The Nordic outbound travel market

Introduction
Contents
04
Medieministeriet has been working with the
tourism and travel market for quite some
time, and throughout this period we have
experienced an increasing demand for more
information about the Nordic outbound
travel market among our clients and
partners.
This report should answer most questions
about Nordic tourists and their great
potential for the global tourism industry. Our
goal is to introduce Nordic tourists to those
who do not know them, explain who they
are, how they act and what they prefer. And
to explain the great potential of this
particular market.
In order to make the report relevant for as
many parties as possible, it covers general
tendencies across the four countries. We
hope this can serve as a foundation when
planning a strategy towards the Nordic
market.
If you want more detailed information, or
if you want to know more about what this
means for your destination, country or hotel,
you are always welcome to contact us.
Yours sincerely,
Henrik Koch
CEO, Medieministeriet
P. 06
01: The Nordic
Travel Market
p. 10
03: The Economic
Situation in the
Nordic Countries
p. 24
05: Important
Segments
p. 08
02: The Nordic
Countries
p. 14
04: Travel Habits
p. 28
06: Booking
Behaviour
and Platforms