Camilla Zedendahl, CEO of the Royal Djurgården Society, has been at the forefront of transforming Royal Djurgården into a global model for sustainable place branding. Under her leadership, the destination has successfully brought together 62 attractions to work collaboratively, positioning sustainability at the heart of its identity.
As the overall winner of the 2025 Place Brand Impact Story Awards, Royal Djurgården exemplifies how long-term vision, shared responsibility, and data-driven strategies can create meaningful change. In this interview, Camilla Zedendahl reflects on what this recognition means, the challenges and successes of collaboration, and what other destinations can learn from Djurgården’s approach to sustainability.
Camilla, Royal Djurgården has been recognised as the overall winner of the 2025 Place Brand Impact Story Awards. What does this recognition mean to you and your team, and how do you see it influencing your future work?
It means the world to us to receive this global recognition. As our work is built on the generous collaboration between the 62 attractions within the destination at Royal Djurgården, this is truly a moment to celebrate together. It confirms that we are on the right track and strengthens our shared resolve to keep going. That’s important, especially when working towards long-term goals that require commitment from so many stakeholders.
Your approach to place branding emphasises collaboration over competition. How has this philosophy shaped the way Djurgården operates, and what challenges did you face in bringing so many diverse attractions together under a shared identity?
It was surprisingly easy once we focused on our common identity, which we worked through together in 2017. We have welcomed visitors for over 400 years, and we recognise that it is now our responsibility to respectfully develop and care for Royal Djurgården for future generations. That mission unites us—whether it is Scandinavia’s most visited museum, a small café, or the National City Park.
At the heart of our work is our dedicated sustainability team, made up of passionate representatives from our attractions. They are some of the most knowledgeable and inspiring sustainability professionals I know. They all take time out of their busy schedules at their attractions to focus on the common good for the destination. They truly understand that the more we work together, the greater the impact. Their generosity as champions of change inspires neighbouring attractions—if they can do it, so can we.
Sustainability is a core pillar of Royal Djurgården’s destination brand strategy. Can you share some key initiatives that have had the most impact, and what lessons other destinations might take from your experience?
Measuring is the foundation of our sustainability work. Since 2016, we have conducted sustainability assessments for our members to track our impact. Our initial analysis in 2017, followed by a second in 2019, shaped our four focus areas. By continuously measuring every second year, analysing, and refining our strategies, we ensure that our efforts are data-driven and effective.
One impactful initiative is our collaborative work on food waste reduction, engaging our many restaurants at Djurgården in a shared effort. This demonstrates that when competitors put their differences aside and work together, they can drive real change.
Another key initiative is our commitment to sustainable mobility. With 15 million visitors annually, we actively push for better public transport solutions to reduce car dependency. Destinations facing similar challenges can learn that advocating for systemic change is as important as implementing local actions.
Lastly, we integrate sustainability into everyday operations, using the 17 SDGs as our primary framework for development—whether through circular economy practices, responsible procurement, or biodiversity initiatives. Sustainability should not be a separate project but a fundamental part of place management.
Royal Djurgården has achieved remarkable milestones, including the Green Destinations Platinum Award and hosting the GSTC World Congress. What do you think makes Djurgården a model for sustainable urban destinations worldwide?
We were thrilled that the audit recognised Royal Djurgården as a lighthouse for sustainable destinations worldwide, highlighting how our work is built on cooperation. What sets Djurgården apart is that we don’t just talk about sustainability—we actively live it. The strong engagement of our visitors, deep collaboration among 62 attractions, and commitment to both local action and global dialogue make us a real-life testbed for sustainable tourism.
I believe a key part of our success is changing the narrative—sustainability is not about sacrifice, but about joy. Working sustainably enhances the visitor experience, fosters innovation, and strengthens our destination.
Hosting the 2024 GSTC World Congress further strengthened our role in the global discussion, giving us the opportunity to exchange knowledge and learn from others. That openness is key—no destination has all the answers, but by working together, we can shape the future.
Looking ahead, what are your next ambitions for Royal Djurgården as a place brand? Are there any major developments or projects on the horizon that you’re particularly excited about?
We are looking to deepen our relationship with our visitors. Sustainable tourism is not only about managing a place responsibly—it’s about inspiring people. We want to engage visitors even more in our sustainability efforts, making them feel that they, too, are part of preserving and developing this unique destination.
We are also working on strengthening our voice in urban mobility discussions. Djurgården is a natural and cultural gem, but to remain accessible, we need better public transport solutions that align with our sustainability goals.
Which destinations stand out to you for their approach to linking place branding with sustainable development?
Close-by, Finland has done an excellent job with a structured and consistent approach, particularly through the Sustainable Travel Finland program. Their combination of long-term strategy and a witty, engaging approach makes them a great example.
Further away, I had the privilege of visiting Colombia, and their approach to sustainable tourism in addressing their unique challenges is impressive.
And, of course, I have to mention our fellow winners in this competition—each of them brings something valuable to the global conversation on place branding and sustainability.
Thank you, Camilla – and congratulations!
Enjoyed our interview with Camilla Zedendahl on Royal Djurgården’s award-winning approach to sustainable place branding? Spread the word! Connect with Camilla on LinkedIn.
Learn more about the 2025 Place Brand Impact Story Awards and this year’s winners by visiting the Awards Page – a partnership with Brand Finance and the PLACExNordic Attractiveness Conference.
Discover more insights from place branding leaders by visiting our Who’s Who.
