Outdoor Academy of Sweden

What is Outdoor Academy of Sweden (OAS)?

OAS is a kind of famtour where appr. 50 handpicked tour operators, journalists and sport retailers are invited. The participants all work actively within the outdoor segment and are invited in order to discover Sweden as an outdoor country. OAS has been held in six different locations in Sweden both in winter- and summertime.

Outdoor Academy of Sweden is a concept created by VisitSweden, Scandinavian Outdoor Group (SOG) and SAS in cooperation with the chosen regional tourist organization for each event.

The cooperation with SOG adds value to the event since the participants also get the opportunity to try out various equipment in a natural environment. The event is based on learning, hence the “Academy”, where the purpose is to make the participant an “outdoor ambassador” for Sweden.

What is Scandinavian Outdoor Group?

The S.O.G. is an organization for well known Scandinavian brands within the outdoor segment, such as Fjällräven, Haglöfs, Hilleberg Tents, Primus, Gore, Ullfrotte´, etc.

What is VisitSweden?

The Swedish state and tourism industry have given the communication company VisitSweden the responsibility for international marketing of the brand Sweden, Swedish destinations and experiences. The goal of VisitSweden is to increase the number of visitors to Sweden, thereby creating better business opportunities for the tourism industry.

What is the purpose of OAS?

To increase the awareness in Europe of Sweden as a country for outdoor experiences and activities.

Who do we invite?

• Tour operators in Europe who offer programs with outdoor activities
• Members of the press, both travel- and outdoor journalists
• Retailers within the outdoor segment, i.e. people involved in sales within important sport shop chains

What are the main parts of the program?

During the program the participants experience Sweden as an outdoor country on location, they get to try out the latest equipment suited to the activity, they meet with local companies from the chosen region, and they have the opportunity to test and experience different outdoor activities, which vary according to season and destination.

Workshop during OAS?

One part of the program is a half day workshop where the participants have the opportunity to meet local tourist organizations and venues in order to increase their knowledge and make business deals.