THE VISION

A VISION SEVEN YEARS IN THE MAKING

OUR STORY

In 2019, Robert Bronett and Ulf Henriksson shared a conviction: that Junsele — a small town in the heart of the Swedish wilderness — possessed something that no amount of money could manufacture. A landscape of authentic, untouched beauty. A community of remarkable expertise in wildlife, nature, and adventure. And a story that deserved to be told.

That conviction became SEASONS by Junsele Wilderness.

Over the past seven years, the project has grown from a vision into a fully realised concept — developed in close collaboration with Marriott International’s Autograph Collection, and with the active support of Sollefteå Municipality.

We are now in the final stages of securing full project funding, and are on course to open our doors in 2027–2028.

WHERE WE ARE TODAY

• Vision and concept fully developed
• Marriott Autograph Collection partnership established
• Sollefteå Municipality engaged as regional development partner
• Seven years of detailed planning and preparation complete
• Funding approval in progress
• Target opening: 2027–2028

MARRIOTT AUTOGRAPH COLLECTION — EXACTLY LIKE NOTHING ELSE

The Autograph Collection represents Marriott International’s commitment to celebrating independent hotels of genuine character — properties that refuse to conform, and that offer something irreplaceable to every guest.

SEASONS by Junsele Wilderness was chosen for this reason. Through this partnership, guests will have access to the Marriott Bonvoy loyalty programme — one of the world’s largest travel communities — while the hotel retains the independence of spirit and deep connection to place that makes Junsele so distinctive.

THE FOUNDERS

Robert Bronett — Co-Founder

Robert Bronett comes from one of the oldest families in show business — a lineage of entertainment producers spanning more than 300 years. Since 1937, the Bronett family has led Cirkus Scott, one of Europe’s largest circus productions and a cornerstone of Swedish cultural life, watched by around 1.8 million Swedes every year.

Across three decades, Robert has produced and directed major international entertainment productions: as administrateur délégué of the Monte Carlo Festival (1994–1999), producing the Monte Carlo Circus Festival and the Monte Carlo Magic Festival; as the RAI 3 producer of Circo Massimo (2000–2002) and co-producer of Fiesta in Venice (2002); as creator of Levade (2004–2007), a celebrated horse and flamenco production that toured Scandinavia, Germany and the Netherlands; and as director of Rhapsody in Circus, The Storm (a wordless interpretation of Shakespeare’s Tempest), and CircusPrinsessan — an all-female circus festival with an international jury chaired by HRH Princess Christina of Sweden.

His instinct for craft, storytelling, and long-horizon production shapes the vision behind SEASONS — a project intended to give Junsele the world-class stage its landscape and community deserve.

Ulf Henriksson — Co-Founder, Park Director, Junsele Djurpark

For more than 20 years, Ulf has led Junsele’s wildlife park, including active conservation programmes for species such as the Siberian Tiger. His deep roots in Junsele and extensive knowledge of its natural assets are at the heart of SEASONS’ wilderness experience offering.

BUILT TO LAST — OUR COMMITMENT TO SUSTAINABILITY

SEASONS by Junsele Wilderness is designed with sustainability as a founding principle. We believe that luxury and responsibility belong together, and that a five-star experience should leave the wilderness as remarkable for future generations as it is for guests today.

Our commitments include locally sourced materials and craftsmanship, wildlife conservation partnerships through Junsele Djurpark, responsible land stewardship across all project sites, and a long-term contribution to the economic development of Sollefteå Municipality and the wider Västernorrland region.