Communications and marketing

Who owns Åre? The brand, the story, and the right to represent it? In many ways, we all do. Everyone who lives, works, and creates experiences here helps shape what Åre stands for.
Åre Destination's role is to lead and coordinate this work through the official Åre Sweden brand platform. From there, we communicate across our digital channels and develop an annual marketing plan that our member businesses can build on in their own communications.

Our four brand pillars

Strong brands are built on clear and consistent messages. Our four brand pillars provide that shared foundation, helping everyone communicate Åre in a recognizable and authentic way. They create a common direction across channels and organizations while allowing each business to tell its own story.

Everything we communicate is built around these four pillars:

• The mountain and the village
  Åre offers a rare combination of dramatic mountain landscapes and a vibrant village. The mountain serves as Scandinavia's largest year-round playground, while the village brings together shopping, world-class dining, lively nightlife, fresh mountain air, crystal-clear waters in Lake Åresjön, and a unique mix of visitors, locals, and seasonal residents that creates an atmosphere unlike anywhere else.
• The people
  Open, passionate, and innovative. Åre attracts people who follow their own path. Here you'll meet elite athletes, fashion designers, outdoor enthusiasts, ski builders, award-winning chefs, journalists, reindeer herders, creators, and photographers—all contributing to a welcoming and creative community.
• The experiences
  Sparkling snow, rushing rivers, laughter, and time spent together. Ride downhill trails in the morning and pick cloudberries later the same day. Go hiking, fishing, trail running, or unwind at a spa. Ski for as long as your legs will carry you and still find untouched snow. Take part in one of Åre's many events or cheer on the world's best athletes during international competitions.
• The history
  Pilgrims, 19th-century mountain visitors, a century-old funicular, Carolean soldiers, and copper mining—Åre's history stretches back hundreds of years. For generations, the region has welcomed visitors in every season. Here, history is both preserved and continuously being written.

Åre's annual marketing plan

To strengthen our member businesses and support their own marketing efforts, Åre Destination has developed a shared framework for the destination's overall marketing activities—our annual marketing plan. The plan identifies the seasons and themes we prioritize throughout the year. For 2026, our focus areas are:

• Spring skiing
• Summer
• Autumn weekends
• Autumn break

Digital communications

The aresweden.com website inspires visitors to experience Åre while showcasing everything our member businesses have to offer. It serves as the foundation for all of Åre Destination's digital communications.
The website presents Åre as a year-round destination, highlighting each season while connecting visitors with the destination's calendar of events and experiences. The goal is to quickly guide visitors to the businesses where they can book accommodations, reserve a table, plan activities, check opening hours, and more.

Content from aresweden.com is amplified through our social media channels to build engagement with the destination and strengthen the Åre brand over time. This is where we inspire future visitors, share what's happening in Åre right now, offer seasonal tips and news, and build genuine relationships by responding to questions and interacting with our audience.

Åre Trails is the destination's digital trail guide, bringing together routes for cross-country skiing, hiking, cycling, and trail running across the Åre mountains in one place. With the Åre Trails app, visitors can easily discover some of the area's best outdoor experiences.

Åre Destination is responsible for the ongoing development of Åre Trails, while SkiStar manages the trail network itself, including maintenance, printed maps, and trail signage.

Campaign materials

High-quality photos, videos, and marketing assets are essential for promoting any business, but they can also be costly and time-consuming to produce. Åre Destination creates campaign materials for the priority seasons outlined in our annual marketing plan, as well as major moments throughout the year such as Christmas and Easter.

We collaborate with several of Åre's local photographers while also producing an increasing amount of our own photography and video content. All materials are available for member businesses to use free of charge in their own marketing channels.

PR

Åre Destination coordinates visits from journalists, tour operators, and content creators, both before they arrive and during their stay. Together with our member businesses, we showcase the very best of Åre.

Each visit is supported with information, photography, and ongoing communication to build long-term relationships. Every year, we coordinate approximately 30–35 visits from journalists, bloggers, influencers, and tour operators that are relevant to Åre's target markets.

Each year, Åre Destination also publishes an English edition of Magasin Åre for our international visitors. The magazine serves both as inspiration for English-speaking guests and as a sales and marketing tool when promoting Åre in international markets with the goal of growing our international audience over time. Magasin Åre is produced by Magasin Åre on behalf of Åre Destination.