About this publication

Authored by: Group NAO (2025)
Framework illustration and graphics: Design Nation and the Nordic Council of Ministers

Recommended citation: Nordic Innovation (2025), Nordic Guidebook for Tourism Innovation

Published by: Nordic Innovation (2025)

Supported by: Nordic Innovation and the Nordic Council of Ministers

© Nordic Innovation 2025

NI2025:203
Photos in the publication: Benjamin Tarp, Cat Gundry-Beck, Faarehyrden v-Darewhan Amin, Mads Schmidt Rasmussen /norden.org

Story Hunt

Skistar

Published: January 2025

The X-Nordic Travel Contest (XNTC) is an initiative by Nordic Innovation under the Nordic Council of Ministers, designed to strengthen and enhance the future sustainability and competitiveness of Nordic tourism.

The XNTC project is part of Nordic Innovation’s Tourism in the Nordics initiative. Launched in 2018, this initiative aligns with Vision 2030 to foster innovation, collaboration, and sustainability across the region.

Following a tender process, the XNTC project has been led by Group NAO in collaboration with Happy42 and Design Nation from Q4 2022 until Q2 2025.

COPYRIGHT: All rights reserved. No part of this guidebook may be reproduced or transmitted in any form without clear reference to the original source.

Nordic co-operation is one of the world’s most extensive forms of regional collaboration, involving Denmark, Finland, Iceland, Norway, Sweden, and the Faroe Islands, Greenland and Åland.

Nordic co-operation has firm traditions in politics, economics and culture and plays an important role in European and international forums. The Nordic community strives for a strong Nordic Region in a strong Europe.

Nordic co-operation promotes regional interests and values in a global world. The values shared by the Nordic countries help make the region one of the most innovative and competitive in the world.

Read more Nordic publications on www.norden.org/publications