Small-scale fisheries (SSF) have a long history on Gotland, the largest island in Sweden and the Baltic Sea. Today they are struggling to survive due to competition from industrial fisheries, other animals, and the reputation of Baltic fish containing high levels of toxins. With topics like authenticity and sustainability becoming increasingly important in the tourism sector, integrating SSF in the destination image and utilising locally caught fish in restaurants shows great potential for Gotland to become a more sustainable destination, offering more authentic experiences to tourists. This study aims to explore the inclusion of SSF and related aspects in Gotland’s destination image through an analysis of websites and Instagram accounts, and how much SSF are included in local restaurants through interviews with restaurant owners.

The study highlights the missed opportunities for tourism on Gotland to incorporate SSF and related aspects. In the analysis, it was shown that SSF merely occupied a background role in the destination image. Just as SSF occupy a minor role in Gotland’s destination image, its role in the local gastronomy scene is limited. The restaurant owners highlighted an acute need for education and collaboration to facilitate the potential use of local fish from SSF.

If SSF and related aspects were incorporated into Gotland’s tourism, the natural beauty and historical culture could be complemented by living heritage. This could enable tourists to experience more authentic activities or to consume seafood more sustainably, and therefore enhance their experience altogether with the addition of potentially distinguishing Gotland as a destination. Simultaneously, local fishers are uplifted while the health of the delicate ecosystems of the Baltic Sea is supported and improved upon for generations to come.