The Role of Cultural Heritage in Destination Development in Pandemic Times A case study of the city of Helsingborg, Sweden

Sammanfattning: The World Health Organization classified Covid-19 as a pandemic in March 2020 which led many countries to recommend social distancing, restrict the freedom of movement and to close everything except necessary services. Covid-19 related research focuses primarily on closures and interruption of cultural services and/or their digitalization. Sweden’s Covid-19 strategy has been different from other countries which has enabled some culture enterprises to keep their doors open for visitors. In light of this, the thesis aims to contribute with a case study on cultural enterprises operating throughout the pandemic, focusing on cultural heritage as a tourist attraction through the lens of destination development. This research explores the cultural heritage organizations status in destination development before and during the Covid-19 pandemic in Helsingborg, Sweden. This research is a qualitative case study that analyses data collected through 12 expert semi-structured interviews with destination development and cultural heritage management professionals. A document analysis of six official papers was used as a supplement source of empirical data. This research shows that before the covid-19 restrictions, cultural heritage sites were not significantly emphasized in the destination development of Helsingborg. The Covid-19 strategy in Sweden has made the culture and tourism industry readjust and conform to Covid- 19 restrictions, which has also created new visitor patterns and domestic target groups. Outdoor and cultural heritage sites with open-air areas have become a more significant touristic resource and a touristic attraction in locals’ way of seeking novel experiences in their everyday life. Service innovation, development, modification, and collaboration have occurred in Helsingborg in cultural heritage organizations ways adjusting to the Covid-19 era.