About the Nordic Tourism Working Group

The working group is tasked with strengthening the Nordic countries’ co-operation on tourism and supervising the implementation of the Plan for Nordic Co-operation on Tourism for 2025 to 2030. In addition, the group is tasked with exchanging information and developing projects in line with the objectives of the plan and Vision 2030.
Plan for Nordic Co-operation on Tourism for 2025 to 2030

The purpose of the plan is to strengthen Nordic co-operation on tourism on behalf of the Nordic Council of Ministers for Sustainable Growth (MR-VÆKST) with the aim of facilitating and ensuring sustainable growth in the region’s tourism sector. The plan supports national tourism strategies and policies through the implementation of activities related to the plan’s objectives and a more systematic approach to national and regional challenges. 

The plan has the following strategic priority areas:

The Nordic Tourism Plan 2025–2030 is built around three main strategic focus areas: 

  • Competitive Nordics: Enhancing framework conditions, strengthening data-driven decision-making, supporting the green transition, and developing skills and workforce resilience in the tourism sector.
  • Innovative Nordics: Promoting innovation and digitalisation, scaling existing sustainable solutions, developing smart destinations, and leveraging emerging technologies such as AI and cybersecurity.
  • Attractive Nordics: Developing destinations that benefit local communities, responsible marketing to attract sustainable and respectful visitors, and cross-sectoral collaboration with industries such as food, culture, and business. 

Sustainability is a cross-cutting theme throughout all three areas and serves as the foundational principle of the plan. 

Together with the plan, the Nordic Tourism Working Group (NTWG) continues to play a central role in coordinating Nordic cooperation on tourism. The group is mandated to oversee the implementation of the Nordic Tourism Plan 2025–2030, facilitate knowledge exchange, and develop projects aligned with the objectives of the plan and Vision 2030. 

Projects evolve continuously and reflect both national priorities and shared Nordic ambitions. For further information, please contact the Secretariat to the Nordic Council of Ministers or the tourism group representatives in the relevant country. 

Projects

  • Reboot Nordic Tourism - through sustainable product development and branding towards two long haul markets 2021-2023 (PART II about 2023) 
  • Reboot Nordic Tourism 2024 US and China 
  • A Nordic Model for Regenerative Tourism 
  • Nordic Tourism Conference 2025
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