Rapport 2011:10. Sustainable tourism development strategy. Naturvårdsenheten

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1 Rapport 2011:10 Sustainable tourism development strategy Naturvårdsenheten

2 Cover picture: Njupeskär waterfall. Photo: Leif Östergren. Print: Länsstyrelsen Dalarna press, november ISSN: The report can be ordered from Länsstyrelsen Dalarna (Dalarna County Administrative Board) The report can also be downloaded from the website of Länsstyrelsen Dalarna: The report is included in the series of reports: Rapporter från Länsstyrelsen i Dalarnas län (Reports from Dalarna County Administrative Board)

3 Sustainable Tourism Development Strategy Fulufjället National Park The Tourism Strategy is formulated by Fulufjället local PAN Parks group. The group consists of representatives from the management of the National Park (Dalarna County Administrative Board), Municipalities of Älvdalen and Malung- Sälen, World Wild Fund for Nature (WWF Sweden) and local PAN Parks partners. 1

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5 ABBREVIATIONS DCAB EPA FNP LBP LPPG PPF P&C STDS WWF ÄT Dalarna County Administrative Board Environmental Protection Agency Fulufjället National Park Local Business Partner Local PAN Parks Group PAN Parks Foundation Principles and Criteria Sustainable Tourism Development Strategy World Wide Fund for Nature Älvdalen Turism 3

6 CONTENTS ABBREVIATIONS... 3 CONTENTS INTRODUCTION... 5 STDS PRODUCTION ESTABLISHMENT OF FULUFJÄLLET NATIONAL PARK... 7 ESTABLISHING FULUFJÄLLET NATIONAL PARK... 7 PROJECT FULUFJÄLLETS OMLAND... 8 FULUFJÄLLET ECONOMIC ASSOCIATION... 9 FULUFJELLET IN NORWAY FULUFJÄLLET NATIONAL PARK AS A TOURIST DESTINATION FULIFJÄLLET REGION AS A TOURIST DESTINATION FROM FORESTRY TO ADVENTURE TOURISM IN THE SURROUNDINGS OF FULUFJÄLLET THE SURROUNDINGS OF FULUFJÄLLET-AREA INFORMATION COMMUNICATION AND INFRASTRUCTURE TOURISM IN THE NORTH OF DALARNA AND ADJACENT AREAS IN NORWAY MAIN TOURIST STAKEHOLDERS IN WIDER REGION FOUNDATION FOR DEVELOPMENT IN THE SURROUNDINGS OF FULUFJÄLLET CO-OPERATION-THE ROAD TO SUCCESS CLIMATE CHANGE THE RIGHT OF PUBLIC ACCESS INTERPRETATION INFORMATION AND COMMUNICATION VISITOR SURVEYS FULUFJÄLLET NATIONAL PARK AS A PAN PARK PAN PARKS FOUNDATION...32 FULUFJÄLLET LOCAL PAN PARKS GROUP - LPPG ROLE OF LPPG REQUIREMENTS FOR LOCAL PAN PARKS PARTNERS OF THE FULUFJÄLLET REGION ENVIRONMENTAL CERTIFICATION VISIONS OBJECTIVES-ACTION OBJECTIVES SUSTAINABLE DEVELOPMENT ONGOING ENVIRONMENTAL WORK IN THE SWEDISH MOUNTAIN AREA DEVELOPMENT POTENTIAL/MEASURES ACTION PLAN ASSESSMENT/MONITORING APPENDICES REFERENCES LINKS

7 1. INTRODUCTION The strategy has been prepared by the Fulufjället s PAN Park Group in co-operation with Älvdalen and Malung-Sälen municipalities and the Fulufjällsringen Economic Association. This tourism strategy should be regarded as a tool for achieving visions, aims and goals in the long and short term that are included in the PP certification. Hopefully the STDS will be a document that strengthens the Fulufjället region s development towards environmental sustainability via the principles and criteria held by PPF. In the Fulufjället National Park region this process has been supported by the PAN Parks organisation and its Principles and Criteria (P&C). According to the Guidelines for verification of P&C 4-5 the protected area authority and its relevant partners in the PAN Parks region aim at achieving a synergy between nature conservation of natural areas and sustainable tourism by developing and jointly implementing a Sustainable Tourism Development Strategy, STDS This tourism strategy is a guiding document which should be followed up and revised when needed, according to changing internal and external conditions. It is appropriate to revise the strategy when the large scale land use plans of the municipalities are revised, in order to adjust the strategy thereafter. The STDS for Fulufjället region is not isolated from other planning instruments. The strategy is a complement to the management plan of the national park and to the large scale land use plans of Älvdalen and Malung-Sälen municipalities. The aim of this strategy is sustainable development and to avoid or minimise any negative effects that increased tourism might have on wildlife and the region s ecological, socioeconomic and cultural resources. Tourism is one of the most important industries in the region, and should be developed in co-operation with the region s participants: the Dalarna County Administrative Board, which manages Fulufjället National Park, the municipalities of Älvdalen and Malung-Sälen, local inhabitants, local businesses, external businesses and visitors. Fulufjället National Parks lies on the Swedish side of the border in the municipalities of Älvdalen and Malung-Sälen in Dalarna County. More than half of the tourism turnover in Dalarna County comes from these two municipalities. Dalarna County Administrative board manages national parks according to the National Park Ordinance with guidance from SEPA. Activity and interest in the Fulufjället region within the Älvdalen and Malung-Sälen municipalities is regulated by municipal land-use plans. The local population is represented in the municipal boards as well as local village councils and village development groups. Local businesses are represented in various business associations, of which the Fulufjällsringen Economic Association is the region s largest, with around 35 local businesses on the Swedish side of the border. STDS production FNP was certified by PP verifiers in summer In 2003 Fulufjället s former LPPG produced the very first draft STDS that was written within the PPF process. Since then experience has revealed what should be included in these kinds of documents and several PAN Parks have written similar documents. In November 5

8 2003 the draft version of the STDS was endorsed by the LPPG. At that time the strategy s basic requirement for local PP business partners was to meet the Fulufjällsringen Association s quality and environmental requirements. The PP verification report in Dec 2003 recommended that the LPPG s modus operandi, the financial, marketing and communication plans, as well as the monitoring of tourism products should be added to the final STDS. The verifiers also recommended that the LPPG should consider adopting Nature s Best as the environmental certificate that businesses should strive towards. Later it was found that Nature s Best is applicable to activities but not to accommodation, so an appropriate certification should be nominated for accommodation. The LPPG financial, marketing and communication plans were appended to the 2005 annual report, as was a strategy for handling suspension/withdrawal of business partners. Certifying PP-partners has to maintain a high quality and be easy to monitor. A review of various certification models was therefore initiated in autumn After this review, the work with updating the STDS begun in spring In spring-summer 2007, STDS was updated. Certification, communication and economy were particularly emphasised. Fulufjällsringen Economic Association was given the opportunity to comment on the draft, which then was presented to new verifiers that started FNP s renewal verification procedure ( ). The verifiers explained the LPPG that the revised draft tourism strategy and certification of local partners still did not fulfil the requirements of the PAN Parks P&C 4-5. It was agreed that a more comprehensive STDS would be completed until This work should be carried out in co-operation with the tourism sector in the two municipalities. A consultant was hired to complete the updated STDS and to facilitate the drafting of the strategy chapter by the LPPG. The consultant, who has been hired by Fulufjällsringen Economic Association, is familiar with the area and made good use of local contacts in his work. During the work with the updated STDS the board of Fulufjällsringen EA has been involved in four meetings, individual members five times on the Swedish side of the border and three times on the Norwegian side. Several contacts have also been made by phone and . The draft of the new STDS has been translated into English and sent to the verifiers for comments in June The STDS has been completed accordingly and the LPPG members signed it in Sept 2008, so that FNP could be re-certified as a PAN Park. A small brochure, aimed at the general public, local businesses etc, is planned. 6

9 2. ESTABLISHMENT OF FULUFJÄLLET NATIONAL PARK Establishing Fulufjället National Park Fulufjället National Park was established in 2002 with an area of 385 km². The purpose of the park is to preserve a southern area of the Swedish mountains in an essentially unspoilt state including its distinctive vegetation and other highly valuable natural features. But also to allow visitors experiencing quietude, seclusion and unspoilt nature. In Sweden a national park is decided by Parliament and is the strongest protection an area can achieve. The state owns all national park land. The Fulufjället massif consists of 900 million year old sandstone. The sand was deposited on the floor of an ancient ocean located south of the equator, and the rippling patterns formed by the waves are preserved in some of the strewn boulders. Starting 200 million years ago, the bedrock has been worn down by erosion. However, the mountain has retained its current shape for the past 60 million years. Erosion and weathering by sun, wind, water, cold and glaciers has formed the mountain with its cliffs, canyons and large accumulations of boulders. There are a number of distinctive geological formations on Fulufjället that are of great scientific interest. Some of them result from the glacial melting of the most recent ice age. Fulufjället is an important winter locale for bears, whose numbers have increased in recent years. There are also lynx, which keep to the slopes. Wolves and wolverines appear frequently. The lush, unspoiled valleys provide good grazing for elk (moose). Fulufjället is known for its prime elk herd with large bulls. There is a rich birdlife that lends a special character to the mountain, which is the southern limit for several species that nest here. The standing dead trees, snags and fallen trees provide habitat for a wide variety of beetles Fulufjället is the place in Scandinavia which is furthest from the sea, and therefore has a distinctly continental climate. This, and the poor soil yielded by the sandstone bedrock has resulted in an alpine vegetation of heather, grass and lichen heath that is unique for Swedish mountains. Of particular interest are the broad grassy heaths dotted with juniper bushes, and lichen-rich birch woods. Also highly unusual are the swelling carpets of lichens. Their profusion stems from the fact that Fulufjället is not used for grazing reindeer, which has made the mountain a valuable reference site for studies on the effects of such grazing on alpine ecosystems. Njupeskär waterfall is a major tourist attraction, and there are excellent opportunities for enjoyable walks and hikes in the easily accessible terrain. 7

