ETOA & NTC Webinar | Destination Nordics – How is Tourism Shaping Up for 2026?
The Nordic region is home to cool, trendsetting cities, an outstanding gastronomic scene, and, of course, incredible nature. Many countries have seen strong visitor numbers over the past few years, as pandemics, climate change, and geopolitical developments have influenced travellers’ holiday choices. But what does 2026 look like for the region?
In this session, our expert panellists explored forward bookings from major markets, airlift developments, and the critical role of product innovation. They also examined the key challenges facing the region and the potential impact these may have throughout 2026. Finally, they looked at the growing demand for sustainable and experiential travel in the Nordics.
Get a taste of how tourism is evolving across Destination Nordics.
Panellists:
- Thais Machado, Managing Director, Tour Partner Group Copenhagen
- Pernille Kjærsgaard, Accounts Director – International Leisure Sales, Scandic Hotels
- Anssi Partanen, Market Director Europe, Finnair
- Agnia Nast, Area Manager – Sales and Marketing, Visit Estonia
This webinar was moderated by Andy Fairburn and Paul Wagner, Directors, Nordic Tourism Collective
In collaboration with
