Northern inspiration: product ideas that caught our eye

Six standout travel highlights from across the Nordics and Baltics

Each year, NORDEUROPA brings together a wide mix of destinations, experiences, and suppliers from across the Nordic and Baltic region.
To spark early inspiration for upcoming programs, we’ve selected six product ideas that truly caught our eye, one from each participating country or region. From iconic architecture to Arctic wilderness, from playful art to hidden Baltic discoveries, here are the experiences shaping the 2026 season.

Denmark – Bühlmann Hotels

Design, comfort, and warmth the Danish way

Bühlmann Hotels brings a unique blend of Nordic hospitality and understated elegance. Their properties combine sustainable practices with cosy interiors, regional flavours, and natural surroundings. For travelers seeking a gentle introduction to Denmark or a calm stopover on a longer Nordic itinerary, Bühlmann offers a reliable and welcoming choice.

© Scheelsminde

Baltics – Terra Incognita

Hidden trails, Baltic charm, and slow exploration

Terra Incognita opens the door to some of the most quietly beautiful corners of Estonia, Latvia, and Lithuania. Their tours highlight forest lakes, wooden villages, coastlines, and cultural traditions that many travelers have yet to discover. It’s an excellent option for tour operators looking to add something fresh, authentic, and off the beaten path to their portfolios.

© Hongbin Unsplash

Finland – Naivistit Iittalassa

Playful, colorful, and full of character

Naivistit Iittalassa brings Finnish creativity to life with its summer-long art exhibition featuring naïve artists from across the country. It’s unexpected, joyful, and loved by families and culture-curious travelers. Combined with a lakeside route, local food, and nearby attractions, it becomes a memorable cultural highlight in any Finnish itinerary.

© Naivistit Iittalassa

Iceland – GoNorth

Raw landscapes and real adventure

GoNorth specialises in journeys across Iceland’s dramatic terrain from glaciers and black-sand beaches to geothermal valleys and remote highland routes. Their expertise and strong local network make them an excellent match for operators building custom outdoor programs or looking to expand their Iceland selection beyond the classics.

© GoNorth

Norway – Legendary Adventure / Legendary Arctic AS

Premium Arctic journeys in breathtaking surroundings

True to their name, Legendary Adventure creates high-quality experiences in Norway’s Arctic north: wildlife encounters, fjord exploration, mountain scenery, and small-group tours that highlight the region’s raw beauty. It’s an ideal choice for travelers seeking meaningful, well-curated adventures far away from the mainstream.

© Legendary Adventure AS

Sweden – Treehotel

A world-renowned icon of Nordic design

Treehotel needs little introduction — its elevated rooms, each created by top Scandinavian architects, continue to define the intersection of architecture, nature, and imagination. Whether it’s the Mirrorcube, UFO, or Dragonfly, a night at Treehotel transforms any itinerary into something unforgettable. It remains one of Sweden’s most distinctive and inspiring accommodation concepts.

© Treehotel

Ready to explore these ideas at NORDEUROPA 2026?

These six examples represent only a small glimpse of the diversity at this year’s event. NORDEUROPA 2026 brings together more than destinations. It brings stories, designs, landscapes, and creative visions from across the North.

👉 Registration is open now. Meet these suppliers and many more on 28–29 January 2026.