Global Growth - Premium Adventure Travel

This programme is designed for Norwegian tourism businesses that:

• Offer premium adventure experiences suited to the US market.
• Has a clear export strategy and ambitions to expand into the US adventure travel segment.
• Have the financial capacity and operational readiness to scale internationally.
• Are either new to the US market or looking to expand their presence.

Examples of ideal participants:

• Premium adventure operators (e.g. Arctic expeditions, private fjord kayaking and multi-day hikes).
• Boutique adventure lodges, glamping sites and eco-luxury retreats.
• Wilderness guides and operators specialising in small-group or private experiences.
• Specialist activity providers (e.g. dog sledding, diving, high-altitude mountaineering and experience-based accommodation).

Global Growth: Premium Adventure Tourism to the U.S. offers:

• Business modelling: Review and advisory to adapt the business models, marketing strategies and sales strategies you need to succeed in the market.
• Pitch training and sales coaching: Practical support to fine-tune product presentations for US buyers.
• Export strategy insights: Gain an understanding of US distribution, premium adventure trends and regulatory requirements.
• High-level market access: Introduction to key US premium adventure travel operators and market insights.
• Mentoring and advisory: Direct access to market and industry experts.
• Brand building and storytelling: How to market Norway's adventure experiences effectively to the US market.
• Networking opportunities: Connect with US buyers, media and industry leaders.
• B2B meetings: Targeted matchmaking with relevant tour operators and travel advisors.

The application deadline is 26 September 2025

Kick-off and preparation in Norway (November 2025)

• Dates: 6–7 November 2025 (after Tourism Kick-Off)
• Location: Norway
• Activities:
• Introduction to the US premium adventure travel market.
• Business culture, expectations and best practices.
  • Participation requires your full commitment throughout the programme. Make sure you have enough time, capacity and resources to get the most value from taking part.
• Strategic business model development and adaptation for the US market.
• Pitch training and storytelling for US advisors and media.
• One-to-one mentoring sessions.

First market visit to the USA (January, February or March 2026)

Detailed market insights and specific guidance on how to adapt your strategy, communications and sales approach to use resources effectively, generate greater interest and increase sales.

• Potential destinations: Park City (UT), Jackson Hole (WY), Bend (OR), San Francisco (CA)
• Purpose: Exposure to key players in the US adventure travel industry.
• Activities:
• Meetings with leading travel agencies and adventure travel operators.
• Private networking event with premium US tour operators.
• Site visits and benchmarking.
• Advanced pitch training and sales strategy.

Second market visit to the US (May or September 2026)

• Purpose: Participation in the ATTA Elevate Summit or Adventure Travel World Summit.
• Activities:
• Organised delegation to ATTA Elevate or ATWS.
• Scheduled B2B meetings.
• Presentation of the Norwegian industry.
• Strategic summary and next steps.

Conclusion and future planning (Norway – autumn 2026)

• Evaluation, sharing results and action plans for further efforts in the US.

Programme fee:

• NOK 30,000 for small and medium-sized enterprises
• NOK 45,000 for large companies

• Stronger positioning of Norwegian premium adventure products in the US market.
• Direct contact with leading US tour operators.
• Tailored marketing strategies for American premium travellers.
• Increased sales and a long-term presence in the US.
• Alignment with Norway's goals for sustainable adventure tourism and storytelling.