Visit Umeå AB (corporate registration number 556870-2343) is a place and destination development company whose primary purpose is to create quality of life and attractiveness for visitors and residents of Umeå. This is achieved by developing the place and the visitor economy in a responsible manner, based on all aspects of sustainability, into an attractive, welcoming, and inclusive place that more people want to discover, live in, and work in.
To succeed in this broad mission, inclusive, place-based strategies are required, along with an understanding of how tourism can contribute to the long-term sustainable development of the place. In this work, the perspectives of visitors, residents, and the business community must be taken into account.
The vision is that Umeå is a place of significance. For many.
Strategy and Objectives
Our why:To create quality of life for residents and visitors
Vision: Umeå. A place of significance. For many.
Strategic focus areas:
1. Urban experiences
2. Attractive and visitor-driven experiences in the Umeå region
3. Events that enrich
4. Meetings that help us grow and bring us closer to the world
5. Distinctive marketing and effective communication
In addition, our work is guided by the following enablers that permeate everything we do:
1. Collaboration and co-creation
2. Insight and measurement
3. Responsible tourism development
Ownership
As of 1 January 2026, Visit Umeå is wholly owned by the Municipality of Umeå, via Umeå Kommunföretag.
Partnerships
Visit Umeå currently works with partners who have chosen to support the company’s long-term efforts and who want to help develop Umeå into an attractive place for both residents and visitors. The partnership is built on a shared commitment to place development and a desire to create long-term value together.
Together, we strengthen Umeå’s competitiveness, visibility, and attractiveness – locally, nationally, and internationally.
Would you like to learn more about the partnership?
Please contact Gabriella Hed-Vall
