The trio will come together under the collective ‘The Nordics’ banner at WTM (S4-520). VisitDenmark, Visit Finland and Visit Norway will be joined by 44 trade partners, including DMCs, hotels, attractions, destinations, activity providers, and transport companies.

Agents and operators visiting the stand will hear how they can combine the three countries to create longer, more varied itineraries, and how to sell the Nordics year-round.

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The collaboration reflects the growing cross-border connections between tourism businesses across the region, with a number of companies now operating and developing partnerships across Denmark, Finland and Norway. Hotel group Strawberry was founded in Norway and now has a portfolio of hotels throughout all three countries, while a number of DMCs originally established in Denmark operate across the wider Nordic region. Finnish Lapland company SantaPark Arctic World has also announced a new partnership with Norwegian-owned Arctic Resort Company.

Commenting on behalf of all the nations, Ninna Seerup, Head of Travel Trade at VisitDenmark, said: “We are delighted to be returning to World Travel Market alongside our Nordic neighbours, Visit Finland and Visit Norway. We know from our research that travellers from the UK as well as further afield, increasingly view the Nordics as a multi-destination region, especially when it comes to themed tours in source markets for The Nordics, and as we are often speaking to the same tour operators, it makes strategic sense for us to come together.

“By exhibiting collectively, we can showcase the breadth and diversity of the region while highlighting what makes each destination unique, and support tour operators in developing new itineraries that combine countries and encourage year-round travel. It also creates valuable opportunities for our tourism suppliers to connect and share knowledge with one another.”