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X Nordic Travel Contest

Project 2022 - 2024 Active

The three areas with biggest Nordic added value will be selected.

Furthermore, the project seeks to:

  • Create solutions addressing the selected opportunities
  • Test the created solutions in a relevant Nordic setting
  • Promote the solutions and facilitate a more competitive industry

Opportunity competitions, innovation labs, calls or similar activities will be initiated to create solutions targeting the selected opportunities. The created solutions will be tested in a number of Nordic testbeds that aim to have a broad Nordic relevance.

The final part of the project will focus on promotion and information sharing of the created solutions.

Read more about the project

Target groups

The project seeks to reach:

  • Travel companies, municipalities, industry organizations, clusters and visit organizations
  • A wide variety of companies, incl. tech. universities and students
  • Tourism clusters, ports, airports, business networks and the cruise industry

Project partner

The project will be led by Group NAO in collaboration with Happy42 and Design Nation.


Since 2018 Nordic Innovation has been running the special initiative Tourism in the Nordicsthat aims to facilitate Nordic cooperation on innovation in the tourism industry, and contribute to a more environmentally, socially and economically sustainable region. The focus is on development of new sustainable business models and innovative digital solutions. 

In 2019, the Nordic Ministers for Cooperation (MR-SAM) launched a process for Vision 2030. A key issue in the reform process was Nordic collaboration on tourism, with the objective of increasing competitiveness, innovation and sustainability within the sector. The Ministers proposed that tourism should be prioritized within the framework of Nordic collaboration. This was followed up with a Nordic Tourism Policy Analysis Report to the Nordic Council of Ministers in 2019.  


Emil Gejrot - Innovation Adviser

Emil Gejrot (paternity leave)

Innovation Adviser
Emil has extensive experience of innovation projects and policy analysis in the Nordic region and beyond. Before joining Nordic Innovation, he worked for a research consultancy where he focused on digital transformation, inclusion, and sustainability. He holds an MA in Transcultural Studies and has lived and worked in Sweden, Norway, the UK, and Germany.


Hanna Törmänen Innovation Adviser

Hanna Törmänen

Senior Innovation Adviser
Hanna has background in Nordic and international exports, public-private cooperation, project management and market analysis. Her focus at Nordic Innovation is to support Nordic businesses and ecosystems in their transition towards sustainable and circular business models.