Market plan 2024

You should not cross the river for water. We will sell Österlen by showing off Österlen in all its splendour. The most beautiful and delicious of destinations in our oblong country.

Österlen's new organisation for destination development and marketing creates completely new conditions for actively selling Österlen as Sweden's premier destination.

Depending on the final size of the financial injection, the marketing plan will be adjusted accordingly. But one thing is certain: administration should be kept to a minimum and the lion's share of the money should go to marketing and sales-generating activities.

We will promote Österlen as one of Sweden's most popular destinations.

We will help to increase the number of visitors during the summer months, focusing on the pre- and post-season (April - June + August - October), as well as creating added value during the absolute peak season (July).

Additional focus area is to create new seasons: November - December + March. Focus: extreme sports, hiking, tranquillity.

+ concrete measurable objectives (KPIs)

Within 3 years reach the targets 50% April + September, 70% May + June, 80% August, 100% July.

Clear focus on the Swedish market (89% of all visitors to Österlen in summer 2023 were Swedish).

• Preferably women/couples/+55. Enjoyment of life. Nature lovers.
• Families with children (summer half-year)
• Sports enthusiasts/hiking/cycling, preferably in combination with an interest in food
• Great potential to increase the share of Danish guests, preferably +55 from the Copenhagen area
• Other: potential guests from countries in neighbouring markets

• Swedish visitors: Target a wider audience, including families, couples and food and nature lovers. The good life.
• Danish visitors: Focus on people over 55 from the Copenhagen area who are interested in activities such as golf, hiking, food and drink.

• Communicate the unique advantages of Österlen, such as the beautiful nature, the cultural attractions and the rich offer of activities and events.
• Emphasise the proximity of Österlen to Copenhagen to attract Danish visitors. Great value for money.

• Search Engine Optimisation (SEO): Continued focus on optimising our website to rank high in search results for relevant keywords.
• Content marketing: Creating engaging and relevant content on our website - videos/guides - and sharing it on social media to attract additional visitors to our website.
• Social media: Be active on different social media platforms to reach out to our target audience and spread our message. Keywords: influencers, local celebrities, co-operation with GuideHub.
• Email marketing: Send regular newsletters to our mailing list with updates on Österlen, offers and events.

Other:

• Create unique, bookable packages directly on our website.
• Improved existing payment terms of accommodation/packages/tickets on our website. Initiate co-operation with additional local operator for package development.
• Collect all events, big and small, and make as many as possible bookable directly via our website or via partners' own websites.
• Translate our entire website into Danish, English and German.

• Build collaborations with Swedish and Danish partners/tour operators, market and sell package deals directly through our website with a focus on attracting Swedish and Danish visitors to Österlen.
• Co-operation with Swedish tourism stakeholders, such as vandra.se, to reach Swedish visitors + Öresund Bridge to reach visitors from the Copenhagen region.

• Continuously evaluating and analysing our marketing efforts to see what works. Based on these insights, we will continuously adapt our marketing plan.
• Measure, evaluate and analyse Österlen.se and its digital activities continuously using a few carefully selected KPIs

With better planning, we will ensure a better booking situation for each season. Create stability and better conditions to attract visitors to Österlen.

Our marketing is based on highlighting what happens each season/month.

This will be done by "placing" reports in various lifestyle magazines, collaborations with influencers, micro-influencers, local ambassadors such as Mandelmanns, Ernst, Karl Fredrik, Lundell, etc.

• Magazine: Create reports that are placed in magazines such as Lantliv, Allt om Tidningar, Femina, etc.
• Guide: Collaboration with GuideHub, highlighting our best activities / restaurants / B&B / etc.
• Theme pages: Collection pages to highlight themes. Harvest time, Meet spring, ...