UST Project In an age of climate uncertainty, growing social divides, and rapid transformation of both rural and urban life, how we understand tourism—and its role in shaping places—needs to evolve. Place development is one such evolution. It moves beyond the idea of tourism as a goal in itself and instead positions it as a tool—a means to strengthen local communities, build resilience, and support a broader sustainable transition. To help us make sense of this shift, the UST project invited two leading external experts to contribute their perspectives: Kristina Lindström, researcher at the University of Stavanger and specialist in destination and place development, and Joakim Forsemalm, associate professor in ethnology and cultural geographer focusing on organizational change, spatial practices, and sustainability. Kristina Lindström brings with her a deep understanding of the paradigm shift from destination marketing and tourism promotion to integrated place development. In her work, tourism is no longer the sole purpose of development strategies, but one of many tools municipalities can use to achieve long-term societal goals. In particular, she draws attention to the importance of aligning tourism with local governance, civil society, and environmental responsibility. Joakim Forsemalm approaches sustainable tourism from a different angle. He reminds us that every action we take is shaped by a lens, a perspective rooted in our values, professional identities, and lived experiences. By recognizing these lenses, and the ways they influence our decisions, we open up to new possibilities for cooperation and change. Forsemalm urges us to “mind the gaps”, meaning the disconnects between departments, between levels of governance, and between long-term visions and everyday practices. By “minding the gap” we get to see those gaps as spaces for learning, reflection, and reconnection. Introducing Place Development – through a new perspective “The foundation of societal sustainability is organisational sustainability. And the foundation of organisational sustainability is personal sustainability” Joakim Forsemalm This dual perspective, strategic and reflective on one hand and systemic and personal on the other, has been central to the development of the UST project. By combining practical tools like self-assessment frameworks and stakeholder mapping with theoretical guidance from fields like destination studies and cultural geography, the project supports municipalities in taking their next steps toward more inclusive, sustainable, and future-focused place development. Interpreting sustainability There are many different ways of working with sustainability in tourism. Many municipalities have policies in place and have made progress, but there is no single right way to do it or established method that handles this multi-faceted field. 14
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