The internal side of Kungl. Djurgårdens Intressenter

Kungliga Djurgårdens Intressenter or Royal Djurgården Society in English, leads the ongoing work that began when Djurgården’s many attractions had the courage to set aside competition and work together to promote Djurgården as a unified destination. The conditions were clear – strong engagement from the various attractions was essential for success. The need was evident. It wasn’t about creating something new and thus adding yet another brand, as had been done many times before. Instead, the goal was to collectively explore Djurgården’s essence and agree on a shared Djurgården identity under new forms.

Through the shared Djurgården identity, "Royal Djurgården," the attractions can now uniquely add value to both the whole and their individual operations. Together, we are now boldly positioning ourselves as "Scandinavia’s #1 attraction".

VALUE-DRIVEN COLLABORATION
The foundation of the collaboration on Djurgården is not target groups but values. By setting aside target groups and traditional marketing, and instead communicating and acting based on shared values, opportunities arise for the actors to work towards a strong Djurgården without fear of overshadowing their own brands. This offers the actors a new way to approach the shared space: Through co-creation, they have a well-grounded and stable foundation, a clear direction in the collaborative work on Djurgården, and visitors now have a comprehensive experience to relate to, which strengthens both Stockholm and Sweden as destinations.

Long-term sustainable development on Djurgården is the basis of all work. In fact, this work is so central that we have a dedicated sustainability site: https://sustainable.royaldjurgarden.se.

Collaboration is one of Djurgården’s five core values and is central to our way of working. The agreement is: never collaborate for the sake of collaboration, but always to create or solve something better together than individually. (Want to learn more about Djurgården’s values? Download our guide, which you can find under "toolbox.")

With Royal Djurgården Society as the hub and engine, the actors meet, identify shared challenges, and seek solutions together.

THE NETWORK IS KEY, AND THE FOLLOWING NETWORKS ARE AVAILABLE FOR PARTICIPATION:

DJURGÅRDSFRUKOSTEN - OUR BREAKFAST CLUB
The largest network within Royal Djurgården Society. It includes CEOs, marketing directors, and sustainability managers. Through the service fee, the members are entitled to personal memberships for individuals in these roles. Djurgårdsfrukosten is organized about 9 times a year, aiming to inspire and strengthen relationships among members.

STRATEGIC MARKETING GROUP
This group includes several marketing directors. Their mission is:

To be a driving force in our area of expertise
for the destination’s visibility and hospitality
for the benefit of Royal Djurgården as a whole
as well as for each individual business.

INTERNATIONAL MARKETING GROUP
This group coordinates efforts in the international market and direct sales. It includes representatives from the actors who actively promote Djurgården internationally.

THE DEDICATED SUSTAINABILITY TEAM
This group maps out and drives sustainability issues on Djurgården. It includes sustainability managers and engaged representatives from the stakeholders. Comprehensive information about the sustainability efforts can be found here: sustainable.royaldjurgarden.se. The mission can be summarized as:

To be a driving force in our area of expertise
for the sustainable development of the destination
for the benefit of Royal Djurgården as a whole
as well as for each individual business.

TUFF GROUP
This group works with infrastructure issues, mainly focusing on traffic matters, with an emphasis on knowledge and information exchange before and after the season. Participants include all forms of public transportation: trams, SL, Djurgården ferry, hop-on hop-off bus & boat, as well as the traffic office, parking companies, and KDF.

SAFETY NETWORK
This group focuses on knowledge and experience exchange regarding safety issues. It includes all stakeholders' security managers and, to some extent, property managers, as well as a representative from the police.

STEERING COMMITTEE FOR ROYAL DJURGÅRDEN VISITOR CENTER
This group focuses on hospitality matters and manages our shared visitor center. It includes KDF, Sjöcaféet, and the National City Park, represented by the County Administrative Board and WWF.

Additionally, the Royal Djurgården Society seeks to solve issues in collaboration whenever they arise. Functional collaborative groups may therefore be created or disbanded as needed during the course of the cooperation.

THE STRATEGIC MARKETING GROUP: