On July 12, 2022, Time published "World's Greatest Places 2022" online. The list was also in August's paper edition.
On July 12, 2022, Time magazine's annual list of "World's Greatest Places", featuring 50 specially selected destinations, was published. One of the places was Skellefteå. The article, "Nordic warmth", written by Brad Japhe began:
“Exciting new developments have pushed this picturesque Swedish city into must-see territory. Although it is only 125 miles (English miles, not Swedish! - Ed) south of the Arctic Circle, Skellefteå radiates undeniable warmth. A parade of timbered buildings line the main promenade, punctuated by the newly opened Wood Hotel, one of the largest buildings in the world built entirely from its eponymous material. At the Bryggargatan restaurant, Michelin-caliber Nordic cuisine is served without pretension. Sometimes the warmth is literal: the center now has heated sidewalks during the chilly Scandinavian winter.”
The start of all this interest was actually an article in The Guardian on October 14, 2021 about the inauguration of Sara kulturhus.
–The unique sustainability solution of Sara was put in context with everything else that has been happening in Skellefteå and we ended up in The Guardian as "The Miraculous Ecotown". This piece enticed Brad Japhe to participate in a press trip to the area, says Broman.
At the beginning of 2022, he went to northern Norrland on a trip organized by Visit Sweden and Swedish Lapland, on which Visit Skellefteå was responsible for the Skellefteå leg of the program.
"The Time recommendation celebrates the whole of Skellefteå. It's not just one thing that has received this designation, but everything from the people to the city's atmosphere," says the municipality's marketing manager, Helena Renström.
– Every year Time asks its correspondents around the world to nominate interesting travel destinations, Broman says when Norran meets her and Helena Renström, marketing director at Skellefteå municipality.
Before the publication of the list, both had a feeling that something good was about to happen.
– We were told at the end of May, or beginning of June, that Brad had nominated Skellefteå and that we would make the list. We were on tenterhooks, but then came the holidays and we wanted to put it out of our minds. So, bang, there it was one day! It was fantastic, says Broman.
In 2021, Gothenburg was the first Swedish city ever on Time magazine's "World's Greatest Places" list. Skellefteå and Copenhagen are the only Nordic places in 2022.
A little context: In 2021,Gothenburg was the first Swedish city in the "World's Greatest Places". However, that year, 100 locations were selected. In 2018, both the Ice Hotel and Tree Hotel were on the list. In 2022, Skellefteå and Copenhagen were the only Nordic places among the 50, which also included the Galapagos Islands and the Great Barrier Reef.
– We asked ourselves the question: How can we use this acclaim to continue putting Skellefteå on the map? says Broman.
– This wouldn't have happened without the place-branding work, the development of Skellefteå 2030, the decision to build Sara kulturhus and Northvolt's establishment. All of this is connected. Each one depended on the others, but it's been, and continues to be, a long-term effort that advances the whole destination, the whole area, she continues.
– The Time recommendation celebrates the whole of Skellefteå. It's not just one thing that has received this designation, but everything from the people to the city's atmosphere. We have seen in several articles that it is the whole city that is being celebrated, not just Sara kulturhus or Northvolt, says Renström.
A special red bench is now on display at Sara kulturhus. Skellefteå municipality writes: "The red bench was created to celebrate that Time has named Skellefteå one of the world's best places. The color red represents Time magazine's classic red cover and logo, but the color also represents the love we who live here feel for this place…”
– Internationally, Skellefteå is seen as an upcoming area, but it's just as important that we who live here know it, too. Telling ourselves is just as vital. That was one of the ideas behind the bench, says Renström.
"The pride we're talking about is a pride among the people of Skellefteå, but also for us who work with the place every day. This is a great impetus to continue the work," explains Maria Broman, CEO of the tourism company, Visit Skellefteå.
2022 was almost a full year of tourism without pandemic restrictions. Maria Broman has compared 2022's figures with 2019, the last year before the pandemic.
– We cannot say how much interest was generated by the Time article but we can clearly see an increased enthusiasm for coming to Skellefteå, she explains, and emphasises that the influence wielded by such a prestigious publication is "enormous" when it recommends a destination.
In 2019, Skellefteå had 393,000 commercial guest nights. In 2022, almost 500,000 commercial guest nights were reached, according to Statistics Sweden.
–The Norwegians have come back to Skellefteå at the same levels as before the pandemic. The increase comes from Swedish visitors and, above all, international visitors from outside the Nordic region, notes Broman.
– I think it is also to some extent connected to the fact that we have temporary workers such as those who work on the construction around Northvolt. I think that will also create greater interest, says Renström.
The duo agree that the new residents act as a magnet for family and friends who want to see where their loved ones have moved to.
– There is still great interest in coming to Skellefteå. All of Visit Sweden's foreign offices have picked up on this. We are "top of mind". They open up contacts for us with embassies and the like, which was much more difficult before the Time piece, Broman says.
"This wouldn't have happened without the place-branding work, the development of Skellefteå 2030, the decision to build Sara kulturhus and Northvolt's establishment," says Visit Skellefteå's CEO, Maria Broman, here together with Skellefteå municipality's marketing manager Helena Renström.
Skellefteå's tourist traffic is no longer mainly focused on Sara kulturhus/The Wood Hotel as it was in autumn 2021.
– Many international newspapers, and other visitors, now say: "We want more about the green transition.” They are interested in the Green Flight Academy, electrification and Skellefteå as a center for the green transition. They are very curious about that, says Broman.
Have you gained a boost in self-confidence?
– Absolutely. The pride we're talking about is a pride among the people of Skellefteå, but also for us who work with the place every day. This is a great impetus to continue the work," explains Broman.
The Time bench details the plaudits of July 2022.
However, the Time accolade is still working its magic six months on.
– Not everyone knows about it yet, so it can still generate a wow effect when you talk about it. We notice this wow effect especially with our international newcomers and potential newcomers. With the younger immigrant group, the issue is particularly important. Skellefteå is seen as a place for those who want to live sustainably, says Renström and continues:
– Especially in terms of competence attraction, it is extremely important. For those thinking of taking the plunge, the acclaim in Time is important. If Time magazine considers Skellefteå to be one of the world's 50 best places, why wouldn't you take the plunge?