About Destination Uppsala

About us

Destination Uppsala is a marketing company with Uppsala municipality as its owner. The company’s main task is to sell and market Uppsala as a destination.


The company is responsible for the city’s tourist information, project management of the municipality’s major events and collaborating with local trade and industry to develop the conference industry via the Uppsala Convention Bureau partnership. The company is also responsible for travel and tourism industry matters for the Uppsala city brand.

Destination Uppsala is part of the Office of Business and Tourism Development, City of Uppsala.

The company’s owner’s directives

• The company will work in accordance with the official strategy for the travel and tourism industry (KF 2014-11-24)

• The company is to develop and market that part of the Uppsala brand that concerns the travel and tourism industry. This is to be done in close collaboration with trade and industry and other external players based on the brand position decided by the City Executive Board. (KS 2016-04-06)

• The company will attract events, conventions and tourism-related businesses to Uppsala and develop them. The work will be done in close collaboration with neighbouring municipalities, organisations, trade and industry and the universities in order to strengthen Uppsala’s position in the travel and tourism industry

• The company will coordinate collaboration between the arenas that are partly or wholly funded by the Municipality and manage event projects on behalf of Uppsala Municipality or external players. 

If you have any questions about Destination Uppsala AB, please contact:

Charlotte Skott, CEO of Destination Uppsala AB,
Phone +46 0 18 727 13 12, +46 705 66 55 58
E-mail Charlotte Skott