A great deal of biodiversity can be found in private forests, and protecting it requires taking into consideration the preferences of key stakeholders. In this study, we examine and compare the valuation of forest attributes across the general public, private non-industrial forest owners and forest officials in Sweden by conducting a choice experiment. Our results indicate that citizens have a positive valuation of biodiversity protection. Moreover, their valuation is statistically higher than those of forest owners, implying that there is room for compensation. Interestingly, our results suggest that both forest owners and forest officials have a strong orientation towards production, with higher valuation than the general public of the common management practice of similar age and clear felling. Even though the Swedish Forestry Act regards production and environmental goals as equally important, we find that forest officials prefer management practices that promote production rather than biodiversity protection.