Visit Dalarna AB

What Visit Dalarna AB does

Visit Dalarna AB is the officially designated destination marketing organization (DMO) for Sweden's Dalarna region, operating as an authorized Tourist Information and digital Contact Center that helps domestic and international leisure travelers discover, plan, and book accommodation, events, and activities across 22 destinations and 21 municipalities (Avesta, Borlänge, Falun, Gagnef, Grövelsjön, Hedemora, Idre, Leksand, Ludvika, Malung, Mora, Orsa, Rättvik, Smedjebacken, Stjärnsund, Sälen, Särna-Fulufjället, Säter, Tällberg, Vansbro, and Älvdalen). The company was founded in 2009, is headquartered in Rättvik with regional ties to Falun, and is organizationally affiliated with Region Dalarna (a Swedish regional government authority).

The core offering is a unified digital destination platform built on Visit Group's Citybreak Information & Reservation System, integrating accommodation booking, event ticketing, activity reservations, and curated travel packages, supported by approximately 80 trained-staff Infopoints across the region. The product portfolio is organized around several branded verticals: Biking Dalarna (a network of 17 quality-assured cycling areas with 100+ marked trails spanning 1,000 km), Hiking Dalarna (a quality-assured trail network covering 12+ areas including the 250 km Bruksleden and STF's Signature Trail Siljan), Taste of Dalarna (a culinary network of restaurants, farm shops, and producers), and a private accommodation rental service for major events such as Vasaloppet, Vansbrosimningen, and the upcoming 2027 FIS Nordic World Ski Championships in Falun. B2B services include a dedicated Travel Trade portal and a corporate portal at corporate.visitdalarna.se.

Visit Dalarna generates revenue primarily through marketplace commissions on accommodation, event, and activity bookings facilitated through visitdalarna.se, plus transaction fees for private accommodation rentals during major events. The customer base is the long tail of leisure travelers (families, couples, adventure seekers, and nature enthusiasts), while the supplier ecosystem spans hotels, cabin operators, event organizers, trail networks, restaurants, and cultural sites. Distribution combines self-service digital booking with personalized contact-center support and physical infopoints. The organization operates as a hybrid platform with public-sector institutional backing (Region Dalarna, EU co-funding) and operates sub-branded content networks (Biking, Hiking, Taste of Dalarna) that represent multi-year investments in curated regional content.

Name

Visit Dalarna AB

Legal name

Visit Dalarna AB

Website

https://visitdalarna.se

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Visit Dalarna AB is Sweden's officially designated destination marketing organization for the Dalarna region, operating a unified digital booking platform and a network of approximately 80 trained-staff Infopoints serving domestic and international leisure travelers across 22 destinations with accommodation, events, and activity reservations, with public-sector ties to Region Dalarna.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Services

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Accommodation-Focused OTAs (Hotels & Alternative Stays) (THAKAAAB)

akta.pro secondary industries

Escorted Coach & Bus Package Tour Operators (THAKADAA), Hostel & Shared Accommodation Booking Platforms (Short-Stay Shared Inventory) (THAMALAK)

Keywords

• Destination marketing services
• Tourism booking platform
• Visitor information centers
• Regional travel guides
• Accommodation reservation

Headquarters

HQ city

Rättvik

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Booking Commission and Referral: Visit Dalarna serves as a booking platform for accommodation providers, event organizers, and activity operators in Dalarna, earning commission or referral fees for bookings processed through their platform.
2. Private Accommodation Rental Administration: During major events, Visit Dalarna facilitates private accommodation rentals (rooms, cabins, houses) through their platform, providing payment administration, supplementary insurance, and handling of re-bookings and cancellations.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Visit Dalarna AB operates the official digital visitor guide and booking platform for Dalarna, Sweden. The company aggregates accommodation providers, event organizers, and activity operators across 22 destinations onto a single platform where travelers can search, plan, and book stays, event tickets, and experiences. The digital service is complemented by an authorized Tourist Information Contact Center and a physical network of approximately 80 Infopoints providing brochures, maps, and local guidance across the region.

Product overview

Visit Dalarna AB operates a unified digital destination platform for Dalarna, Sweden's official visitor guide that integrates accommodation booking, event ticketing, activity reservations, and curated travel packages. The core platform spans 21 municipalities with supporting services including visitor information centers, private event-based accommodation rentals, and B2B services for travel trade. Key branded networks include Biking Dalarna (17 cycling destinations with 100+ trails/1000 km) and Hiking Dalarna (quality-assured hiking trail network), both featuring standardized trail grading and support services. The platform is produced by Visit Group using Citybreak™ Information & Reservation System.

