We’re proud to introduce our lead partner, the Swedish Tourism Innovation Center (STIC) – a driving force behind innovation, sustainability, and collaboration in the tourism sector. Based in Sweden, STIC brings a unique blend of industry expertise, youth engagement, and regional development experience to the Paths to Peace project.
🌐 Website: www.tourisminnovation.se
Who They Are
STIC is a national knowledge and innovation hub that supports the sustainable transformation of tourism across Sweden and Europe. Their mission is to turn forward-thinking ideas into practical, scalable solutions. STIC works with regions, SMEs, educational institutions, and young entrepreneurs to foster tourism that is not only economically sound but also inclusive and socially impactful.
The centre is well-known for its work on tourism in post-pandemic recovery, circular economy practices, and integrating youth voices into tourism planning. Their team combines technical know-how with a passion for empowering communities.
What They’re Doing in Paths to Peace
As the coordinator of the project, STIC oversees the smooth delivery of all activities and ensures strong collaboration between partners. But their involvement goes well beyond coordination:
- In WP2, they support the collection of case studies and best practices on tourism-based peacebuilding, particularly from the industry perspective.
- In WP3, STIC will host and lead one of the hybrid training workshops, focused on conflict-sensitive tourism – giving youth advocates tools to design tourism experiences that promote understanding, healing, and long-term peace.
- In WP4, they take the lead in organising the Paths to Peace Hackathon, held in Sweden alongside the Stockholm Peace and Development Conference, connecting youth proposals with real-world stakeholders.
- Throughout the project, they contribute actively to sustainability, stakeholder engagement, and visibility, leveraging their vast network across the tourism and innovation sectors.
Who’s on the STIC Team?
🧭 Jan Lundin – Founder and Director
With over 30 years in corporate finance, strategy, and sustainable tourism, Jan is the visionary behind STIC. His leadership has shaped the organisation’s international impact, including collaborations with the UNWTO. Jan leads the coordination of Paths to Peace, guiding its overall direction and ensuring its alignment with policy and industry innovation.
📣 Michael Persson Gripkow – Chief Education & Marketing Officer
Michael brings unmatched experience from national tourism promotion, including his work at Visit Sweden and as a pioneer in place branding. He leads STIC’s contribution to peacebuilding education and communication strategies, helping shape the project’s workshops and stakeholder engagement activities.
💼 Ebba Theding – Chief Financial Officer
Ebba oversees the project’s financial management, drawing on her two decades of experience in project finance and commercial control. Her work ensures transparency, efficiency, and compliance across the consortium.
With STIC at the helm, Paths to Peace is set on a course for creativity, collaboration, and real-world impact. Keep an eye on their upcoming contributions as we move from planning to action.