What Smålands Turism does

Smålands Turism AB is the regional destination management organisation (DMO) for northern Småland, headquartered in Jönköping, Sweden (org. nr 556201-9652). It operates as a publicly funded Aktiebolag that delivers advisory, training, and networking services to small and medium-sized tourism businesses across Jönköpings län — covering accommodations, restaurants, experience providers, cultural-heritage sites, and attractions. Its core deliverables include a Knowledge Bank (Kunskapsbank) and structured Toolbox of practical guides spanning sustainability, financing, digital presence, and international trade, alongside several thematic business networks (cycling, cultural heritage, unique accommodations, sustainability, food tourism), an InfoPoints service network substituting for traditional tourist offices, a Visit Småland media portal, and consumer-facing destination content at visitsmaland.se. The organisation runs export-readiness training and a recently inherited Hållbart värdskap (Sustainable Hospitality) advisory methodology, plus a four-part AI and New Travel Search education series delivered in collaboration with digital tourism expert Nick Hall. Supporting tools include travel-guarantee scheme guidance and a financing guidance service channelling Tillväxtverket, Jordbruksverket, Region, and LEADER funding to operators.

The company does not build proprietary software or its own API; it operates as an advisory and ecosystem layer atop Visit Sweden's national tourism API and standard SMB digital infrastructure (Google Business Profile, Canva, Word, booking platforms). Distribution relies on direct advisory engagement with member businesses, an Instagram channel (@smalandsturism), email newsletters, training cohorts, study trips, FAM-trips, press trips, and trade-fair participation (ITB Berlin, Swedish Workshops). Strategic partners include Region Jönköpings län, Tillväxtverket, Destination Jönköping, Småland och Öland och Västmanland Turism, and multiple LEADER offices.

Commercially the model is mission-funded: most services are free to in-region businesses because the organisation is financed by Region Jönköpings län, EU funds via Tillväxtverket, and municipal partners. The only unit-priced offering disclosed is a 1,500 SEK (exkl. moms) study trip; a small share of optional paid training and educational events generates marginal fee revenue. International inbound demand is significant — 197,110 German, 89,295 Danish, 50,333 Dutch, and 31,626 Norwegian overnight stays were recorded in Jönköpings län in 2025, with more than 25% of all tourists coming from abroad — and Smålands Turism channels that demand through content, trade-fair presence, and travel-trade programming.

Name

Smålands Turism

Legal name

Smålands Turism AB

Website

https://smalandsturism.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Smålands Turism is a publicly funded regional destination management organisation (DMO) headquartered in Jönköping, Sweden, delivering advisory, training, and networking services to SMB tourism operators across Jönköpings län. Its portfolio spans a Knowledge Bank, themed business networks, InfoPoints, export-readiness programmes, and Hållbart värdskap sustainability advisory.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Tour Operators (561520)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Meetings, Events & Group Travel Strategy (SMMP) (THACAMAE), F&B Experiences & Group Dining (Restaurant Buyouts, Tastings, Catering Coordination) (THAHADAI)

Keywords

• Destination management services
• Tourism business development
• Regional tourism advisory
• Visitor economy support
• Tourism networking programmes

Headquarters

HQ city

Jönköping

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Government Funding: Smålands Turism AB (org. nr 556201-9652) is a regional destination management organization funded by public sources including Region Jönköpings län, EU funds (through Tillväxtverket), and municipal partners. The organization provides free services to tourism businesses in the region.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Smålands Turism is the regional destination management organization (DMO) for Jönköpings län in northern Småland, Sweden. It provides tourism businesses with a knowledge bank, a structured toolbox of practical guides, training programmes (AI in travel search, export readiness), themed networks (cycling, culture, sustainable hospitality, unique accommodations), and an in-house sustainable hospitality advisory service (Hållbart värdskap). It also operates the consumer-facing Visit Småland brand and a network of staffed InfoPoints.

