Visita Service (Sweden)

Visita is the trade and employer organisation for the Swedish hospitality and visitor industry (besöksnäringen). It represents more than 8,000 workplaces that together account for the majority of the industry's total turnover. As a unifying force, Visita works to shape laws, regulations and other conditions so that the industry can achieve a strong position both in Sweden and internationally. The organisation has two main areas of activity: industry issues and business policy, and employer issues including negotiations with trade unions. On the industry side, Visita monitors legislation and regulation affecting the visitor industry, informs its members and the wider public, responds to consultations, and serves as the industry's collective voice in many contexts. Its members include companies active in hotels, restaurants, spas, camping, holiday villages, ski lifts, zoos, amusement parks, catering and staff canteens. Visita is ultimately led by a board with representatives from member companies. Visita's wholly owned subsidiary Svensk klassificering AB is responsible for the Swedish part of the pan-European hotel classification system, in which sixteen countries have agreed on a regulation to assess hotel quality using stars. Visita offers practical support to its members through the Arbetsgivarguiden (Employer Guide), the Företagsguiden (Business Guide) and VisitaAkademin, which provides courses in labour law, economics, leadership and service. The organisation also engages in advocacy work, such as its campaign to retain the karensavdrag (waiting-period deduction) and its election campaign Handslaget for 10,000 new jobs, which highlighted fair VAT and reduced employer contributions for young people. Visita was founded in 1909 as Sveriges centrala hotell- och restaurangförening, later known as Sveriges Hotell- och Restaurangföretagare (SHR). In April 2012 it changed its name to Visita – Svensk besöksnäring. The organisation is headquartered in Stockholm.

Visita was founded in 1909 as Sveriges centrala hotell- och restaurangförening (Sweden's Central Hotel and Restaurant Association). The initiative was taken by hotel director Hjalmar Tornblad, who also served as the organisation's first chairman until 1923. The association later became known as Sveriges Hotell- och Restaurangföretagare (SHR). Over the decades, the organisation went through several name changes and structural developments. In 1948 it became SHR, Sveriges Hotell- och Restaurangförbund, and in 1994 it adopted the name SHR, Sveriges Hotell- och Restaurangföretagare. In April 2012, the organisation rebranded as Visita – Svensk besöksnäring, reflecting a broader scope covering the entire visitor industry. Visita has a long history of leadership. Notable chairmen include Ulf Adelsohn (2001–2010), Maud Olofsson (2014–2022) and Fredrik Reinfeldt (2022–present). The position of CEO (verkställande direktör) has been held by figures such as Mats Hulth (2000–2010), Eva Östling (2010–2018), Jonas Siljhammar (2018–2026) and Christer Fogelmarck (from 2026). In 2014, ahead of the general election, Visita ran the campaign Dubbelstöten to try to stop both an increase in restaurant VAT and higher employer contributions for young people. The result was that VAT and employer contributions remained at the same level. However, since then employer contributions for young people have been raised gradually, with a reduction again planned for 2026. Visita's wholly owned subsidiary Svensk klassificering AB is responsible for the Swedish part of the pan-European hotel classification system, where sixteen countries have agreed on a regulation to assess hotel quality using stars. Today Visita represents over 8,000 workplaces and continues to work on industry and employer issues, providing guides, training and advocacy for the Swedish visitor industry.

• 2026

  Christer Fogelmarck became CEO.

• 2022

  Fredrik Reinfeldt became chairman.

• 2014

  Ran the Dubbelstöten campaign ahead of the general election.

• 2012

  Rebranded as Visita – Svensk besöksnäring.

• 1994

  Renamed SHR, Sveriges Hotell- och Restaurangföretagare.

• 1948

  Renamed SHR, Sveriges Hotell- och Restaurangförbund.

• 1909

  Founded as Sveriges centrala hotell- och restaurangförening by Hjalmar Tornblad.

The collective voice and employer organisation for the Swedish visitor industry, providing advocacy, guidance and training to member companies.

• Arbetsgivarguiden

  Employer guide with information on collective agreements, checklists and templates.

• Företagsguiden

  Business guide with information on laws, rules and permits.

• VisitaAkademin

  Courses in labour law, economics, leadership and service.

• Svensk klassificering AB

  Subsidiary responsible for the Swedish part of the pan-European hotel classification.

1. 1Visita - för den svenska besöksnäringen.visita.se
2. 2Visita Service (Sweden) - Wikidatawikidata.org
3. 3Visita - Wikipediasv.wikipedia.org