10 The area surrounding Fulufjället is sparsely populated, and no-one resides inside the park boundaries. The people living around the mountain felt first that the traditional activities like hunting, fishing and snowmobiling were threatened by the plan for a national park, and a growing conflict started. This situation required new strategies. In order to gain approval for the national park plan the project Fulufjällets Omland was started by the Swedish Environmental Protection Agency and Dalarna County Administrative Board. The project contributed to inform the local people, to give a balanced picture of the establishment of the national park and to build a network among those who saw opportunities for work and other benefits for the area. (Wallsten P. 2003) Project Fulufjällets Omland The project Fulufjällets Omland The Surroundings of Fulufjället - commenced in November 1997 and continued in three stages until December The project started from discussions between the Swedish Environmental Protection Agency, Dalarna County Administrative Board, the Municipalities of Älvdalen and Malung and the local population about the possible establishment of the National Park and the contributions to the development of the livelihood for the local population in the surroundings of Fulufjället. The project has been financed by the Swedish Environmental Protection Agency, Dalarna County Administrative Board and EC s structural funds target 1 and target 6. The main aim of the project is, in co-operation with the local population, to highlight suggestions and create the grounds for a sustainable development of ecotourism in connection with the establishment of Fulufjället NP. The work has been carried out according to the principles of Agenda 21 and sustainable tourism. The local population has proposed many suggestions for creating employment, all in accordance with the principles of sustainable development. Creating opportunities for employment, and thereby gaining local support in connection with the establishment of the NP has been an important factor in the project s success. The project would not have been possible without the enthusiasm of the local population. Their active participation and strong survival instincts have been stimulating and positive throughout the project. In stage III the aim has been to increase employment. The target group was local tourist companies, prospective companies, village cooperatives, local population, researchers and authorities. Co-operation partners of the project were, among others, Älvdalen and Malung-Sälen Municipalities, the Swedish Environmental Protection Agency, Geological Survey of Sweden (SGU), Mora Folk High School, Malung Folk High School, Älvdalen Education Centre, Swedish University of Agricultural Sciences, Stockholm University, Turistbua in Ljørdalen, Norway, Ljørdalen Grendeutvalg, Norway, Federation of Rural Economy and Agricultural Societies, Swedish Road Administration, Tourist organisations, PAN Parks and WWF. New creative parts in the project have been to generate conditions for occupation in connection to the establishment of the National Park, but also to develop a management with increased supervision and a type of service body for tourists. Other creative parts have been the international co-operation with PAN Parks Photo by Åsa.A.E lst 8

11 In the Fulufjället area three EU projects have been ongoing (EC s structural fund 1). These have in co-operation led to large investments but also shown the possibilities of a positive development in the area: Fulufjället surroundings, app. 3 million Skr Fulufjället National Park, app. 26 million Skr Improvement of the road to Gördalen, app. 12,5 million Skr More investments have been made in the area, for instance PAN Parks Accommodation village at FNP, app. 30 million Skr There has been a high activity in the project and more participants have joined on the way. There has been a strong driving force to develop one s own region and early on it was understood that this is something that has to take place in co-operation with other villages and companies. (Länsstyrelsen Dalarnas län 2002) Fulufjällsringen Economic Association The Fulufjällsringen Economic Association was formed in 2001, in connection with the project Fulufjällets Omland and the establishment of the national park, as a cooperative association for providing opportunities for sustainable tourism development in the Fulufjället surroundings. The association is unique in that it has members on both the Swedish and Norwegian sides of the border. The board of Fulufjällsringen carried out a pilot study with the Dalarna County Administrative Board in This resulted in an application for an interregional project with financial contributions from Norway, Sweden and the EU, which was granted in June 2006 and completed in Dec Fulufjellet in Norway After the establishment of Fulufjället National Park in Sweden, the issue of a crossborder protected area has been on the agenda in Norway and there have been discussions about the possibilities of protecting the Fulufjellet mountain area in Norway. A commission given to the Hedmark County Administrative Board (Fylkesmannen i Hedmark) in 2004 started the process of establishing a protected area in east Ljørdalen (eastern part of the municipality of Trysil), even though the protection of the Fulufjellet mountain area is not anchored in the Norwegian national park plan The Hedmark County Administrative Board in December 2006 worked out a proposal for establishing Fulufjellet National Park and Fregn Nature Reserve. The Hedmark County Administrative Board has aimed to achieve a constructive process consulting stakeholders, organisations as well as the public. According to the proposal for the large scale land use plan of Älvdalen Municipality, which at the moment is referred to consideration, the plans for establishing a nature protection area on the Norwegian side of Fulufjället would be in line with the Fulufjället area in Sweden, and would be beneficial and attractive to the whole region. The establishment of a protected area on the Norwegian side would be an important contribution to the conservation of the Scandinavian natural heritage and secure the values in terms of landscape as well as outdoor recreation. The proposed area for national park establishment on the Norwegian side comprises 90 square kilometres, 9

12 which would create a total of almost 500 square kilometres of cross-border protected area. An establishment of a protected area across the border opens up new possibilities for cross-border co-operation. Supervision is addressed in the Norwegian proposal: Park management should be located in Trysil, with Fulufjellet National Park as one of its main responsibilities. Otherwise, the authority should find contractors locally. Also of importance is to establish a good co-operation with other local supervision. Cross border co-operation would be beneficial for the park management, as well as for nature conservation and visitor management. 10

13 3. FULUFJÄLLET NATIONAL PARK AS A TOURIST DESTINATION The main attraction of Fulufjället National park is the Njupeskär Waterfall, the highest waterfall in Sweden. This has attracted visitors for more than 150 years. It is also worth seeing during the winter months, when a shimmering wall of ice forms around the falling water. Today most visitors enter the park at Njupeskär where there is a visitor centre and a café. There are also other objectives for a visit to Fulufjället National Park, illustrated in the brochure Fulufjället National Park in Dalarna County. (Länsstyrelsen Dalarnas län 2008). A hike up above the tree line offers the opportunity to observe lots of birds and find thick carpets of reindeer lichen, since this is the last mountain area in Sweden that is not grazed by reindeer, which also makes it invaluable for scientific research. On the north side of the plateau the Rösjö camp beside the lakes offers fishing for trout and char, boats for hire and cabins. For those seeking peace and quiet, there are zones with special rules designated to ensure those qualities. The woods on the mountain slopes boast one of the highest concentrations of brown bears in Scandinavia. In the deep valleys there is a chance of meeting huge elks. Fulufjället is attractive for active forms of outdoor recreation during both summer and winter. It is easy to move on the relatively level plateau. A network of 140 km of marked trails and several cabins offer visitors pleasant walks along easily accessible paths of high standard. More challenging hikes can be completed in off-trail areas. Tourists coming to the Fulufjället region will notice that there is a large network of protected areas that can be visited and used in varying degrees. Fulufjället National park itself is divided into four zones, see figure 1, where directions and measures for exploitation and protection vary. In this way, the needs for nature protection as well as for certain user activities can be satisfied and the national park also receives more local people support. Zones 1, 2 and 3 secure the sustained protection of the most important natural elements (with zone 1 being the best protected and least visited) and provide opportunities for intense nature experience (isolation and tranquillity) while zone 4 (mainly the area around Njupeskär waterfall, the carpark, naturum visitor centre and the access road) is easily accessible and has a high degree of visitor service function Fig 1 Zone map 11

14 Fig 2 Protected areas in northern Dalarna and part of Norway The map shows Fulufjället National Park with adjacent protected areas. Nature reserves and EU Natura 2000 sites in the vicinity can be considered as buffer zones for the national park but have also their own high natural values. The establishment of a national park on the Norwegian side would extend and reinforce this buffer zone. 12

15 Fulufjället National Park comprises 385 km². Adjacent in the northwest is Lillådalen Nature Reserve, comprising 22 km 2. Drevfjällen Nature Reserve comprising 332 km 2 lies close to the Norwegian border northwest from Fulufjället National Park. There are large protected areas in the north-western corner of Dalarna county; Städjan-Nipfjällets Nature Reserve (225 km 2 ), Långfjället Nature Reserve (678 km 2 ) Vedungfjällen Nature Reserve (194 km²) and Töfsingdalen National Park (17 km 2 ). South of Fulufjället National Park lies Skarsåsfjället Nature Reserve (23 km 2 ). On the Norwegian side of the border Femundsmarka National Park and Guttulia National Park comprise 620 km². Further, more than 300 km² Norwegian areas are protected in the region. Around Fulufjället National Park there are more protected areas in the form of Natura 2000 sites, e.g. the river Fulan on the eastern side of the park. Fulufjället National Park should not be regarded as a geographically isolated phenomenon. Highly essential for its existence and future development are the surroundings, the local residents and tourists in particular. It is therefore important to approach park issues from a perspective that stretch beyond the national park s boundaries. A national park is in itself a tourist attraction that draws visitors, but a park usually exists within a greater touristic network of infrastructure, accommodation, food and drink, activities and other attractions. Fulufjället National Park, like other Swedish national parks, has no permanent residents, although there are a number of villages in its surroundings. While the national park forms the main goal for a tourist visit, it is outside its boundaries where the economic activities lie. The main area for this STDS are the surroundings of Fulufjället (Fulufjällets Omland) shown on the map within the dark line. The area corresponds to the surroundings of the national park which was the subject for the project Fulufjällets Omland. The local PAN Park group welcomes cooperation with tourism organizations in the major ski resorts in Idre, Sälen and Trysil. However, the LPPG does not have a mandate to write a strategy for tourism development in the entire northwest of Dalarna County. On the other hand, businesses outside the Fulufjället region are welcome to apply for partnership with PPF if they run activities within Fulufjället National Park or Fulufjället's surroundings. Fig 3 Fulufjället region with major ski-resorts within 50 km Sälen, Sweden s largest alpine ski resort. From a regional perspective, Fulufjället National Park is in many ways a destination that complements existing tourist attractions. Idre Fjäll, with its more structured summer and winter activities, lies to the north, while to the south is Tourism has increased greatly in both these areas since the beginning of the 1970s. 13

16 4. FULIFJÄLLET REGION AS A TOURIST DESTINATION From forestry to adventure tourism in the surroundings of Fulufjället For as long as can be remembered, the people around Fulufjället have lived from what nature could provide and small-scale livestock farming. When Särna and Idre again became part of Sweden in 1644, there were 20 or so farms, with around 100 people. Subsistence farming carried on unchanged until the late 1800s, when logging companies became interested in the vast virgin forests. Despite the waves of emigration at this time, the population increased since labour for forestry was needed, and the logging companies contributed to workers from other areas coming to Fulufjället. The registrated population increased steadily, money flowed compared to previously, social service increased and Särna became the region s main town. The local population regarded their future as positive. During the 1950s, forestry became mechanised, albeit on a small scale, but this increased with time. A wave of emigration from the countryside to cities, in particular Stockholm, occurred with a vengeance in the 1960s. Vacant jobs decreased owing to the mechanisation of the forestry industry. River-driven timber closed down in the 1970s. Today, only a few people are employed within forestry, despite logging volumes being greater now than before. From having been an area completely dominated by forestry, tourism is now dominant, and is a necessity for the region and its people. The region s tourism is mainly wildlife tourism. The region is characterised by many small businesses, where 90 % of these have fewer than 5 employees. 90 % of the region s businesses are directly or indirectly dependent on tourism. The whole area offers natural experiences, with forests, lakes and rivers in a quiet and sparsely populated environment. There are miles of hiking trails and cycling opportunities on the area s many forestry roads. With a bit of luck, one can see all of Scandinavia s large mammals: bear, wolverine, lynx, wolf and elk. One can also spot golden eagles and other rare birds. In rich lakes and rivers there are trout, char, whitefish, perch and pike. A large variety of rare beetles and other interesting insects can be found in the area. The area s small businesses offer a plethora of activities all year round, differing in the four seasons. The most popular activities are hiking, fishing (angling in summer and ice-fishing in winter), canoeing, pony trekking, cross-country skiing, snowmobiles, snowshoe hiking, ice climbing as well as various sporting events and competitions. 14

