Research project Wine Destination Sweden: Shaping a New Soul of Place Through Emerging Tourism Landscapes
The purpose of this project is to examine how Swedish wine producers develop competitive and sustainable visitor experiences, and how these contribute to shaping Sweden’s emerging identity as a wine-producing country.
The focus is particularly on the strategies of small-scale producers in creating attractive and high-quality experiences that integrate the unique characteristics of place—its landscapes, stories, and culture—into a holistic experience for visitors.Through an interdisciplinary approach, the project will generate new knowledge about how the expansion of wine production in Sweden is reshaping tourism landscapes, identities, and economic opportunities at both local and national levels.
The aim of the project is to produce research-based knowledge and practical recommendations that can support wine producers and other actors in the tourism industry in developing place-based, attractive, and long-term sustainable wine experiences in Sweden.The results may be used as a basis for business development, destination strategies, and collaboration between producers, tourism actors, and public-sector stakeholders.