Frölunda-Aspvik Säteri, a company just outside Stockholm within the agriculture and forestry sector, has developed a business idea around countryside tourism as a complement to their existing business. The idea is to offer a high quality and functional way of living in small cottages surrounded by beautiful nature and landscape of cultural importance. There will also be a range of additional activities available such as hunting, canoeing, cycling etc. The project should be done with minimum impact on the surrounding environment and the importance of the ecological system should be at the forefront of all business decisions. At present the company wants to have a better understanding of what the future trends are within tourism, how its business idea fits in with future trends within tourism and how to stay competitive.The purpose of this research paper is to identify the social driving forces that have an impact on people’s lifestyle and choice of holiday destination in the future, and present how these factors affect the travel industry. The result will then be used to evaluate the feasibility of Frölunda-Aspvik´s business idea around tourism. A literature study has been carried out and the result of that has then been used to evaluate the company´s business idea. The main future trends are that tourists will have higher expectations, be more quality conscious and expect greater diversification regarding how they spend their holiday. This leads to travellers becoming more sophisticated. The reason can be explained by a higher disposable income and levels of education, better health, increased experience of travel and that people’s needs and expectations become more heterogeneous and individual. Many prefer several but shorter vacations spread out over the year. Time efficiency will also be crucial where demand for a combination of holiday, relaxation and various types of activities will increase. The health aspect will become more important where spa- and health destinations will be favoured. Outdoor activities and nature experiences will increase in popularity but also tourist products that are more intellectual and creative. More people expect peace and quiet where the primary purpose of the holiday is to escape from everyday life. Concern for the environment will be more significant as will the search for a deeper meaning beyond material possessions where also authenticity emerges as a selection criterion regarding tourist products and destinations.The conclusion of the study is to further develop Frölunda-Aspvik Säteri’s intentions to benefit from future tourism by extending its activities to include holiday facilities to compliment its existing business. From the study, it is clear that the company will be able to fulfil some of the needs of what future tourists value most. However, the company should also take into consideration other external factors that have not been included in this report which are stemming from ecological,...
