How to Start a Travel Business in the Nordic Countries – Top Tips

Want to start your own travel business in the Nordic countries? Our guide has got you covered for launching your business in the land of the Northern Lights.

Nestled in the northern region of Europe, the Nordic countries—comprising Denmark, Finland, Iceland, Norway, and Sweden—are renowned for their beauty, diverse cultures, and vibrant cities. It’s a region where fjords meet the Arctic Circle, where centuries-old traditions intertwine with cutting-edge design, and the attraction of the Northern Lights draws travelers from across the globe.

In recent years, the Nordic countries have emerged as a top destination for travelers seeking experiences beyond the ordinary. Due to the increased interest in this region, entrepreneurial individuals now have the opportunity to transform their love of travel into successful businesses.

Are you one of those passionate souls looking to experience the adventure of starting your own travel business in the Nordic countries? If so, then you’re at the right place. In this comprehensive guide, we’ll navigate the complex world of establishing a travel business in the Nordic countries. 

From identifying your niche and conducting market research to complying with legal requirements and nurturing local partnerships, we’ll equip you with the insights and top tips you need to set launch on your entrepreneurial journey.

Discovering Your Niche

It’s essential to determine your area of expertise before stepping foot into the Nordic travel industry. Within the travel sector, your niche is essentially your specialty that sets you apart from others.

Adventure Tourism:

If you’re passionate about outdoor activities like hiking, skiing, or wildlife expeditions, you can choose to specialize in adventure tourism. The Nordic countries offer an array of possibilities full of adventure for adrenaline seekers, from the Norwegian fjords to Finland’s pristine wilderness.

Cultural Exploration:

Alternatively, you can focus on cultural tourism, diving deep into the rich history, traditions, and arts of the Nordic nations. This niche can involve crafting itineraries around historic landmarks, museums, and local festivals.


If you’re committed to sustainable travel, eco-tourism is a niche worth considering. The Nordic countries have a strong focus on sustainability and preserving their stunning natural landscapes. You can create eco-friendly travel experiences that emphasize minimal environmental impact.

Customized Experiences:

Another niche is offering customized experiences. Tailoring trips to meet the unique desires and interests of individual travelers can set your business apart. This involves understanding your clients’ preferences in a detailed meeting and crafting personalized itineraries.

Conducting Market Research

For every business, conducting thorough market research is one of the first and vital steps. 

Understanding Your Target Audience: Explore the demographics. Who are your potential customers? Are they solo travelers, couples, families, or adventure enthusiasts? Knowing your audience’s age, interests, and income levels can help tailor your services.

Analyzing the Demand: Consider the seasonal demand for travel to the Nordic countries. Understand peak seasons and off-peak periods. This information can help you design packages and promotions accordingly.

Starting a travel business involves several legal considerations, including choosing the right business structure:

Sole Proprietorship: This structure means you’re the sole owner of the business. You have complete control, but you’re also personally responsible for any debts or liabilities.

Limited Liability Company (LLC): An LLC provides personal liability protection. Your personal assets are separate from the business, reducing your risk. It’s a popular choice for small businesses.

Partnership: If you’re launching the business with one or more partners, a partnership structure may be suitable. There are general partnerships where all partners share responsibilities and liabilities, and limited partnerships where some partners have limited liability.

When choosing a structure, consider factors like liability, taxation, and ease of management. Consulting with a legal expert is advisable to ensure you comply with local regulations in the Nordic countries.

Registering Your Business

Registering your travel business involves several steps:

  1. Choose a Business Name: Select a unique and memorable name for your business. Ensure it complies with naming regulations in the Nordic countries.
  2. Business License and Permits: Depending on the specific services you offer and the countries you operate in, you may require various licenses and permits. This can include tour operator licenses, travel agency licenses, and permits for specific activities like guided tours or transportation services.
  3. Tax ID and VAT Registration: Obtain a tax identification number (TIN) for your business and register for Value Added Tax (VAT) if required. This is necessary to legally collect and remit taxes.
  4. Insurance: Consider purchasing several business insurances, such as liability insurance, which can protect you and your customers in case of unexpected incidents during travel.
  5. Bank Account: Open a business bank account to keep your business finances separate from personal finances.

