The past few days we’ve been in the archipelago of Santa Anna in the eastern parts of Östergötland. Here Do The North runs an impressive kayak center with guided and self-guided tours.

Together with Thomas from Do The North and Marcus from Wild Sweden we spent 4 days with Swoop Adventures from the UK – just kayaking around the islands and having discussions and a couple of workshops about sustainable tourism. It went really well, new ideas and new friends!

A few days ago I held a lecture and workshop about sustainable tourism during Earth Week in Vadstena. It was interesting to hear the locals discuss the development in this area. Not all tourism is good, and we want to discuss what we want to do in the future. Also, if we want to reach the climate goals we can’t continue to fly as much as we do today.

I have so many thoughts about this and what I’ve done so far is that I’ve reduced my flight trips with 94% and changed my marketing – now only towards people arriving here by car or train. I also work more with partners that share the same philosophy.