Smaka på Tvååker

By project PROXIMITIES

Published on 13 February 2025

Sweden

Västsverige

Varberg

About this good practice

The clusters associations are formed of many small and some lager businesses in peripheral and rural areas to promote the destination. Three exemples of this is Smaka på Tvååker (A taste of Tvååker), Norr om Varberg (North of Varberg), Destination Läjet. They are all formed to promote tourism in the area where they operate. This is not so unique. The unique part of this good practice is the diversity in the different businesses and the cooperation that makes them grow. The growth of the business lead to a more permanent service for the local population.

This initiative brings together a diverse array of enterprises, ranging from small vegetable stands and farm shops to larger conference facilities, bakeries, and cafés. Many of them start in small scale and increases there opening hours as they grow. Together, these initiatives showcase the potential of peripheral and rural areas to foster vibrant business communities, offering unique products and experiences that draw both locals and visitors alike.

The forming of associations also makes it possible for the municipality to support these businesses as a way of promoting the brand of Varberg to visitors.

Expert opinion

This good practice highlights the importance of place branding through cluster associations such as Smaka på Tvååker, Norr om Varberg, and Destination Läjet, which bring together small and larger tourism-related enterprises in rural and peripheral areas of Sweden. These clusters include a diverse range of actors—from farm shops and cafés to conference venues—many of which have expanded their operations over time. With modest support from the municipality and the LEADER programme, joint marketing efforts have strengthened Varberg’s identity as a tourism destination. The model demonstrates how collaboration can boost tourism, support local retail and businesses, extend the season, and foster vibrant local communities by building a shared identity. It offers an inspiring example of place branding that can be replicated in other rural or peri-urban areas aiming to enhance local development through tourism-led partnerships.

Arnault Morisson

Works at Interreg Europe Policy Learning Platform

Resources needed

The engagement from entrepreneurs in tourism is crucial for this good practice. The municipality contributes a small sum for marketing of the brand of Varberg that helps the associations have a common marketing on social media. The associations have also hade funding from the LEADER program.

Evidence of success

The clusters have helped to create a clear and attractive image of Varberg as a destination. Through joint marketing efforts, they have been able to reach a wider audience and attract more visitors.

The clusters have contributed to economic growth in peripheral and rural areas by creating more jobs and increasing tourism revenues. It has also led to extended opening hours beyond the normal tourist season.

Demonstrates how collaboration can lead to positive results for a specific area.

Potential for learning or transfer

Marketing the area through business clusters is an excellent example of how collaboration can lead to success. By creating clusters such as “Smaka på Tvååker,” “Norr om Varberg,” and “Destination Läjet,” various businesses have managed to collaborate and by working together, businesses can share ideas and resources, leading to innovation and development within the tourism industry. This strengthens the community and creates a stronger shared identity.

The success of the good practice started with one association that became one more and then one more. It can have effect both in the short term by creating a stronger destination and long term by the growth of the local economy and increased services for the locals.

This good practise has the biggest potential for peripheral and rural areas, as well as cities or regions with strong a tourism industry and in areas with population growth. Both is this case in the peripheral and urban areas of Varberg.