Meet Hetta
Sterling Scandinavia was founded by Hetta Fromhold, whose career in the Scandinavian destination management industry began in 2000.
Her career has taken her from Scandinavia to the United States and back again, giving her a valuable understanding of both sides of the relationship: how a destination operates and what international planners need from their local partner.
After 25 years in the industry, Hetta had a clear vision for the kind of DMC she wanted to build, shaped by a strong belief in how the entire process should be handled: from the first response to an RFP and transparent budget management through site inspections, planning, communication, onsite delivery and final reconciliation.
That vision became Sterling Scandinavia.
The Sterling Way
After more than two decades in the industry, we have learned that exceptional destination management is rarely about one big thing. It is about how the entire process is handled, from the first conversation to the final reconciliation.
The Sterling Way brings those lessons together. It is our approach to how we plan, communicate and deliver, and the standard we hold ourselves to on every program.
We Take Ownership
Once something is in our hands, we take responsibility for moving it forward. We solve what we can, raise what matters and never leave our clients wondering who is taking care of what.
We Keep You Informed
You should never have to chase your DMC for an update. We communicate proactively, set clear expectations and make sure you always know where things stand.
We Make Your Job Easier
This is what the Sterling Way ultimately comes down to. We take care of the destination, keep things moving and give you the confidence to focus on your client and your guests.
We Think Ahead
The best problems are the ones our clients never experience. We anticipate what could happen, prepare for it and verify the details before they become issues.
We Know the Numbers
A well-managed program includes a well-managed budget. We track changes, communicate cost implications and keep the financial picture clear from proposal through final reconciliation.