Ultimate experience - enabling accessibility to nature and culture in Sweden

Purpose and goal

Ultimate Experience has a common agenda with the purpose of explaining Sweden´s unique natural and cultural experiences from concept to memory. A consortium has been developed and has concluded that offerings based on the entire customer journey requires collaboration, development of new business models and business strategic approach to the intangible assets of companies, public agencies and organizations. The consortium consists of key players in tourism, digitization of culture and nature from industry, public sector and academia.

Results and expected effects

With the opportunities that digitization and crossborder solutions presents we make Sweden the pioneer of sustainable and accessible global experiences for the tourist. The project has identified that an digital ecosystem needs to be developed for services that will increase the availability of attractive, durable holistic experiences of nature and culture by taking advantage of data sources within the culture, nature, transport and infrastructure as well as poi. An organization model and a process have been developed as a platform for crossborder cooperation.

Approach and implementation

The ´customer journey´ was the staring point for a survey conducted in order to identify relevant existing processes and projects at participating stakeholders to create consensus. A situational analysis of needs and conditions in the global market has been developed in which project partners contributed according to their roles and their specific knowledge. Three workshops were conducted, where the situational analysis and the results from the survey served to define future work in Phase 2. A closed group for Ultimate Experiences participants actively used on Google+