First Camp and Parks and Resorts are leading players in the Swedish hospitality industry. Credit: Skara Sommarland/First Camp Group AB via Cision.

First Camp, a camping chain in the Scandinavian region, has acquired a campsite next to Skara Sommarland in Sweden and has also entered a long-term collaboration with Parks and Resorts, the operator of Skara Sommarland.

Through the partnership, First Camp and Parks and Resorts aim to upgrade the camping area and further develop Skara Sommarland, one of the largest water parks in the Scandinavian region.

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Both companies from the Swedish hospitality industry share a commitment to guest experiences, employee engagement, and sustainability.

This partnership aims to leverage their common values to further enhance the guest experience at this destination.

First Camp CEO Johan Söör said: “We are very happy to welcome Skara Sommarland’s campsite into the First Camp family and this strengthens our already extensive offer to families with children throughout Scandinavia.

“Furthermore, we’re very pleased to enter a long-term collaboration with Parks and Resorts regarding package sales of Skara sommarland tickets and cabin and camping accommodation. The campsite’s guests will be able to earn bonus points through our popular membership club.”

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With this acquisition, First Camp’s network has grown to 72 destinations, including 53 in Sweden.

The company plans to apply its camping operations expertise to develop the newly acquired site.

Upgrades will include a comprehensive property maintenance programme, an enhanced food and beverage offering, and a more streamlined booking and check-in process for guests.

For Skara Sommarland, the acquisition will provide an opportunity to concentrate on delivering outstanding experiences within the park. The official handover of the campsite is scheduled for 20 March 2024.

The campsite will operate as a subsidiary of United Camping Campsite HoldCo, a sister company to First Camp Group.

Parks and Resorts CEO Christer Fogelmarck said: “We have very positive experiences of boosting a destination in collaboration with others. First Camp is the best in Sweden at what they do. We are the best at what we do.

“Together we have all the conditions to create something completely unique of Skara Sommarland as an obvious summer destination for families with children in northern Europe.”

Last month, Hilton formed an exclusive alliance with outdoor hospitality services provider AutoCamp.

This partnership allows Hilton’s guests in the US to book outdoor camping experiences directly through Hilton’s channels, reflecting a growing trend in the hospitality sector towards diverse accommodation offerings.