TRAVEL JOURNALIST · ENTREPRENEUR · SPEAKER · MODERATOR
To new places, meaningful conversations
and ideas we can put into practice.
My work brings together travel, business and the people who make things happen. My particular focus is on places beyond mass tourism, where local life, nature and food are at the heart of the experience.
On TV & radio
✳On the conference stage
✳With businesses & destinations
01 / WORK WITH ME
Experience, fresh perspectives and practical examples. Always with a real commitment to the people and purpose behind each project.
Travel trends, entrepreneurship and places people want to visit. Inspiration to help you take your next step.
↗02From thoughtful conversations to major galas. I guide the day with warmth, energy and a clear sense of direction.
↗03Local life, nature and food that give a place its character. Stories that inspire people to discover more.
↗04A committed sounding board to help refine your offer and create experiences more people want to book.
↗02 / TALKS & WORKSHOPS
What makes people choose a destination, book an experience or recommend a business?
I draw on my travels, local food experiences and encounters with entrepreneurs. With the experience of running my own business, I connect wider developments with your organisation and what makes your place distinctive.
I enjoy speaking at major industry gatherings as well as for smaller destinations and business networks. Every format starts with your needs.
Let’s discuss a talk ↗Every talk is tailored to your audience and can be combined with a workshop.
SOME STARTING POINTS
What is a lasting change, and what is simply a new buzzword? I turn trends into practical opportunities for businesses and destinations.
How do individual strengths become an offer guests understand and want to book? We explore audiences, content, collaboration and presentation.
What makes a hotel a reason to travel? Concepts, stories, food, activities and the details that bring it all together.
Local ingredients, food traditions and seasonal flavours. How can food, drink and the people behind them give visitors a reason to travel and create value for more local businesses?
Discover your place’s strengths and develop them together. Local pride, knowledge and collaboration that lead to tangible offers.
Starting, running and growing a business – and the conditions that make the next step possible.
Opportunities, barriers and why more women need the space to start, own and grow businesses.
03 / MODERATOR & HOST
I love bringing people together and seeing what happens when someone is asked a really good question.
With thorough preparation and attentive listening, I help participants shine. From panel discussions and conferences to galas and award ceremonies.
Book me for your stage ↗04 / BUSINESS & ENTREPRENEURSHIP
I have run Skandevall Media since 2004. I know the freedom and joy of building something of your own, as well as the responsibility, decisions and work that often go unseen.
As a former business policy expert at Företagarna, Sweden’s federation of business owners, I have also worked on the conditions that shape entrepreneurship. I am especially committed to small businesses and women entrepreneurs – the people who take a chance and bring places to life.
05 / TRAVEL & DESTINATIONS
I seek out places that are still less well known and tell the stories of what brings them to life: the people who live there, the culture, the nature and the changing seasons. With time for encounters and discoveries away from the usual tourist trails.
Food tourism has a special place in my work — from local ingredients and food traditions to meals that become a reason to travel. I work on travel journalism, guides, experiences and bookable offers in collaboration with local businesses.
Tell me about your place ↗06 / CONTENT & COLLABORATIONS
A collaboration with me carries my name, too. I choose partnerships carefully and stand behind the stories I tell and the recommendations I make.
As a travel journalist, former magazine editor, moderator and established voice in Sweden’s tourism industry, I bring editorial judgement and first-hand knowledge. For over three years, I have been a regular travel expert on TV4’s Nyhetsmorgon, Sweden’s leading morning television show, primarily in its weekend editions. Nearly 140,000 people follow my discoveries on Instagram.
I welcome relevant press-trip invitations, editorial story proposals, speaking and moderation commissions, and carefully chosen paid partnerships. My English media kit introduces my professional background, television appearances, audience and selected results.
English · 6 pages · approx. 2.3 MB · October 2026
07 / SELECTED WORK
Galas, industry gatherings and talks. Here are some projects where I have contributed knowledge, curiosity and a confident presence on stage.
HOST · SCRIPT & STAGE PROGRAMME
Three years with the Swedish Beauty Awards. I was responsible for the script and stage programme in 2023, adding the role of host in 2024 and 2025. In the final year, I co-hosted the gala with Daniel Paris.
Two days on stage – and the evening dinner.
MODERATOR · HOST · SPEAKER
When destinations from across Sweden gathered in Norrköping, I moderated both days of the conference and hosted the evening dinner. I also gave a separate talk on how I work with social media.
SPEAKER · WELLNESS & TRAVEL TRENDS
Which trends are shaping the future of wellness travel – and what do guests in the premium segment expect? For Svenska Spahotell, I explored the trends shaping future wellness journeys, with a focus on high-end travel. Following a well-received talk, I have been booked again for 2027 with a new theme.
I also love speaking for smaller destinations and local business networks. We start with what you already have, identify the strengths of your place and connect trends to practical ideas for packaging experiences, collaboration and giving people more reasons to visit.
Let’s talk about your destination ↗08 / WATCH & LISTEN
As a regular travel expert on TV4’s Swedish morning show Nyhetsmorgon, I talk about destinations, trends and how the way we travel is changing. You can also hear me on radio and podcasts.
The TV clips, radio features and podcasts below are in Swedish.
A selection of conversations about travel, places and changing habits.
09 / ABOUT ME
I am driven by a desire to discover, understand and make things happen. To find a place more people should know about, a story that deserves to be heard or an idea that can open up new possibilities for a small business.
Nature is close to my heart: forests, lakes, open landscapes and quiet moments. I love sparsely populated places and small-scale ventures — places with a character of their own and people who dare to build something from what they have. The local, personal and genuine often move me most, and I want more people to discover them.
I have run Skandevall Media since 2004. I have a degree in environmental science and previously worked as a business policy expert at Företagarna, Sweden’s federation of business owners. That background informs my work: an interest in how places develop, how we value and care for nature, and how people can bring their ideas to life.
I want my stories and conversations to lead somewhere: to a discovery, a fresh perspective or the courage to take the next step.
Lina10 / CONTACT
Looking for a speaker, moderator or event host? Would you like to develop your offer or tell the story of your destination?
Tell me what you have in mind. We’ll find an approach that works for you.
Your enquiry is sent to Promotor and Lina. We use your details to respond to your message.