With an increased pressure of both resident but especially guests all year round, Åre now needs to work promptly to meet future increases in guests and also at a level that meets expectations and not least demands on sustainability aspects. Åre wants and now needs to step up in the next division regarding increasing the experience of and at the site year-round with extra focus on summer and autumn season. The spring-winter’s cross brake through the pandemic situation has given the opportunity to adjust and rethink how we should be competitive in the long term – and year-round – and the 250 member companies together have prioritised this effort to be of great importance to strengthen the common competitiveness. This is in an area where no single operator can deliver alone. Åre Destination therefore wishes to unite the private companies to become an active party in sharing this social responsibility together with public parties. Åre through Åre Destination has chosen to focus on efforts to strengthen a place/destination where we want to strengthen local service chains regarding being able to sustainably receive an increased number of guests all year round. This on behalf of Åre Destinations 250 local member companies to strengthen their own competitiveness in the short and long term.