Tourism is currently undergoing a period of transformation. Communities and destinations need to develop in ways that strengthen local society, the environment, and business value. In this context, sustainability, collaboration, and transparency become crucial. Skål Europe spoke with Stefan Pettersson, member of Skål Stockholm, co-founder of Gameng AB, and a professional with over 40 years of experience in the tourism industry across all types of leadership roles, about his work and vision for the future of tourism and Skål.
Skål Europe: Stefan, could you start by telling us a bit about your professional background and the work of Gameng?
Stefan: Of course. Together with my partner, I run GAMENG AB. We work with place development, tourism strategy, and sustainable business models. This means we collaborate with everything from destinations and municipalities to the individual person who meets visitors in their everyday work. For us, development is about bringing different actors, large and small, together in ways that create long-term value. Our method is based on interactivity and participation: people themselves help shape solutions. That’s how responsibility and engagement truly grow.
Skål Europe: What do you see as the biggest opportunities and challenges for tourism going forward?
Stefan: The opportunity lies in the fact that more and more people realize sustainability is not a side issue, it is the very core of competitiveness. Places and companies that can demonstrate transparency and accountability will gain both trust and attractiveness. The challenge is to create structures that align everyone in the same direction. This is where we at Gameng can contribute, we have experience building processes that are democratic, inspiring, and effective.
Skål Europe: How would you and Gameng like to contribute within Skål in the future?
Stefan: Skål has a unique diversity, with members from all over the world and across the industry. But to remain relevant, we need to develop more forums where members find real value, both in terms of knowledge and business opportunities. Here, we can contribute with new formats, such as digital speed-dating events or workshops for small communities that want to work more sustainably. Above all, we want to humanize the members of Skål: strengthening the sense of community, making the organization more human, and creating a culture where everyone feels seen and included.
Skål Europe: Looking ahead, what do you think Skål should stand for?
Stefan: I want Skål to be known for three things: business opportunities in a spirit of friendship, sustainability, and openness. Business opportunities in a spirit of friendship, because professional exchange should grow naturally from genuine human connection. Sustainability, because it is the key to the future of tourism. And openness, in the sense of democracy, transparency, and innovation, because that is what keeps us relevant in a changing world.
Skål Europe: And on a more personal note, what has Skål given you?
Stefan: For me, Skål is all about the people. The conversations and friendships that arise unexpectedly. But it is also a platform where I can contribute my experiences both from Gameng and from my 40 years in the industry, to create something greater than ourselves together.