17 The surroundings of Fulufjället - area information After 1644, Fulufjället became a mountain boundary region between Norway and Sweden. Earlier, Särna and Idre belonged to Norway (or more accurately Denmark). There are still close ties with Norway, and cross-border contact is a regular part of life. The local Norwegian and Swedish dialects are almost identical. Särna The Särna vicinity offers amenities with shops, places to eat and a petrol station. Campsites, youth hostels, holiday cabins and guesthouses are available for tourists. There are several attractions like forest museum, old traditional farm and the old wooden church. Several tourism businesses can be found in Särna and its vicinity. Sörsjön Sörsjön has a shop and petrol station. In Nornäs, Horrmund, Gräsheden and Näsfjället/Fulunäs within the vicinity there are services such as information centres, village hall activities, youth hostels, tourist stations, private holiday cabins and tourism activity businesses. Ljørdalen Ljørdalen is the most populous area on the Norwegian side of Fulufjället, where the river Ljøra elv is the link between the villages. In Ljørdalen there are two shops, a petrol station, post office etc. In winter, the Fulufjellet alpine centre is open. There are around 600 privately rented holiday cabins in the area. The unique cultural centre at Støa kanal is used for country plays and musical events. NJUPESKÄR / SÄRNA Öjvallberget Särna Mörkret Gördalen LJØRDALEN Ljørdalen Stöa Östby Nesvoldberget Fulufjället National Park SÖRSJÖN Sörsjön Nornäs Horrmund Gräsheden 15

18 Communication and infrastructure The Fulufjället region is located in a remote part of Sweden. The mountains in Dalarna County are, however, relatively closer to the densely populated areas in the south of Sweden. Public and private transport allows access to the area in various ways. Fig 4 Roads to Fulufjället national park. Roads One can reach the FNP area via the R70 or R71 highways via Mora, Älvdalen or Malung. The national roads are of great importance for tourism and business development. From Fulufjället it is 460 km to Stockholm (6 hours), 330 km to Oslo (4 hours), 580 km to Göteborg (8 hours) and 870 km to Malmö (12 hours). From Oslo one can reach the area via the E6 highway towards Trondheim, then on to Elverum and Trysil 260 km (4 hours). Rail There is no railway in Dalarna to the mountains. The nearest railway terminates in Mora, or if Västerdalbanan railway is in operation, in Malung. Thereafter, passengers can continue by bus or car (Stockholm-Särna 7 hours). In Norway one can travel by rail from Oslo to Elverum, then by bus to Trysil. Bus connections Public transport buses reach Särna via Mora and Sälen. Express coaches, and chartered coaches are more frequent in winter. Express coaches usually drive from/to Stockholm, Uppsala and Göteborg. Transfer for rail and air passengers from Mora to Sälen and Idre is under development. There are also plans for transfer buses from Malung to Sälen via Västerdalbanan railway. Regular coach services depart several times daily from e.g. Copenhagen, Malmö, Göteborg, Oslo and Gardemoen to Trysil. Travel time using combination of train bus is from Stockholm to Särna 7 hours, from Göteborg 9 hours and from Malmö 13 hours. 16

19 Airports In Dalarna there are two airports with scheduled flights; Dala Airport in Borlänge (from Stockholm, Göteborg and Malmö) and Mora Siljan Airport in Mora (from Stockholm and Ängelholm). The nearest international airport is Oslo airport, from which there are coach services to Trysil (3 hours). Roadside information Fulufjället National Park is adequately served by information signs. Larger information signs are located at naturum, Lomkällan in Särna, the road from Särna to Mörkret, Strömsilldret, Gördalen and Ljördalen. Tourism in the north of Dalarna and adjacent areas in Norway The tourist organisations in the municipalities are responsible for general information about the region. Nine tourist offices provide information on accommodation, sights, activities and also tickets to events and booking hotels, rooms and cabins. In Älvdalen, the Älvdalen Tourism Economic Association runs the tourist offices in the municipality, for which they receive yearly reimbursement. The association is the municipality s main partner in the running of tourist offices and general marketing. In Malung-Sälen municipality, the tourist offices are run by Malung-Sälen Tourism, owned wholly by the municipality. The tourist bureau in Norwegian Trysil is a private company. In Ljørdalen the tourist office is run by a local association in co-operation with Fulufjellet Alpin and local businesses. At Fulufjället National Park there is a visitor centre (Naturum), while other information centres can be found at Sörsjön, Nornäs, Särna and Ljørdalen. Sälen Tourism in Malung-Sälen municipality is a key industry with around 1500 full-time employees and 2500 seasonal employees. Malung-Sälen is Sweden s largest tourism area in terms of number of employees, where 43% are directly or indirectly employed within tourism. There are two tourist offices open all year round; one in Malung and one in Sälen, as well as a seasonally opening one in Sörsjön (Fulufjällsporten). Malung-Sälen Turism AB is wholly owned by Malung-Sälen municipality. The company runs Malung-Sälen s tourist offices and Malung campsite, and works with various marketing projects in co-operation with local businesses, accommodation rental, souvenir sales and consultancy operations for events. Sälen village is the hub where most community services are located, such as a police station, healthcare centre, chemists, ambulance service, off-licence, tourist office, bank and several grocery stores and petrol stations. Sälen is in itself a well-known trademark, associated with skiing and Vasaloppet (the world s largest skiing competition), with strong trademarks such as Kläppen, Lindvallen, Sälens högfjällshotell, Tandådalen, Hundfjället, Stöten and Vasaloppet. 17

20 There are around tourist beds in the area, of which are commercially available. In Sälen there are 5500 holiday homes with a capacity of beds. The holiday homes are scattered from Kläppen in the south to Stöten and Näsfjället in the north, with a concentration around Lindvallen, Högfjället, Tandådalen and Hundfjället. Most are used by the owners, or rented out to friends and acquaintances. Sälen houses around visitors every day during the peak winter season. The main activity is alpine skiing, complemented by cross-country skiing, dogsledding and snowmobiles. During the snow-free season (June-November), Sälen is visited by around guests. The main activities then are fishing, hiking and mountain recreation. Lately, various themed activities have attracted increasing numbers of visitors to Sälen during this period. Many visitors make day trips to Fulufjället National Park, the Siljan region and Norway. Sälen has shown a positive development. In 1995, economic turnover from tourism was SKR 870 million. In 2007, this economic turnover had increased to 2,2 thousand million SKR, highest in Dalarna and sixth highest in Sweden. No. of guest nights commercial non-commercial Älvdalen Tourism Tourism in Älvdalen Municipality has a turnover of 700 million SKR. The number of overnight stays is around This generates 700 full-time jobs. Around 80% of the tourism turnover and jobs are generated in the northern part of the municipality. This means that after Malung-Sälen, Älvdalen is Dalarna s largest tourism municipality. Several new tourism investments are in the pipeline: Hemmeråsen-Himmelfjäll (start 2008), Idre Golf, Ski & Spa (hotel and golf). Since Älvdalen Municipality (ÄM) has entered a formal agreement with Älvdalen Tourism (ÄT) Economic Association. This agreement stipulates the following: 1. Running of tourist offices (ÄT is reimbursed for this by ÄM. ÄT in turn employs sub-contractors). 2. Co-operation around marketing 3. Co-operation around product development. The board consists of 7 people from the municipality (local businesses). Älvdalen municipality is a co-opted member of the board. The operation is under development, and a number of strategic documents have been completed, or are under production. Currently the association has 85 businesses as members. A number of informative meetings throughout the municipality will be held during the early summer. Älvdalen Turism is the official co-operative partner with Älvdalen Municipality. ÄT has designated Idre as the official remitter for all of the association s marketing. 18

21 Trysil Area Trysil Municipality lies in eastern Hedmark and borders Sweden. The number of inhabitants January 2008 was Trysil village is a lively commercial centre with two shopping centres, several specialist shops and other services. Destinasjon Trysil BA is a development of Trysil Ferie and Fritid AS (TFF). TFF was founded in Trysil municipality has a long experience in tourism development with tourism business being a very important part of its economy. Destinasjon Trysil BA has today approximately 180 shareholders from different industries in the municipality. The greatest owners are naturally the larger tourist businesses. These are, among others, Trysilfjellet Alpin A/S (owned by SkiStar AB), Trysil fjell Utmarkslag, Coop Tesam, Sjumilsskogen AS (accommodation, flats or hotel.) Trysil Municipality is also a large and important shareholder. Trysilfjellet is the most important product, and is the biggest ski resort in Norway. Trysil is a tourist destination throughout the year. During the summer season wildlife is in focus, and outdoor activities, from rafting to elk safaris in the deep forest. New summer activities need to be developed, such as cycling, go-carting and farm visits. The largest operator is Trysilfjellet Alpin Trysilfjellet, owned by SkiStar, During winter, marketing is dominated by SkiStar and Trysil Resort. The foreign markets are reached by Innovasjon Norge and agreements with tour operators. The internet is an important tool for marketing, e.g. and There is some co-operation with the Fulufjällsringen Economic Association. Several Norwegian businesses are members of the association, and the board includes Norwegian representatives. In Trysilfjell area there are almost beds, 40 % are for rent. In Trysil there are approximately 5000 cabins, which are of great importance for the community. Totally overnight stays are registered, among those during the summer season. Because of that focus is set on developing the summer season. The tourist industry is developing. In the nearest two years, two large hotels will be completed. One will be opened at turn of the year 2008/09 and the other one in late IDRE BEDS Fulufjället National Park and vicinity TRYSIL BEDS SÄLEN BEDS 19

22 Main tourist stakeholders in wider region Idre Idre Fjäll AB is a year-round facility situated 9 km west from Idre village. Main focus is on winter season. To attain a more even distribution between seasons and continued growth, the snow-free period needs to grow. The aim is, during a threeyear period, to increase the number of guest nights during the snow-free season by 25 %. The home national market forms the basis of the tourist industry, but foreign markets are becoming more important. Growth in foreign markets is vital for increasing the total volume throughout the year. During 2007, Idre Fjäll had 20 % foreign guests. The aim is to increase this proportion to 30 % by A large number of visitors visit the area again. For future growth, the number of new visitors needs to increase by Idre Fjäll has around 200 annual employees. Sälen Winter tourism in the Sälen massif makes up 90 % of the number of visitors and economic turnover during the year. Sälen consists of four destinations; Kläppen, Lindvallen-Högfjället, Tandådalen and Stöten. The attractions of the four areas vary to some degree. Families are the main target group. Kläppen lies 15 km south of Sälen village. Lindvallen-Högfjället is an interconnected lift system that stretches 4-10 km west of Sälen village. Tandådalen-Hundfjället stretches km west of Sälen village. Stöten lies 32 km west of Sälen village. SkiStar Sälen is by far the largest alpine business in Sälen. Lindvallen-Högfjället, Tandådalen and Hundfjället are run by SkiStar. Kläppen is family-owned and Stöten is owned by Norlandia Hotels. Sälen s attractive pull has increased each year. In Sälen there are private holiday homes. The main market is Sweden, mainly the greater Stockholm region followed by Gothenburg and Malmö. Around 85 % of the winter guests are Sweds. Around 8-9 % comes from Denmark, while the rest come from Norway, Russia and Finland. The non-winter guests come mainly from Sweden, but also from Norway, the Netherlands and Germany. In the Sälen region there are a total of approx beds of these can be booked commercially, mainly via the ski resorts. The lift capacity is people per hour. Trysil Trysil is Norway s largest ski resort, and, thanks to its location, easily accessible. Trysil has been incorporated within the SkiStar concern since December SkiStar s operations in Trysil consist of the ski resort, two ski hire centres, a ski school where SkiStar is a 35 % minority owner, and Trysil Booking that arranges 3700 beds. Trysil s largest markets are Denmark, with 39 % of the guests, Sweden (27 %) and Norway (19 %). The largest growing market is northern Germany, thanks to increasing co-operation with tour operators in Kiel. The main target group is families with children. Trysil currently offers beds, of which are commercial (3 500 arranged by SkiStar). The municipal plan allows beds in the area, so growth potential is great. After previous year s investments in the resort, the lift capacity is now over people per hour. 20

