Industry information for the tourism industry in Roslagen
A page for those who meet visitors to Roslagen! Here we collect information aimed at businesses and organisers in Roslagen.
Frequently asked questions & quick answers
What is Roslagssamarbetet?
Three municipalities → Östhammar, Norrtälje and Österåker cooperate under the common place brand Roslagen. Together we run the web platform roslagen.se and social media via @destination cancellations
Our mission → is to work based on the Roslagen 2030 Destination Strategy.
Our goal → is to strengthen Roslagen as a whole - all year round. The work is based on a long-term approach, collaboration and joint communication between municipalities, businesses and associations.
Our way of working → We are working on joint campaigns, content, and development that will inspire visits and create pride among residents – through collaboration and editorial content that highlights the breadth of everything that makes Roslagen vibrant.
TIMELINE:
2008 → The municipalities sign a co-operation agreement and come together under the Roslagen brand.
2011 → The company Visit Roslagen AB is formed and is commissioned by the municipalities to run the destination work.
2018 → An evaluation proposes a common strategy and a Destination Council.
2020 → The Roslagen 2030 destination strategy is adopted by the three municipal councils.
2021 → The Destination Council is established.
2022 → On behalf of the municipalities, work on the new place brand is gaining momentum - the blue and yellow profile is emerging and a new visual identity with a logo for Roslagen is being shaped.
2024 → Visit Roslagen's assignment ends - the municipalities take home the assignment, under their own management.
2025 → New platforms launched: roslagen.se and @destination cancellations
Who is behind the Roslag co-operation?
The Roslag co-operation is governed by the Destination Council which is made up of representatives from the political leadership of the three municipalities.
- Richard Orgård, Chairman of the Municipal Executive Board (M), Österåker Municipality
- Per Lodenius, Member of the Municipal Executive Board (C), Norrtälje Municipality
- Fabian Sjöberg, Chairman of the Municipal Executive Board (M), Östhammar Municipality
Roslagssamarbetet is run by a small but committed working group with about two half-time posts, in close collaboration with the various functions of the municipalities - to develop and make Roslagen visible.
Östhammar → Lisa Karm Togo Project management with overall responsibility for co-operation. Leads the work on web development and coordinates joint efforts between municipalities.
Norrtälje → Tomas Johansson Project management with a focus on structure and strategy. Contributes to coordination, common direction and development of working methods and content.
Österåker → Anna Fannberg Project management with a focus on collaboration and local business. Contributes to strengthening relationships and creating joint opportunities in Roslagen.
Content Producer → Frida Eklund Edman Employed by Roslagssamarbetet. Responsible for coordinating and producing the visual content: social media, campaigns, brochures, web and the tone of the brand in text and image.
Project Manager → Anna Lakmaker Employed by Roslagssamarbetet.
Project management with overall responsibility for the collaboration.
Cooperation with the business community, development and communication.
We'll do it together The project is based on a broad collaboration in which many important functions in the municipalities contribute - from event organisers and culture/leisure to communication and business.
You and your business are part of Roslagen When we share our stories, places and experiences - and link them to Roslagen - the whole grows. Feel free to mention Roslagen when you talk about your place, and tag with @destinationroslagen and #destinationroslagen us in your photos and stories - and we'll help more people discover all that's here.
Behind the Roslagen co-operation are three municipalities - but it is being built together with all of you who work here. Together we are building Roslagen.
The difference between Roslagssamarbetet and Visit Roslagen is that Roslagssamarbetet is a collaboration between **municipalities** in the Roslagen region, focusing on **joint development and co-operation** in various areas. Visit Roslagen, on the other hand, is a **tourism organisation** that works to promote and market **tourism in the Roslagen region**.
The Roslag co-operation is the joint effort of the municipalities to market and develop the whole of Roslagen - all year round. The work is based on a common vision and destination strategy and is about strengthen the site through a long-term approach, collaboration and joint communication.
We are working on joint campaigns, content, and development that will inspire visits and create pride among residents – through collaboration and editorial content that highlights the breadth of everything that makes Roslagen vibrant.
The aim is to give all stakeholders equal opportunities to be visible and contribute to the development of the site.
