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Influential Leaders

Jerry Engström

Founder and Owner, FriluftsByn
Recognition Year(s): 2025
Area of Impact: Entrepreneurship
School: Umeå School of Business, Economics and Statistics, Umeå University
Location: Sweden

Summary

To showcase Sweden’s High Coast, a UNESCO World Heritage Site, Jerry Engström founded FriluftsByn—a hub for outdoor adventure, creativity, and community. Combining his expertise as one of Sweden’s top marketing directors with a passion for nature and creativity, Engström transformed the High Coast into a leading tourist destination. His innovative projects, such as ARKNAT and Friluftsfest, earned awards like Sweden’s Placebrander of the Year and New Entrepreneur of the Year, while inspiring sustainable regional growth. Beyond FriluftsByn, Engström supports regional development in Sweden and internationally, sharing his expertise to drive growth and innovation in communities worldwide.

Entrepreneurial Impact

Engström holds a Master of Science in Marketing from Umeå University and previously excelled as a marketing manager at Unilever and Fjällräven, where he was recognized as one of Sweden’s top marketing directors. His passion for nature and regional development inspired him to establish FriluftsByn, transforming Sweden’s High Coast into a leading tourist destination and a hub for outdoor adventure, creativity, and community.

Early in his journey, Engström balanced building FriluftsByn with lecturing, mentoring startups, and advising businesses on branding and destination development. He combined his extensive marketing experience with a deep love for the outdoors to launch innovative initiatives that attracted both visitors and international recognition. These include Friluftsfest, which merges outdoor adventure with culture, and ARKNAT, a project co-created with Sweco that integrates architecture with nature tourism. ARKNAT’s unique wind shelters earned the 2020 Architecture of the Year Award and expanded to other regions in Sweden, showcasing how creative solutions can enhance tourism experiences.

Engström’s contributions have earned him accolades such as New Entrepreneur of the Year, Placebrander of the Year, and a nomination for the prestigious Stora Turismpriset. His leadership extends beyond FriluftsByn, as he frequently lectures across Scandinavia, sharing his expertise and inspiring future entrepreneurs. His work has also drawn international attention; he has been engaged by the European Union to support regional development projects in Eastern Europe, as well as in Canada, Finland, Norway, and the Faroe Islands.

Committed to sustainability and regional growth, Engström has fostered strategic collaborations with outdoor brands, creative industries, and local communities to ensure the High Coast remains a dynamic and thriving destination. By uniting innovation, nature, and entrepreneurship, he has created a model for tourism and rural development that benefits both visitors and residents, cementing his legacy as a visionary leader in sustainable tourism.

Additional Information