Møre og Romsdal unites: new destination company launching in 2026

1 min read

Jul 30, 2025 9:35:10 AM

Visit Nordvest and Destinasjon Ålesund & Sunnmøre merge to strengthen international marketing and tourism development

From January 1, 2026, the iconic Norwegian fjord region of Møre og Romsdal will be marketed under one unified destination company. Visit Nordvest and Destinasjon Ålesund & Sunnmøre are merging to create a stronger, more competitive tourism organisation for both domestic and international markets.

A united approach for Fjord Norway’s top region

The new company will represent 400 tourism members and 26 municipalities, consolidating efforts across the entire county. Its mission is to position Møre og Romsdal even more clearly as the “Top of Fjord Norway” and boost its visibility worldwide.

“By joining forces, we will strengthen Møre og Romsdal’s reputation as Norway’s leading experience-driven destination. Visitors will find it easier to explore our diverse region, and industry stakeholders will benefit from increased synergies,” says Stephen Meinich Bache, Chairman of Visit Nordvest.

Increased reach in international markets

The new destination company will collaborate closely with Innovation Norway, Fjord Norway AS and international tour operator networks. B2B initiatives in key markets such as Germany, Switzerland, and the US will be further expanded. “The tourism industry increasingly requires larger, more complete organisations to compete globally,” adds Per Erik Dalen, Chairman of Destinasjon Ålesund & Sunnmøre.

Focus on sustainability and high-quality experiences

In addition to global marketing, the new organisation will prioritise sustainability, premium visitor experiences, and integrated promotion. Members will benefit from broader expertise, stronger support services, and new digital tools to enhance visibility and bookings. “Our aim is to stay close to our members while also facilitating larger joint initiatives – for example in cruise, nature-based tourism, or food and culture,” explains Meinich Bache.

Better visibility for travellers

For visitors, this means clearer branding, improved travel information, and seamless planning across the entire region – from the dramatic coastline to the alpine interior. Head offices will be located in Kristiansund, Molde, and Ålesund, and a public naming competition for the new organisation will be launched this autumn.

More on the new destination company Møre og Romsdal.