The initiative comes under the common name The Roslag co-operation, with roslagen.se and @destination cancellations as official channels.
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Visit Roslagen AB was previously the contracted destination company that was tasked by the municipalities with marketing Roslagen. When the assignment ended in 2024, the municipalities chose to take the work in-house. After the company was declared bankrupt, the bankruptcy estate was bought in its entirety by a private operator. In the autumn of 2025, the name and website Visit Roslagen was relaunched as a private, business-driven initiative.
How is the Roslag co-operation financed?
The work is jointly funded by the municipalities of Östhammar, Norrtälje and Österåker, based on political decisions in each municipality. We exist to create opportunities for both visitors and businesses, at no cost to the companies.
Are there other official local channels in Roslagen?
Yes, they do. Beyond the common channels roslagen.se and @destinationroslagen are also available official municipal channels in the three municipalities:
- I Östhammar There are Experience Östhammar - an Instagram and Facebook account, and an events calendar. For business issues there is also Tillväxt Östhammar on Facebook.
- I Österåker event calendar and tourist information can be found at Things to do & see on the municipality's website, as well as dedicated Instagram channels linked to business promotion.
- I Norrtälje There are Visit Norrtälje (web, Instagram and Facebook), which was created after the 2024 transition to continue to spread the image of Norrtälje (the municipality is now working to coordinate the channel to strengthen the whole within Roslagen).
On roslagen.se we collect what is most relevant for visitors from outside - inspiration, activities and experiences throughout Roslagen.
What other partnerships exist?
In addition to the Roslag co-operation, the municipalities participate in several regional networks and projects - for example Stockholm Archipelago (part of the Visit Stockholm), Visiting power Region Stockholm (Österåker & Norrtälje) and NDU - Network for Destination Development Region Uppsala (Östhammar).
Everyone working towards the same goal - strengthening the tourism industry in our municipalities and in Roslagen as a whole, but in different ways and levels.
INDUSTRY MEETINGS
Thank you for an inspiring Destination Day!
On 8 October 2025, stakeholders, entrepreneurs and representatives from northern, central and southern Roslagen for the first joint Destination day - a day filled with energy, inspiration and collaboration for the future of Roslagen.
PICTURES FROM THE DAY
Many thanks to everyone who participated and contributed with commitment, ideas and wisdom on how we can strengthen Roslagen together.
The day offered inspiring meetings, new contacts and a strong sense of togetherness. A special word of honour to Skebobruk Cultural Association, who provided the food and the venue - who helped create the perfect environment for a day of conversation, energy and optimism.
Voices from the day
Towards the end of the day, participants shared their reflections via a common Mentimeter - a digital tool where responses were displayed in real time on screen. The result was a mix of wise insights, spontaneous comments that provoked laughter and reflected the mood of the room.
Among all that came up, a few sentences in particular stuck out that summarise the feeling well:
“Commitment, togetherness and drive.”
“Some simple ideas for me to get in touch with other local entrepreneurs.”
“Inspiration. Good personal meetings. Great lecturer.”
“Dig where you stand, co-operate.”
“Good food and drink at Skebopuben.”
”Roslagen is magical”
“Inspiration, new contacts - and a sense of confidence in the future.”
We hope you left the day with new energy, inspiration and concrete tools to take forward in your organisation.
We who work with Roslagssamarbetet is now continuing to strengthen the Roslagen place brand and develop the destination - through joint campaigns, inspiring stories and ongoing work to further develop roslagen.se.
Now we are focusing on adding content, images and missing information and gradually adding more smart features that make it easier to discover Roslagen - all year round.
Thank you for helping to make Roslagen an even stronger and more vibrant place through your commitment and your story.
DESTINATION DAY 8/10
Summary of the workshops
Cultural tourism / "Thematic stories and experiences"
Summary of the workshop with Arvid Axland The workshop gave participants new perspectives on how to create more ”shareable” and engaging visitor experiences in their organisations.
The main question of the day was: How can we create shareable elements in our destinations and events?
Arvid started with three rules as a framework for the work:
1: Build the experience from within - start with the core of the business and let values and purpose shape the experience.
2: Co-create - invite guests to participate and contribute to the experience.
3: Create an arena for socialising - create environments where people want to meet and stay.
