Northern Norway recorded solid tourism growth in 2025, confirming its expanding role as one of Europe’s most dynamic Arctic destinations. According to newly published accommodation statistics, commercial overnight stays increased by 6 percent compared to 2024. International guest nights rose even more significantly, showing a 16 percent increase year-on-year.
Among the strongest growth markets were the United Kingdom and Italy, both recording substantial increases in visitor numbers.
Although growth was visible throughout the year, the winter season delivered particularly strong results. December figures showed rising overnight stays across Nordland, Troms and Svalbard, while Finnmark recorded a decline, resulting in a varied but overall positive winter performance.
The data underlines a clear trend: winter is no longer a niche segment in Northern Norway. It has become a core international driver, supported by improved accessibility, targeted product development and sustained destination positioning efforts. For the region, winter is increasingly the backbone of export tourism.
Nature remains the region’s central attraction, but the demand profile is evolving. International guests are not only visiting to observe Arctic landscapes — they are actively seeking guided, bookable and experience-based activities across all seasons. This development aligns with the region’s strategy to focus on value creation rather than pure volume growth. Encouraging longer stays and higher engagement in local activities is becoming more important than simply increasing arrival numbers. High-quality, structured, and bookable winter experiences are emerging as a key competitive factor.
With rising demand comes increased responsibility. The Arctic environment remains both Northern Norway’s greatest asset and its most sensitive resource. The region continues to emphasise responsible travel, encouraging visitors to make conscious transport choices and use certified activity providers. At the same time, destinations must balance international growth with protection of local communities and fragile ecosystems.
As Northern Norway enters 2026, the momentum is strong — particularly in winter. The challenge now lies in managing that growth sustainably.
For international tour operators, the figures confirm that Arctic winter travel remains a strong and growing market segment. Competition for capacity, quality guides and bookable experiences is likely to increase. At the same time, the emphasis on sustainability and structured product development reflects evolving buyer expectations. Clear positioning, reliable partners and well-developed winter programs will continue to be decisive factors in the coming seasons.
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Header: © Northern Norway / Monica Hoseth