First Camp continues to grow – Acquires popular Vadstena Camping by Lake Vättern

First Camp, the largest chain of campgrounds and resorts in Northern Europe, continues to strengthen its offering in Sweden with the acquisition of Vadstena Camping – a well-loved destination in a prime location on the shores of Lake Vättern. This becomes the chain’s 76th destination in total, 54 of which are located in Sweden. 

Vadstena Camping enjoys a scenic location with its own beach, close to both the town center and several popular attractions in the Östergötland region. Vadstena is a well-visited tourist town, known among other things for Vadstena Castle. The campground offers 470 camping pitches, 40 cabins, and a restaurant with views of the lake. A large number of seasonal guests return year after year and are an important part of the site's atmosphere and sense of community. 

“Vadstena Camping is a highly appreciated destination with strong local roots, and we’re excited to welcome it into the First Camp family. Its location by Lake Vättern and the proximity to picturesque Vadstena is fantastic and fills a blank spot we’ve had on the First Camp map. We look forward to building on everything that already makes Vadstena Camping so beloved. We also look forward to introducing our loyalty program, First Camp Club, here, allowing guests to earn points and enjoy benefits at other destinations in the chain,” says Johan Söör, CEO of First Camp. 

During the summer of 2025, the campground will continue to be operated by the current owners in close collaboration with First Camp. The takeover by First Camp is scheduled for autumn. The acquisition will give the destination access to the chain’s resources in digital booking, marketing, and guest offerings, opening up new opportunities for both development and investment. First Camp’s website is the largest booking channel for camping and cabin stays in Scandinavia. 

“After 42 years under the care of the Fagrell family, we’re handing over the helm of our beloved campground to First Camp. A new chapter awaits us, and we’re ready to enjoy retirement. Of course, we’ll miss all the fantastic guests and employees, but we’re confident that everyone will be well taken care of by the new owners,” says Marita Fagrell, owner of Vadstena Camping. 

Seasonal guests are a vital part of the campground’s character and will remain a key focus. Through First Camp’s Season Booklet, they will receive discounts in the on-site shop and bistro, along with additional benefits at selected destinations within the chain – a valued perk among the chain’s many returning guests. 

In 2024, the campground generated revenue of approximately SEK 13 million, with profitability in line with the First Camp Group’s performance. 

For further information, please contact:

Johan Söör
CEO, First Camp
johan.soor@firstcamp.se

Marita Fagrell
Ägare, Vadstena Camping
+46 (0)733 62 69 45
 

About us

First Camp Group AB, operating under the main brand First Camp, is Northern Europe’s leading chain for camping and resorts. The company manages over 70 destinations across Sweden, Denmark, Norway, and Finland, including four under independent brands. The chain offers more than 16,000 pitches for caravans and motorhomes and over 3,500 cabins. Since 2017, First Camp has acquired more than 60 destinations and focuses on growth through digitalisation, guest satisfaction, and sustainability.