Sustainability and Environment
Morgan Bråse AB conducts guided herring walks on Klädesholmen and gives lectures on Klädesholmen’s herring history — a place with a unique heritage connected to the great herring periods, the sea, and the coastal communities of Bohuslän. Our operations are built on sharing cultural heritage and local storytelling traditions in a way that is sustainable in the long term.
We actively work in accordance with the four principles of the “Sustainability Step.”
1. As Little Unnecessary Environmental Impact as Possible
Our herring walks are, at their core, a low-impact experience — we move on foot through the existing environment and use the island’s history as our primary resource.
We contribute to reducing environmental impact by:
Encouraging guests to travel by public transport or carpool to Klädesholmen
Planning groups of appropriate size to minimize wear and tear on the environment
Minimizing the use of printed materials and instead relying on oral storytelling
Collaborating with local partners who operate sustainably
We care deeply about the marine environment and the sensitive coastal landscape, and we adapt our tours to ensure they do not disturb nature or residential areas.
2. Beneficial for Both Residents and Visitors
Klädesholmen is a living community — not a museum. Therefore, it is important to us that our walks are conducted with respect for those who live and work on the island.
We:
Adapt tour times and group sizes to avoid disturbances
Communicate knowledge about the island’s history, culture, and traditions in a respectful and fact-based manner
Collaborate with local businesses and highlight the island’s commercial life
By sharing knowledge about the importance of herring to Bohuslän, we contribute to a greater understanding of the history and identity of coastal communities.
3. More Full-Time Jobs and Sustainable Growth
Our ambition is to build a stable, long-term business that strengthens the tourism industry on Tjörn and in Bohuslän.
We do this by:
Offering high-quality experiences that attract visitors even outside the peak season
Creating partnerships with other local businesses in food, accommodation, and culture
Contributing to keeping the cultural heritage of the herring periods alive and commercially viable
Through sustainable growth, we strengthen the local economy without compromising the character of the place.
4. Sustainability as a Competitive Advantage
More and more visitors are seeking genuine, small-scale, and sustainable experiences. Our herring walks offer exactly that — a personal, knowledge-based, and locally rooted experience.
By actively working with sustainability issues, we:
Strengthen our credibility
Contribute to more responsible tourism
Position Morgan Bråse AB as a serious and committed operator within sustainable cultural and nature-based tourism.
Our Vision
Morgan Bråse AB aims to be a role model for how small-scale cultural walking tours can be conducted with respect for history, people, and the environment. By following the principles of the Sustainability Step, we want to ensure that the story of herring’s importance to Klädesholmen continues to live on — in a way that is sustainable for both present and future generations.