When VisitBritain invited around 30 of their partners for an informal evening session, we were invited to provide a deep dive into Nordic traveller behaviour, travel trends, and an outlook into the 2026 economic situation. The Nordic markets are evolving quickly, shaped by economic shifts, new traveller expectations, and increasingly complex behaviour, so our role was to make these developments tangible, understandable, and directly applicable to the work of British destinations and attractions.
To do so, we delivered an introduction to the Nordic market with a strong emphasis on trends and fresh data. It turned out to be a session where curiosity, humour, and sharp questions were highlights.
A setting for engagement
The atmosphere was relaxed from the very beginning: a room full of partners representing destinations, trade organisations, and experience providers, all eager to understand what drives Nordic travellers right now. This informal tone created the perfect foundation for a session with room for lots of questions and discussions.
Instead of saving questions for the end, we opened the floor throughout – which proved invaluable. Participants were eager to engage, asked for comparisons between countries, and brought forward real-life dilemmas from their work with Nordic travellers. It turned the presentation into a shared learning experience.
What we covered
- Key trends in the Nordic region
We presented the latest developments in Denmark, Sweden, and Norway, focusingin particular on the most significant travel trends currently shaping the market. In addition, we highlighted where travelers typically find inspiration for their travels and what they value most when travelling. This gave participants a solid overview of current trends, sources of inspiration, and core values among Nordic travelers. - How the Nordic economies influence travel behaviour
Economic confidence plays a measurable role in how Nordic consumers plan and prioritise travel. We translated macroeconomic indicators into specific behavioural changes, giving partners a clearer understanding. - The UK’s performance in the Nordic markets
To round off the insight section, we reviewed how the UK is currently performing. This included demand indicators, competitive positioning, how well Nordic travellers are aware of the UK’s tourism offerings, and much more.
Great questions and lots of conversation during physical sessions
One of the strongest indicators of impact was the level of engagement in the room. The partners were eager to ask questions and learn more about the Nordic travel trends currently shaping the market. These exchanges allowed partners to interpret the data through the lens of their own challenges, while sparking lots of conversation.
Although we frequently conduct insight presentations online, this was a reminder of the power of physical presence. Because it can be tricky to get such engagement in an online session. And being present physically also allows us to adapt the flow of the presentation in real time even better, read reactions and dive deeper when interest peaks, as well as facilitating conversations between partners. When the goal is to inspire reflection, spark discussion, and make complex insights accessible, the physical format remains a uniquely strong tool.
Want to strengthen your understanding of Nordic travellers?
We regularly deliver insight sessions, market introductions, and tailored workshops, both online and in person. Whether you are looking to understand consumer behaviour, identify market potential, or future-proof your strategy, we are always happy to help.