Participants were divided into smaller groups, each of which was asked to present its activity. An example was then drawn in each group to be used as a basis for the creative work.
The focus was on learning a structured process for idea generation and development - from collecting and sifting ideas to assessing what can be implemented quickly and easily, and what requires more resources or collaboration.
The result was an inspiring afternoon filled with concrete ideas, new insights and future collaborations. Many participants expressed that they gained new tools to further develop their experiences and create more moments worth sharing in Roslagen.
Next steps → We want to keep being inspired and learning from each other!
Share examples from your organisation - when you have succeeded in creating an experience that really sticks with the visitor. It can be about how you welcome guests, how the environment and design enhance the experience, or how you capture the feeling in images, text or meetings.
Link to the presentation material used during the workshop →
Tag us on @destination cancellations (or send us a direct message via Instagram or Facebook) - and we can share examples that show how thoughtfulness, creativity and experience design make Roslagen come alive all year round.
You can also email to lisa.karm.togo@osthammar.se
Together we highlight the best of Roslagen - and inspire more people to experience, stay and share their own stories here.
Nature tourism / "Nature tourism for the national market"
Johan Engström, CEO of Naturturismföretagen, gave a digital inspirational lecture on the development of nature tourism - nationally and internationally.
He shared insights and foresights on travel patterns, trends and opportunities for nature tourism businesses in Sweden, with a particular focus on how local operators can capitalise on the growing demand for sustainable and experiential travel.
After the lecture Ulrika Palmblad from The Archipelago Foundation and moderated the workshop on site together with Johan.
Participants worked in groups based on a practical ”dragon's nest” approach, where the focus was on developing concrete ideas for new nature tourism products and collaborations between actors in different parts of Roslagen.
Among the many creative proposals presented was a package deal in the archipelago - where hiking, kayaking, seal safaris and boat charters are combined with various forms of accommodation on islands in southern and central Roslagen.
An approach that can already be implemented today and which shows how collaboration can grow across invisible municipal boundaries and create holistic experiences that strengthen both the individual companies and the destination as a whole.
Another package proposal was based in northern Roslagen, with guided walks in the Dannemora and Österbybrug area, overnight stays in a wilderness camp by the water and cooking over an open fire - an experience that moves from the simplicity of nature to the comfort of manor life and captures the contrasts that make Roslagen unique.
The focus was on finding new ways to enhance their own activities through joint offers - where each part contributes to a greater whole and an even stronger experience for the visitor.
In summary, the workshop was characterised by creativity and collaboration - with a clear sense that Roslagen is at its strongest when ideas, people and places are woven together.
Food & Dining / "Roslagen as a food destination"
During the workshop with Mr Tomas Johansson the issue was at the centre:
- How can we make Roslagen a stronger food destination?
Tomas started by talking about how collaborations can emerge and create memorable experiences for visitors - and then passed the question on to the group:
- What might such a story look like here in Roslagen?
Participants were divided into five groups, where each group nominated a meeting leader and a secretary. Together they worked on large oppressed dialogue screens - shared sheets where ideas and thoughts could be written, drawn and visualised to clarify the path from current situation to shared vision.
The result was many concrete and inspiring proposals. From further developing the ”Roslagen food map” to exploring the possibility of creating a joint food market or festival, or a common date, period or theme where several actors can participate in their own locations, but under one name.
The hope is that the ideas will live on and inspire new collaborations - large and small - and contribute to the image of Roslagen as a vibrant food destination, all year round.
The day started outside the Skebopub, where the music profiles Linda Rapp and Alexzandra Wickman from Österåker welcomed the participants with music, accordion, guitar and voices that filled the courtyard with warmth.
At the small outdoor stage Cecilia (Ia) Roth from the Norrtälje Tourist Office welcomed guests, helped with check-in and answered questions.
After the welcome outside, the day continued with lunch inside the pub and smithy, where Skebobruks Cultural Association provided both food and service. The association was also present throughout the day helping in the background.
Also a secondary school class from Gimo participated both before and during the Destination Day, helping with practical tasks such as quickly rearranging the furniture between the different stages of the day.
