Global Growth – Nature and Culture for the DACH Market

The German-speaking market (DACH) values culture combined with nature. Travellers have a strong focus on sustainability and are willing to pay for it. Tour operators in this segment believe their customers are willing to travel during the shoulder seasons if attractive products are available. This Global Growth programme explores the untapped potential of the DACH market.
To i kajakk i Ålesund
© Fredrik Ahlsen, Maverix / Visit Norway
Type of service
Export programme for companies with global growth ambitions
Target group
Tourism businesses targeting the 'nature and culture' segment
Application deadline
30 September
Cost
30,000–45,000
Duration
10 months
Time period
November 2025 – August 2026

Norwegian tourism businesses that:

  • Offer travel experiences centred on 'nature and culture' that appeal to the German-speaking market and are also available during the shoulder season.
  • Offers bookable products and includes members of cultural networks, museums, cultural institutions, hotels and other accommodation providers, and activity providers seeking to reach guests interested in culture. Destination management organisations with bookable offers can also take part.
  • Are either new to the German-speaking market or looking to expand their presence.
  • Have a clear export strategy and ambitions to expand into German-speaking markets.
  • Want to collaborate with other participants in the programme and share experience and expertise.
  • Have sound finances and the potential to scale in international markets.
  • Has a clear sustainability strategy.
  • Have dedicated staff working with the leisure market and the capacity to take part in the Global Growth programme. We recommend involving two people so that someone is always available to attend events, market visits and similar activities. The board must also endorse your participation in the programme.
  • Are willing to collaborate with other participants in the programme and share experience and expertise.

  • 1 October–14 October: Selection and interviews
  • 16 October 2025: Participation confirmed
  • 19–20 November: In-person kick-off in Oslo. We will align our expectations and introduce you to the programme objectives and the DACH market. Getting to know each other will be an important part of the event, giving us a strong foundation for achieving the goals we set together. The professional programme will conclude with a group dinner.
  • 3–5/6 March 2026 (TBD): Market visit/market activity in Germany/Berlin
  • 2–4 June 2026 (TBD): Market visit/market activity in Germany/Switzerland
  • June/August 2026 (TBD): Final gathering

We will host online webinars between the in-person sessions.

Please note that some dates may change.

Your contribution is NOK 30,000–45,000.

Please note that travel costs are not included and must be covered by the participants.

In recent years, we have run B2B activities targeting the leisure travel segments in the DACH market. We see strong interest from tour operators and customers, and through this Global Growth programme, we aim to help Norwegian leisure travel businesses in the nature and culture segment unlock their growth potential.

Global Growth is an export programme that brings together a group of typically ten companies with the ambition and potential to sell in one or more international markets. We provide advisory on what it takes to succeed in exports and organise events in international markets where you can meet potential customers and build your network. We support you throughout the programme.

Viktige forutsetninger

For å motta tjenester fra oss, må bedriften ivareta prinsipper for ansvarlig næringsliv og ha et bevisst forhold til egen bærekraftsrisiko. Les mer om bærekraft og ansvarlig næringsliv.

Tjenestene som vi leverer reguleres av standardvilkår.

Kontaktpersoner

Ulrike Katrin PetersSenior Advisor Tourism
+491729342636
Ulrike SommerSenior Advisor Tourism
+491705361683