Preface by the chairmanship 2024 

At a time when the world is facing major challenges, few regions are better equipped to show the way forwards than the Nordic Region. Our unique natural and cultural heritage, our common values, and our long tradition of intergovern­mental co-operation provide opportunities and obligations to shape the sustainable tourism of tomorrow.

Although the Nordic tourism and hospitality industry is strong, it is having to face new challenges. The impact of climate change on our natural resources, changing travel patterns, and increasingly rampant global competition are all putting pressure on our ability to adapt, innovate, and communicate. At the same time, we're seeing how interest in the Nordic Region as a destination is growing internationally, driven by the pursuit of authentic experiences, untouched nature, and sustainable travel destinations.

With this joint plan, the Nordic countries are taking further steps towards deeper co-operation within the tourism and hospitality industry. We're joining forces to develop the Nordic Region as a leading destination for sustainable tourism. Our aim is to create a tourism and hospitality industry that not only generates economic growth and jobs, but also actively helps to preserve and strengthen our natural and cultural heritage for future generations.

The plan is based on three fundamental principles:

We're united in our belief that sustainable tourism can be a force for positive change. By sharing our knowledge, resources, and experiences, we can build a tourism and hospitality industry that contributes to the fulfilment of the global sustainable development goals while also strengthening the Nordic Region's international competitiveness.

Together, we will demonstrate that it's possible to combine economic growth with environmental and social responsibility. We invite all stakeholders in the Nordic tourism and hospitality industry to get involved in this key initiative for our common future.

For the Nordic Council of Ministers
Ebba Busch, Sweden's Minister for Energy, Business and Industry