Stora Turismpriset 2026

Following a strong summer for Swedish tourism, the nominations for the Grand Tourism Award 2026 have been announced. The nominated entities represent some of the most innovative and inspiring sites in Sweden.

The nominated entities represent some of the country’s most innovative and inspiring examples of how tourism can contribute to sustainable development, increased appeal, and more vibrant communities across Sweden. Now in its 33rd consecutive year, the award recognizes an entity that contributes to the development of the Swedish tourism and visitor industry in an innovative and sustainable manner, while also actively sharing knowledge in the field. The nominees range from small and large-scale events to culinary experiences, living cultural heritage, innovative museums, and magnificent nature experiences. What they all share is a commitment—through innovation, collaboration, and excellent hospitality—to creating experiences that attract visitors and boost the appeal of locations throughout Sweden.
The Swedish Agency for Economic and Regional Growth (Tillväxtverket) is the principal for the Foundation for Knowledge Promotion in Tourism, which presents the award and works to disseminate knowledge to stakeholders within the tourism and visitor industry. The 21 candidates were nominated by their respective counties (“län” - the 21 administrative regions, the political subdivisions of the national government that replaced the original 25 “landskap”). The award ceremony will take place on December 1 in Stockholm.
Some of the nominees include:
The Arctic Sweden Visitors Board in Norrbotten selected Jokkmokk Market — known as Jåhkåmåhke márnána in Sami — as Norrbotten’s nominee for the 2026 Grand Tourism Award (Stora turismpriset). People have gathered in Jokkmokk for trade and social interaction since the year 1606. The market provides Sami and local businesses with a platform for sales, networking and international visibility. It also generates demand for accommodation, dining, retail and activities. A record attendance was set in 2025, with 53,500 people visiting the market over the course of three days in February. For more info, see https://jokkmokksmarknad.se/
Norrviken Gardens (Norrvikens trädgårdar) was selected by Visit Skåne in the south to represent the region in the 2026 award competition. Over the past decade, this historic garden estate on the Bjäre Peninsula evolved from a seasonal attraction with around 20,000 visitors to a destination that draws 150,000 visitors annually. For more info, see www.norrvikenbastad.se
Region Halland, together with the municipalities of Halland, nominated Skrea Backe for the award in recognition of its work in developing a vibrant destination in the Halland countryside. Skrea Backe in Falkenberg—run by co-owners Lisa Lemke and Marcus Nordgren—spent years building a gastronomic destination that attracts up to 50,000 visitors annually. Lisa and Marcus purchased the old rectory in 2012, marking the beginning of Skrea Backe. Since then, various businesses and experiences have gradually emerged on the site, which the owners themselves describe as the "hill of possibilities." It all began with Prostens Pizza, and since 2019, they have also operated Skrea Matbruk, where they serve pasta made in Halland. The same barn also houses the award winning Skrea Backe Distillery, one of the most talked about distilleries in Sweden. Earlier in 2026, the ceramicist Paula Atelier moved to Skrea Backe, which took it another step toward a living hub for craftsmanship. For more info, see www.skreamatbruk.se/eng or www.skreabackedestilleri.com/en
Västra Götaland nominated the Smögen Art Light Festival, which has become an annual event. Since 2018, the Smögen festival — also known as Island of Light — has transformed the small fishing village into a unique meeting place for art, nature and tourism. Through site-specific light installations created by Swedish and international artists, the rocky terrain, boathouses, quays and marine environments take on a whole new appearance. Held annually in early September, the festival has become a major draw for visitors outside the traditional summer season. Photo: Thomas Granovsky
Region Halland, together with the municipalities of Halland, nominated Skrea Backe for the Grand Tourism Award 2026. Photo: Alexander Bennheden
Link to all nominated entities: https://tillvaxtverket.se/tillvaxtverket/omtillvaxtverket/varverksamhet/storaturismpriset/storaturismpriset2026.12718.html
Jåhkåmåhke márnána in Sami - Jokkmokk Market was nominated by the Arctic Sweden Visitors Board in Norrbotten
Norrviken Gardens (Norrvikens trädgårdar) was selected by Visit Skåne in the south. Photo: Anna Nyman
Region Halland, together with the municipalities of Halland, nominated Skrea Backe for the Grand Tourism Award 2026. Photo: Alexander Bennheden
Västra Götaland nominated the Smögen Art Light Festival. Photo: Thomas Granovsky