23 All operators need to broaden the tourist season. This would help businesses to stretch their livelihoods during the year and create a more sustainable, long-term operation. Foundation for development in the surroundings of Fulufjället The SWOT analysis is performed to assess and clarify the strengths, weaknesses, opportunities and threats of the tourism sector from the position of the companies involved. STRENGHTS -Nature, recreation area -High quality national park -Year-round natural product -Most southerly mountain area in Sweden -Guaranteed snowfall in winter -Proximity to densely populated areas and to Sälen, Trysil, Idre well known brands -Internationally well known area -PAN Parks status -No mass tourism -Fulufjällsringen Economic Association. -Quality tourism companies -Cross border co-operation OPPORTUNITIES -Excellent natural and cultural recourses for developing ecotourism -Northern Dalarna highly visited during winter/spring season -Developing of low season -Develop cross-border co-operation -Develop cross-promotional and packaging co-operation WEAKNESSES -Accessibility -Lack of tourism packages -Lack of diversified accommodation services -Deficiencies in linguistic skills -Lack of qualified guide services -Lack of co-operation tradition -High average age among local population -Lack of development of public transportation THREATS -Climate change -Non-development of public transportation -Short-sighted profit orientation -High fuel prices The tourist industry in the Fulufjället region needs a broadening of the season. Visitors should also visit the Fulufjället region in February, March, April and May as well as September and October. This would provide local businesses with a more stabile livelihood throughout the year and create a more long-term and sustainable industry. The Swedish Tourist Authority mentions winter tourism: Concerning the winter season, cross-country skiing tends to become a base for winter multi-activities in the same way as hiking, cycling and kayaking are during the summer season. 21

24 Sweden is one of the countries with the best opportunities for cross-country skiing as an attraction in a perspective of multi-activities. Assessments of trends show that snow-shoe hiking is a strong product for the future. A multifaceted range of winter activities would include cross country skiing, snowshoe hiking, dog-sledding, pony trekking in snow, downhill sledging, heli-skiing, snowmobile safaris, ice fishing, spas, nightlife, exotic cuisine, contact with the Sámi culture, other cultural elements, music etc. The largest tourist destinations in the area (Sälen, Trysil and Idre) are well known as large, well-frequented winter destinations focussed on alpine skiing and entertainment. In order to increase capacity within existing resorts, there is an increased interest in seasonal activities with spring, summer and autumn events. The surroundings of Fulufjället National park will become an important resource for these large destinations and result in an increase of tourists and a longer season for the region s accommodation. Dalarna s mountain region is Sweden s most southerly, and the nearest to the most populous areas around Stockholm and southern Sweden. National and regional investments on infrastructure, accessibility, and public transportation will be important in affecting how successful the Fulufjället region will become as a tourist destination. Roads need to be maintained to a high standard and meet the expectations and needs of visitors and the local population. Public transport in the municipalities needs to be developed to become more user-friendly and customer-orientated. According to the Swedish Tourist Authority: Decisive for tourism in Sweden and its future development in outdoor pursuits, recreation and eco tourism community development and social change, business development for international contacts and competence and capacity for relevant products and business. In Sweden there are numerous of educational and vocational training schemes for wildlife guides/wildlife tourism/environmental activities in secondary schools, training colleges and universities. According to the Swedish Tourist Authority Sweden has a lack of competent staff of international standard. There is also a problem that tourism is not a high-status profession and does not yield a satisfactory annual income. Obvious components in a national and regional programme for tourism are investments in education and competence development. The future ability to compete for tourism in the area of outdoor activities depends on investments in education and competence development, which is in agreement with what is done at successful destinations The Fulufjället region needs to increase local and regional co-operation with Älvdalen education centre, Naturbruksgymnasium in Älvdalen, Malungs and Mora folk high schools and Dalarna University. All of these have the opportunity to offer small-scale, personal solutions for conferences and business meetings. Encounters with wildlife, guided activities in 22

25 combination with a relaxing environment provide opportunities for a satisfactory visitor experience. Co-operation-the road to success Most businesses in the region are small (1-5 employees). To expose themselves to the national and international markets they need to co-operate. A recently completed Interreg project, run by Fulufjällsringen Economic Association, demonstrates the opportunities available via co-operation. The project s first stage was completed during (18 months). Building on interest in the small-scale, i.e. village co-operatives, small businesses, organisations and individuals, responsibility and participation for all of Fulufjället as a collective trademark can be gradually established. By co-operating more, one is able to expose and promote the Fulufjället region and its businesses in a way that is impossible for separate small businesses. Through co-operation and co-ordination, certification and education, local opportunities are created for development and marketing. Climate change Etour s report series 2007:17 on nature-based tourism and climate change, discusses how snow-dependant tourist activities in the Swedish mountains might be affected by climate change, and what actions can be taken to adapt to these changes. It is clear that the mountain climate will undergo great changes during the coming decades. It is likely that we will experience a warmer climate, with more precipitation, shorter winters and longer summers. Against a background of drier autumns and wetter summers in the mountains, the issue is raised of whether autumn, rather than summer has the greatest potential for development as a touristic compliment to the winter season. Besides fewer days with snow cover, snow depth is also decreasing, as are the number of days with supporting ice bark. Initially, from the middle of the 21 st century, the greatest threat to winter tourism will apply to activities such as snowmobiles, cross-country skiing and ice fishing during the peak season around Christmas and New Year, and during Easter when this falls late. During warm years, alpine ski resorts in the southern mountains will also be threatened, as the possibility for creating artificial snow will be limited. Another aspect for tourist operators to ponder over is the changing climate in areas that generate tourism. How will tourism in the mountains during Easter be affected by golf courses, holiday cabins, sailing boats and other competing recreational activities in the tourists home regions? The likely effect of snow and skiing no longer being a natural feature in the tourists home regions is a negative trend in the number of ski tourists. Activities that are wholly dependent on natural snow will be negatively affected at an earlier stage by climate change than the alpine tourist destinations. It is likely that the ski resorts outside the mountains in central Sweden will face great difficulties during , while the problem will increase and spread to the southern mountain region. During the summer season, hikers, anglers and other outdoor enthusiasts in the mountains will experience wetter summers, and as the tree-line moves higher, fewer alpine heaths. 23

26 Studies of winter tourism and the problems associated with a changing climate highlight: - decreased availability of snow leads to a decline in the number of winter sport enthusiasts totally. - activities that are dependent on natural snow are judged to be the least well equipped to meeting the challenges of climate change. The combination of shorter ski seasons and the increased costs of producing snow are in the short term the greatest threat to the alpine ski resorts. Shorter winter seasons and more unstable weather conditions increase the need for complementary summer activities and more diverse winter activities. The expected climate changes increase the need to diversify the tourist products on offer by investing more in alternative activities during winter and increasing the range of summer activities. In contrast to winter tourism, summer tourism in Sweden generally benefits from a changing climate. The season for summer activities will increase with warmer, drier and longer autumns. Since autumns in the mountains are becoming drier, while summers are becoming wetter, one may ask if the autumn, rather than the summer season holds the greatest potential for tourism development in future, as a complement to the winter season. The right of public access The right of public access ( allemansrätt ) is a unique opportunity for access in the countryside. The right also implies a duty of respect and care towards wildlife, landowners and other people in the countryside. SEPA summarises the Swedish right of access with the words: don t disturb don t destroy. This right of access applies to everyone. It provides great opportunities for exploring the countryside, not just for individuals but also organisations and the tourism industry. Organisations and tourism companies can utilise the right of access in their operations. However, if an organised use of the right of access involves too many problems for the landowner, the right of access cannot be used in such a way. Right of access is linked to individuals. Thanks to the right of access, everyone can roam freely in the Swedish countryside. However, there are certain things to bear in mind when hiking, camping, climbing, picking flowers or other activities. The right of access is written into the Swedish constitution, but there is no law that exactly defines the right of access. However, the right of access is linked to laws that set boundaries for what is allowed. In Sweden the right of access is often regarded as a cultural heritage, and sometimes even a national symbol. Parts of the right of access have roots in medieval county laws and customs. 24

27 Interpretation Interpretation in the national park is a communication process designed to reveal meanings and relationships of our cultural and natural heritage to the public, through hands-on experiences with an object, artefact, landscape or site. Interpretation encourages a sense of responsibility for the sustainable use of the national park and its surroundings. Interpretation helps people to understand and appreciate the heritage that surrounds them and to find their own meaning in it. It is a valuable tool in visitor management and, where appropriate, in altering behaviour among visitors. Interpretation in Fulufjället National Park is provided by the national park authority mainly via the visitor centre (Naturum) but also via a broad spectrum of other organisations and community groups, including tourist offices, local businesses, media and NGOs. Local people play an important role in interpreting the national park at a local level and act as ambassadors for the region. Staff, including guides in the Fulufjället visitor centre, rangers in the national park and entrepreneurs at Rösjö national park camp and the Njupeskär Restaurant, as well as the event programme, including guided tours, local storytelling and excursions at the Fulufjället visitor centre are valuable tools for face-to-face interpretation and contact with the general public. They provide a mechanism by which high quality information about the national park is transformed into communication adapted to a specific target group. The objectives of interpretation are: to continue to provide high-quality interpretation service to make research conducted in the national park available for public to match the tool to the message promoting the use of alternative methods of interpretation in order to more efficiently reach target groups and/or to reach new target groups. There is a need to develop more creative and innovative approaches to transmit the special qualities of the national park (for example increase off-season visitor-level to clearly identify each project in order to give an audience-focused message which appeals to a range of learning styles, and where possible, interactive learning Information and communication Fulufjället NP management plan raises the issue of information and communication. Information in and about a national park like Fulufjället has several functions. It allows the visitor to: - get to know the area - get to the area - find one s way in the area - understand its value By consciously using information, the national park s identity can be enhanced. An important but often neglected function is that the information can provide realistic expectations on what can be seen, done and experienced in different parts of Fulufjället NP, which in turn affects how satisfied visitors will be. Information can enrich the visitor s stay. 25

