Beyond visitor numbers: What the OECD tourism report means for Nordic tourism suppliers

Practical takeaways for tourism suppliers

International tourism is growing, and Finland and Norway are among the fastest-growing destinations in the OECD. But the latest OECD report suggests that long-term success will depend on much more than attracting more visitors.

Growth is good. Standing out is better.

The OECD Tourism Trends and Policies 2026 report confirms that international tourism continues to grow, with OECD countries welcoming a record 847 million international arrivals in 2025.

Finland recorded a 16.5% increase in international arrivals, while Norway followed with 12.5%, placing both countries among the fastest-growing tourism destinations in the OECD. For tourism suppliers, these numbers are encouraging. More international travelers mean more potential customers. But the report also delivers an important message: growth alone is no longer enough.

More demand also means more competition

As Nordic destinations become increasingly popular, travelers have more choices than ever before. Having a beautiful location is no longer a unique selling point. Visitors are looking for authentic experiences, local knowledge, memorable stories and businesses that clearly communicate what makes them different. The suppliers who succeed will not necessarily be those offering the most activities, but those offering experiences that travelers remember and recommend.

Connectivity is becoming a competitive advantage

The OECD highlights reliable transport and connectivity as key factors for future tourism development. Better air routes, improved rail connections and stronger cooperation between destinations all make it easier for visitors to explore the Nordic region.

We've already seen this trend in recent months through new direct flights, cross-border rail connections and investments in transport infrastructure across Northern Europe. For suppliers, this creates opportunities to think beyond their own destination. Partnerships and multi-day itineraries that combine several regions or even countries are becoming increasingly attractive.

Value matters more than volume

One of the strongest messages in the report is that tourism success is increasingly measured by the value it creates rather than simply by visitor numbers.

Governments across the OECD are placing greater emphasis on resilience, sustainability, community benefits and higher-quality visitor experiences. Tourism is moving away from a "more is better" approach towards creating long-term value for destinations, businesses and residents alike.

For small tourism businesses, this is good news. Many Nordic suppliers already focus on small groups, local partnerships, authentic experiences and year-round tourism. These are exactly the qualities that align with the direction the industry is taking.

The opportunity for Nordic suppliers

Demand for the Nordic region continues to grow, but so do travelers' expectations.

This is the time to review your products, strengthen your storytelling and make it easy for buyers and travelers to understand why your experience deserves a place in their itinerary.

Growth creates opportunities, but the businesses that benefit most will be those that are prepared for a more competitive, more connected and increasingly value-driven tourism market.

More on the OECD report.