ASSL Upgrade is a special adaptation of ‘Arctic Spirit in Swedish Lapland’ (ASSL) which is the destination's own business and product development program. ASSL has been developed and made available through the Structural Funds projects ‘Destination Capacity Building in Swedish Lapland’ and ‘Business Capacity Development in Swedish Lapland’.

Through ASSL Upgrade, 100 tourism companies in Swedish Lapland were offered the chance to develop their operations with compensation for direct salary costs.

The Programme was built around the thematic areas of: Digitialisation, Sustainability, Business and product development, Market Intelligence, Sales, Hosting and hospitality
The tool for delivering the web-based program was provided by the Swedish Lapland Visitors Board (SLVB). SLVB was also responsible for the training modules and pedagogic management of the ASSL Upgrade.

Recruiting process has been a great success. To create a good regional spread, five companies per municipality were allocated. Also post-programme evaluation shows extremely good results.

More info:

Richard Westerberg, Swedish Lapland: Richard.westerberg@swedishlapland.com | Mobile: +46 70 5598953

This good practice belongs to the Catalogue NECSTouR Members’ outstanding initiatives leading to the “5S of the Sustainable Tourism of Tomorrow”