28 Information can be a tool for the park manager to indirectly steer the visitor to minimise conflicts between different interests. Internet Communication can occur electronically, i.e. internet pages, banners etc. Internet based communication and advertising helps protect the environment. Thanks to effective web solutions for consumers and participating organisations, the use of paper and transport etc is reduced. The internet is an unbeatable tool for information to visitors, for quickly and simply keeping tourists up to date with relevant information, which areas, trails and roads are currently open. Here you can quickly change the course and length of trails as required depending on how visitors are to steer from sensitive areas, which can vary according to weather, number of visitors, etc. Traditional communication/marketing Brochures, maps and leaflets should be produced according to the environmental quality standards in the region. Production should occur locally to the receiver, with minimal transport and therefore less pollution. By showing where one can hike, drive snowmobiles, camp etc, erosion is reduced and thereby the environment is protected more effectively. Information can steer visitors to sights where they can obtain knowledge about wildlife and historical events. The possibility of contacting skilled guides and information on how one should respect nature is a further way to protect the environment. Knowledge is a requirement for being able to manage natural resources sustainably. Local communication/marketing Local information will be available at tourist offices, information centres and the naturum centre in the national park. The visitor centre is the most important channel of information in Fulufjället NP. The visitor can receive information, obtain maps and be inspired to go out and experience nature, as well as find out what they can and cannot do in the national park. By far the best way of ensuring that information reaches the right target group is the by using competent staff that meet visitors and can answer their questions. Regional information/marketing The Tourist Board s activity plan for tourism in many parts includes marketing/operations for tourism co-operation with the Fulufjället region. The overriding aim for tourism is that Dalarna shall be a unique and competitive tourist destination for Swedish and foreign tourists throughout the year. With Dalarna as a trademark, Region Dalarna, in co-operation and co-ordination with businesses and organisations both in and outside Dalarna, contributes to increased profitability in tourism in Dalarna. The work involves common measures within marketing and product development. Using Dalarna s Tourist Board, Region Dalarna will work for Dalarna s interests in the national and international markets for tourism and travel. Further, Region Dalarna will co-ordinate activities and development from a regional perspective, and form a contact point between the national and local levels. Dalarna s Tourist Board 26

29 will contribute to business opportunities. In its role promoting business opportunities, its task will be characterised by good business sense while being competitively neutral. Using Dalarna s Tourist Board, Region Dalarna has positioned itself within Dalarna s tourism industry, so that Region Dalarna s work will complement that of local businesses as well as local tourist organisations. A requirement for Region Dalarna s activities for Dalarna is the existence of operators within the tourism industry who want to actively contribute towards the planned measures, and that financing is secured, through its own investments and those of businesses and tourist organisations. Region Dalarna s interests, through the activities of Dalarna s Tourist Board, are focused towards measures that manage existing demands of information on all of Dalarna s tourism opportunities, contribute to increased demand via information and marketing activities and contribute to strengthening Dalarna s competitiveness via product development and increased knowledge. National information/marketing Besides the co-operative partners in the regional model, there are several other businesses and organisations whose profile matches that of the Fulufjället region s companies. (For Internet sites see page 47) International information/marketing Co-operation: Älvdalen- Malung- Sälen- Trysil municipalities tourist organisations, Visit Sweden, PAN Parks Foundation, WWF, tour operators present the region s and have sale agreements with the region s local businesses. (For Internet sites see page 47) Current marketing and communication The Fulufjäll region is today marketed by many operators, more or less in cooperation: Dalarna County Administrative Board, local information, advertising, activities, films, visits, lectures, brochures etc. Fulufjällsringen Economic Association through conventions, internet, advertising, films, travel bureaus, journalist visits, information centres, brochures etc. Älvdalen Tourism Economic Association, tourist offices, brochures, pictures, texts. Malung- Sälen Tourism, tourist offices, brochures, pictures, texts. Destination Trysil, tourist office in Ljørdalen, brochures Destination Dalarna through texts and pictures from tourist offices. Tourist associations with local information and activities Pan Park Foundation with international internet site and PP brochures, participation at conventions etc Other businesses/organisations with various forms of presentations Visitor surveys In addition to the importance of Fulufjället for the tourism, i.e. more far away travelling, the area of course is of great importance as a local recreation area for the neighbours. 27

30 Visitor data is needed as a tool in area management, tourism development and in regional planning. According to Visitor monitoring in nature areas visitor information is important because: All management depends on knowledge and information, in order to make efficient and well-founded management decisions, managers need to know why visitors choose to visit a particular area, and what makes the area attractive, it is important in understanding and managing conflicts, it provides quality recreation opportunities, it points out changes and trends occurring in recreational use, visitor data will promote sustainable development of recreation areas, the responsible manager needs to know how efficient a chosen management measure is for guiding and regulating the use of an area, and how the visitors respond to the environment, it is a method for carrying out participatory planning, visitors themselves need information, a high quality recreation environment benefits the tourism industry, the regional, national and international administration, politicians and nongovernmental organizations need information for decision making, it illustrates a spectrum of recreation opportunities. Visitor survey by Malung-Sälen Tourism in 2005 According to a report commissioned by Malung-Sälen Turism AB there are some general trends worth noting in tourism in Sweden: More frequent, short distance trips rather than fewer, long distance trips, shorter trips, in time (more weekend trips), a demand that the trips should be richer, with more activities, a demand for better accessibility, with a shorter journey time. Etour s visitor surveys of FNP The tourism research institute Etour ( develops and communicates knowledge about tourism and travel. Etour was established in 1997 and today is part of the Department of Tourism at Mid-Sweden University. The institute is financed by Mid-Sweden University and external research projects. Etour have carried out two visitor surveys of FNP, one before and one after the establishment of the national park. According to the surveys, Fulufjället s visitors differ from those to other Swedish mountain regions by being a high proportion of first-time visitors (60%). Foreign visitors were 40 % in According to the same study, there were significant differences between visitors before and after the establishment of the national park, 2001 and 2003: A national park is visited by more women, city dwellers, hikers, families and people who like good weather but less by who hunt and fish. The study also showed that visitors were generally positive to national parks, even though national parks in Sweden cannot be regarded as being so important for outdoor recreation as in other countries (because of the Right of Access), so they have an important role in the visiting tourist s product. A conclusion for park management is that an improved co-operation between park management and tourist development is important. Surveys of visitor satisfaction show that visitors were more satisfied with their visit to Fulufjället in 2003 than in

31 According to the study Friluftsliv och turism i Fulufjället tourism development is considered positive in the national park vicinity, while almost 40 % are negative to development within the park. The survey shows that the most important measures for tourism development within the park its vicinity are more environmentally adjusted accommodation and activities and guided tours to natural and cultural attractions A majority of the visitors consider the visit to be more interesting if they had been given opportunities to experience wolves, bears, wolverines and lynx in one way or another. Of least interest were slideshows and films, whereas over 70 percent of visitors thought that seeing the tracks of wolves, bears, wolverines and lynx or experiencing them in reality would have made the visit more interesting. This provides guidance for the continuing development of services and products in and around Fulufjället National Park. Figure 5 shows that visitors to Fulufjället are more positive to developing tourism around the national park than within the national park, which corresponds to the guidance for the future development of tourism in the region as well as for the tourism development projects that have been carried out within the frame of the project Fulufjällets Omland. A concluding remark concerning visitor surveys is that it is beneficial to use visitor data both in managing the protected area and in developing tourism. According to the management plan of the national park visitor surveys are recommended every fifth year. This means that a following up survey of the one performed in 2003 should be carried out in Carrying out visitor surveys and making use of the results and conclusions is a long term method for the managing body to monitor the implementation of the tourism strategy. Appendix 6 and 7 provides information about Fulufjället s visitors and their attitudes, from research performed in 2001 and Recurring visitor surveys, every five years, is desirable. (Naturvårdsverket 2005b and Etour 2005). Social capacity and visitor satisfaction According to a visitor survey performed in 2001 by ETOUR, in which the expected levels of use, perceived encounters, crowding and visitor satisfaction and whether the present indirect management practice, one-way directed trails, have an effect on crowding were studied. Although 25 percent of the visitors did perceive some degree of crowding, we do not believe that use levels are beyond social carrying capacity at Njupeskär, and the figure is low in an international perspective. However, during peak days when actual visitor numbers can exceed 1000 it is likely that use could increase to levels beyond social capacity. Hence, for the manager being able to change the probability of encounters by manipulating use levels it is important to identify break points in the crowding functions. In this study a break point can be observed when two thirds of the visitors feel crowded during 50 perceived encounters a number that could be used as a rule of thumb in the area, and should be monitored in order to improve social impacts and ultimately satisfaction among visitors 29

32 According to Etour, tourism in the Fulufjället region generates SKR annually, equivalent to Visitors total economic expenses, according to region. Area Total expenses a) Fulufjället National Park 5,0 million SKR Fulufjället surroundings 11,6 million SKR Northern Dalarna 41,5 million SKR Rest of Sweden 74,7 million SKR a) Based on the estimation that individuals visit the national park, visit its surroundings, visit northern Dalarna and visit thee rest of Sweden during their visit. Figure 5. Fulufjället NP, its surroundings, and northern Dalarna. 30

33 Fulufjällsringen guest survey 2007 Fulufjällsringen Economic Association carried out a visitor survey within an Interreg project in July-September At 8 places around the area, visitors could register answers on touch screens visitors took part in the survey. SURVEY SITE SURVEYS STARTED Fulufjällsporten in Sörsjön 134 Lomkällan in Särna 548 naturum Fulufjället National Park Njupeskär café, Fulufjället 735 National Park Turistbua in Ljördalen 41 Tourist office in Särna 627 Vildmarkskooperativet in 93 Nornäs Elk farm in Mörkret % replied that they visit the area for part of a day, 43% spend 1-7 days in the area. Besides Scandinavian visitors, 60% were foreign. 18% came from the Netherlands, followed by Germany with 10%. Of those who spent a night in the area, 24% chose to rent a cabin, 21% camped, 14% lived in a caravan. 60% were first time visitors. Of the experiences on offer, most replied they had visited the national park and Njupeskär Waterfall. Of other activities, hiking was the most popular. In summary, visitors enjoyed the area, felt safe and their visit had been relaxing. 75 % said they would return. 31