Product overview

Smålands Turism is a regional destination management and business development organisation serving the visitor economy of Småland (Jönköping County), Sweden. Its offering is not a single software product but a portfolio of advisory services, educational programmes, and networking communities. The core offerings include a Knowledge Bank (Kunskapsbank) and a structured Toolbox providing practical guides across sustainability, digital marketing, international trade, and financing. These are supplemented by specialist advisory services such as Hållbart värdskap (Sustainable Hospitality Advisory), and by thematic networks for cycling tourism, cultural heritage, unique accommodations, and sustainability. Educational programmes cover AI and travel search, export readiness, and sector-specific skills. The Visit Småland Media Portal provides shared visual assets, while InfoPoints and a travel guarantee scheme provide practical operational support to local businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Kunskapsbank (Knowledge Bank) A curated online knowledge resource providing articles, guides, and tips for businesses in the Småland visitor economy, covering topics such as market trends, marketing, sustainability, and internationalisation.
• Verktygslåda (Toolbox) A structured toolkit offering practical guides across categories including sustainability, financing, digital presence, international trade, and online booking, aimed at helping tourism businesses develop their operations.
• AI and the New Travel Search Training Series A four-part educational series on how AI is reshaping travel search behaviour, comprising three digital lectures and one in-person workshop led by digital tourism expert Nick Hall. Aimed at tourism businesses in Småland.
• Export Readiness Training Series A five-part training series (Del 1–5) covering international visitor search patterns, travel trade collaboration, working with international travel trade, and export market insights, aimed at helping Småland businesses become export-ready.
• Hållbart värdskap (Sustainable Hospitality Advisory) An independent advisory methodology for accommodation, restaurant, and experience businesses, providing unannounced visits, follow-up meetings, and written reports with improvement suggestions across ecological, social, and economic sustainability dimensions.
• Visit Småland Media Portal A media portal providing downloadable photography and visual assets representing Småland's three counties, for use by press, partners, and tourism businesses.
• InfoPoints Network A network of staffed service points across Jönköping County, replacing traditional tourist offices, where trained staff provide guidance to visitors. Local businesses can apply to become InfoPoints.
• Studieresa unika boenden – norrut (Study Trip: Unique Accommodations – North) A three-day study trip to several of Sweden's most unique accommodation and experience concepts, including Äventyrsgruvan, Kolarbyn Eco Lodge, and Färna Herrgård & Spa. Focus areas: business models, sustainability, hospitality, guest experience, and smart packaging. Max 14 participants; 1,500 SEK excl. VAT.
• Resegaranti (Travel Guarantee Advisory) Guidance and support for tourism businesses on the requirements for providing a travel guarantee, a consumer protection scheme required for package travel operators in Sweden.
• Finansieringsvägledning (Financing Guidance) Information and guidance on available financial support, grants, and subsidies for tourism businesses in Jönköping County, covering funds from Jordbruksverket, Tillväxtverket, Region Jönköpings län, and various LEADER offices.

Named customers13 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Visit SwedencoreStrategic or Co-development PartnerNational tourism organization that Smålands Turism collaborates with for international marketing, the national tourism API, and travel trade activities. Visit Sweden coordinates national tourism marketing and provides research and tools for regional destination management organizations.
• Destination JönköpingcoreStrategic or Co-development PartnerLocal destination management organization for Jönköping area. Smålands Turism collaborates on regional tourism strategy and InfoPoint network development.
• Småland och Öland och Västmanland TurismcoreStrategic or Co-development PartnerRegional tourism organization collaboration for the Hållbart värdskap (Sustainable Hospitality) advisory methodology, continuing the work originally developed by Swedish Welcome.
• Kalmar and Kronoberg countiesminorStrategic or Co-development PartnerNeighboring Småland counties collaborating on the national tourism API implementation and regional tourism data standardization.
• Vätterns FiskareförbundminorStrategic or Co-development PartnerFishermen's association for Lake Vättern that partnered with Smålands Turism, Region Jönköpings län, and Destination Jönköping to obtain EU protected designation for Rökt Vättersik.
• Livsmedelsverket och JordbruksverketminorStrategic or Co-development PartnerSwedish Food Agency and Agriculture Board that collaborated on the EU protected designation application for Rökt Vättersik.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/smalandsturism
• LinkedInlinkedin.com/company/sm%C3%A5lands-turism

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Smålands Turism