First Camp in Landmark Partnership – French Tourists to Arrive via Direct Charter Flights to Luleå

Northern Europe’s leading camping & resort chain enters groundbreaking collaboration with one of France’s largest tour operators

First Camp has signed a three-year partnership agreement with FRAM – France’s leading winter charter tour operator. This marks a historic milestone: for the first time in the company’s history, a First Camp destination will become a charter holiday location with direct flights to Luleå.

“This is a major breakthrough – both for our international expansion and for Swedish winter tourism. Attracting a partner of this scale shows that our offering is strong and competitive across the European market,” says Charlotta Nilsson, Destination Manager at First Camp Arcus – Luleå.

A Pioneering Project with Tangible Results

The agreement means that tourists from France will travel on direct charter flights from Paris to Luleå from December to March over the next three years. In the first year, 50 fully winterized cabins with full board will be booked – increasing to 80 the following year. The package includes activities arranged by First Camp in collaboration with local partners, such as snowmobile safaris, ice fishing, and encounters with reindeer and Icelandic horses. The total number of guest nights over the contract period is estimated at around 50,000.

“Guests will enjoy a full coolcation experience – Arctic adventure with top-class comfort. This is winter tourism in a whole new format,” says Charlotta.

Significant Investments in Experience and Service

To meet the growing demand, First Camp is making major investments in the site. A new 200-seat restaurant will open in December – with an external restaurateur already contracted – and a large sauna building with views of the river is also being constructed.

“Establishing First Camp as a charter destination opens up a new growth area with potential for more international collaborations in the future,” says Ingela Lundkvist, CCO at First Camp.

Local Development Office Welcomes the Initiative

Visit Luleå, part of Luleå Municipality’s Business Office, sees significant growth potential for the city and region.

“We’ve seen increased demand for capacity in both accommodation and winter activities in Luleå in recent years – closely linked to the accessibility of Luleå Airport. With First Camp now investing in winter tourism and a new restaurant, this not only brings more international guest nights from France, but also creates a new winter destination for locals – accessible by city bus. I’ve followed First Camp’s development closely this spring and welcome the initiative,” says Karin Åberg, Business Developer at Visit Luleå.

Strategic Focus on Year-Round Nature Tourism

First Camp observes that winter tourism in northern Nordics is currently experiencing even stronger organic growth than traditional summer camping. As part of its strategy to expand in this area, First Camp recently acquired Apukka Resort in Finnish Lapland – a flagship destination known for its glass igloos, Northern Lights experiences, and world-class winter packages. Apukka Resort has an annual turnover exceeding SEK 200 million and was recently named by Forbes as one of the world’s 15 most unique hotels.

For further informatoin contact:

Ingela Lundkvist
Kommersiell chef, First Camp
ingela.lundkvist@firstcamp.se
+46 (0)722-42 40 37

About us

First Camp is Scandinavia's largest camping chain, with over 70 destinations ranging from Boden in northern Sweden to Frigård in southern Denmark, including four destinations in Norway. The brands Jesperhus Feriepark, Leksand Resort, and Kronocamping Lidköping are also part of the group. First Camp's heart beats for everyone who loves staying in cabins, caravans, motorhomes, or tents, with approximately six million guest overnight stays annually. The company is passionate about offering scenic and beautiful locations and carefully designed experiences. First Camp aims to become the world's leading camping chain through a clear focus on innovation and industry development, investments in sustainability, and, of course, exceptionally satisfied guests.