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The Nordics are having a moment. As global travel patterns shift in response to climate, crowds, and changing traveler values, destinations such as Norway, Sweden, Finland, Denmark, and Iceland are emerging as some of the fastest-growing in Europe.
At the recent Visit Summit, I unpacked why the Nordics are positioned to benefit from global travel trends and what operators in the Nordics can do to seize the opportunity before them. Growth is coming fast, but long-term success will hinge on how well experience providers can adapt to new traveler expectations.
Climate Shapes Demand: The Rise of the “Coolcation”
It’s no secret that summers in Southern Europe have become hotter. High heat and record-breaking tourist numbers in destinations such as Barcelona, Venice, and Rome are sparking growing concerns over crowding and sustainability, leading travelers to seek cooler alternatives.
Media buzz has dubbed this trend the “coolcation”, and while the word itself may feel gimmicky, the numbers behind it are very real. Visits to Southern Europe are still projected to increase by 6–10% in 2026, equating to nearly 34 million additional tourists. But the bigger growth story lies further north.
Travel to the Nordics is expected to jump 35% by 2026: a smaller absolute number (around 12 million more visitors) but a much steeper growth rate compared to southern counterparts. For Nordic operators, this surge is both an opportunity and a challenge: capturing demand while preventing the same overcrowding issues that pushed travelers north in the first place.
Passion-Based Travel: A Perfect Fit for the Region
If climate is the push factor steering travelers away from overheated cities, traveler passions are the pull that is drawing them north. Millennials and Gen Z, both of whom now wield considerable spending power, are not booking trips to check off standard bucket-list sites. Instead, they’re motivated by interests and activities that align with their lifestyles back home.
Think food-driven itineraries, outdoor sports, or niche interests like birdwatching, fishing, or climbing. These travelers are not heading to Paris to ask “what can I do here?”, they’re choosing destinations because they know they can pursue their passion there.
That’s where the Nordics shine. The region’s rich offering of fishing, cycling, hiking, winter sports, and nature immersion programs is tailor-made for this type of travel. Experiences like arctic dog sledding in Lapland or halibut fishing in the fjords aren’t broad-core tours designed to appeal to everyone; they’re specific, passion-driven activities that capture the attention of a specialized group of travelers.
And these travelers pay.
They are often willing to invest more for authentic or specialized experiences versus generic sightseeing tours. For operators, this means leaning into niche instead of trying to appeal broadly and marketing directly to communities that identify strongly with those interests.
Infrastructure and Overtourism: A Looming Question
All growth stories come with caveats. With millions more visitors heading north, the question is not just how to attract them but how to ensure capacity and experience quality are preserved.
The region should avoid falling into the same overtourism traps as its southern neighbors. While 12 million new travelers may seem modest compared to the sheer numbers descending on Spain or Italy, the infrastructure in Nordic destinations, often smaller towns and nature-based areas outside major cities, may not yet be equipped to absorb them sustainably.
This poses a challenge for governments and tourism boards, but also an opportunity for private-sector operators. Beyond transportation and bed capacity, activity providers must consider dispersing visitors, collaborating across regions, and ensuring that pricing structures reflect true demand and operational realities. Managing this surge responsibly will be central to protecting the very assets, pristine nature, unhurried experiences, and cultural depth that entice travelers north to begin with.
Research Matters: Spotting Trends Before They Hit
To future-proof against these shifts, operators are urged to actively seek out research and industry reports, even those that may seem outside their immediate scope. Reports from organizations like Arival and Phocuswright can help small operators spot big patterns early and adjust accordingly.
For example, if a core customer base (say American travelers) shows a notable downturn in bookings in broader research, operators in Nordic destinations will feel it eventually. Waiting until it shows up on your balance sheet is too late. Instead, smart operators keep a pulse on global reports, cross-check that with their own booking data, and think ahead in terms of diversifying their markets.
Beyond Bookings: The Role of Digitalization
Digital adoption in tours and activities has historically lagged behind other travel sectors. But in just the past decade, the shift to SaaS and cloud-based reservation platforms has democratized access to online booking tools. In 2007, only about 5% of operators had online systems; today, it’s more than 50%.
Thanks to companies like Visit Group, Nordic operators are benefiting from the operational and sales benefits of being digitally connected. For the Nordics where operators are often small, seasonal, and independently run, digitalization is critical. It not only enables global reach through online discovery and booking, but it also fuels the passion-based discovery shift underway.
A New Yorker looking to book a heliskiing adventure in Tromsø isn’t going to wait until they land to pick up a brochure at their hotel desk. They’re going to discover, evaluate, and pre-book online long before arrival. Because these travelers are booking in advance of their travel, they are also looking for flexibility when they book including refund protection and refundable tickets, such as those offered through Visit Group’s partnership with Protect Group.
The Untapped Edge: Storytelling and Community
While AI and digital channels are growing, the core of travel remains human connection. For operators in the Nordics, that means thinking beyond just basic descriptions or pretty photographs. Passion travelers don’t just want to book, they want to feel part of a community.
That might mean marketing a fishing lodge not just as a place to stay, but as a hub where like-minded anglers gather, swap stories, and return year after year. Or positioning arctic training centers as more than just novelty attractions but as part of a narrative around resilience, adventure, and skill-building.
Experiences that successfully channel storytelling and community stand to create stronger differentiation in an increasingly competitive field.
What This Means for Nordic Operators
The trends shaping the Nordics are clear:
- Climate pressures and crowding are steering travelers north in greater numbers.
- Passion-based and interest-driven travel matches perfectly with Nordic offerings.
- Infrastructure and overtourism management will determine whether growth is sustainable or self-defeating.
- Research and foresight will allow operators to adapt to market shifts before they bite.
- Digitalization and passion or interest-based marketing are non-negotiable for connecting with younger, high-spend travelers.
- Storytelling and community are the keys to fostering loyalty and resonance beyond the trip.
In short, the Nordics are poised for unprecedented growth but only if operators recognize that growth will not be even, automatic, or permanent. Capturing it requires targeting passions, thinking digitally, planning sustainably, and remaining relentlessly people-focused.
For operators who get it right, the coming years may just be the region’s golden age.
Sources:
https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Tourism_statistics
https://www.reportlinker.com/clp/country/6226/726361
https://www.statista.com/outlook/mmo/travel-tourism/nordics
https://www.nordistravel.com/post/why-the-nordics-should-be-your-next-travel-package-destination
