– Our Guest Lecture at Berghs School of Communication
At Royal Djurgården, sharing experiences and learning together is a key part of our journey. Recently, we had the pleasure of guest lecturing for the Place Branding course at Berghs School of Communication – a program bringing together participants from municipalities, real estate companies, and marketing teams to explore what makes a place brand meaningful and impactful.
During the session, we shared concrete examples from Djurgården, a destination that brings together 62 member organizations and welcomes over 15 million visitors each year. We highlighted how sustainability can be a genuine competitive advantage, how a clear identity can serve as a practical tool for development, and, above all, how much can be achieved when stakeholders collaborate openly and sincerely. On Djurgården, putting competition aside in favor of shared goals has repeatedly produced results that no single actor could achieve alone.
It was inspiring to see how our examples sparked discussion and reflection among the participants, and equally rewarding to gain new perspectives ourselves. Moments like this are a powerful reminder that knowledge grows when it is shared and explored together.
The course itself had already taken participants through analyses, positioning exercises, and discussions about the strategic role of place branding. Our lecture fit naturally into this context, showing how sustainability and identity are closely linked to attractiveness, direction, and pride – principles that have guided our work on Djurgården and contributed to our recent recognition with the Green Destinations Platinum Award.
We are grateful to Michael Persson Gripkow for the invitation and great collaboration, and to Berghs School of Communication for their engagement. Engaging with curious, thoughtful minds always energizes us and brings fresh ideas to our ongoing work.
For us at Djurgården, opportunities like this are more than a chance to share experiences – they are a way to demonstrate how sustainable place development can drive long-term attractiveness. Sustainability is not a side issue; it is the competitive advantage of the future.
Camilla Zedendahl
CEO Royal Djurgården Society / Kungliga Djurgårdens Intressenter
