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 over 100 members and from only Fjärdhundrabygden to Enköping, Västerås, Sala, Heby, Upplands-Bro, Strängnäs, Sigtuna and Uppsala.
In 2019, the work was crowned with the prestigious The Grand Tourism Prize of SEK 100,000.
What is behind it?
From the beginning, the association has attracted people who want to cooperate. It quickly becomes clear to those who agree that collaboration provides more visitors and that the members are not each other's competitors. The bottom-up perspective, which is included from the Leader method, means that the activity is based on the members' driving forces. It 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 visitors come back and find new places with the help of the web, fjardhundraland.se.
Meeting places create collaborations
Internally, the association works with regular company visits and meetings, as well as with projects. In 2020, a lot has been about marketing the area and the members, when the interest from visitors has been great but the opportunity to meet internally is limited.