34 5. FULUFJÄLLET NATIONAL PARK AS A PAN PARK PAN Parks Foundation PAN Parks Foundation represents a protected areas network and is a co-operation in the form of a foundation between WWF International and the Dutch tourist company Moelecaten Groep. The network of national parks in Europe shall unite nature protection with sustainable tourism and utilise the increased interest for nature and tourism based on experiencing nature. Tourism and nature protection can strengthen one another by: Developing a strategy for sustainable tourism in and around the protected area Strengthen the long-term protection of valuable nature Benefit local interests and local development Benefit the management of Europe s pristine nature in protected areas Increase knowledge of Europe s nature. The criteria to become a PAN Park include requirements on the area s natural values, zoning of the area for protection and use, management of visits and visitors and a strategy for sustainable tourism development (STDS) as well as a co-operation with local business partners. Independent verifiers regularly assess and monitor the quality of each park. The ideas behind PAN Parks are in agreement with the work behind the establishment of Fulufjället NP, with local participation and striving towards sustainable use. In connection with the NP s opening in 2002, Fulufjället was certified as one of the first three PAN Parks. There are currently (spring 2008) 10 certified PAN Parks in Europe. Being part of the PAN Parks network implies several benefits for the NP and the surrounding area, as well as increased national and international publicity, new opportunities for sustainable tourism, exchange of ideas with other park managers and businesses in the PP network, increased local support, etc. Fulufjället Local PAN Parks Group - LPPG According to PAN Parks Principles & Criteria 4.1, a local PAN Parks group composed of related local stakeholders shall be established, develop its STDS and define criteria for local business partners. In spring 2003, the County Administrative Board set up a local co-operative group whose task was to participate in producing a tourism strategy for F NP and its surroundings. This local co-operative group, with participants from Fulufjället NP (County Administrative Board), Älvdalen and Malung-Sälen municipalities, NGOs (WWF) and local entrepreneurs (Fulufjällsringen) held its first meeting in May After the first meeting 3-4 meetings per year have been held. Between meetings the members maintain contact by telephone. The formal paper with the decision on establishment was written May 2004 by Dalarna County Administrative Board. (Appendix 1. Decision on establishing a local PAN Park group). The name of the group was decided as Fulufjällets Lokala PAN Park Grupp (LPPG). The LPPG member organisations themselves select who will represent them. Trysil municipality in Norway, as well as Swedish EPA, participate as co-opted members. If 32

35 issues are raised that affect other parties, then these can also participate as co-opted members. Public organisations participate in the LPPG at their own cost. The costs of the local business representatives work with the LPPG is reimbursed by the County Administrative Board. Role of LPPG LPPG is supposed to be a forum for consultation and decision, discussions and exchange of information. Decisions are based on consensus. If consensus cannot be reached, the reasons for this must be described. In questions concerning the national park the representatives of protected area management have the right of veto. LPPG is responsible for producing a sustainable tourism development strategy that fulfils PAN Parks Principles & Criteria. The tourism strategy is supposed to be a guideline how to deal with tourism to create a sustainable development in the FNP area. The tourism strategy shall be a current and active document that should be monitored and assessed. The tourism strategy is a complement to the management plan of the national park and to the future work with the large scale land use plans of the municipalities. LPPG is according to PAN Parks Principles & Criteria 4 and 5 responsible for the verification and monitoring of its local PAN Parks partners. The local PAN Park group is also responsible for the monitoring of national and international PAN Park partners that operate in their park or STDS region. Requirements for Local PAN Parks Partners of the Fulufjället region Local businesses who wish to co-operate with Fulufjället PAN Park can sign a cooperative agreement with the PAN Parks Foundation (Appendix 2. How to become a PAN Parks partner). Invited to apply for partnership are businesses which: Operates within the Fulufjället region Follows all national legislation related to its business Actively participates in the implementation of Fulufjället Sustainable Tourism Development Strategy (STDS) Supports and lives up to the aims and goals of Fulufjället NP Works towards achieving the highest national environmental certification as described below (Nature s Best, Green Key, or similar) Supports the PAN Parks Foundation and its conservation goals (Principles & Criteria) When Fulufjället National Park was certified according to PAN Parks P&C 4-5 year 2004, ten local partners signed the contract with PPF. Those businesses that in the year 2004 applied for partnership with the PAN Parks Foundation had in their applications confirmed that they follow the environmental and quality policies by Fulufjällsringen Economic Association which was included in Fulufjället STDS from Fulufjällsringen Economic Association implemented in 2003 several seminars about quality-and environmental policies. With financial help from the EU and a professional consultant they produced the policies members of Fulufjällsringen Economic Association. In the signed contract all the local partners promised, in their business, to live and work according to these policies. 33

36 Environmental certification Local businesses connected with PP shall uphold the best possible environmental policy. From having Fulufjällsringen s environmental and quality policy as a local lowest standard, the businesses shall during a two year transitory period achieve the highest possible national environmental standard. This is also an aim of the environmental objective a magnificent mountain landscape, where one of the regional measures is that tourism has to become more environmentally friendly and the tourism industry becomes environmentally certified. Local businesses certification procedures shall have been initiated within two years and completed within four years. The PP business partners shall be the best, and to ensure this the LPPG requires that business partners become certified according to Nature s Best, Green Key or an equivalent certification standard. Local business partners shall achieve certification by Nature s Best, Green Key or equivalent certified environmental policy. Nature s Best for companies offering activities. Nature s Best is a quality label for ecotourism. The Swedish Ecotourism Society is the main organization responsible for Nature s Best, together with Visit Sweden and the Swedish Society for Nature Conservation. Nature s Best is designed to offer the traveller an unforgettable natural experience. It combines responsible nature conservation with more environmentally friendly ways of travelling that care for cultural heritage, the local community and the environment. The arranger will, through Nature s Best, be given the opportunity to certify the activities as well as make use of improved marketing. Nature s Best will inspire the arranger to make further improvements and develop the product offered to make it more competitive. The certification therefore contributes to natural and cultural conservation and environmentally friendly adaptation in combination with sustainable local economical development. These are the basic principles which Nature s Best make sure are fulfilled by every certified tour operator: Respect the limitations of the destination minimise the negative impacts on local nature and culture Ecotourism is about preserving what the visitor has come to experience. The ecological and cultural capacity of each area must be respected. This means tour operators must have a solid knowledge of the destination, a local presence and work closely with other operators present in the area support the local economy Ecotourism is about community development. Conservation can easily fail if local people object to it. Tangible benefits from tourism are positive force. Each visitor contributes economically to the well being of the destination by renting rooms, hiring local guides and purchasing goods and services. The more the better make all the operators activities environmentally sustainable 34

37 Ecotour operators must set a good example of sound environmental practice. Approved operators have policies to minimise environmental impact by prioritising e.g. collective transport, sustainable lodging, waste management etc. contribute actively to nature and cultural conservation Ecotourism assumes responsibility for the protection of biodiversity and special cultural values. This means supporting nature preservation in various ways. Our operators cooperate to find win-win ways of doing business. promote knowledge and respect and the joy of discovery Ecotourism is about travelling with curiosity and respectful mindset. Approved operators are competent hosts providing visitors with good introduction to the area. Good advice and guidance are often the key to a memorable trip. quality and safety all the way Ecotourism is quality tourism. Approved tours must meet and even exceed our customers high expectations. Safety issues are taken very seriously, and we have many satisfied customers. An approved tour operator is a trusted supplier and partner The Green Key for accommodation The Green Key is an international eco-label for hotels, youth hostels and camping grounds. The label is a support for environmental improvements in the company as well as a proof of environmental commitment. The criteria that have to be fulfilled are: Environmental management with environmental policy, environmental objectives and an action plan, information to guests and staff about the environmental work, reduced environmental impact on water, energy resources, raw material and products. The controlling group of the Green Key supports and develops the certificate. The controlling group consists of Nature s Best (The Swedish Ecotourism Society), The Swedish Eco-municipality Network, SCR - Sveriges Camping och Stugföretagares Riksorganisation and the Swedish Hotel and Restaurant Association. The Swedish Tourist Association is working towards all its youth hostels becoming Green Key certified. This is currently only a recommendation, but will become a requirement during Many of the local businesses that offer accommodation in Fulufjället region are members of the Swedish Tourist Association. The youth hostels current guidelines for environmental policy are based on Green Key. These guidelines are voluntary and not externally verified. Local partners In 2008, i.e. prior to the completion of this STDS, there were 9 local businesses certified as local PP members. They all have signed the quality and environmental policies of Fulufjällsringen Economic Association and fulfilled the requirements from PAN Parks P&C 2004 (Appendix 3. Quality and environmental policies by Fulufjällsringen Economic Association). There are a number of businesses that want to become PP partners in the Fulufjället area. When this tourism strategy is accepted, regular information meetings on PP certification, its requirements and verification, will be held for local businesses 35

38 Fulufjället LPPG is responsible for verifying and monitoring local business partners. Independent verifiers from PP carry out random checks on how local partners fulfil P&C 5. When a business wishes to become a PAN Park partner, LPPG checks whether the business fulfils the above listed Fulufjället requirements of P&C 5. If positively verified, LPPG then recommends that PPF signs a certification agreement with the local partner. After the agreement has been signed, the local partner has the right to use the PPF logo and reap the benefits of membership. The local partner has a duty to fulfil the conditions according to the agreement. The agreement is open-ended, and both parties can end the agreement with a one month s written notice. If the agreement is broken, the local partner no longer has the right to use the logo. The LPPG can end the local partner s membership if it does not fulfil the criteria and local quality standard, as stipulated in the STDS. In this case, LPPG notifies PPF, who ends the agreement with the local partner, according to appendix 13 36

39 6. VISIONS OBJECTIVES-ACTION In order to achieve symbiosis between the conservation objectives of Fulufjället National Park and sustainable tourism development in the Fulufjället region, Fulufjället LPPG has declared the following aim Within the Fulufjället region combine sustainable development with particular regard to nature conservation issues. Local commitment and a successful tourist industry highlight natural values and nature conservation and can be a model in similar situations. The region shall be known as one of quality experiences for all the senses. Satisfied visitors will function as ambassadors for the Fulufjället region. Objectives The objectives of the tourist strategy can be divided into two areas; for Fulufjället National Park and for sustainable tourism in the region. The purpose of Fulufjället National Park was stated by the Government in bill 2001/02: Preserve a southern area of the Swedish mountains in an essentially unspoilt state, including its distinctive vegetation and other highly valuable natural features. Other objectives are to: - preserve valuable features of the area s human history - make it possible for visitors to experience quite, seclusion and unspoilt nature - to an appropriate degree, facilitate the general public s enjoyment of the park s nature Those objectives are to be achieved by: - prohibiting exploitative activities or damage to the ground and vegetation - preventing disturbances to recreational activities or to sensitive animal life - preparing information on park regulations and the area s valuable features, and making this information available to the public - satisfying both the need for preservation and the desire to carry out certain activities by a zone system for utilization and protection The aim for the tourism development in the surrounding of Fulufjället National Park is: 2. Establish the Fulufjället surrounding as a highly attractive area with a long-term environmentally friendly, sustainable tourism that offers quality experiences for both national and international target groups. 37

