The sustainable tourist destination of the future

The Nordic Tourism Conference was the venue for the launch of the new initiative: The Nordic Tourism Plan 2025-2030.  

The plan is based on three key concepts – sustainability at all levels, innovation and digitalisation, and closer cross-border co-operation. The goal is an industry that generates economic growth and creates jobs while protecting and boosting Nordic nature and cultural heritage.

Tourism plays a key economic role at both local and global levels. As well as generating economic benefits in the Nordics, it has a significant impact on local communities and sustainability. In this context, sustainability includes environmental concerns such as cutting CO₂ emissions, protecting biodiversity and keeping ownership in local hands. The plan also focuses on creating jobs and avoiding over-tourism.

The plan identifies digitalisation and technological innovation as keys to the future, for example, to manage visitor flows and improve the tourist experience. Current solutions also need to be scaled up throughout the Region instead of starting from scratch with new pilot projects.

International competition for tourists has grown fiercer. The plan is a way of boosting the Nordic countries’ joint profile as an authentic, sustainable and unique destination, and that requires responsible marketing, new tourism products and partnerships with other sectors such as food, culture and business travel.

The Nordic Tourism Plan 2025-2030 is not just a plan. It is also an invitation to work together. It encourages tourist companies, official bodies and local communities to play an active role in shaping an industry that is good for people and the planet. The strong sense of community and shared values mean the Nordic Region has the potential to lead the way in developing the sustainable tourism of the future.

The Nordic Tourism Conference was organised by Visit Sweden and the Nordic Council of Ministers.