INCREASING DEMAND FOR NORDIC & BALTIC DESTINATIONS

Although the market is currently facing some challenges due to uncertainty surrounding the situation in the Middle East, figures for 2026 so far remain solid. These developments indicate that the region is not only benefiting from short-term interest, but from a broader and more pronounced long-term shift in demand.

This trend is also confirmed by several recently published travel trend reports, which highlight changing structural patterns in how, why, and where people travel. The reports identify emerging trends such as self-care travel (wellness, educational travel related to history, culture, and nature, as well as gastronomy experiences), “coolcation” (a growing preference for northern destinations as travellers seek to avoid heatwaves and extreme weather conditions), and “destination dupes” (alternative destinations that offer experiences similar to established tourism hotspots, but with lower prices, fewer crowds, and often a stronger sense of authenticity). Examples of such destinations in the Nordic and Baltic countries and cities include Aalborg, Trondheim, Malmö, Lappeenranta, Tartu, Liepāja, Kaunas, and others.

Overall, the Nordic and Baltic countries have a great deal to offer across all of these travel trends and preferences. Via Hansa is incorporating a number of these concepts into its offerings for individual travellers, leisure groups, and MICE groups alike. For more information, please contact: ilze.sproge@viahansa.com