Denmark Joins Finland and Norway at WTM London 2026 to Promote Year-Round Nordic Tourism

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Denmark, Finland and Norway unite at WTM London 2026 after a decade to boost Nordic tourism through a shared exhibition platform. The three countries will showcase year-round travel experiences, strengthen international trade partnerships and promote multi-country itineraries, bringing tourism businesses together to attract more visitors across the Nordic region.

Nordic Countries Strengthen Tourism Cooperation at WTM London 2026

Denmark, Finland and Norway are preparing to make a significant joint appearance at World Travel Market (WTM) London 2026. For the first time in ten years, their national tourism organisations will exhibit together under the collective banner, The Nordics.

The shared exhibition will bring together 44 travel trade representatives, including destination management companies, hotels, attractions, transport providers and tourism organisations. The participating countries will welcome international buyers, tour operators and travel advisors at stand S4-520.

The collaboration aims to position Northern Europe as an attractive destination throughout the year. It will also help international tourism businesses develop travel packages covering multiple Nordic countries.

Finland Promotes Summer Adventures and Autumn Tourism

Visit Finland will participate alongside 21 tourism partners representing Helsinki, Lapland, Lakeland and the Coast and Archipelago.

Although Finland is internationally recognised for its snowy landscapes and winter activities, its tourism authorities want to encourage visitors to explore the country during warmer months.

Summer travellers can experience kayaking, fishing, hiking and cycling while discovering Finland’s extensive natural environment. The country has 41 national parks and approximately 188,000 lakes, offering considerable opportunities for outdoor tourism.

Finland will also highlight its traditional sauna culture, Midnight Sun experiences and picturesque villages.

Autumn tourism represents another important opportunity. Colourful forests and Northern Lights experiences in Lapland provide alternatives to peak winter holidays.

By promoting seasonal diversity, Finland hopes to encourage longer visits and distribute tourism demand more evenly throughout the year.

Norway Highlights Cultural Attractions and New Tourism Developments

Visit Norway will attend WTM London with ten partners representing accommodation, inbound tourism, transport and regional destinations.

Norway’s promotional strategy will focus on its dramatic natural landscapes, fjords, local cuisine, cultural heritage and compact cities.

The tourism organisation also intends to strengthen visitor demand during spring and autumn, particularly in Southern Norway and the fjord region.

Cultural tourism will receive considerable attention. Attractions such as Kunstsilo in Kristiansand, PoMo in Trondheim, and Oslo’s Munch Museum and National Museum demonstrate Norway’s growing cultural appeal.

Two major developments scheduled for 2027 will also feature prominently.

The Whale, a new visitor and educational centre in Andenes, is scheduled to open on 4 June 2027. It will combine marine science, architecture and storytelling.

Meanwhile, Oslo’s Museum of the Viking Age is expected to open in 2027, offering expanded exhibitions exploring Norway’s Viking heritage.

These attractions could help Norway attract visitors interested in cultural experiences beyond traditional nature-based holidays.

Denmark Showcases Copenhagen and Tourism Beyond the Capital

VisitDenmark will participate with eight Danish travel trade partners, focusing on expanding international partnerships and promoting destinations beyond Copenhagen.

Denmark’s tourism offering includes approximately 4,500 miles of coastline, more than 400 islands, Viking heritage, cycling routes and coastal accommodation.

Food tourism will also be a major attraction, supported by Denmark’s Michelin-starred restaurants, local wineries and distinctive culinary traditions.

The country will highlight new hotel developments planned for 2027, including projects involving Go Hotels, Scandic Hotels and Comwell Hotels.

In Aarhus, the planned opening of The Moxy will strengthen accommodation options, while the ARoS art museum offers visitors James Turrell’s permanent installation, As Seen Below – The Dome.

Copenhagen’s Tivoli Gardens is also preparing new entertainment, including Romeo & Juliet – The Musical and a Japan-inspired area called Hikari.

Denmark will additionally promote its transport connections with Norway and Sweden, supporting international visitors planning multi-country Nordic journeys.

Nordic Tourism Businesses Expand Cross-Border Partnerships

The joint exhibition reflects increasing commercial cooperation between tourism businesses operating across Northern Europe.

Hotel operator Strawberry maintains properties across Denmark, Finland and Norway, while several destination management companies serve multiple Nordic markets.

Another example is the partnership between Finland’s SantaPark Arctic World and Norwegian-owned Arctic Resort Company.

These collaborations demonstrate how tourism providers can combine accommodation, transport and experiences across national borders.

For international travel agents, the regional approach could simplify itinerary planning and create opportunities to introduce lesser-known destinations to established holiday programmes.

WTM London Creates Opportunities for Year-Round Nordic Tourism

The three tourism organisations expect their shared presence to strengthen relationships with international buyers and support new tourism products.

Ninna Seerup, Head of Travel Trade at VisitDenmark, explained that travellers increasingly view the Nordics as a connected region rather than three separate destinations.

The collaboration will allow tourism suppliers to exchange knowledge, build commercial relationships and promote itineraries that encourage travel beyond traditional peak seasons.

By combining regional marketing with individual destination identities, Denmark, Finland and Norway aim to strengthen the Nordics’ position in the international tourism market.

The joint participation of Denmark, Finland and Norway at WTM London 2026 marks an important step towards stronger Nordic tourism cooperation. With new attractions, improved regional partnerships and diverse seasonal experiences, the initiative aims to help travel businesses develop connected itineraries and attract international visitors throughout the year.