What is Fjärdhundraland?
Fjärdhundraland is a rural destination in the area Håbo-Enköping-Västerås-Sala-Uppsala which is run by Fjärdhundraland ekonomisk förening.
Fjordshoundland originated in a Leader project 2009–2011 in Fjärdhundrabygden. When it started, it was based on a zero position - very few companies worked with visitors. But it quickly turned out that there was a lot of interest and that many were in the starting blocks. The project led to greatly increased activity, and ended with the formation of the association, under the name Fjärdhundraland, which was taken from it ancient people of the same name.
Since then, the association has grown, from 20 to 100 members and from only Fjärdhundrabygden to Enköping, Västerås, Sala, Heby, Upplands-Bro, Sigtuna and Uppsala.
What is behind it?
The association has from the beginning attracted people who want to cooperate. It quickly becomes obvious to the one who goes with that cooperation gives more visitors and that the members are not each other's competitors. The bottom-up perspective, which is included in the Leader method, means that the activity is based on the members' driving forces. This makes it easier to create engagement.
"We see differences as a strength," says chairman Mats Thorburn. It is always convenient to be with your friends - but if you instead build networks with people who are different, it becomes more sustainable. We complement each other.
The events are the backbone
The events are the backbone of the external business. The association organizes events such as Rebus round, Flea round and Food & people, which attracts a lot of people to the first visit. Then the visitors come back and find new places using the web, fjardhundraland.se.
Meeting places create collaborations
Internally, the association works with regular company visits and meetings, as well as with projects. The ongoing Augmented export is operated by Region Uppsala and Tillväxtverket. Fjärdhundraland stands for a product development process on local food, nature and culture for foreign visitors.
During 2019 Fjärdhundraland will focus on cycling and packaging of experiences. We also plan to start a series of lectures / workshops on tourism industry and rural development.