 163 | 141 749 | 185 165 | 0 |
August | 80 729 | 84 439 | 78 712 | 78 290 | 85 943 | 79 691 | 107 101 | 0 |
September | 38 946 | 37 540 | 38 915 | 40 094 | 45 644 | 39 189 | 42 266 | 0 |
October | 38 752 | 34 909 | 33 786 | 31 058 | 33 947 | 36 524 | 39 833 | 0 |
November | 38 459 | 25 903 | 27 266 | 27 639 | 28 330 | 16 653 | 33 473 | 0 |
December | 31 168 | 19 759 | 21 760 | 22 557 | 23 266 | 11 869 | 26 061 | 0 |
Table 1. Overview on guest Nights in the High Coast area by month (source: Region Västernorrland, 2022).
Tourism in the region has been on the rise, with no signs of a significant decline in the future. Although the pandemic years saw extreme figures, a more stable increase is anticipated. Some measurements are available to track the development of tourism. Both local attitudes (Research One AB, 2023a; 2023b) and visitor satisfaction (Research One AB, 2023c; 2024) indicate a positive trend, highlighting the overall positive impact on the community beyond financial benefits.
Locals’ presence and interactions significantly contribute to visitors’ experiences and hospitality. Currently, the general sentiment among locals remains positive, reflected in hospitality measurements. Locals take pride in living in the High Coast and often identify with the region rather than their specific municipality. Keeping residents involved and in control of the development process is essential, especially as the tourism industry in the area grows (Interviewee 8).
If these trends continue, with increased tourism and positive attitudes among both locals and visitors, we can expect overall positive tourism development. However, we must keep tracking this to ensure that development remains positive and does not overly impact our nature or locals
- Interviewee 6
Governance and Policy Framework
The High Coast’s tourism development is guided by a governance framework involving multiple stakeholders, including municipalities, Västernorrland County, the High Coast World Heritage Site, and Höga Kusten Destinationsutveckling AB, a municipal company responsible for strategic tourism development. All interviewees also emphasized the importance of involving local communities in tourism development and decision-making processes to foster positive attitudes towards tourism. “Cooperation is essential for shaping sustainable tourism policies and a joint view and direction for future tourism development,” noted one interviewee (Interviewee 7).
The region’s strategies and policies all address sustainable tourism, though they vary in detail regarding social sustainability. They generally focus on enhancing social sustainability by promoting inclusive community involvement and ensuring equitable benefits for locals (Höga Kusten Destinationsutveckling, 2021b), engaging and collaborating with the local community (Öhlén et al. 2024), and involving locals in decision-making processes to foster a sense of ownership and pride, creating local ambassadors (Bylund & Henriksson, 2023). The need for inclusivity and accessibility in tourism, ensuring everyone can experience the offerings, is also highlighted (Landstinget Västernorrland, 2017).
Interviewees mentioned several collaborations among key stakeholders in the tourism sector, ranging from informal to formal structures (Interviewee 7 & 10). While collaborations existed before the COVID-19 pandemic, the surge in visitors during the pandemic revealed areas needing development to manage increased numbers effectively. A more proactive approach evolved, shifting focus from immediate problem-solving to strategic development to prevent recurring issues and ensure better preparedness (Interviewee 8).
In 2023, Höga Kusten Destinationsutveckling AB launched “The High Coast Promise” campaign, inspired by Iceland’s approach “The Icelandic Pledge”,
The Icelandic Pledge is an online agreement where tourists promise to respect nature and travel responsibly while visiting Iceland. It was put into action in 2017 (Icelandic Tourist Board, 2017).
Discussion
Tourism in the High Coast is deeply intertwined with the local social and economic fabric, relying heavily on local businesses, services, and culture. Tourism boosts the local economy by supporting businesses, creating jobs, and enhancing community services. Numbers from 2019 show that 2000 people were employed in the tourism sector (Höga Kusten Destinationsutveckling, 2021a). Many locals are directly involved in the tourism industry through accommodations, restaurants, guiding, and activities, or indirectly through retail, services, and transportation.
As a popular tourist destination, the region benefits from an influx of visitors who support hotels, restaurants, attractions, and other tourism-related services. Additionally, tourism revenues help sustain local services and businesses, offering a broader range of amenities that remain open even after peak season. This seasonal boost helps businesses stay viable year-round, maintaining employment and essential services like postal and package handling, which are crucial for locals. One interviewee noted that “Tourism has helped to maintain community services such as grocery stores and hardware stores in small communities that wouldn't exist otherwise. And there are lots of things happening in the summer, with restaurants and farm shops popping up, festivals and events and so on” (Interviewee 8). This benefits both visitors and locals, ensuring that the community enjoys the same developments designed to attract and accommodate tourists.
Tourism also provides diverse job opportunities, serving as an entry point for newcomers and those outside the labor force. It offers essential job opportunities for new residents and young people, especially in rural areas, broadening their chances to join the labor market. Many may not realize their role in promoting social sustainability. Businesses that employ a significant number of foreign-born individuals, contribute to social integration and employment in the area. Acknowledging and valuing these contributions is essential for holistic development.