Developing a Strong Online Presence

In the digital age, an effective online presence is essential for attracting travelers. Here’s how to do it:

  • Invest in a professionally designed website that showcases your services and destinations, one that is mobile-friendly and easy to navigate.
  • Utilize platforms like Instagram, Facebook, and Twitter to connect with potential customers. Share captivating images, and travel stories, and engage with your audience.
  • Create a travel blog on your website. Sharing informative articles, travel tips, destination guides, and other quality content can boost your website’s search engine ranking.
  • Implement an online booking system to make it easy for customers to browse and reserve travel packages and services.

Building Strong Relationships with Local Partners

Collaboration with local suppliers and partners is key to providing seamless travel experiences, as you save the customers a lot of trouble by providing all-around services, ultimately saving them a lot of costs too. Let’s take a look at some of the possible avenues of partnerships:

Hotels and Accommodations: Establish partnerships with hotels and accommodations to secure favorable rates for your customers.

Transportation Providers: Work with transportation companies for smooth transfers and transportation during tours.

Tour Guides: Connect with knowledgeable and experienced tour guides who can enhance the travel experience with their expertise.

Restaurants and Activities: Collaborate with local restaurants and activity providers to offer diverse experiences to your travelers.

Designing Unique Travel Packages

To stand out in the competitive travel industry, craft unique and captivating travel packages:

  • Custom Itineraries: Offer tailored itineraries that cater to the specific interests and preferences of your clients.
  • Multi-Destination Packages: Create packages that span multiple Nordic countries, allowing travelers to explore a broader region.
  • Themed Experiences: Develop themed packages like “Aurora Borealis Adventures” or “Viking Heritage Tours” to attract travelers with specific interests.

Each travel package should tell a story and offer a one-of-a-kind experience, enticing travelers to choose your services.

Prioritize Customer Service

Exceptional customer service is vital for building a positive reputation in the travel industry:

Responsive Communication: Ensure timely responses to inquiries, whether through email, phone, or social media.

Assistance During Travel: Provide travelers with support and assistance during their journeys, including emergency contacts and assistance with unforeseen issues.

Feedback Collection: Encourage customers to provide feedback after their trips. Use their input to make improvements and enhance your services regularly.

Staying Informed and Adaptable

The travel industry is dynamic, with trends and regulations continuously evolving, which means that you also have to evolve in order to not be left behind. Keep an eye on travel trends, such as the rise of sustainable travel and changing traveler preferences. You should also stay updated on travel restrictions, health guidelines, and safety regulations in the Nordic countries and adapt your services accordingly.

Being well-informed and adaptable allows you to respond to changing circumstances and provide the best possible experiences for your customers.

Cultivating Networks and Relationships

Building a strong network within the travel industry can open doors to valuable partnerships and collaborations:

Attend Travel Events: 

Participate in travel-related events, conferences, and trade shows as these gatherings provide opportunities to connect with fellow professionals, suppliers, and potential customers.

Join Professional Associations:

Become a member of travel industry associations in the Nordic countries. These organizations often offer networking events, educational resources, and industry insights.

Connect with Local Experts:

Establish relationships with local experts and influencers in the Nordic countries who can provide insider knowledge and promote your business.

Embracing Sustainability and Responsible Tourism

Sustainability is a growing trend in the travel industry, and the Nordic countries are known for their commitment to environmental preservation. Here’s how to incorporate sustainability into your travel business:

Eco-Friendly Accommodations: Partner with eco-friendly hotels and lodges that prioritize sustainable practices.

Support Local Communities: Collaborate with local communities to ensure that your travel experiences contribute positively to the livelihoods of residents.

Educate Travelers: Raise awareness among your customers about responsible tourism practices, such as reducing waste and respecting local customs.

Carbon Offsetting: Consider offering options for travelers to offset their carbon footprint from flights or other activities.

Adapt to Cultural Differences

The Nordic countries have their own unique cultures and customs and understanding these cultural differences and respecting them is bound to make a positive impact on your customers as well as the locals:

Cultural Sensitivity Training: Train your staff to be culturally sensitive and aware. This includes understanding local customs, greetings, and taboos.

Language Skills: Consider having team members who can communicate in the local languages of the Nordic countries, as this can greatly enhance the travel experience.

Respect for Traditions: Encourage travelers to respect local traditions and practices, whether it’s participating in a traditional event.

Sections include:

Norway, Sweden