Digital Sales Events & Workshops as a strategic B2B tool

How Northern Norway showcased Finnmark to international buyers in 2025

Digital formats have become an integral part of B2B tourism marketing. For Nordic destinations in particular, digital Sales Events offer an efficient way to connect with international tour operators and present complex regions in a clear, structured way. In 2025, Northern Norway partnered with NordicMarketing to host its first digital Sales Workshop focusing on Finnmark: “Northern Norway – Arctic Wonders: Hidden Gems of Finnmark.”

Presenting Finnmark as a year-round destination

The full-day digital Sales Workshop was designed to give travel agents and tour operators a solid understanding of Finnmark’s tourism potential throughout the year. Participants received insights into:

• seasonal accessibility and logistics
• activities and experiences across all seasons
• regional strengths within Northern Norway
• concrete product ideas for international markets

For regions like Finnmark, digital formats make it possible to communicate depth and diversity without the need for physical travel.

Scale and balance: how many participants make sense?

From a supplier perspective, digital Sales Workshops work best at a certain scale. For the Northern Norway event, 22–23 suppliers participated, aligning with NordicMarketing’s recommended target of 20+ suppliers per event.

Equally important is balance. The format is designed to ensure a healthy ratio between buyers and suppliers, allowing focused conversations rather than crowded schedules. This balance is key to keeping meetings relevant, efficient, and outcome-driven for both sides.

How a digital Sales Workshop is structured

NordicMarketing’s digital Sales Events follow a proven, buyer-oriented structure.

The event starts with a kick-off webinar, offering a compact overview of the destination, its products, and its market positioning. This session helps buyers prepare and prioritize the meetings that follow.

At the core of the event are 1:1 matchmaking sessions. These short, pre-scheduled video calls bring suppliers and buyers together in a focused setting. Each meeting follows a clear structure, keeping discussions efficient and outcome-driven.

The result is not random networking, but relevant conversations with a strong product fit.

What suppliers gain from digital Sales Workshops

For suppliers and destinations, digital Sales Workshops offer several clear advantages:

• direct access to selected international buyers
• structured presentation of products and regional strengths
• personal exchange despite the digital format
• reduced time investment and travel costs

The Northern Norway case shows how digital Sales Events can support international visibility while remaining efficient and targeted.

Are you interested in organizing your own digital Sales Event or digital Sales Workshop?

If you are considering a digital Sales Event for your destination or supplier network, you can find more details about the format, structure, and contact options here.