While increased tourism generates benefits for the local community, it also brings challenges. High visitor pressure can negatively affect the local community, particularly if traffic volumes on minor roads become too high. Interviewees reported traffic congestion at popular sites and dissatisfaction among locals living near or along roads to these destinations. Traffic congestion and parking problems are more visible during the peak summer season, especially during the COVID-19 restrictions in 2020. Several interviewees also pointed out the lack of public transportation in the area. If visitor numbers continue to rise without improvements in public transportation, the region will remain heavily dependent on cars. To address these issues, measures such as hiring park stewards (who essentially worked as parking attendants) and improving and re-routing roads have been implemented (Interviewees 7, 8 & 9).
Like other nature tourism destinations, the High Coast has experienced environmental impacts due to tourism activities. High visitor numbers can lead to trail degradation and littering, particularly during peak seasons. Increased human presence can also displace wildlife from popular areas (Interviewee 3). Local efforts to promote sustainable tourism practices and minimize environmental damage include restoring and reinforcing trails, installing waste bins and information boards, and educating visitors on responsible behavior. Naturum, a visitor center in Sweden’s national parks and nature reserves, plays a crucial role in this education, offering information and activities about the local area’s geology, flora, fauna, cultural history and the do’s and don’ts in vulnerable nature areas (Interviewee 10).
Interviewees expressed that most visitors want to do the right thing and learn, but they may lack knowledge and experience about how to be a good visitor. That is why informing and steering the visitors to behave in a good way for the nature and local community is important. This can be done in several ways. For example, eeducational campaigns on responsible behavior and the right of public access have been produced, with the aim of reducing environmental damage. The High Coast Promise also promotes sustainable tourism practices to minimise environmental damage (Interviewee 6).
“The High Coast region may be best known for its nature and landscape, but the friendliness and hospitality of the locals are also key determinants of a visitor’s experience. The locals act as ambassadors and should be seen as great assets. But in order to do so, they need to be on board with the overall tourism development and see and benefit from the advantages tourism brings to the local community” notes one interviewee (Interviewee 6). All interviewees emphasized the importance of integrating tourism initiatives with the local community, focusing on “place development” rather than just “tourism development.” This approach ensures that tourism not only boosts the economy but also supports the preservation of local services and overall societal development (Interviewees 7 & 8). Social considerations involve ensuring that tourism development benefits local communities and aligns with their needs and values. One interviewee explained that social sustainability in tourism development may be more difficult to define and measure but is still of utmost importance (Interviewee 6).
In general, interviewees highlighted the lack of measurements available. While some parameters, such as visitor statistics and local attitudes are available, more comprehensive indicators are needed to encompass all economic, social, and ecological aspects. Larger destinations may have the resources to develop and track their own indicators, but smaller destinations often lack this capacity. Centralized, national-level data collection would benefit all destinations, providing support and comparability (Interviewees 6, 8 & 10).
In the context of the High Coast, several key social considerations were highlighted. Firstly, community involvement is vital to anchor tourism developments among the locals. Engaging locals in tourism planning and decision-making processes can foster a sense of ownership and pride. Additionally, addressing quality of life issues is crucial to ensure that tourism does not negatively impact locals’ daily lives but instead improves them. This includes managing traffic situations and ensuring access to services. From the visitors’ perspective in the High Coast region, social considerations involve respecting local culture and customs, supporting local businesses, and engaging positively with the local community. It also focuses on responsible behavior to minimize negative impacts on the local environment and society.
Conclusion and recommendations
While sustainable tourism is a major point of discussion within the municipalities of the Lofoten Islands and the Nordland region as a whole, there remains much more to be done with regards to social sustainability. Trust is key—both among residents and tourists as well as residents and their local and regional leaders. While it was not made known from the interviews with local and regional representatives that local culture is heavily affected by tourism, small communities in highly sought out natural landscapes are infringed upon, and there remains a lack of clarity regarding who benefits from the services that are developed in these areas (and who foots the bill). While concepts like visitor management and regenerative tourism have been popularised, local perceptions of this work vary throughout the Lofoten municipalities, and there is more to be done to operationalise this work in small communities inundated with out-of-town guests. As both the fishing and tourism industries continue, local and regional authorities must work with the national level to implement policies that protect the natural environment and the ways of life of local inhabitants while ensuring smart economic growth contextualised to this region.
The recommendations for sustainable tourism development from The High Coast case in Sweden emphasize::
- Focusing on place development: This approach involves anchoring decisions and plans within the local community to ensure they are beneficial and sustainable.
- Improving measurement methods: Enhancing methods for measuring tourism impacts and sustainability is crucial for informed decision-making and effective management.
- Fostering hospitality and responsibility: Successful tourism development hinges on fostering both hospitality from locals and responsibility from visitors. Visitors should be aware of their role in contributing to sustainable travel, while locals should act as ambassadors, welcoming visitors and promoting their region. This mutual effort, supported by education and community engagement, helps create a sustainable experience for both tourists and the local community.
