Sustainable · Innovative · Built to last
Destinations
designed to last
Independent consulting in destination strategy, revenue management and place branding — for Swedish municipalities, attractions and destinations that want to grow without losing what makes them unique.
16+
years in tourism, place development and sales
4
municipal tourist bureaus led
1,200
guests at a sold-out archipelago opera with the Royal Swedish Opera
UNESCO
research on sustainable branding in the High Coast
Philosophy
A place is not a product. It is a living system — of nature, people and economy.
The destinations that thrive over time are the ones that protect what makes them special while finding new ways to create value. My work sits exactly there: in the meeting between sustainability, commercial reality and new ideas.
01
Sustainable by design
Environmental and social impact are built into the strategy from day one — not added as a label afterwards.
02
Commercially grounded
Pricing, packaging and sales models that make sustainability pay its way — so good intentions survive the budget.
03
Innovative & research-based
New formats, digital tools and methods from research and international urban development — adapted to your place.
Services
What I do
Destination strategy
A clear, long-term visitor strategy that the municipality, local businesses and residents can stand behind.
Analysis · Workshops · Strategy & action plan
Revenue management
Pricing, packages and sales channels for attractions and destinations — from hands-on ticketing and B2B sales.
Pricing review · Packages · Channels
Place branding
A distinct identity for a town, square or region, built together with the people who make the place.
Place identity · Storytelling · Collaboration
Selected work
Work I’m proud of
Mid Sweden University · The High Coast · 2023
The High Coast, a UNESCO World Heritage region
Research assistant on Attractiveness and green transition — how a destination’s sustainability work and branding shape visitor choices. Interviews, analysis and decision support with Höga Kusten Destinationsutveckling.
Light on the Path · Glasgow, Scotland · 2016–2017
An international tourism programme in Scotland
Business development for a programme built with fine restaurants, four- and five-star hotels and food & drink producers — and a cultural-preparation programme for international hospitality students.
Stockholm archipelago · 2012–
Skärgårdshallen
A concept for a year-round gateway to the archipelago in central Stockholm, developed with Södertörn University and local creatives.
Central Stockholm · 2020–2021
Sergels torg
Place identity and stakeholder analysis at one of Stockholm’s best-known public squares.
“Ylva has shown her passion for tourism development, sharing cultures and playing a key role in development.”
Sabrina Allison · Director, Light on the Path, Glasgow
About Ylva Hedman
Experience from both sides of the table
For 16+ years I’ve worked where public mandate meets commercial reality — running municipal tourist bureaus, researching sustainable place development, and packaging and selling experiences at some of Sweden’s best-known attractions.
I combine a degree in tourism, a diploma in revenue management and studies in urban development with hands-on delivery — from strategy workshops to sold-out events.
Experience from — Österåkers kommun · Mid Sweden University · Göteborg Film Festival · Pophouse Entertainment · Royal Swedish Opera collaboration · Skärgårdshallen
Contact
Let’s talk about your place
Tell me what you want to achieve. I reply within a few days.
Stockholm, Sweden
reservation@thinkabletravel.com
LinkedIn
Photography: Ulle Haddock, Nils Söderman and others via Pexels
