The initiative, which has a five-to-10-year ambition, brings together sales and marketing network, Norway Home of Skiing; ski resort group Alpinco; airport operator Avinor; and Norwegian Air Shuttle, combining digital marketing, consumer activations and tour operator activity across the UK.

The partners aim to increase Norway's share of the British ski market by promoting it as a stronger alternative to the Alps. Trevor De Villiers, Chief Executive Officer of Norway Home of Skiing, said the campaign would support ambitions to grow British guest-nights from 150,000 to 200,000 in winter 2026/27.

"The UK is a hugely important market for us," he said. "Norway offers British skiers reliable snow, less crowded slopes and a unique winter experience – and with direct flights from England and Scotland, it is easier to get here than many people realise."

Air capacity boost

Norwegian Air Shuttle is increasing capacity to Oslo as a result of this new strategy, with more direct flights from London and Edinburgh than last winter. Services from Manchester will rise from two to five weekly departures, alongside a new Sunday departure aimed specifically at British ski travellers.

"Instead of primarily flying Norwegian tourists to the UK, we can use additional capacity to bring British skiers to Norway," said Magnus Thome Maursund, Chief Commercial Officer at Norwegian, describing the move as both a "push" for the coming season and part of a longer-term market growth strategy.

Alpinco Commercial Director Jonas Bjørnerud said the initiative would help open up Norwegian alpine destinations, which have traditionally attracted mainly domestic and Scandinavian visitors.

"It is great that major players in the travel industry can join forces this way to strengthen Norway's competitiveness in international markets," he said.