From meeting to market – Norwegian Travel Workshop

Through NTW, we connect Norwegian tourism businesses with relevant, quality-assured international tour operators.

‘NTW is our key sales and networking platform for bringing Norwegian tourism products to international markets,’ says Aase Marthe J. Horrigmo, EVP Tourism at Innovation Norway.

NTW has been held annually since 1973, rotating between host cities across Norway. This year's event took place in Lofoten from 13 to 16 April, in close collaboration with Visit Lofoten. This year, the event brought together:

369 sellers + 63 additional participants from 312 companies

370 buyers from 298 companies across 32 countries

Over the course of a few days, Norwegian tourism businesses and international tour operators take part in around 8,500 pre-booked one-to-one meetings. The format works like speed dating, with 15 minutes allocated to each meeting.

'These are focused, effective sales meetings where Norwegian companies secure international distribution,' says Horrigmo.

The tour operators mainly come from other European countries, as well as markets such as the USA, China and Australia. In addition to the workshop itself, participants can experience the host region and other parts of Norway through activities, food, culture and unique experiences – before, during and after NTW.

Fjord Tours is a leading Norwegian tour operator specialising in packaged tours around Norway. With three sellers and two buyers attending this year's NTW, the company held nearly 200 meetings.

'NTW is the most important industry event for us at Fjord Tours. It gives us new ideas for product development, connects us with new and existing customers and suppliers, and provides opportunities to enter into concrete agreements that create greater value,' says Kristian B. Jørgensen, CEO of Fjord Tours.

Brim Explorer, which offers quiet, sustainable fjord cruises, has attended NTW since the company was founded in 2018.

‘NTW is the most important event of the year for those of us working in sales at Brim Explorer. Destination Lofoten put together a fantastic programme, and we had more than 60 meetings over two days. It was also a real pleasure to take some of the participants on a quiet fjord cruise into Trollfjorden aboard MS Brim and MS Bre,’ says Mick Lomers, Head of Sales at Brim Explorer, who is already looking forward to next year’s NTW.

The membership organisation De Historiske had a strong presence among the sellers, with two representatives from its head office and several member companies taking part.

‘Being here brings us great value. Through focused and inspiring meetings with both new and established business partners, we strengthen relationships, develop new partnerships and showcase our historic hotels, restaurants and ships from across Norway,’ De Historiske says in a joint statement.

De Historiske has taken part in NTW on several occasions and sees it as an important meeting place.

‘Global distribution is crucial for Norwegian tourism, and we depend on strong international meeting places. Innovation Norway plays a key role in creating these arenas and ensuring that we reach the right markets,’ they say.

Bergen takes over as host city when NTW is held for the 54th time next year.