The Initiative

Our three initiators – Visit Sweden (former Swedish Travel & Tourism Council), Swedish Hotel and Restaurant Association and Swedish Federation of Trade decided in 2002 to back the impact of Hostmanship by promoting the initative called Det Svenska Värdskapet (The Swedish Hostmanship).

After an overwhelming response from the market, the company of Värdskapet Utveckling AB (Hostmanship Development Group) was entrusted with the task of improving and furthering the initiative. Part of this task is stimulating and inspiring increased Hostmanship in order to help business, area destinations, and Sweden as a nation to reach a higher level of marketability and profitability.

Vision for the Initiative:

Sweden will be the world's most hospitable country