At the Swedish Tourism Innovation Center (STIC), we believe tourism is not only about destinations but about relationships. Through the Paths to Peace project, we explore how tourism, youth leadership and community engagement intersect in real-world contexts. Two of our Swedish case studies, Järvsö and KFUM Sweden, demonstrate that peacebuilding does not always begin with grand strategies. It often begins locally, through participation, inclusion and shared experiences.
In Järvsö, a small town in the Hälsingland region of Sweden, tourism has evolved into something more than an economic driver. It has become a community-led model for sustainable and socially conscious development . Known for its scenic landscapes, UNESCO-listed heritage and outdoor recreation, Järvsö has intentionally balanced environmental protection, economic resilience and social inclusion. What makes the destination particularly relevant to Paths to Peace is its bottom-up governance model. Tourism development is shaped by residents themselves, ensuring that growth reflects shared values rather than external pressures.
Environmental sustainability lies at the heart of Järvsö’s approach. Outdoor activities such as skiing, biking and hiking are designed with minimal environmental impact, while local businesses invest in renewable energy and eco-friendly infrastructure. Economic sustainability is reinforced through a combination of local ownership, year-round tourism strategies and regional collaboration, ensuring that benefits remain within the community. Yet it is Järvsö’s social sustainability that stands out most clearly.
Cultural heritage and community events create spaces for dialogue and mutual understanding. Initiatives such as Järvsö Kulturnatt bring together artists, musicians, residents and visitors in shared celebrations, fostering exchange across backgrounds and generations. Inclusivity is not treated as an afterthought but as a design principle, with accessibility measures ensuring participation for people of different ages and abilities. Most importantly, youth are not positioned as passive beneficiaries of tourism, they are active contributors. Young people serve as guides, cultural interpreters and sustainability ambassadors, building leadership skills while strengthening pride of place.
One tourism stakeholder expressed it clearly: “It’s often not young people who are the challenge- it’s the rest of us. The younger generation wants to be part of decisions.” This insight resonates deeply with Paths to Peace, which places youth at the centre of tourism-based peacebuilding.
Our second case study, KFUM Sweden (YMCA/YWCA), approaches peacebuilding from a complementary perspective. While not a tourism organisation in the traditional sense, KFUM demonstrates how youth leadership, intercultural exchange and community-based engagement can create the foundations upon which peace-oriented tourism can thrive.
KFUM has long been one of Sweden’s most influential youth movements, grounded in values of respect, empathy and inclusion. Through camps, leadership programmes, sports initiatives and international exchanges, young people are given responsibility early. Many leaders begin as participants and gradually grow into mentorship roles. This continuity fosters confidence, resilience and social responsibility.
What makes KFUM particularly relevant to Paths to Peace is its emphasis on youth as co-creators. Camps in regions such as Dalarna and Småland combine teamwork and reflection, offering young people practical experiences in inclusion and cooperation. Internationally, Swedish youth participate in exchanges within the global YMCA network, engaging with peers from countries such as Ukraine and the Netherlands. These cross-cultural encounters mirror one of the core principles of conflict-sensitive tourism: meaningful interaction builds empathy.
However, KFUM’s reflections also highlight challenges. Ensuring accessibility for all backgrounds, maintaining long-term engagement and supporting youth through the emotional demands of inclusion work require constant effort. These realities remind us that peacebuilding is not always abstract, it is also sustained through small, consistent actions.
Together, the Järvsö and KFUM case studies reveal a shared lesson: peacebuilding through tourism does not begin with infrastructure or marketing. It begins with participation. When local communities shape tourism, when young people are trusted with leadership, and when inclusion is embedded into design, tourism becomes more than travel. It becomes a meeting space.
Through these case studies, STIC has seen how tourism can evolve from an industry into a platform for dialogue, empowerment, and shared responsibility. Järvsö demonstrates how sustainable, community-led tourism can foster resilience and intercultural understanding. KFUM shows how youth empowerment and cross-cultural exchange cultivate the leadership and empathy necessary for peace-oriented engagement.
As Paths to Peace continues to develop youth advocates and conflict-sensitive tourism strategies, these examples serve as practical reminders: peace is not created by chance. It is shaped by communities that choose inclusion, responsibility, and collaboration.
Tourism, when intentionally designed, can support that choice.