Happie Camp integrates ecotourism with sustainable forestry
Entrepreneur Staffan Svantesson calls himself “a devoted ecotourist.” In 2018, he and his partner Ingrid Larsson hiked through Patagonia. The experience awakened long-dormant thoughts and led to insights that soon laid the foundation for his next business idea – Happie Camp.
“Rural development is a strong driving force for me"
“I’ve always sought out remote places to experience unique nature. On this hike, overnight stays were only allowed at designated campsites to minimize wear and damage along the trail and in the nature reserve. We saw it as a sign of good service to be offered simple accommodations where we could safely and comfortably enjoy nature to the fullest.”
Staffan Svantesson grew up on a farm near Karlstad and studied media and communication at Karlstad University and marketing communication at Berghs School of Communication. His professional life has mainly revolved around marketing communication and entrepreneurship, with a focus on digital business development and services.
However, entrepreneurship and work have always been interspersed with travel, often to countries that actively work to preserve high natural values by making unique places accessible in a sustainable way.
“Rural development is a strong driving force for me. My family has always worked the land and forests. Simplicity, tranquility, and closeness to nature are important values in Värmland and are some of the reasons we chose to move back here.”
Reconnecting with nature
The idea behind Happie Camp is to help people reconnect with nature. During the warmer seasons, the concept offers furnished and fully equipped tents in carefully selected scenic locations. The core team consists of six employees and is reinforced during peak seasons with a larger number of locally based operational staff.
“I’ve previously lived in Stockholm and other large cities, which made me realize that for many people, getting out into nature isn’t a given. If you’re inexperienced or unsure, the threshold is higher than for someone who grew up with the forest as their backyard.”
“Nature has healing properties, and we want to make it easy for people to get away, even if outdoor life isn’t already part of their lifestyle.”
Staffan Svantesson’s goal is also to contribute to the development of ecotourism in Sweden. Through Happie Camp, he aims to do this as an integrated part of sustainable forestry and in close collaboration with forest owners, both through new company-owned sites and via franchising.
“We want to help create a socially, economically, and ecologically sustainable multi-use of forests and land. Our vision is of living forests that are well managed, cared for, and made accessible to people who can experience and enjoy nature in a simple and safe way – without pressure to perform.”
Location is the core of the experience
He notes that interest in Scandinavia’s untouched nature has grown in recent years, while southern Europe has been hit by health-threatening heatwaves.
“With more international tourists, we need to organize nature tourism in a sustainable way that protects sensitive natural areas and supports the well-being and development of local communities.”
“Here in Värmland, we actively participate in several creative networks and appreciate the open dialogue and collaboration with cluster organizations, municipalities, Visit Värmland, and other entrepreneurs. More than half of our investors have local ties.”
For Happie Camp, the location is the core of the experience. The accommodation is a way to stay long enough to fully experience nature’s relaxing and health-promoting effects.
Staffan Svantesson recommends a stay of at least three nights.
“At first, we were worried our guests would feel restless, so we offered a range of activities, equipment, and guided tours. Our evaluations show that the more we scale back, the more satisfied our guests are. They mostly just want to ‘be’ in and experience the forest.”
“That’s why we’ve focused on making the stay as comfortable and accessible as possible. Everything you need is on-site, but nothing unnecessary. One thing we do emphasize is food. We’ve developed a special meal package that inspires guests to explore vegan dishes and ensures they have the energy to truly enjoy nature.”
Happie Nation AB
Happie Camp is a service based on the “Happie” concept – a sustainable way of living with a love for nature and a belief in its healing powers. Through sustainable site development and its franchise model, the company aims to build a network of furnished and fully equipped tents that make unique natural areas in Värmland accessible for recreation.
Revenue: SEK 2.6 million (2023)
Number of employees: Core team of six, expanded with locally based operational staff during the summer season.
Website: happiecamp.com