Borås & Co
Borås’s destination company & much more
Borås & Co works to strengthen and develop the tourism industry, creating growth, attractiveness, and a sustainable destination for both residents and visitors. Through strategic collaborations with the city's stakeholders, academia, businesses, and associations, we develop the tourism sector and create opportunities for more events and gatherings. This strengthens Borås’ place brand and contributes to making the city a competitive and sustainable destination.
We are changing our name!
Borås TME is now Borås & Co
The new name is the result of an extensive strategic process that the company has been working on since 2023. With a new business plan from 2025, a revised ownership directive, and an increased focus on business development and collaboration, Borås & Co aims to contribute to a more vibrant, welcoming, and dynamic city.
In the previous company name, TME stood for Tourism, Meetings, and Events – areas that remain important, but our mission has expanded. We also work on urban development, business collaboration, and place marketing. The new name reflects our mission and way of working in a more inclusive and clear way.
Our goals
1.
Create a vibrant, inclusive, and welcoming city that attracts both residents and visitors.
2.
Strengthen the Borås place brand with a focus on innovation, collaboration, accessibility, and sustainability.
3.
Drive sustainable growth and innovative development for a leading sustainable destination.
Vision
Borås will be a place where both residents and visitors feel a strong desire to stay. By offering unique and memorable experiences, while promoting sustainable and inclusive urban development, we create a place where people feel at home and are inspired to explore more. A place where every visit turns into a longing to return.
Mission
Together with our stakeholders, we work with courage, passion, and pride to make Borås a prominent and sustainable destination. Through strong relationships and great commitment, we strive to create an inclusive and attractive place for everyone.
Our place brands
Borås
Textile Fashion Center
Sjuhärad
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Some examples of how we work together for a vibrant city
Student Borås
Galleri Galej
Sommartorsdagarna®
Drömmen om Borås
Borås Textile Days
No limit®
Organisation
Borås & Co is owned 91% by Borås Stadshus AB and 9% by Borås Näringslivs ekonomiska förening. Borås & Co is governed by the ownership directive, which establishes goals and guidelines for the company’s operations.
The board’s mandate is to ensure that the company operates in line with these goals by guiding and deciding on strategies to achieve a sustainable and successful development for Borås & Co. The company’s board consists of 12 members in total.
Business Areas
Our organization is divided into business areas, each with a clear mission. Our business areas are:
-Events and Meetings
-Marketing and Communications
-Business and Academia
-Urban Life and Place Development
-Textile Fashion Center
-Support functions (HR and Sustainability, Administration and Executive Support, Finance)
Feel free to contact us if you have ideas, want to collaborate, or are curious about how we can work together.