40 For the area, this involves: developing natural and cultural tourism in harmony with the area s conservation objectives facilitating certified local, small-scale tourist industry in the Fulufjället surrounding preserving local traditions This will enable: the local inhabitants to remain living in the area local businesses to make a living amenities can be maintained and developed conservation of biodiversity and cultural values immigration and establishment of new local businesses from other parts of Europe Sustainable development Sustainable development requires general analyses and strategies of the socioeconomic conditions from a holistic perspective. A sustainable society is one where economic development, social welfare and harmony co-exist in an intact environment. Sustainable development consists of three mutually dependent dimensions. Social sustainability, economic sustainability and ecological sustainability must all exist and be included in a holistic approach. In order for development to be sustainable, planning must be co-ordinated so that development advances in all three areas. Tourism that is economically profitable, but does not respect nature, culture and social factors is not sustainable. Even natural and cultural tourism that is not profitable is not sustainable. Without doubt, it is a challenge to establish tourism that is sound in all respects. In the Dalarna mountain region there is a clear connection between exploitation of natural resources, land use, employment and the conditions for living in the mountain villages. It is therefore important that all three dimensions of sustainable development are taken into account in the work of conserving the Swedish mountains uniqueness for future generations, while resources are used to enable the creation of local jobs so that the population can continue to live in these areas in the long-term. SUSTAINABLE DEVELOPMENT Social sustainability Social environment, service, care, meaningful free-time, education, employment, health, equality, care for cultural heritage Economic sustainability Income for survival, local buisness, use of natural resources in a way that local jobs are sustained etc Ecological sustainability Conserve natural, recreational and cultural values with biodiversity 38

41 Long-term, sustainable and carefully planned development strategies, of the sort in regional growth and development programmes, are likely to be a requirement for those regions which are and will be successful in this area. The greatest challenge lies in implementing the stipulated programme measures, rather than formulating the programme itself. International sustainability Sustainable development in Sweden is closely linked with sustainable development in the rest of the world. The Tourism Sustainability Group (TSG), set up by the EU Commission in 2006, presented in February 2007 eight challenges (not ranked) for the future of tourism in Europe: Spread tourism over seasons Decrease the effect of tourism transport Improve the quality of jobs within the tourist industry Ensure that places and regions under structural development maintain their welfare and quality of life Economise resource use and decrease waste Conserve and develop natural and cultural heritage Give all people the opportunity to become tourists Use tourism as a tool for global sustainable development National sustainability Parliament and Government create the basis for the society to work towards sustainable development. In the government s document An integrated nature conservation policy (2001/02:173), the social dimension is raised.. Nature conservation is emphasised as an important task for improving conditions for an active and enjoyable recreational experience. Participation and support must play a leading role in the nature conservation planning, and the link with development, trade and tourism needs to be developed. To meet these requirements, the Swedish EPA has produced the programme: Protect, care, show as an action programme for improved management and use of protected areas in (Naturvårdsverket 2005a). The Swedish Forestry Authority has produced an equivalent programme, The forest s social values, with prioritised activities for how the forest s social values can be better used to promote sustainable development. Regional sustainability The regional development programme for Dalarna is a strategic document for the county, produced in a partnership of local and regional interested parties. The programme contains a vision for the development of Dalarna into a county with economic growth within a framework of sustainable development and an equal society. Sustainable tourism shall, by 2018, be economically stable, with a stable employment, and contribute to improved welfare for the local population. 39

42 Co-ordination of resources and co-operation between the region s parties is a requirement for succeeding with the aims formulated in the Dalarna Region s strategic document: - Strengthen the relationship with our neighbours in Norway - make good use of the region s culture and history - Protect and develop the region s natural and cultural environments - strengthen local development - Contribute to maintaining amenities in villages - stimulate and assist new businesses in the region - increase the skill level in the region s small businesses Local sustainability Municipalities play a key role, and municipal plans are an important tool in the work towards a sustainable society. The mountain municipalities can, using large-scale plans, energy plans, environmental plans and local growth programmes, drive the work towards sustainability. Business contributes by being competitive and providing employment, developing new technology, investing over long-term into staff and by taking global responsibility. Societies and organisations play an important role in social development. The individual s choice and activities affect the patterns of production and consumption, democracy and health. Experience related to gender and ethnic backgrounds are of great importance. Ongoing environmental work in the Swedish mountain area Many national measures are being taken in all or parts of the Swedish mountain region The environmental policy of the Swedish government and also of the Dalarna County Administrative Board applies for Fulufjället region as well as for the rest of the mountain region of Dalarna County. Environmental objectives The overriding aim for the government s environmental policies is to be able to pass on to the next generation a society where the worst environmental problems have been solved. This includes a sound living environment and public health, protected biodiversity, conserved, productive ecosystems and protected natural and cultural landscapes. In order to achieve this, Parliament has accepted 16 environmental objectives. The 16 environmental objectives describe the ecological dimension within sustainable development, and the standard for the Swedish environment that is in the long term ecologically sustainable. The environmental objectives have been voted for by Sweden s Parliament. Dalarna s environmental objectives are adapted for the county. These objectives, together with an action plan, have been produced in co-operation with a large number of regional parties. The emphasis is placed on measures that affect publicity and that require broad regional co-operation. The County Administrative Board ensures that the measures are undertaken by municipalities and regional authorities, as well as the private sector and associations. No measures are focused specifically towards the general public, but individual citizens and households will be indirectly affected by several of the measures. The environmental quality objective a Magnificent mountain landscape is the most important one for the mountain region, although other national and regional environmental quality objectives are relevant. These include Reduced climate 40

43 impacts, Sustainable forests, Thriving wetlands, A varied agricultural environment and A good built environment. Tourism and tourist activities must respect these specifications so that the environmental quality objective can be reached Regional environmental and resource management, RMHP The four counties in the mountain region (Norrbotten, Västerbotten, Jämtland and Dalarna counties) have been commissioned by the government to prepare a regional environmental and resource management program in order to promote sustainable development in the mountain area. Governmental commission on off-road driving In the government commissioned the four mountain counties to investigate the scale of off-road driving in the mountains on snow and bare ground and to produce a programme of measures previously suggested by SEPA on summer offroad driving above the tree-line. These commissions have been presented to the government. Measuring and assessing environmental effects Scientists and authorities are developing methods for assessing the effect of reindeer grazing, assessing damage to vegetation, counting snowmobiles, hikers and skiers along trails and the effects of climatic change in the Dalarna mountains. The County Administrative Board, as administrator of protected areas, maintains mountain trails. The aims are to steer visitors to less sensitive areas, and to minimise erosion by using boardwalks and gravel paths. Action plans for threatened species Swedish EPA establishes action plans for threatened species in which County Administrative Board plays an important role. Cultural environmental values in the mountains Various measures are carried out for the mountains cultural environmental values. Gaaltije, the south Sámi cultural centre, has surveyed old Sámi dwellings, together with Idre Sámi village. EnergiIntelligent Dalarna regional energy program The energy programme is an action plan for achieving Dalarna s environmental objectives for energy and climate impacts, as well as a regional development programme. Efficiency and decreased electricity dependency for winter sport tourism is focussed upon. The tourism and recreation sectors differ in their use of energy from other sectors. In the mountains, electricity is used for driving engines as well as producing heat and water. Dependency on electricity is very great. Energy use is also very intermittent (holiday cabins are used intermittently) and tightly linked to certain seasons, especially in winter, when energy use is great. Carrying out these measures requires the participation of many different parties: municipalities, business, authorities, property owners and other public and private organisations. 41

44 The specified measures are: 1. Carry out a study of the consequences of effective reduction especially for holiday homes. 2. Increase the use of remote control of heating of holiday cabins. 3. Produce advice pamphlets for holiday house owners 4. Control supply and use via social planning 5. Convert heating of properties and centres to bio energy in combination with solar power. All these measures are important for the tourism and recreation sector and will be objects for in-depth studies in close future. Development potential/measures The region is judged to have a large capacity for further development in regards to the number of visitors. There is a capacity for a large increase. The only issue is the National Park, where the number of visitors per day to the Njupeskär Waterfall during the peak season should be monitored; numbers have occasionally reached 1000 per day. There is a risk that visitors experience crowding. During 2008, a new entrance at Gördalen, and an extension of the car park at the Njupeskär entrance is under construction. Visitor surveys, in combination with regular maintenance of the area (natural erosion, paths). A variety of activities are available within Fulufjället NP. Some are more or less suitable, while others are forbidden in certain zones or throughout the park. The underlying aim is to promote outdoor pursuits, such as hiking, cross-country skiing, camping and cabins, campfires, picking mushrooms and berries, nature studies etc. Other activities that do not conflict with the conservation aims are generally allowed, such as dog-sledding and ice climbing. Snowmobiles, hunting and fishing are regulated in time and space to minimise conflicts with natural values and the other activities. Forbidden activities within the national park are mountain biking and riding, to avoid trampling and erosion of ground vegetation and paths. Outside the park, there is a plethora of activities in the forest landscape. For foreign tourists, the Swedish forest with right of access is very appealing. In order to develop the tourism industry in the Fulufjället area there is a demand on appropriate activities; package solutions as well as solutions adapted for the individual visitor. According to a programme commissioned by the Swedish Tourist Authority in due order hiking, cycling and canoeing/kayaking have a potential for development in an international perspective, as activities for visitors. Components like bird-watching and fine views are important for the visitors total experience Another aspect with a potential for development is tourism based on big carnivores, as well as other mammals and birds. The Fulufjället surrounding is well known for bears, wolves, lynx and wolverines as well as elk, and is a bird-rich area. The Swedish Tourist Authority states: The spectacular component in Sweden is the occurrence of bears, wolves, lynx, reindeer, eagles, ospreys and falcons. Only a few will get the opportunity to see them in real life, but the feeling that they are present indicates wilderness and well functioning nature conservation as well as opportunities for adventure. 42

45 SPRING SUMMER AUTUMN WINTER Wildlife, nature Families hiking canoes, boats fishing elk-bear-beaver safari culture research events museums, art Wildlife, nature Families hiking cycling canoes, boats fishing elk-bearbeaver safari riding, culture research museums, art events Wildlife, nature Families,hiking cycling canoes, boats hunting fishing elk-bearbeaver safari berry picking riding culture research museums, art events Wildlife, nature Families Cross-country skiing Downhill skiing Snowshoe hiking snowmobiles ice fishing skating, game dog sledding riding, sledging ice climbing, culture research museums, art events All these activities are of interest for different target groups like: wildlife tourists, adults, senior citizens families, geologists, ornithologists, botanists, photographers, researchers, groups, schools, societies, organisations etc. OPPORTUNITY PROBLEMS MEASURES Hiking Worn trails, erosion, Boardwalks, erosion protection Conflicts with other interests More trails, cabins, hiking destinations Proximity to areas of higher population Poor public transport High fuel prices Improved public transport Alternative fuels Fishing Uncertainty around fishing rights Co-operation with local fishing organisations Increased tourism Seasonal employment Full-time employment Few places to eat, New businesses Dog sledding Conflicts with other interests Separate trails, special resting places beside cabins International tourism Limited language skills Education 43

