First Camp, a major operator in Northern Europe’s outdoor hospitality sector, has announced the acquisition of Vadstena Camping in Sweden. The purchase marks the group’s 76th destination overall and its 54th within Sweden.
The transition will formally take place in autumn 2025, with the current owners continuing operations throughout the 2025 summer season in partnership with First Camp.
Located along the shores of Lake Vättern and near the center of the historic town of Vadstena, the campground includes 470 pitches, 40 cabins, and an on-site restaurant with lake views.
Vadstena Camping is known for its loyal seasonal guests, many of whom return annually. First Camp CEO Johan Söör stated:
“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.”
The acquisition is expected to bring operational enhancements by integrating the property into First Camp’s digital infrastructure, booking engine, and marketing systems.
With First Camp’s website already serving as the leading booking channel for camping and cabin stays in Scandinavia, the Vadstena site is positioned to benefit from increased visibility and access to a broader guest network.
According to a press release, additional development and investment opportunities are anticipated as a result of the acquisition.
Marita Fagrell, whose family has operated the campground for more than four decades, commented:
“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.”
Seasonal guests will continue to be a priority, with access to the First Camp Season Booklet, which includes discounts in the site’s shop and bistro, as well as benefits at other locations in the chain.
First Camp also plans to introduce its loyalty program, First Camp Club, to Vadstena, enabling guests to earn points and redeem rewards across the network.
For professionals in the outdoor hospitality sector, this acquisition underscores ongoing consolidation trends in the Nordic campground market and highlights the operational advantages of chain affiliation—particularly in digital booking, brand recognition, and customer retention strategies.
The campground reported revenue of approximately SEK 13 million in 2024, with performance aligned with the broader First Camp Group’s financial outcomes.
Since 2017, First Camp has acquired more than 60 destinations across Sweden, Denmark, Norway, and Finland.
The group currently offers over 16,000 caravan and motorhome pitches and more than 3,500 cabins, focusing its growth strategy on digital transformation, sustainability, and guest satisfaction.