A New Chapter for Nordic Collaboration

Vestnorden Strategy 2025–2035 marks a pivotal reset for regional tourism collaboration in the North Atlantic. After two decades under the North Atlantic Tourism Association (NATA), the three West Nordic countries – Iceland, Greenland, and the Faroe Islands – came together to chart a more focused, strategic path forward as Vestnorden.

The decade-defining strategy introduces a stronger, more unified Vestnorden, now both a brand and a platform for joint action. Anchored by two strategic flagships, the Vestnorden Travel Exchange and the Vestnorden Tourism Fund, the strategy deepens regional visibility and support for cross-border initiatives. The Travel Exchange gains new dimensions through year-round promotion and knowledge-sharing, while the Fund focuses on collaborative projects with long-term impact. With the strategy, Vestnorden shifts from event and funding to a more cohesive ecosystem, designed to deliver value at the local level while amplifying the region’s voice on the global tourism stage.