Åland vs Gotland

Mats Adamczak
2 days ago
2 min read

Unveiling the Real Depth of History

When comparing Åland and Gotland, it’s easy to think Gotland has the richer history. Its medieval city wall in Visby, countless churches, and polished museums seem to shout “heritage!” But the truth is more complex: Åland’s history runs deeper, broader, and arguably more pivotal—yet for decades, it hasn’t been packaged or celebrated in the same way. That’s changing now.

Åland: The Forgotten Crossroads of Empires

Åland isn’t just a peaceful island—it’s been a fulcrum of East-West tension, trade, and cultural fusion for over a thousand years. From Viking-era maritime networks to the pivotal Åland Question in 1921, it has seen military forts, royal castles, and diplomatic standoffs.

Kastelholm Castle was a royal stronghold. Bomarsund, a massive Russian fortress, was blasted apart by British and French forces in 1854 during the Crimean War. That destruction sparked a new era: the birth of Mariehamn.

Tourism in Åland Started with History and Health

Ironically, Åland’s tourism started earlier than Gotland’s—and was built on both history and physical activity.

After Bomarsund was destroyed, tourists began arriving to explore its dramatic ruins. With the founding of Mariehamn in 1861, a new chapter began: the bathhouse era. People came for fresh air, seawater treatments, and exercise. Gymnastic halls were built, and one of the most iconic buildings—Doktorsvillan—served as accommodation for early health tourists.

In essence, Åland’s tourism began as a mix of historic exploration and wellness. It was meaningful, active, and educational.

Meanwhile on Gotland...

Gotland was always impressive—94 medieval churches, Visby’s UNESCO-protected walls—but the real shift happened in modern times. After the bankruptcy of its old tourist office around 2010, a new tourism strategy was born. Visby was polished into a full-blown medieval brand: guided tours, curated souvenirs, and a tightly managed visitor experience. Today, Gotland is seen as a model for heritage-based tourism.

Åland Strategy the last 50 years

Over the past 50 years, Åland drifted from its roots. The focus shifted to:

Tax-free shopping, Red granite cliffs, Fishing and Golf resorts

Important, yes—but they’re not uniquely Åland. What is? History. Stories. Identity.

That’s why I’ve built:

A central booking platform – where visitors can plan their historical journey across Åland.
An integrated souvenir system – not just on-site, but online, so people can bring home a piece of Åland even after their trip.
A revival of activity-based tourism – echoing Åland’s origins with outdoor experiences, cultural events, and history-based adventures.

The Real Takeaway

Gotland may have built the better packaging, but Åland has the richer content. The challenge—and opportunity—today is to present Åland’s deep, dramatic, and often overlooked history in a modern way: accessible, bookable, memorable.

By returning to our roots—history and health, stories and strength—we’re not just reviving tourism. We’re reclaiming our identity.