Himos-Jämsä embodies vitality, well-being, and adventure every day of the year.

Development of Himos-Jämsä’s tourism strategy for 2022-2026, aimed at guiding planned activities, development, and management.


The goal of the work was to develop a tourism strategy for Himos-Jämsä region for the years 2022-2026. The strategy would guide the systematic operations, development, and management of the destination.

What was done

The process of developing the tourism strategy for Himos-Jämsä consisted of the following measures:

Collaborative approach
The tourism strategy was developed in extensive collaboration with the entire tourism network of the area, involving approximately 200 stakeholders. The perspectives of entrepreneurs, city personnel, decision-makers, and residents were taken into account during the formulation of the tourism strategy.

Assessing the current situation and envisioning the future
To support the strategic choices, an analysis of Himos-Jämsä’s competitiveness and factors influencing the strategic positioning of the tourism area was conducted. The strategic choices for the tourism area were made future-proof, considering the trends and driving forces affecting tourism in Himos-Jämsä.

Insights from residents, businesses, decision-makers, and developers
Surveys were conducted to gather perspectives on the opportunities and development priorities of the Himos-Jämsä tourism area, as well as the impacts of tourism on the daily lives of Jämsä residents. Based on the survey results, both the strengths of Himos-Jämsä, as well as areas for improvement, as a tourism destination were identified through collaborative efforts.

Workshops, joint events, and interaction
among tourism businesses, decision-makers, and tourism developers

Strategic choices and measures
were co-developed extensively by involving various stakeholders.

Finalizing the strategy
A group composed of representatives from local businesses and the municipality provided guidance in determining the strategic choices and directed the work of FlowHouse, responsible for compiling the strategy.

Management of the tourism strategy
The implementation of the Himos-Jämsä tourism strategy’s measures is monitored and guided by the established Tourism Steering Group, which convenes four times a year.


The destination now has a concrete strategy for destination management and development for the upcoming years. The implementation of the strategy’s measures is monitored and guided through the activities of the steering group. Following the completion of the tourism strategy, approximately 30 million euros of investments in tourism development have been announced for the future. These investments will be directed towards improving tourism infrastructure and enhancing the range of services offered. The investments will support the economic growth and employment in the tourism sector in the area.

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