NORDIC TOURISM COLLECTIVE
The Nordic Tourism Collective was founded in 2019 by Paul Wagner and Andy Fairburn. Our credentials are well established at a national, regional and local level throughout Northern Europe as well as in key originating markets worldwide. With a strong track record in Nordic travel and tourism our skills in marketing, sales, product and procurement, are largely complementary and interchangeable.
With holistic oversight of current and emerging issues and opportunities across the Nordics, we add value to your decision making with relevant insight on how market trends, visitor experience, sustainability, quality standards and tourism delivery structures impact on your plans and objectives.
The Nordic Tourism Collective is a not-for-profit organisation with an Advisory Council of representative, elected members from the Nordic tourism industry with its own Articles of Association.
The Collective also acts as a Nordic arm of ETOA - The European Tourism Association and so membership of the Nordic Tourism Collective also gives automatic and immediate membership to ETOA too, with full access to all of the ETOA member-only activities and events. ETOA
The Nordic Tourism Collective has offices in London, Copenhagen, Helsinki and Oslo.
PAUL WAGNER | DIRECTOR
Previously Purchasing Director at Tumlare Corporation, as well as JTB and more recently Kuoni Tumlare.
Extensive international purchasing and product experience throughout Northern Europe and Russia with a deep knowledge of global source markets to the region
Negotiation and contracting
ANDY FAIRBURN | DIRECTOR
Previously Marketing Director at TUI, the Travel Corporation and Tumlare Corporation. Extensive experience in marketing and new business development in international travel & tourism working throughout Northern Europe, North America and Asia.
Strategy and brand development
Digital marketing & SEM
Fjord Tours Group
Co-founder & Director
Co-founder & Director Planet Egan Ltd and previously Global Director at TripAdvisor
Partner at Mischon de Reya. He has over 20 years' experience in EU and UK competition law
GM BV Finance and previously Financial Controller HRG Nordics at American Express
Our sincere thanks to everyone on our Executive Committee for their time and support
Siri Tallaksen Senior Consultant, Innovation Norway
Flemming Bruhn Director, Visit Denmark
Jenny Taipale Director, Helsinki Marketing
Oddny Arnarsdottir Manager, Promote Iceland
Agnia Nast B2b Manager, Visit Estonia
Niko Ek Regional General Manager, SAS
Lars Olsen General Manager Travel, Stena Line
Mia Carlberg Head of Leisure Distribution, Nordic Choice
Maju Niskanen General Manager Europe, Kuoni Tumlare
Melaine Carrier Supplier Relationship Manager, Tracoin
Tim Fairhurst Secretary General, ETOA
DEN GRIMME ÆLLING
The story of the Den Grimme Ælling by Hans Christian Andersen (1805–1875), provides the inspiration for our logo and an apt analogy for the Nordic Tourism Collective, representing and showcasing the beauty and rich diversity of the Nordic Region to international visitors worldwide, promoting less familiar destinations in the advancement of sustainable tourism.
Swans also partner for life, reflecting our commitment to building long term partnerships and cooperation; between:
The Nordics and the rest of the world
Destinations and suppliers in the region
Suppliers and international buyers
The local environment and the visitors it welcomes