Sweden to increase tourism budget by 50% for sustainable development

Sweden has announced that it will increase its tourism budget by 50 percent in order to promote sustainable development in the travel industry. Maud Olofsson, the Swedish Deputy Prime Minister and Minister for Enterprise, Energy, and Tourism, announced the news last week at the Gothenburg Symposium hosted by the World Tourism Organization, the European Travel Commission, and the national tourist board VisitSweden. With the budget increase, VisitSweden will receive 150 million kronor (US$21.45 million) per year, up from 100 million kronor (US$14.5). Olofsson emphasized that this increase is not the result of any lack on VisitSweden's part, but rather is a directly reflection of the "great job" the organization is doing, as well as the important role that tourism can play in sustainable economic development.

"The aim of the Swedish tourism policy is for Sweden to be a highly attractive tourist destination, and for tourism to be competitive in the long term. Tourism should contribute to sustainable growth and increased employment throughout the country," Olofsson said in her presentation.

She added that there is an inherent conflict between the tourism industry and the need to combat climate change, but added that she believes that travel can be a catalyst for positive change. Despite the economic downtown, Olofsson said employment has been rising in the tourism industry, with almost 160,000 people in Sweden working full-time in travel-related jobs.

"Environmentally friendly travel must be sought within the framework of international cooperation and regulations. We cannot only rely on travelers to be conscious and responsible in the way they travel. The various operators within the travel and tourism industry also have a real responsibility to adapt," noted Olofsson. "Ecotourism initiatives must be promoted and developed, and every company in the supply chain can step-by-step improve its products and services in a sustainable and eco-efficient way."

In an interview with Valere Tjolle, editor of VISION on Sustainable Tourism, Olofsson further outlines her goals for Sweden's sustainable tourism development. Among her goals, she mentioned reducing emissions from transportation and improving training and education within the travel sector to make people more aware of the issues and the possibilities. Olofsson also expressed a desire for continued and enhanced global connections and cooperation.

With Sweden holding the presidency of the European Union for the rest of 2009, the country has a tremendous opportunity for leadership on climate change and environmental responsibility. Olofsson believes that Sweden is well positioned to lead the way in the development of a sustainable tourism industry.

"I think the awareness of the environment is very strong here in Sweden, and I think that's why we also are a role model to develop a sustainable tourism industry because the consumers are asking for that type of products," the minister said. "So in that sense I think that Sweden can be a player as a role model and also show how you can train, how you can show best practice, how you can be active and develop a sustainable tourism industry."

Visit TravelMole.com to watch Olofsson's presentation at the Gothenburg Symposium or watch Valere Tjolle's interview with the Deputy Prime Minister.