Nordic Information

Information about the Nordic market - Sweden, Norway, Denmark & Finland

The Nordic people love to travel and have done so for over 50 years. They are globetrotters and explorers and are constantly looking for new countries and destinations to enjoy. It is not unusual for them to travel more than twice a year.

The Nordic countries have a total population of about 25 million – approximate population in millions: Sweden 10 million, Denmark 5 million, Norway 5 million and Finland 5 million. The high level of disposable income in the Nordic region, combined with a relatively cool climate with a long winter period, resulting in a significant percentage of international holidays. The minimum annual holiday allowance is five weeks.

The Nordic market is the third-largest outbound travel market in Europe. Travelers from our region spend are amongst the highest spenders in the world, ahead of both Germany and the UK.

The Nordic market is the third-largest outbound travel market in Europe. Travelers from our region spend are amongst the highest spenders in the world, ahead of both Germany and the UK. Research has also shown that Nordic travelers spend 90% more than the average European tourist on food, accommodation and attractions.

Most Nordic travelers first consider destinations that offer a warm climate. Other factors that influence destination choice included cultural experiences and good deals. Nordic travelers want cleanliness, active holidays, restaurants, unique travel experiences and shopping.

Family groups tend to select destinations that are child-friendly, safe and allow for shared and active family experiences.  Often, this market books four- or five-star. Empty nesters are often wealthy and take longer holidays, seeking out unusual experiences and active trips.

Nordic travelers tend to visit only one country at a time, spending between 5 to 14 days there, with the peak season running from October through to April. 80% of requests are for three/four and 5-star hotels itineraries featuring beach, sun and time to relax are the most popular.

History and background

Diamond Collection former Fly & Go ATW was founded by Madeleine Askebrink in May 2016. Her background is in the hospitality, tourism and travel industry. During more than 25 years in the Nordic Travel Industry she also established a wide network in the Travel Industry which today is her network for her international partners. 

Madeleine Askebrink

Founder, owner and CEO

After 25 years in the travel trade industry, working with business travel as BOM, KAM and QM. Then sales, groups, production and leisure within the airlines, Scandinavian Airline System (SAS) and Air Mauritius (MK). 2013, Diamond Collection former Fly & Go was established, started as the GSA for Air Mauritius. Diamond Collection former Fly & Go became more and more a representative company, with a strong network among the Tour Operators and Travel agencies in the Nordic Countries.

Madeleine Askebrink has proven skills as an expert of solving problems and finding solutions, as well as bringing more business to our partners.