Leader of the Pack: Lola of Stockholm

This month in our Leader of the Pack series we meet Lola Akinmade Åkerström, co-organizer of Stockholm Travel Massive. Lola gives us a sneak peak into her brand new chapter, insightful tips about traveling Stockholm like a local, and why Sweden has become a prime destination for online travel professionals. 

1. What is your connection to the travel industry?

I’m a freelance travel writer, photographer, and editor who has contributed to several high profile publications and my photography is represented by National Geographic Creative. I was also the photoblogger for Sweden’s official website for two years and now run my own editorial site, Slow Travel Stockholm that focuses on exploring Stockholm on a deeper level.

2. Why did you decide to organize Travel Massive meet-ups in your city?

I was surprised to find that there were no Travel Massive meet-ups organized in Scandinavia and the Nordics. Having participated in a few and enjoyed the opportunities to network and chat with others in our industry, I decided we needed to bring Travel Massive to Stockholm. We had our first ever Travel Massive in 2013.

3. What is the best thing about being a part of Travel Massive?

The network and support is inspiring and encouraging and I have yet to find anything on this level within the travel industry in terms of social networking and building solid relationships with colleagues and peers in such a relaxed atmosphere.

4. Who is Stockholm Travel Massive for and why should people attend Travel Massive in your city?

We have a mix of travel bloggers, travel editors, travel PR, and destination boards. Our goal is to make Travel Massive in Stockholm the main English-speaking social networking event for those in the Swedish travel industry. Visiting travel colleagues and those based in Stockholm should definitely plan on attending to network, meet with others, and start to build relationships.

5. What is the online travel industry like in Stockholm?

It’s cutting-edge and fast-forward in terms of implementing new technologies and ideas. Social media has been fully embraced and even the tourism boards are running cool campaigns like This is My Stockholm and the infamous @Sweden twitter account – which is handed over to an ordinary citizen every week to run. VisitStockholm is one of a few tourism boards that actually gets the power and dynamism of travel blogging and openly embraces travel bloggers.

The goal now is identifying all the key players and getting them to start networking with each other through Travel Massive – to start building and strengthening these relationships for the long-term. 

6. What do you think is the biggest challenge in online travel that you would like to see changed?

Coming from a travel writing angle, the biggest challenge I see is producing quality content that isn’t always SEO and keyword driven that can actually still be valued by tourism boards, DMOs, and travel publications. I’d love to see more solid narrative travel writing that visually transports the reader being valued more than fluffy listicles that generate quick clicks and other clickbait type of activities within the travel industry. That’s the challenge and that is what I think is slowly chipping away at the quality offered within the travel industry. 

7. Do you have any favourite go-to travel websites about Stockholm? 

Lots of favorites. I enjoy Spotted by Locals and WhatsUpSthlm (Swedish). I also like DoToday Stockholm because they list some offbeat events that can get you closer into the local culture.

8. Is there a must-have app travellers should use when they visit Stockholm?

Yes! To find where Stockholm’s street food trucks are currently located in real-time, definitely check out StreetKäk.

9. Best advice to a new comer who wants to attend a Travel Massive meet-up for the first time?

You can come in jeans (it’s a relaxed atmosphere) and bring lots of business cards!

10. If you could book a ticket tomorrow, where would you go?

Island hopping around the South Pacific then swing by the North Pole on my way back to Sweden.

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To attend the next Travel Massive meet-up in Stockholm, join their chapter page or follow Lola on Travel Massive.

Leader of the pack is a monthly series that profiles organizers from Travel Massive meet-ups around the world.