The idea behind Attractive Airport is to increase the airport's profitability whilst at the same time making it more attractive. To reach these goals, we set our sights beyond core airport operations and aim to develop new products that take advantage of the opportunities offered by the individual airports.

Creating new concepts and putting them to the test in real life is a challenge that takes innovation as well as a fair amount of courage. When a new concept proves successful, however, it generates new visitors and new revenue streams. At the same time, it enhances the positive experience of the airport and of flying as a means of transport.

Some examples of Attractive Airport innovations are:

 Cooperation with the local car dealer. The airport is an ideal showroom for building a brand and providing exposure for newly launched car models. One activity linked to this has been to give all travellers an opportunity to win one of the cars on show and have them use their flight ticket as a lottery ticket as well.

 Everyone sees the large towers located at the airport, so the towers are perfect advertising spots, guaranteed to draw attention and put the advertisers' message across.

 "Check-in shop". Merging the flight check-in counter with a check-out counter in an airport shop has proven to be a success. Local merchants are represented in the shop, and everyone flying out has to visit the store. Needless to say, this increases sales in the shop, and at the same time it serves as a good location to display new products and build brands.

 Children's parties. Instead of the typical arrangement, for example, at the local fast food restaurant, children and parents are welcome to Karlstad Airport, which often acts as a test site for commercial innovations. Children are treated to a behind-the-scenes visit and are allowed to pass security as many times as they like. Yes, what most of us regard as a nuisance is actually one of the main attractions at a children's party. These parties build goodwill and positive relations with tomorrow's travellers.