We hope you’ve had a good start into spring and are slowly shifting from winter operations into planning mode.
While many of you are still focused on the current season, tour operators are already shaping their programs for the months ahead. Decisions are not made all at once though, they happen step by step, often earlier than expected.
This month, we want to take a closer look at one simple question: When does visibility actually matter in B2B sales?
And speaking of visibility and timing: we’ve just launched the first episode of our new podcast Inside Nordeuropa. In this first episode, our host Jan Badur talks with David Lind from the Arctic Sweden Visitors Board about Sweden’s Arctic region, digital trade events and what suppliers should keep in mind when preparing for virtual formats. Find out more about the Inside Nordeuropa podcast below.
Enjoy this month’s Pulse,
your NordicMarketing team
Pulse of the Month
Visibility isn’t about being everywhere. It’s about being there at the right moment
Many suppliers believe visibility means constant activity: posting, updating, sending, attending. But from a buyer’s perspective, it works differently.
Buyers don’t actively search all the time. Instead, they move through phases:
exploring ideas
narrowing down options
shortlisting partners
confirming details
If your product appears at the right moment in that process, you’re in. If not, even a strong offer can be overlooked. That’s why timing matters more than frequency. And right now is exactly that moment: buyers are moving from inspiration to selection.
This is exactly the moment where structured formats become relevant.
NordicMarketing Kit
From concept to real market feedback
For many suppliers, the biggest challenge isn’t creating a product. It’s understanding whether it actually works in the international market.
One of the suppliers, Mirka Kristiina Bruun from The Journey Studio, who joined NORDEUROPA 2026, shared exactly this experience: starting with an idea, testing it with buyers, and turning feedback into a clearer, more sellable offer.
👉 See how The Journey Studio tested their product with real buyers
Before any meeting happens, buyers usually already have a rough selection in mind. This shortlist is rarely based on one single factor. Instead, it builds over time through:
repeated exposure
clear and easy-to-understand offers
confidence that the supplier fits their target group
What matters most at this stage is not perfection, but clarity. If a buyer can quickly understand what your product is, who it is for and why it fits their program, you move from “interesting” to “relevant”. And relevance is what gets you into the meeting.
Inside Nordeuropa
Exploring Arctic Sweden with David Lind
In the first episode of our new podcast series Inside Nordeuropa, Jan Badur speaks with David Lind from the Arctic Sweden Visitors Board about what makes Sweden’s Arctic region so unique, from its landscapes and culture to its role in today’s travel trade.
They also discuss the format of digital events, like Nordeuropa and David offers valuable tips for suppliers on how to effectively prepare for these events in the evolving travel trade industry.
Tune in and get inspired by the wonders of the Arctic and the digital future of the travel trade!
