Lifestyle Safari Aims to Attract New Residents to Sweden's Jämtland Region

To combat a challenging recruitment landscape, a group in Östersund, Sweden, has launched an innovative "lifestyle safari" designed to attract new residents to the Jämtland region. The initiative aims to present an appealing picture of life in the area, encouraging individuals and families to consider relocating.

The safari offers participants a multi-day experience, allowing them to sample the daily life of a Jämtland resident. This immersive approach is intended to provide a realistic and attractive glimpse into what living in the region entails, from work opportunities to the overall quality of life.

Johan Ranbrandt, a founder of Gomorron Östersund and Jämtland Calling, explained the motivation behind the event. "It was not a good situation to cannibalize on each other," he stated, referring to the previous difficulty local businesses faced in attracting and retaining staff. The lifestyle safari seeks to create a more collaborative approach to regional development by drawing in new talent rather than fostering internal competition.

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It was not a good situation to cannibalize on each other