Showcasing York and the North York Moors to Nordic Travel Trade at International Workshop

Visit York attended the VisitBritain & Tourism Ireland Nordic Workshop in Stockholm, Sweden, working in partnership with North York Moors National Park to showcase York and the surrounding landscape to key Nordic travel trade buyers.

Delivered as part of VisitBritain’s international trade engagement programme, the workshop brings together UK destinations with buyers from Sweden, Norway and Denmark through a structured programme of pre-scheduled one-to-one meetings and networking activity.

The in-market activity began with a welcome reception, offering valuable consumer insights and travel trend updates for attending UK suppliers (read more below).

The main workshop took place on Thursday 5 February 2026 and included a full day of over 30 meetings with Nordic buyers, alongside opportunities to network with international partners. Although many buyers were already familiar with York and the surrounding area, for some it was a new discovery, expressing strong interest in continuing discussions about incorporating the destination into their itineraries.

This activity supports Visit York’s ongoing work to strengthen international trade relationships and raise awareness of York in key overseas markets. By engaging directly with Nordic buyers, Visit York continues to build opportunities that support future international travel to the city and contribute to the long-term growth of York’s visitor economy.

Key Nordic Tourism Insight

Nordic travellers are high-spending, experienced and confident international travellers with a strong willingness to prioritise travel. Stable economies across Denmark, Sweden and Norway mean consumer confidence and travel spending are expected to remain strong into 2026.

They are among the most digitally advanced travellers, with inspiration, planning and booking largely taking place online via search engines, online travel agencies, review sites and social platforms. They are comfortable with independent travel planning and real-time information.

Experience-led travel is central to decision-making. Nordic travellers consistently value:

• Outdoor and nature-based experiences
• Small, distinctive towns
• Local food and drink
• Culture, heritage and history
• Interacting with local communities 

They actively seek authentic experiences, favouring lesser-known destinations, “hidden gems” and places that offer a strong sense of local identity. Many are increasingly interested in visiting smaller cities and regional destinations, rather than only major capitals.

Food plays a particularly important role, with culinary experiences seen as a way to understand local culture. A significant proportion of Nordic travellers prioritise eating local food while travelling, especially among well-educated and mid-life audiences.

Why This Is Important For York

York aligns exceptionally well with Nordic travel preferences. The city’s historic character, strong cultural offer and walkable city centre meet Nordic demand for culture, heritage and authenticity, while its status as a small but distinctive city reflects the growing preference for unique towns rather than large urban centres.

York’s proximity to high-quality natural landscapes, including the North York Moors National Park, directly supports Nordic interest in accessible nature experiences that allow travellers to slow down, unwind and combine city and countryside within one trip.

The city’s independent food and drink scene, local produce and strong storytelling around place and history provide exactly the kind of immersive, local experiences Nordic travellers value most. This creates opportunities to position York as both a cultural city break and part of a wider regional itinerary.

With 90-95% awareness of the UK as a destination, strong positive perceptions and very high intention to revisit among those who have already travelled to the UK, York is well placed to capture repeat visits and encourage deeper exploration beyond first-time experiences.

Overall, the Nordic market presents significant strategic value for York, offering high-spend, experience-focused visitors who are well matched to the city’s strengths and its role within the wider Yorkshire destination offer.