Tourism in the Nordics and beyond   

Tourism is positioned at the extreme end of both the local and the global. It permeates economic, social, cultural, and environmental conditions at all levels. Globally, the economic impact of tourism is significant and growing. The pandemic and subsequent economic downturn put a dent on the growth curve of the tourism industry globally, but in 2023 the contribution of the travel and tourism sector to global GDP stood at 9,1%, which is only 4,1% below the 2019 level.

World Travel & Tourism Council. 2024. Note that the provider of the statistics is not an official organization.

The size and economic importance of the tourism sector varies somewhat in the Nordic countries, but the industry is of central importance throughout the region. This is of course due to the economic impact of the industry, but also to the multifaceted impact of tourism on other economic sectors, as well as on local communities and on the environment.  

The Nordic Tourism Plan acknow­ledges that there are no easy solutions when it comes to policy and development in the tourism sector. Tourism is a complex sector representing several industries, where it can be challenging to identify and align common goals and interests. Any policy on tourism and frameworks for collaboration must therefore deal with the complexity of the sector and the many converging interests which the industry in all Nordic countries represents  

The social and environmental impact of the tourism industry may be hard to evaluate in absolute terms, but the impact is significant and undeniable, and social and environ­mental parameters remain central to regional and national tourism policy.  The extent of the impact of tourism onto the local backdrop makes it important that public policy and governance of the sector is proactive and relevant and that effective measures and tools to develop the industry and its destinations are in place.  

While tourism poses challenges to local communities and the environment, it has important potential for creating economic growth and development. The positive impact of tourism on local economies and communities can be significant and it is important that measures to develop the industry pay particular attention to the ways in which tourism can contribute positively or even regeneratively to local economies and environments.

The Nordic tourism sector itself is also susceptible to global changes and trends. Among the most evident trends are changing demographics among travellers and the emergence of new markets, digitalization, and new and disruptive business models, as well as a range of social, cultural, and environmental challenges.

In 2023, Nordic Innovation, mapped the biggest challenges for Nordic tourism. In a project involving 300 representatives from Nordic tourism businesses and other stakeholders, participants were asked to identify key challenges to innovation and improvement in the tourism industry in the Nordics. Key challenges identified, concerned seasonality and workforce, complexities of switching to sustainable business models as well as hurdles related to environ­mental issues, digitalisation, and transportation. Moreover, issues such as diversity, equity and inclusion were also identified as challenges with potential to be turned into opportunities.  

Key challenges to be addressed by the Nordic Tourism Plan 2025-2030, are in alignment with the challenges identified by the Nordic Business Ministers in their policy for the business sector, the collaboration program for the period 2025-2030:  

In tackling and addressing challenges faced by the tourism sector, the Nordic Tourism Plan will contribute to the overall strategy of the Nordic Business Ministers. 

The Nordic Tourism Plan acknow­ledges that there are no easy solutions when it comes to policy and development in the tourism sector. Tourism is a complex sector representing several industries, where it can be challenging to identify and align common goals and interests. Any policy on tourism and frameworks for collaboration must therefore deal with the complexity of the sector and the many converging interests which the industry in all Nordic countries represents.

The purpose of the Nordic Tourism Plan 2025 - 2030 is to strengthen Nordic tourism cooperation and support and facilitate growth in the tourism industry in the region. The Nordic Tourism Plan is a strategic document which is aligned with and supports the overall strategy for Nordic cooperation in the business sector and the objectives of Vision 2030. Activities carried out as part of the plan should complement national tourism strategies and provide Nordic added value.  

The operating environment for the tourism industry can be improved by ensuring competitive and effective framework conditions in the Nordic countries. This requires a more structured collaboration between Nordic policymakers to develop and implement tourism related policies, including the development and implementation of Nordic and international best practices. Through creating and sharing knowledge, the tourism sector can better under­stand and meet current and future needs and expectations, while developing sustainable and competitive products and services. The Nordic Tourism Plan should contribute to closer Nordic cooperation on how to make and keep Nordic destinations sustainable, competitive, innovative, and attractive.