When VisitBritain invited around 30 partners to an informal evening session, we were asked to share insights into Nordic traveller behaviour, current travel trends, and an outlook towards 2026. With Nordic markets evolving rapidly due to economic shifts and changing traveller expectations, the aim was to make complex developments clear, relevant, and actionable for British destinations and attractions.

The session offered a focused introduction to the Nordic market, grounded in fresh data and trend analysis. Set in a relaxed atmosphere, it quickly became an engaging and interactive exchange, with participants actively contributing questions, comparisons between markets, and real-life challenges from their day-to-day work.

From data to dialogue

Rather than saving questions for the end, discussion was encouraged throughout. This approach turned the presentation into a shared learning experience and allowed insights to be explored in direct relation to partners’ own priorities and strategies.

Key topics covered

• Nordic travel trends: An overview of developments in Denmark, Sweden, and Norway, including traveller values, inspiration sources, and current demand drivers.
• Economic context: How economic confidence and macroeconomic indicators translate into concrete travel behaviour.
• The UK’s position: Current performance in the Nordic markets, including demand, awareness, and competitive positioning.

Why physical sessions still matter

The level of engagement in the room underlined the value of meeting in person. While online sessions are effective, physical presence enables deeper dialogue, real-time adaptation, and stronger peer-to-peer exchange. When the goal is to spark discussion and make insight tangible, the format remains a powerful tool.

Read the full case here