46 1 Action plan Measures required for achieving the vision of Fulufjället surrounding objectives can be divided into three categories: 1. Trademark establishing objectives E.g. info. on the concept, marketing etc, so that businesses see the benefits of taking part. 2. Facilitating sustainable development The LPPG s role is to catalyse the tourist businesses commitment and development. Business partners should join the PAN Park network because they see the benefits of being members and become more motivated. The LPPG should not play a leading role, but rather facilitate for partners in an array of PAN Park issues, e.g. collaborating information on certification and organising meetings. 3. Quality control The LPPG shall strive towards the maintenance of quality, i.e. ensure that the partners fulfil the required criteria. OBJECTIVES ACTIONS RESPONSIBLE Increased information Accessible internet Tourist bureaus, local businesses Local info. at tourist bureaus Tourist bureaus Annual scientific seminar naturum, Lomkällan museum Profile programme Manager Increased activities Packages for groups Businesses, Tour operators Packages for individuals Businesses, Tour operators 2 Develop guiding tours Beaver and elk safaris Guides, local businesses 3 Bird excursions Guides, local businesses Support local businesses Co-operation Manager, Tourist bureaus, Businesses Increased language skills Education Municipalities Widen visitor season Increase spring & autumn activities Local businesses Avoid crowding New entrance at Gördalen Fulufjället manager Enlarge car park, Njupeskär Fulufjället manager Develop guided tours Big carnivores information Swedish EPA, DCAB, Big carnivores centers Prevent problems with snowmobile tourism Evaluation Information Transition to four stroke & cleaner fuel Well-maintained snowmobile trails Recurring visitor surveys Monitoring number of available activities Monitoring LBP DCAB, municipalities, snow-mobile organisations Snow-mobile organisations Fulufjället manager LPPG LPPG 44

47 There is no financial statement coupled with the action plan. The LPPG has no economic means of its own. The measures rely on the operators with varying financial means. Such means can be specific projects within the national park management, co-operation between local businesses and organisations and crossborder projects such as EU s structural fund Target 2 North and the Interreg 4 Sweden-Norway programme, the Rural Development Programme with Leader and LIFE. The Action plan is an ongoing process, based on continuous improvements and adaption due to changing internal and external conditions. Results from monitoring and feed back of the implementation phase are used for modifications and fineturning of the STDS. The Action plan must comprise a realistic time and will continuously be updated. Local businesses and municipalities will be involved in the work. 45

48 7. ASSESSMENT/MONITORING Fulufjället local PAN Parks group is responsible for implementation and monitoring of the Sustainable Tourism Development Strategy. Other organizations or authorities are responsible for monitoring different plans, programmes, activities etc of importance for the strategy in the Fulufjället region. The Swedish Environmental Protection Agency evaluates management plans for national parks and other protected areas in general, and has developed a programme for better use and management of the country s protected areas. According to the Swedish EPA and the programme Protect-Preserve-Present ( evaluation shall be carried out in order to see in what extent the conservation goals have been reached and whether the management measures have been relevant for reaching the goals. Management evaluation is carried out in order to achieve the management goals in a cost efficient way. The aim is to highlight good examples, contribute to a better exchange of ideas and improve guidelines concerning management etc. The LPPG is responsible for monitoring and assessment of the STDS and LBP. Dalarna County Administrative Board evaluates management plan of Fulufjället National Park and environmental objectives. Dalarna County Administrative Board manages Fulufjället National Park. The monitoring of the management plan for FNP is carried out by the park administrator under guidance of general advice and the handbook for nature reserves, as well as the guidance for Natura 2000 produced by the Swedish EPA. The conservation objective states that the Natura 2000 habitat types have to maintain a favourable conservation status, i.e. maintain at least the same area and quality as when they were designated. Species shall also maintain favourable conservation status, as well as their habitats. Several SCI and SAC areas are found inside the Fulufjället region. The national and regional environmental monitoring is carried out mostly by Swedish EPA and Dalarna County Administrative Board. The environmental surveillance, i.e. the biological knowledge of Fulufjället is described as high. A variety of biological studies have been carried out. An important task for the future research is to complete and/or continue long-term monitoring of the environmental condition at Fulufjället. Within the annually monitored, randomly chosen 25km² grid squares, birds, tree limit change and any vegetation damage are monitored. The fact that Fulufjället has not been grazed is unique and should be made use of in the research field of effects of grazing. The result of the flash flood in Göljån has potential for new research. Of importance here is the geological development, effects of erosion, re-colonisation of flora and fauna etc. Monitoring and evaluation of visitors are important in order to offer valuable experiences to all kind of tourists and visitors. Visitor surveys are consequently important as a tool for management and should be performed on a regular basis. In order to avoid erosion damage on frequently used trails measurements of vehicles and passages along trail should be performed on a regular basis and continuously in appropriate regions. Dalarna County Administrative Board is responsible for visitor surveys according to Fulufjället management plan. 46

49 Älvdalen, Malung-Sälen, and Trysil municipalities monitor visitor and business statistics for respective municipality area. Fulufjällsringen Economic Association monitors and assesses networking, marketing activities, positioning and society statistics. Fulufjället local PAN Parks group is responsible for suggesting, verifying and monitoring local business partners. When local business partners are certified by Nature s Best, Green Key or equivalent certification model, the LBP verification and monitoring by LPPG is simplified, as the main assessment is carried out by the certification company. Independent verifiers from PAN Parks make random checks on how local partners fulfil P&C 5. Monitoring of the application of PAN Parks criteria is carried out by PP independent verifiers who follow the development of the park and annually receive a report from the Fulufjället LPPG. Environmental objective measures are monitored every year by DCAB. An in depth assessment of the environmental objective a magnificent mountain landscape has been carried out for the Swedish Board for Environmental Objectives and was presented to the Government in April An English summary is appended. (Naturvårdsverket 2008) ITEM RESPONSIBILITY TIME Fulufjället management plan DCAB 2012 or when required PAN Parks P&C 1-3 LPPG, DCAB annually PAN Parks P&C 4 Local PAN Parks Group annually PAN Parks P&C 5 Local PAN Parks Group annually Environmental objective measures DCAB annually Energy programme measures DCAB annually Visitor surveys in the NP DCAB Every 5 th year Visitor and business statistics in the municipalities SCI and SAC areas (Natura 2000) Älvdalen and Malung-Sälen Municipalities DCAB annually continuous 47

50 8. APPENDICES Appendix 1. Decision on establishing a local PAN Park group Appendix 2. How to become a PAN Park partner Appendix 3. Quality and environmental policies by Fulufjällsringen EA 9. REFERENCES Etour Fakta Turism 2005:2, 40 percent more visitors after national park designation. English version. Länsstyrelsen Dalarnas län 2002, Miljövårdsenheten Rapport 2002:20, Fulufjällets Omland Etapp III. English summary. Länsstyrelsen Dalarnas län 2008, Folder, Fulufjället, National Park in Dalarna County. Naturvårdsverket 2005a. Report 5483, Protect-Preserve-Present. Naturvårdsverket 2005b. Rapport 5467, Friluftsliv och turism i Fulufjället. English summary. Naturvårdsverket Folder, Allemansrätten. Naturvårdsverket Rapport 5772, Storslagen fjällmiljö. English summary Wallsten,P Mountain Research and Development Vol 23, The Inside-Out Process. 10. LINKS pdf

51 APPENDIX Dalarna County Administration Janet Jandér Phone Fax nr Decision on establishing a local PAN Park group English resumé Dalarna County Administration decides to establish a forum for formalised collaboration concerning future work between Fulufjället National Park and PAN Park. The local Pan Park group will adapt the name Fulufjället PAN Park Group (FPPG). The group will consist of representatives of Fulufjället National Park management (Dalarna County Administration), PAN Park (WWF Sweden), the municipalities of Älvdalen and Malung together with local stakeholders. The municipality of Trysil in Norway and the Swedish Protection Environmental Agency participate as called in. The goal of FPPG is to formulate and implementate a sustainable tourism development strategy (STDS) for Fulufjället National Park and its surrounding region. The STDS should be a guideline how to deal with tourism in order to create a sustainable development in the area. The STDS will be a living document, and subject to updating and evaluation by the local PAN Park group. It will be complementary to the Management of Fulufjället National Park and the Municipalities physical plans. FPPG is mostly a forum for consulting, discussions and exchange of information. Decisions are based on consensus. If consensus cannot be reached reasons will be described. In order to guarantee the principles of sustainable development the management of Fulufjället National Park has the right of veto. It is also the task for FPPG, according to PAN Parks Principle &Criteria 5, to propose, verify and monitor local PAN Park business partners. The group will also propose and monitor national and international PAN Park business partners. Dalarna County Administration decides following representatives to form the local PAN Park group: Dalarna County Administration Stig-Åke Svenson Director of Environment Chairman Postadress: FALUN Telefon: Postgiro: Org nr: Besöksadress: Åsgatan 38 Telefax: Bankgiro: E-post: [email protected] app 1 decision on establishing a local pan park group.doc

52 APPENDIX Tysk Staffan Ericsson Janet Jandér Manager Fulufjället visitor centre FPPG coordinator Municipality of Älvdalen Gunnar Barke Ingegerd Sundkvist Municipality of Malung Lars Bälter Fulufjällsringen Kjell Röngård Gunnel Eriksson WWF Sverige Lotta Samuelsson Decision has been taken by depute governor Inger Eriksson. Postadress: FALUN Telefon: Postgiro: Org nr: Besöksadress: Åsgatan 38 Telefax: Bankgiro: E-post: [email protected] app 1 decision on establishing a local pan park group.doc

53 APPENDIX 2. How to become a PAN Park partner? Local business claims for verification LPPG checks the suitability Local business fills the application forms Verifikation of LPPG Decision Report to PAN Park Foundation Contract PPP - PPF Annual monitoring /random checking (independent verifiers)

54 APPENDIX 3. Environmental and Quality policies for Fulufjällsringen Economic Association Fulufjällsringen Economic Association implemented in 2003 several seminars about quality-and environmental policies. With financial help from the EU and a professional consultant they produced the policies members of Fulufjällsringen Economic Association signed. In the signed contract they all promised, in their business, to live and work according to these policies. Quality Policy Fulufjällsringen and its members will stand for good quality and satisfaction with the products / services we offer, both for us and our interested parties. This we will achieve by working for the longterm giving the customer what we promised. Preferably a little more beeing keen and flexible in relation to our interested parties working continuously with changes and improvements keeping a good accessibility, adapted to each business and professionally communicated Furthermore, in everything we do, we want to cooperate with our local partners and towards our customers communicate our history, culture, nature and traditions Environmental Policy Fulufjällsringen and its members will work for an environmental sustainable development in our region. This we will achieve by minimizing the use of chemicals with a negative impact on environment treating waste according to local regulations working for better public transport looking for the best environmental solution, when investing in new equipment favouring our local entrepreneurs and producers when purchasing contributing to open landscape and biodiverstity by making the right choises working for minimizing wear of soil and vegetation and other negative impact on environment, as well as considering the regulations for Fulufjället National Park

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