Differentiator

Problem solved

Functional benefit

Brands

• Biking Dalarna: Biking Dalarna is a network of quality-assured cycling areas in Dalarna, covering 17 cycling areas with over 100 trails and 1000 km of marked routes from Säfsen in the south to Idre Fjäll in the north.
• Hiking Dalarna
• Taste of Dalarna

Products and services

• Visit Dalarna Platform

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Visit Group / CitybreakcoreTechnology or IntegrationVisit Dalarna's website and booking platform is produced by Visit Group using Citybreak Information & Reservation System. Citybreak provides the operational infrastructure for the visitor guide's booking and reservation capabilities.
• Region DalarnacoreStrategic or Co-development PartnerVisit Dalarna operates as part of Region Dalarna's tourism ecosystem. The organization's website displays the Region Dalarna logo, indicating organizational affiliation and regional government support for tourism promotion.
• Biking Dalarna (17 Cycling Areas)coreStrategic or Co-development PartnerBiking Dalarna is a collaborative network of 17 cycling areas across Dalarna, from Säfsen in the south to Idre Fjäll in the north. The network provides quality-assured cycling with common trail markings and grading. Includes destinations: Idre Fjäll Bikeland, Rörbäcksnäs, Lindvallen, Sälen by, Kläppen, Lima, Vasaloppsarenan, Mora, Orsa Grönklitt, Rättvik, Siljansnäs, Vansbro-Dala Järna, Säfsen Resort, Bjursås, Falun, Säter.
• Hiking Dalarna NetworkcoreStrategic or Co-development PartnerHiking Dalarna is a network of quality-assured hiking trails spanning Dalarna's varied landscape from deep forests to mountain regions. Includes 12+ designated hiking areas including Bruksleden (250km), Fulufjället, Idrefjällen, Malingsbo-Kloten, Falun/Bjursås, Sälenfjällen, Signature Trail Siljan, Säfsen, Romboleden, Leksand, Orsa, and Grövelsjön.
• Länsstyrelsen DalarnaminorStrategic or Co-development PartnerLänsstyrelsen (County Administrative Board) of Dalarna manages nature reserves and national parks in the region. Visit Dalarna directs visitors to these protected areas and references Länsstyrelsen's resources for nature access information.
• VasaloppetcoreStrategic or Co-development PartnerVasaloppet organizes the world-famous cross-country ski race and summer events including Cykelvasan (cycling). Visit Dalarna features Vasaloppsarenan (90km arena from Sälen to Mora), Cykelvasan, and summer week events as major tourism products.
• Taste of DalarnacoreStrategic or Co-development PartnerTaste of Dalarna is a culinary network of restaurants, farm shops, breweries, and food producers committed to local, high-quality ingredients. The network promotes gastronomic experiences throughout Dalarna.
• STF (Svenska Turistföreningen)minorStrategic or Co-development PartnerSwedish Tourist Association. The Signature Trail Siljan (Signaturled Siljan) between Fryksås and Rättvik has been designated by STF as a signature trail for Dalarna, representing the region's distinctive landscapes.
• Nils Olsson DalahästarminorChannel Partner/ Reseller/ DistributorTraditional Dalahorse manufacturer in Nusnäs, one of Sweden's most recognized cultural products. Visit Dalarna promotes visits and shopping at this iconic handcraft destination.
• Outdoor Qualified (Bike & Hike Friendly)coreStrategic or Co-development PartnerCertification program for accommodations meeting standards for cyclists and hikers. Accommodations with this certification offer facilities such as bike storage, washing stations, repair tools, drying rooms, and staff guidance on local trails.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Visit Sweden: Sweden's national destination marketing organization. Directly comparable as a government-affiliated DMO promoting a country's tourism, with similar content, supplier coordination, and international marketing mandate, but at a national rather than regional scale.
• Visit Norway: Norway's national DMO. Closely analogous business model (official tourism authority, content + booking inspiration, regional curation), differing mainly by geography and national-vs-regional scope.
• Visit Småland: Regional DMO for Småland in southern Sweden. Operates an official visitor guide with booking content across multiple destinations, serving the same leisure traveler segment with a similar hybrid digital/physical information model.
• Visit Värmland: Regional DMO for Värmland, Sweden. Comparable as a county-level official visitor guide with booking inspiration and curated content across destinations, competing for similar domestic Swedish leisure travelers.
• Visit Västsverige: West Sweden tourism DMO covering Västra Götaland. Comparable as a multi-destination regional tourism organization with content, accommodation guidance, and event marketing for inbound leisure visitors.

Broad incumbents

• Booking.com: Global accommodation-focused OTA. Comparable as a lodging booking platform serving travelers in Dalarna, but operates at massive scale across all destinations with a self-serve, low-touch model versus Visit Dalarna's curated regional offering.
• Tripadvisor: Global travel metasearch and review platform. Overlaps with Visit Dalarna on inspiration, attraction discovery, and booking referrals, but at much larger scale and without regional curation or DMO authority.

Emerging players

• GetYourGuide: Global activities and experiences marketplace. Comparable for activities, tours, and event ticketing inventory, competing for the experiences portion of Visit Dalarna's bookings but without lodging or DMO authority.
• AllTrails: Outdoor trail discovery and navigation platform. Comparable in the hiking and outdoor segment, where Visit Dalarna competes for the attention of hiking visitors via Hiking Dalarna and Biking Dalarna networks.
• Outdooractive: European outdoor and hiking platform with route planning and trail content. Comparable in curated outdoor content and trail information, overlapping with Hiking Dalarna and Biking Dalarna for international outdoor travelers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCCJ0CjthYCTBMoLukkXggpQ
• Facebookfacebook.com/visitdalarna
• Instagraminstagram.com/visitdalarnasweden
• Pinterestpinterest.com/VisitDalarna
• LinkedInlinkedin.com/company/visitdalarna

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Dalarna AB