Global Growth - Premium Adventure UK

The UK is one of the world's largest outbound travel markets, and in 2025 the holiday market looks set to return to 2019 levels for the first time since the pandemic. Norway is seen as an adventure destination, and interest in this segment is expected to grow over the next few years. Adventure travel is defined as a form of tourism that includes at least two of the following elements: physical activity, nature experiences and cultural experiences. Adventure travel is not just about thrills and extreme activities. It also includes soft adventure activities such as culinary experiences and birdwatching, as well as more challenging activities such as hiking and surfing.
Sykling i Ål i flott vær
© Vegard Breie
Type of service
Export programme for companies with global growth ambitions
Target group
Tourism businesses offering high-quality products
Application deadline
28 November 2025
Cost
NOK 30,000–45,000 per company
Duration
10 months
Time period
December 2025–September 2026

This programme is designed for Norwegian tourism businesses that:

  • Offer premium soft adventure experiences suited to the UK market.
  • Has a clear export strategy and ambitions to expand into the UK adventure travel segment.
  • Have the financial capacity and operational readiness to scale internationally.
  • Are either new to the UK market or looking to expand their presence.
  • Willing to work as part of a team and share experiences with the group
  • Have a clear sustainability strategy
  • Unique accommodation, lodges and hotels that showcase local food and culture, with activities within easy reach
  • Small local DMCs specialising in packages for the premium adventure market
  • Activity providers offering flexible experiences for small groups (multi-day dog sledding trips, hiking guides and unique snow experiences

Global Growth: Premium Adventure UK 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: Practical support to fine-tune product presentations for UK buyers.
  • Export strategy insights: Understand distribution in the UK market, premium adventure trends and regulatory requirements.
  • Market access: Introduction to key US premium adventure travel operators and insights into the market.
  • Storytelling: How to market Norway's adventure experiences effectively to the UK market.
  • Networking opportunities: Connect with UK buyers, media and industry leaders.
  • B2B meetings: Targeted matchmaking with relevant tour operators and travel advisors.

The application deadline is 28 November 2025

Interviews and selection: 1–7 December

First gathering in Oslo: Week 5 (26–30 January). Lunch-to-lunch meeting with a group dinner

  • Needs and expectation alignment
  • The UK tourism industry in general and the adventure travel market in particular – how large are they, and who are the customers?
  • Pitch training
  • Business modelling – ready for the UK?
  • One-to-one mentoring

Second session in the UK: Week 21 (18–22 May)

  • 2–3 nights
  • Study trip to a UK adventure tourism destination
  • Meetings with businesses and operators in the UK market
  • How to reach British adventure travellers
  • Health and safety and insurance

Third session in London: Week 39 (21–25 September)

  • 1–2 nights
  • Professional programme
  • Workshop with UK tour operators

Programme fee:

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

Travel and accommodation costs are not included in the participation fee.

An important part of Norway's tourism strategy is to encourage visits during the shoulder seasons. Among our international visitors, British tourists are some of those who spread their trips most evenly throughout the year. They also have one of the highest levels of daily spending, much of which goes towards accommodation and food, as well as activities.

This programme is aimed at businesses interested in attracting more British visitors during the shoulder seasons. A premium product does not necessarily mean a five-star hotel, but rather memorable experiences in spectacular surroundings, personal service and unique, high-quality activities.

Viktige forutsetninger

For å kvalifisere til deltakelse, må bedrifter anerkjenne og oppfylle Innovasjon Norges krav til ansvarlig næringsliv / ESG (Environment, Social, Governance). Deltakere skal utøve sin virksomhet i tråd med FNs veiledende prinsipper for næringsliv og menneskerettigheter og OECDs retningslinjer for flernasjonale selskaper. Dette inkluderer at virksomheten har en ansvarlig forretningsdrift, respekt for menneskerettighetene, anstendige arbeidsforhold, ivaretakelse av miljøhensyn og forebygging av korrupsjon. Deltakere må gjennomføre egne aktsomhetsvurderinger (risikovurderinger) for å unngå skade og håndtere potensiell risiko gjennom egnede internkontrollsystemer og retningslinjer. Dersom det blir avdekket alvorlige forhold i strid med dette kan Innovasjon Norge avslutte avtaleforholdet med umiddelbar virkning.

Tjenestene som vi leverer reguleres av standardvilkår.

Kontaktpersoner

Catherine FosterIndustry Specialist Travel
+447899974446