Scandinavia to draw more snow seekers as Alps face shortage

Friday, February 16, 2024

The CEO of Norwegian Air has observed a shift in tourist preferences towards Scandinavian ski destinations due to a scarcity of snow in the Alps this winter. This unusual mild weather has deterred sports enthusiasts from visiting lower-altitude resorts in Switzerland, Italy, and the French Alps, prompting some to consider northern alternatives.

In a recent interview, CEO Geir Karlsen highlighted that the airline, which predominantly serves the Nordic region, is experiencing a surge in bookings from European holidaymakers, particularly from Germany, Holland, and the UK, following the announcement of their better-than-expected fourth-quarter results.

Karlsen also mentioned the allure of the Northern Lights as a significant draw for tourists venturing to Arctic regions of Norway, Sweden, and Finland, where the phenomenon is most vivid during the winter’s polar nights. While specific figures were not disclosed, the increase in tourists heading north this winter was acknowledged.

The airline has noticed a particularly high inbound traffic on routes such as from Copenhagen to Bergamo in northern Italy, with over 70% of travellers from Italy seeking the northern landscapes, contrary to Norwegians travelling south.

Looking forward to the fourth quarter of 2024, Norwegian Air plans to expand its capacity by 16% compared to the previous year. This expansion is attributed not only to the growing demand from Europeans in search of Scandinavian snow but also to the improved performance of other markets in December and January, though these were not specifically identified.

Despite the fourth quarter traditionally being a slower period for holiday travel in the northern hemisphere, Norwegian Air recently uplifted its earnings forecast for 2023, buoyed by strong demand in the year’s final two months.

This trend of tourists opting for Scandinavian destinations over the Alps could have a profound impact on tourism dynamics in the region. From the introduction to the conclusion, the redirection of winter sports enthusiasts and aurora watchers to Scandinavia is likely to invigorate the local economies, enhance the visibility of northern attractions, and diversify the tourist experience with offerings beyond conventional Alpine skiing. Such a shift underscores the adaptability of the tourism industry to climatic variations and highlights the growing appeal of Scandinavian countries as year-round destinations.

« Back to Page

• Alps glacier melts out Switzerland and Italy border