The Nordics return to WTM London 2026 with a single stand

© Mark Grey

VisitDenmark, Visit Finland and Visit Norway join forces to showcase the region’s year-round appeal to global travel trade

Stand no. S4-520

VisitDenmark, Visit Finland and Visit Norway are joining forces at World Travel Market London 2026, with a shared stand for the first time in a decade.

Bringing together three of Europe’s most distinctive destinations under the collective ‘The Nordics’ banner, the joint presence will see the three national tourism organisations joined by a strong line-up of 44 representatives*, including DMCs, hotels, attractions, destinations, activity providers and transport companies. The Nordics will be located on stand S4-520 at WTM London.

The three countries are coming together to promote the region as a diverse, year-round destination, while celebrating the individuality of each country. The collaboration also reflects the growing cross-border connections between tourism businesses across the region, with a number of companies operating and developing partnerships across Denmark, Finland and Norway. ‘Strawberry’, originally founded in Norway, now has an extensive portfolio of hotels across all three countries, while several DMCs originally established in Denmark operate across the wider Nordic region. More recently, Finnish Lapland company SantaPark Arctic World has announced a new partnership with Norwegian owned, Arctic Resort Company, further demonstrating how tourism businesses are working together across national borders to create broader experiences for international visitors.

Together, the three nations will showcase the Nordics’ spectacular natural landscapes, vibrant cities, local food and rich culture, while highlighting the breadth of experiences available across Denmark, Finland and Norway.

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 those from 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 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 with and share knowledge with one another. Most importantly, WTM gives us a fantastic opportunity to reconnect with our global travel trade partners, share new experiences and products, and demonstrate why the Nordics should be firmly on the radar of global travellers throughout the year,” Ninna Seerup added.

Finland: Showcasing the magic of the snow-free seasons

Visit Finland returns to WTM with 21 partners from across the country, with Helsinki, Lapland, Lakeland and the Coast and Archipelago, all represented.

A key focus will be increasing awareness of Finland beyond the traditional winter season, with summer and autumn offering a wealth of experiences from kayaking, fishing and trekking to cycling the Archipelago Ring Road and exploring the country’s 41 national parks and 188,000 lakes.

Finland’s famous sauna culture, Midnight Sun, long summer days and charming villages will be highlighted, while autumn brings colourful foliage and the chance to experience the Northern Lights in Lapland. With the Aurora Borealis visible in northern Finland for up to 200 nights a year, autumn is an increasingly appealing time to visit, while improved air connectivity is making Lapland more accessible than ever during the winter season.

For more information about Finland visit the Visit Finland travel trade website.

Norway: Nature, culture, and major new attractions

Visit Norway will be joined by 10 partners from the accommodation, inbound and transport sectors, as well as representatives from Southern Norway. Norway's key focus areas at WTM will be its spectacular nature, vibrant and diverse culture, local food experiences, and modern, compact cities. Together, these elements create a uniquely attractive destination for visitors. Norway is a genuine year-round destination, but promoting the country's shoulder seasons remains a key priority. This includes highlighting spring, autumn and winter experiences in Southern Norway and the fjord region, as well as spring, summer and autumn opportunities in Northern Norway.

Norway's cities are another key focus area. Uniquely, they combine a compact size with easy access to nature, and in recent years they have gained a wealth of new cultural attractions,  including Kunstsilo in Kristiansand, PoMo in Trondheim, and the Munch Museum and National Museum in Oslo.

Norway is also looking ahead to two major new cultural attractions opening in 2027. The Whale is a new knowledge and experience centre dedicated to whales and the ocean, opening in Andenes in Northern Norway on 4 June 2027. Combining science, art, storytelling, sound and architecture, it will be located in one of Europe's best destinations for year-round whale encounters.

Also scheduled to open in 2027 is the Museum of the Viking Age in Oslo. Set to become one of Norway’s most significant new cultural attractions, it will transform the former Viking Ship Museum into a world-class visitor experience three times its original size.

For more information about Norway visit the Visit Norway travel trade website.

Denmark: New year-round experiences in Copenhagen and beyond

VisitDenmark will return to World Travel Market with eight essential Danish travel trade partners and a focus on strengthening relationships with the UK and international travel trade and showcasing Denmark as a year-round destination, both within Copenhagen and beyond the capital.

Their WTM presence forms part of VisitDenmark’s new strategic focus on the travel trade across its 14 international source markets. The event will provide an opportunity to connect with leisure travel buyers, agents, wholesalers and media, while gaining insight into wider industry trends.

Growing demand from tour operators and travel agents for more in-depth itineraries across all four seasons and across all of Denmark is creating opportunities to introduce more of Denmark’s diverse experiences to holiday programmes, from its 4,500 miles of coastline and more than 400 islands to its seaside hotels, wineries, 42 Michelin-starred restaurants, 10 UNESCO sites, Viking heritage, cycling and hiking routes, and LEGO® attractions. Its location and ferry connections also make Denmark an ideal gateway for combining the northern part of Denmark with South Norway and West Sweden, supporting more sustainable, multi-destination itineraries.

Denmark will see multiple hotel openings and developments in 2027, with Go Hotels, Scandic Hotels and Comwell Hotels expanding their portfolios, alongside the opening of The Moxy in Aarhus. In Copenhagen, Go Hotels will add two new hotels in Amager and renovate an existing property in Vesterbro, while Tivoli Gardens will unveil a major programme of new entertainment, including the world premiere of Romeo & Juliet – The Musical, as well as a new Japan-inspired area, ‘Hikari’. Beyond new hotels, visitors can also enjoy the newly opened permanent art installation As Seen Below – The Dome, a Skyspace by James Turrell at ARoS in Aarhus, while in 2028 The Four Seasons will open in central Copenhagen.

For more information about Denmark, visit the Visit Denmark Travel Trade website. And stay tuned for more 2027 news from Denmark as we get closer to WTM.

The Nordics – VisitDenmark, Visit Finland and Visit Norway – will be exhibiting at World Travel Market London 2026 on stand S4-520

The shared WTM presence reflects the three countries’ strategy of working together to make it easier for travel advisors and tour operators to sell the region, while retaining the distinct character and appeal of each destination.

For further information and to arrange meetings at WTM, visit the The Nordics WTM exhibitor page.