Research project will make it easier for entrepreneurs within tourism to work with sustainability

Linnaeus University is coordinator for a new research project that will highlight coastal areas in the South Baltic region as attractive destinations.

“Focus for the project is so-called wellbeing tourism. Wellbeing tourism is based on sustainability, but it is a more holistic concept that includes wellbeing for the visitor, but also for the actor and the society that provide the services. It includes wellbeing on a physical, mental and spiritual level. Wellbeing is a state of balance and harmony”, Lindell explains.

The project is about making it easier for entrepreneurs within tourism to offer products and services within wellbeing, and to highlight coastal areas in the South Baltic region as attractive destinations for this type of tourism.

What will you do more concretely in the project?
“We will start by outlining the concept wellbeing tourism more clearly and to make tailor-made versions for the South Baltic region and for the local regions. We will develop guiding material on, for instance, what criteria must be met in order for the products and services to be considered wellbeing products and services, and how these can be marketed in a good way” Lindell continues.

“What is more, we will gather actors who wish to learn more and become engaged in wellbeing. Entrepreneurs will have the possibility to get counselling and attend seminars and study trips. We will also create a web-based wellbeing atlas to inform people where it is possible to experience wellbeing recreation”, says Lindell.

What results are expected from the project?
“Expected results are, among other things, that the awareness about wellbeing increases, that more entrepreneurs within tourism venture into sustainability and health-promoting recreation, that we get more visitors to our fantastic nature and culture areas and that these visits take place during a larger part of the year than today”, says Lindell.

What does the project organisation look like?
“Linnaeus University is coordinator, or a so-called lead partner, for the project that will go on for three years. The project includes 19 different partners from Sweden, Denmark, Germany, Poland, and Lithuania. At an earlier stage, we have been granted financing for a preparatory project for the period 2016–2017”, Lindell concludes.

In addition to Lina Lindell, the team at Linnaeus University consists of Setayesh Sattari, Stefan Lagrosen, Emily Höckert, and Christer Foghagen. Other Swedish partners on the project are Energy Agency for Southeast Sweden Ltd.; County Administrative Board Kalmar; Kalmarsund promotion; Borgholm municipality and Öland’s tourism; and a number of so-called associated partners.


Project name: Wellbeing Tourism in the South Baltic Region – Guidelines for Good Practices & Promotion
Financiers: The project is financed by the European Regional Development Fund (ERDF) under the Interreg South Baltic Programme 2014–2020.
Time period: July 1, 2018–June 30, 2021.


Lina Lindell, project manager, +46470-76 72 38, +4670-245 18 87,

Carina Sörgårn, communications officer, +46470-70 85 52,