The Norwegian market

Norway offers visitors a lot of diversity: from urban culture to unique outdoor experiences, from exquisite food to high art.

People with skis board a subway car on a winter day, ready for a ski trip.

Travel is deeply rooted in Norwegian culture, and the country is becoming trendier every day as a tourist destination. In addition, Norway's geographic location, low population density, Norwegians' respectful approach to nature, first-class infrastructure, tranquility and peace, and the government's cautious handling of the pandemic contribute to increasing the country's popularity.

Five Major Markets

Norway is not a single market—there are a number of interesting destinations for airlines to explore. It is useful to view Norway as five major markets, each with its own profile in terms of leisure, business, and VFR (Visiting Friends and Relatives) travel. Read more on the following pages—and feel free to contact us to discuss data and developments, and to get more information on our assessments of each market.

The Munch Museum in Oslo against a dramatic sunset, with modern architecture reflected on the water surface.

Oslo: the new star in Scandinavia

Oslo is Norway's rapidly growing cultural, political, and economic center. More and more tourists are coming to experience Oslo, and new attractions will open their doors in 2020 to make the capital even more attractive. In addition, Norway's business center is home to large companies as well as a vibrant startup scene.

Person on a snow-covered bench overlooking the illuminated city of Bergen at night, with mountains in the background.

Bergen: the "cultural fjord capital"

Bergen's many attractions, from nature to culture, as well as its thriving industries, have led to steady growth in international traffic. Ideally located at the entrance to some of the world's most majestic fjords, Bergen's growth continues. The city, with around 300,000 inhabitants, had over 3 million visitors annually before the COVID-19 pandemic.

Snow-covered street in a lively neighborhood with colorful wooden houses, a person is biking along the road and others are passing by in the winter landscape.

Trondheim: new forms of tourism and Norway's technological center

With its new motto "Trondheim – Home of Nordic Flavors," the tourist agencies set the tone: new products and itineraries are being developed to attract tourists from the USA, Europe, and Asia. Trondheim has seen an increasing share of leisure travel. A growing immigrant population and the VFR segment lead to steady traffic, in addition to a vibrant tech startup and business community growing exponentially.

Two people are standing on the edge of Preikestolen, a famous cliff in Norway, overlooking snow-covered mountains and a clear sky.

Stavanger: Europe's "energy capital" is undergoing an exciting transformation

Stavanger is Norway's powerhouse: called "Europe's energy capital" since the oil discoveries in 1965, the region is now undergoing a transformation towards renewable energy, technology industries, and tourism. The consequence: increasing leisure traffic and high-yield business traffic from forward-looking industries.

Northern lights over a snow-covered landscape with an isolated cabin surrounded by forest on a winter evening.

Northern Norway: fantastic growth

Northern Norway offers the world's best opportunity to experience the visual magic of the Northern Lights, aurora borealis. The number of visitors is rapidly increasing. Along with its good infrastructure, increasing hotel capacity, and development, there is no end in sight for this trend.