Kickstart Nature Tourism
A completed project to promote more package deals in nature tourism
About the project
Promote package deals in nature tourism!
Kickstart Nature Tourism has helped entrepreneurs and landowners develop package deals in nature tourism in Sörmland. Through the project, stakeholders in the tourism industry have received support to collaborate and create sustainable experiences where nature is at the center.
The purpose of the project was to promote knowledge and collaboration between tourism companies and landowners to develop sustainable nature tourism that benefits the local population, nature, culture, and entrepreneurship. The goal of the project was to support the implementation of a number of feasibility studies within the packaging of nature tourism, documented through films, articles, and a compilation of experiences and lessons learned.
During the course of the project, entrepreneurs have had the opportunity to receive funded process leadership support to develop their ideas together with other stakeholders. Leader has offered financial support for process management and advice from Stua Sörmland's tourism development or the municipalities' destination developers. This advice covered everything from business development and concept creation to legal aspects such as contracts and travel guarantees.
Several unique nature tourism packages have been created through the project, where companies have had the opportunity to grow through collaboration and innovation.
The Kickstart Nature Tourism project was completed in March 2025. We are proud of the results we have achieved and look forward to seeing the developed packages continue to attract visitors to Sörmland's fantastic nature!
Background
Why Kickstart Nature Tourism?
In Sörmland, there is a strong potential for nature tourism – but many tourism companies lack their own land and depend on collaborating with landowners to offer experiences such as hiking, horseback riding, and guided tours in nature. At the same time, landowners are often farmers or foresters with their own business goals and responsibilities to protect natural and cultural values. Without clear agreements and collaboration, it becomes difficult to create long-term sustainable and profitable nature tourism packages.
Kickstart Nature Tourism was initiated to support tourism entrepreneurs and landowners in finding common solutions. The project focuses on helping the parties develop package deals with consideration for nature's resilience, the needs of the local community, and visitor pressure. The goal was to create sustainable nature tourism that benefits both the local population, the environment, and the economy.
🧭 5 quick tips for successful collaboration
🌿 Respect nature
Consider nature's carrying capacity – some areas can only tolerate small groups and few visits per season.
📜 Write contracts
Clarify responsibilities, timelines, compensation, and conditions – for security on both sides.
🚪 Utilize existing infrastructure
Make use of farm shops, rest areas, parking spaces, and toilets that already exist.
👋 Involve the local population
They can contribute with guidance, stories, and local knowledge – and are aware of the area's sensitivity.
💰 Think business for all parties
Create a model where both landowners and entrepreneurs benefit from the collaboration.
Get inspired by others no. 1
Build networks and discover Sörmland's quiet gems
During the winter, we gathered engaged entrepreneurs and landowners in local networks to explore and identify Södermanland's ”quiet places” – unique environments where tranquility and nature go hand in hand. Through inspiring information meetings and workshops, participants gained tools and knowledge to develop sustainable experiences close to nature.
Get inspired by others no. 2
Make quiet places visible
Together with five working groups, we documented five quiet places with texts, images, and maps – the goal is for all places to be made accessible to visitors via Naturkartan.se and Explore the place. The project concluded with short films and a guide showing how quiet places can become new destinations. The results were also shared in a webinar to spread ideas and spark new collaborations in nature tourism.
Get inspired by others no. 3
Hiking packages along the Sörmland coast
Completed initiative 2023.
Four entrepreneurs and one landowner along the Södermanland Trail saw opportunities to develop a bookable hiking package.
👉 Click here to access the package!
📄 Click here to access the article!
Get inspired by others no. 4
Manor weekend in Husby-Oppunda
Completed initiative 2023.
Husby Oppunda Parish Association, Tuppen Catering and Husbygård are developing a collaboration to develop a package of accommodation and activities in Husby-Oppunda in Nyköping municipality. Among other things, they want to offer overnight stays in a manor house environment, canoe trips along the Husbyån River and hiking along one of the trails.
👉 Click here to access the package!
Get inspired by others no. 5
Nature experiences with a focus on food
In spring 2023, a feasibility study will be conducted with the aim of creating new nature tourism packages where local food is at the center. Four actors – Runnvikens Pensionat, Hornuddens Trädgård, Onsberga Gård, and Högtorp Gård – collaborated to combine their offerings and expertise into a shared experience.
Read more about the process
Through a five-step process, existing resources were identified, a vision was developed, and a first nature tourism package was tested in the autumn of 2023. The result was a package with accommodation and food experiences linked to Södermanland's local ingredients at Rundvikens Pensionat. After evaluation, more packages are planned for the 2024 season.
The project has led to strengthened collaboration between businesses and a clearer business model for sustainable nature tourism. The feasibility study enabled a structured process and provided the actors with better insight into their opportunities and challenges. Read more
Get inspired by others no. 6
Wild menu at Vibäck – A taste experience in nature
Completed initiative 2024-25.
