Reports and statistics

How will the visitor economy evolve over the long term? What challenges are our members likely to face in the years ahead? We help our members keep a broad perspective by monitoring developments across the industry. Through regional and national networks, as well as close attention to destinations around the world, we stay on top of the latest trends in destination development and place marketing.

We also track and analyze developments here in Åre through statistics on guest nights, retail performance, and visitor surveys. We compile a wide range of data that is available to all member businesses. As a member of Åre Destination, you're also welcome to contact us if you need customized statistics or insights on a specific topic.

Statistics we monitor regularly

• Guest nights: We track statistics for commercial accommodations ("warm beds"), covering all bookings reported by accommodation providers to Statistics Sweden (SCB). Our analytics partner, Nordanalys, helps interpret the data and prepares reports for both Åre Destination and our members.
• Retail index: Sales data from participating retailers is collected and analyzed. Participation is voluntary, and we encourage more member businesses to take part to provide an even more accurate picture of retail performance. If you're interested in participating, please contact Sofi Nord.
• Guest survey: During both the summer and winter seasons, we conduct a destination-wide guest survey for Åre. The survey is distributed through Facebook to our followers, and participation is entirely voluntary. We measure visitors' experiences of Åre, including hospitality, activities, facilities, and more. Once the survey period has ended, the results are compiled and shared with all members.
• Occupancy forecast: Accommodation providers submit their booking figures each month, looking one year ahead. Åre Destination compiles the data into a destination-wide occupancy report, which is updated regularly and made available to all members.

Development groups

One of Åre Destination's key roles is to create opportunities for collaboration across the different industries represented by our members. Every member business has its own goals, but there's also a great deal to gain from learning from one another. Through a number of dedicated development groups, businesses within the same sector can share knowledge, experiences, and insights in a structured way.

Each development group meets several times a year to discuss shared opportunities and challenges within its sector. These meetings provide a forum for seasonal updates, exchanging ideas, and setting priorities together based on what matters most at the time. We currently have the following development groups:

• Retail
• Accommodation providers
• Biking Åre
• Meetings and conferences
• Trails and tracks

Interested in joining one of the development groups? Contact Sofi Nord at [email protected].

Åre Destination also coordinates a collaborative network of Åre's conference sales professionals, bringing together around 20 participants. Together, we carry out joint sales and marketing activities in Stockholm, Gothenburg, and the Norwegian market to showcase Åre as a leading destination for meetings, conferences, and events.

Member communication

The work we do creates the greatest value when our members know about it. Just as importantly, we believe in maintaining an ongoing dialogue with our members so we can work closely together.

Every month, Åre Destination hosts a breakfast meeting where members can share updates, discuss current topics, learn about what's happening across the destination, and follow Åre's development together. It's also a valuable opportunity for member businesses to connect and exchange ideas.

Between breakfast meetings, we stay in touch through our newsletter, where we regularly share updates on campaigns and marketing materials for themes such as hiking, the Autumn Market, Christmas, and seasonal events. In our private Facebook group for member businesses, members can share information, discuss current topics, and access much of the same content featured in our newsletters.

Our digital toolkit includes photos, videos, and campaign materials that all member businesses are free to use in their own marketing. Members also have the opportunity to promote special offers directly to other members through our Member to Member program.

Once a year, ahead of the winter season, we host Åre Day, bringing together the people, businesses, and initiatives shaping Åre's continued development.

Each year, we also publish an Annual Report summarizing Åre Destination's work and key initiatives. The report is distributed to all members in January and is available to download here.
Alongside the Annual Report, we publish an Annual Plan outlining the coming year's major initiatives and activities, giving our members a shared roadmap and helping everyone plan ahead.

You can find contact information for the Åre Destination team here.