The wonder of the north – how northern Scandinavia became a global destination

View from Radisson Blu Tromsø

The green glow of the Northern Lights sweeps across the fjord as tourists from Tokyo, Berlin and New York stand on the quay with cameras ready. Only a decade ago, winter in the Arctic was a quiet season – now it is peak season. Above the Arctic Circle, a hotel market is emerging that captures the world’s curiosity. Dramatic landscapes, technological accessibility and a global longing for authenticity are driving the development.

Strong growth in northern Sweden and Norway

Statistics confirm what many industry players are already experiencing: the international influx to northern Scandinavia is increasing rapidly and shows no signs of slowing down.

Norrbotten now records 35 per cent international guest nights, a figure that continues to rise. It is also the Swedish region where tourism is growing the fastest.

International passenger numbers at Tromsø Airport increased by 42 per cent from 546,000 in 2024 to 777,000 in 2025, according to Statistics Norway.

Pandox has deepened its presence in the region. During 2025 alone, the company acquired Radisson Blu Tromsø and Elite Hotel Frost in Kiruna. In addition, significant investments have been made in properties such as those in Luleå. In recent years, Pandox has invested more than SEK 1 billion in acquisitions and property investments to increase its exposure to northern Sweden and Norway.

“The region has grown significantly as a tourist destination in recent years, and we are convinced it will continue to increase in popularity. It creates a positive cycle where destinations develop and connectivity improves, which in turn enables more tourism and further investments in local communities and destination development,” says Tobias Ekman.

Home Hotel Arcticus

Travel trends working in harmony

What lies behind northern Scandinavia’s growing appeal to international travellers? Several powerful travel and lifestyle trends are converging, benefiting the region as the world increasingly seeks authenticity and untouched environments.

The trend of noctourism¹ focuses on experiencing the night in all its splendour. Travellers are seeking destinations with dark skies and minimal light pollution for activities such as stargazing and Northern Lights viewing. Northern Scandinavia, with its vast landscapes and aurora displays, has become one of the world’s most sought-after destinations for exactly this experience. The trend also aligns with a growing desire for authentic, untouched and remote places – far from mass tourism.

Silent travel is driven by the longing for complete relaxation and stillness. This can include everything from silent hiking and stays at remote, tranquil resorts to simply switching off one’s phone for a few days.

Another clear trend is the growing number of travellers choosing cooler destinations to avoid extreme heat in southern Europe. This phenomenon is known as “coolcation” and has grown rapidly since 2020. The European Commission predicts declining interest in Mediterranean destinations and increased demand for northern regions. This has made northern Scandinavia particularly attractive to both European and Asian travellers.

Destination development is crucial

A strong destination does not emerge on its own – it is built through long-term investments, collaboration and a clear identity. For cities such as Tromsø and Kiruna, destination development has been crucial in transforming them from remote towns into international destinations. Through investments, innovative concepts and a shared focus on sustainable destination development, they have succeeded in attracting both global travellers and capital. Without these purposeful efforts, the Northern Lights and mountain landscapes would not be nearly as popular as they are today.

Tromsø, for example, has positioned itself as the “Gateway to the Arctic”, offering Northern Lights experiences, Arctic cruises and a vibrant cultural scene. Kiruna has built its identity around Lapland, Sámi traditions and strong brands such as the Icehotel.

These initiatives have turned both cities into global destinations for nature and experience-based tourism.

Elite Hotel Frost, Kiruna

More flight connections

Previously, reaching this part of Scandinavia was difficult. Today, however, there are several direct flights from major European cities to Kiruna and Tromsø. Kiruna, for example, has gained new routes from Copenhagen and Paris, increasing the number of international visitors. Improved rail and bus connections have also contributed to growth.

Tromsø has seen a dramatic increase in the number of flight connections and now offers direct flights from 42 cities in 13 countries, including London, Rome, Geneva and Frankfurt. A new terminal building has been constructed, and plans are underway to extend the runway to accommodate larger aircraft.

More hotels are only one piece of the puzzle

For the region to continue growing as an international destination, more hotels alone are not enough. Investments are also needed in surrounding infrastructure – from transport solutions to a restaurant offering that meets the expectations of global travellers. There is also a clear opportunity to develop new hotel segments, such as luxury and ultra-luxury, which remain significantly underrepresented.

When compared with established Mediterranean destinations, it becomes clear that food, activities and logistics must reach the same standard to create a truly holistic travel experience.

“It is about building the entire ecosystem around the destination. Hotels are an important part, but it is equally crucial that guests encounter an attractive restaurant scene, smooth transport options and experiences that encourage them to stay longer. There are significant investment opportunities here – not least within the premium segment and in the infrastructure that makes travel both easy and memorable,” says Tobias Ekman.

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