West Sweden is leading the way in sustainable tourism across Scandinavia. With a strong public transport system, growing interest in nature-based travel, and a regional commitment to low-impact experiences, the destination is redefining what it means to travel responsibly.

At the core of this vision is the “Stepping up Sustainability” initiative — a public-private partnership uniting over 600 companies and 46 municipalities to build a greener, more inclusive tourism sector. The strategy is built around four key priorities:

• Minimal Environmental Impact - Focus on domestic and nearby European markets, promote sustainable transport, and encourage longer stays to reduce emissions and enrich the visitor experience.
• Positive for Locals and Visitors - Attract visitors who contribute to local vibrancy and support small businesses, ensuring tourism benefits both communities and guests.
• Balanced Visitor Flow - Spread tourism across seasons and regions to avoid overcrowding, support year-round jobs, and ease pressure on popular sites.
• Resilient Tourism Economy - Create sustainable, full-time jobs and foster long-term partnerships to build a more resilient and future-ready tourism industry.

West Sweden’s model shows how tourism can protect nature, empower communities, and build economic resilience — all while offering travelers rich and meaningful experiences.

Sustainability in West Sweden goes beyond strategy — it’s reflected in how visitors experience the destination. From low-impact activities to local encounters and smart transport, the region offers inspiring examples of tourism done right. Key initiatives include:

• Climate-Smart Holidays - Travelers are encouraged to stay in eco-friendly accommodations, explore by foot, bike, or paddle, and enjoy seasonal, locally sourced meals. Electric transfers from train stations help keep emissions low.
• Meet the Locals - This program connects visitors with West Sweden residents who share their favorite places and everyday experiences — offering genuine cultural exchange and a deeper understanding of local life.
• Smart and Green Mobility - The region promotes walking, cycling, and public transport across Gothenburg and beyond. Ferries, trams, rental bikes, and electric cars offer eco-friendly ways to explore.
• Nature-Based Exploration - With well-maintained cycling and hiking trails, plus water routes for kayaking and canoeing, West Sweden invites visitors to connect with nature in ways that are healthy, low-impact, and immersive.

Together, these initiatives make West Sweden a model for how destinations can embrace sustainability while offering meaningful and memorable travel experiences.