After lunch, the working group behind the Roslag co-operation - Lisa Karm Togo, Frida Eklund Edman and Ida-Maria Olofsson - welcomed everyone and presented the organisation of the day.
Then he greeted Fabian Sjöberg, Chairman of the Östhammar municipal council and current chairman of the Roslagen Destination Council, welcomed the participants with a few short and positive words - a greeting that showed that politics is also behind the co-operation.
Arvid Axland, award-winning lecturer and founder of Pool communications agency, continued with the inspiring lecture ”The Quest for the Feeling” on meaningful experiences and also led the panel and workshop on cultural tourism.
Ulrika Palmblad from The Archipelago Foundation participated in the panel and, together with Johan Engström, CEO of Naturturismföretagen, an appreciated workshop on nature tourism - focussing on the future, collaboration and sustainable growth.
Mr Tomas Johansson from Norrtälje municipality led the workshops Roslagen as a food destination, where participants explored how collaborations and ideas can grow around food, local producers and experiences.
The panel also included Bibi Rydbacken (Marholmen) and Mr Bengt Lindholm (Österbybruk Manor).
The event was organised by The Roslag co-operation through the representatives Lisa Karm Togo, Ida-Maria Olofsson, Anna Fannberg and Frida Eklund Edman - and all our colleagues who contributed to creating a great day.
Contact details
Project Manager
Anna Lakmaker
Projekledare
info@roslagen.se
Östhammar municipality
Lisa Karm Togo
Destination developer
lisa.karm.togo@osthammar.se
Norrtälje municipality
Mr Tomas Johansson
Tourism coordinator
tomas.johansson2@norrtalje.se
Österåker municipality
Anna Fannberg
Business coordinator
anna.fannberg@osteraker.se
Media library
A media library will soon be available here, where we will collect downloadable material. Would you like to use our common logo or other material before then? Send us an email and we will get back to you.
About Roslagssamarbetet
Östhammar, Norrtälje and Österåker municipalities are part of a collaboration where we work to promote Roslagen as an attractive destination. The collaboration consists of a joint destination strategy and a destination council. The destination council consists of representatives from the political leadership of the three municipalities.
The Council's work is guided by the Destination Strategy Roslagen 2030. The Destination Council sets the direction for the Roslag co-operation activities.
The Council has the following roles:
- To identify opportunities and development needs for Roslagen as a visitor destination.
- To evaluate, after each calendar year, how the past year has gone and, based on the conclusions, to propose changes for the next period.
Composition of the Council in 2025 / Political governance:
- Richard Orgård, Chairman of the Municipal Executive Board (M), Österåker Municipality
- Per Lodenius, Member of the Municipal Executive Board (C), Norrtälje Municipality
- Fabian Sjöberg, Chairman of the Municipal Executive Board (M), Östhammar Municipality
Destination strategy
The Roslagen municipalities of Östhammar, Norrtälje and Österåker have developed a joint destination strategy for Roslagen.
The strategy plays an important role in enabling the tourism industry, municipalities, civil society and destination companies to work together for the sustainable development of Roslagen as an attractive and competitive visitor destination.
The strategy begins with a vision of the future for Roslagen that shows a desirable state in 2030. The way there is presented through four target areas and four leitmotifs.
Brand platform
The brand platform has been developed to support us when we talk about the place. To guide us and provide a common thread in the story of Roslagen. The idea is not to use the concepts in everything we communicate but to be the core of our messages.
The brand platform was developed in 2022. Today, destination work is driven directly by the municipalities.
- If you have questions about how the brand platform can be used. Feel free to contact Anna Lakmaker , projektledare.
Help us tell the Roslagen story - with your photos
SHARE YOUR PHOTOS - AND BUILD THE STORY WITH US
We want to show Roslagen as it really is - through real places, people and experiences.
If you have photos from your business or location that you think would be suitable for roslagen.se, we would be grateful if you would share them with us. Please choose a few selected images that really captures the feeling of the place - for example, nature, food, activities, meetings or settings with people. Write clearly where the photo was taken, who is the photographer and only send images you are authorised to share. If people can be identified, you need their consent.
If the files are large, please use WeTransfer, Dropbox or similar services.
Send your photos to: frida.eklund.edman@norrtalje.se