Welcome to Wild menu at Vibäck , a unique nature experience on the Tunaberg Peninsula in Nyköping Municipality. This initiative, part of the project Kick Start Nature Tourism , has created a package offering where food and nature experiences meet in an inspiring environment.
In collaboration with Kämpenbergs Creative Kitchen and Sörmlandsleden, we have developed an unforgettable experience where visitors can hike through scenic surroundings, pick their own ingredients, and enjoy an exclusive meal prepared on-site. By combining local food culture with experience-based tourism, we highlight Sörmland's fantastic nature and create new reasons to visit the area.
The project is now completed, and we are proud to offer this unique experience.
Get inspired by others no. 7
Eat & Ride – Experience Nature, Food, and Cycling in Sörmland
Completed initiative 2024-25.
Welcome to Eat & Ride , a unique concept where nature tourism meets local food and cycling experiences in the heart of Sörmland!
In collaboration with Åsa's Flavors from the Country and We Ride MTB we have developed an experience where you can discover Sörmland's beauty from the bike saddle, enjoy landscapes of local flavors, and relax in a nature-close environment. Through this initiative, a sustainable tourism product is created that strengthens the region's tourism industry and showcases the best of Sörmland – both on the plate and along the roads.
The project has concrete experiences in an implementation plan, business model, logistics, and collaboration to create a long-term and sustainable experience. Eat & Ride drivers further by Åsa's Flavors from the Country and We Ride MTB, , in close collaboration with local tourism actors.
Get inspired by others no. 8
Archipelago Adventure and Relaxation in Oxelösund
Implemented initiative 2025
Welcome to a weekend of recovery and nature-close experiences in beautiful Oxelösund! Archipelago Adventure and Relaxation is a unique package solution where yoga, herbal therapy, and the archipelago's calm meetings create a harmonious and inspiring stay.
In collaboration with Esplanadens Hostel and Lena Thurner/Studio Spira we offer a program that combines yoga, mindfulness, nature walks, and plant-based food. During the weekend, you will learn about herbal therapy, experience guided meditation by the sea, and enjoy local flavors in a relaxing environment.
This initiative is part of Kickstart Nature Tourism and aims to create sustainable and attractive visitor experiences in the archipelago.
👉 Click here to access the package!
Get inspired by others no. 9
Svärdsklova
In Svärdsklova, local actors have taken a joint step forward to develop the area as a cohesive destination. Through a series of workshops and meetings, a joint marketing concept, a first shared website, and package offers are created ahead of summer 2025.
Together, the actors have developed both a digital presence and concrete offers – from sauna and bathing packages to activities like padel and archipelago food. The work has also included collaborations with Nyköping Municipality and Profura Gruppen.
Get inspired by others no. 10
Pre-study thematic food and nature trips
Sörmland's Food Cluster has conducted a feasibility study to develop a concept with flexible food and nature trips in Sörmland. The purpose is to create thematic bus packages where local producers and tourism businesses can collaborate on packaging and booking. The feasibility study has developed a business model and proposals for cooperation agreements, as well as explored digital solutions to present and disseminate the packages. The result will be a scalable model where the Food Cluster inspires and coordinates without being the organizer.
📄 Click here to read the article
Results
What has the project delivered?
Kickstart Nature Tourism has provided entrepreneurs and landowners in Sörmland with concrete tools to develop sustainable nature tourism packages through collaboration. The project has:
✅ Supported more than 10 groups of tourism businesses and landowners to develop local collaboration projects.
✅ Contributed to the development and testing of new nature tourism packages – for example, thematic bus packages around food and nature, quiet places for recreation, and joint activities and offers along the Sörmland coast.
✅ Resulted in joint marketing efforts, such as the creation of package offers and films and articles.
✅ Created networks and models for long-term collaboration between the tourism industry, landowners, and associations.
✅ Promoted sustainable development of nature tourism with consideration for nature's carrying capacity and the needs of the local community.
The project has laid the foundation for more reasons to visit Sörmland and contributes to strengthening the area's attractiveness as a destination for nature and cultural tourism.
Lessons learned
Our most important lessons from the participation activities
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Collaboration sustainability
Close cooperation with tourism businesses and landowners is crucial for developing nature tourism that benefits both the local economy and nature. -
Projektledning är en framgångsfaktor
En tydlig samordnare som drivr och håller ihop samarbetet mellan parterna behövs för att nå resultat. -
Tid och resurser underskattas ofta
Utveckling av paketerade erbjudanden och samarbeten tar mer tid och kräver mer planering än vad man ofta räknar med från början. -
Lokala lösningar ger bäst effekt
De mest framgångsrika insatserna har byggt vidare på lokala styrkor och befintliga verksamheter, vilket skapar långsiktig hållbarhet och enkel implementering.
Projektet visar att samverkan och tydlig projektledning är avgörande för att lyckas med naturturism. Att skapa hållbara paketlösningar tar mer tid än väntat, men när lokala aktörer bygger vidare på sina styrkor och långsiktiga och attraktiva erbjudanden för både gäster och det lokala näringslivet.