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Innovating and re-branding Nordic wellbeing tourism

  • Publisert 30.06.2011
The aim of this study is to draw a wider picture of what constitutes the wellbeing category of tourism in the overarching, transnational geographical context of Finland, Denmark, Iceland, Norway and Sweden.

Innovating and re-branding Nordic wellbeing tourism

 In addition, potential exploitation of special and even unique Nordic resources and advantages will be articulated in policy considerations for the emergence and support of a Nordic Wellbeing brand. Accordingly, the joint research will achieve a more profound understanding of the driving forces that could lead to the successful development of coherent wellbeing tourism in the Nordic region.


The project involves researchers from each of the Nordic countries assigned the task to detail the innovative and entrepreneurial aspects of selected wellbeing tourism destinations. On the whole, the Nordic Wellbeing project takes an innovation perspective related to developing a particular Nordic content of wellbeing to be offered by tourism enterprises and destinations across the five Nordic countries.


The purpose of the research can be summed up in the following points:

  1. To address a variety of resources of importance for the development of wellbeing tourism taking into account that the resources are both material and immaterial throughout the five Nordic countries.
  2. To investigate the driving forces that motivate tourism providers to develop and launch wellbeing products and that knit together collaborative structures.
  3. To participate in specific development processes in so-called laboratory areas in close collaboration with local actors. The aim here is to create unique wellbeing destination propositions based on multifaceted processes, including simultaneous collaborative measures and political emphasis that go far beyond launching slogans and financing campaigns.
  4. To contribute a comparative and unifying Nordic view where Nordic wellbeing image and brand is linked to underlying factors in the Nordic context, including policies and activities in other fields with overarching symbolic value.
  5. To communicate the results to local actors, to policymakers and to the research community so as to ensure a wide application of the research results.