NORDIC TOURISM COLLECTIVE
The Nordic Tourism Collective was founded in 2019 by Paul Wagner and Andy Fairburn. With backgrounds and credentials well established at a national, regional and local level throughout Northern Europe as well as in key originating markets worldwide, we have a strong track record in Nordic travel and tourism with skills in marketing, sales, product and procurement, that are largely complementary and interchangeable. ​
We are committed to the sustainable development of tourism in the Nordic and Baltics regions
The Nordic Tourism Collective is a not-for-profit organisation with its own Articles of Association governed by an Executive Committee of representative, elected members from the Nordic tourism industry
The Nordic Tourism Collective has offices in London and Tallinn.
TALLINN OFFICE
Our Tallinn office is managed by our Partnership Manager, Eliina Pavljuk who joined the NORDIC TOURISM COLLECTIVE team in April 2024. With rich experience in Nordic and Baltic tourism gained during her time as Hotel Manager, Scandinavia and Baltic at Kuoni Tumlare, Eliina provides a rich array of project management, operational and partnership skills.
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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
EXECUTIVE COMMITTEE REPRESENTATIVES
Siri Tallaksen, Senior Consultant, Innovation Norway
Flemming Bruhn, Director, Visit Denmark
Jenny Taipale, Director, Helsinki Partners
Oddny Arnarsdottir, Manager, Business Iceland
Agnia Nast, B2b Manager, Visit Estonia
Niko Ek, Regional General Manager, SAS
Richard Stone, Leisure Sales, DFDS
Charlotte Colfach-Engberg, Head of Leisure Distribution, Strawberry
Maju Niskanen, General Manager Europe, Kuoni Tumlare
Heli Saari, Account Manager, Visit Finland
Christina Steer, Head of Travel Trade, Visit Sweden
Maria Novohatnii , Supplier Relationship Manager, Tracoin
David Lind , Travel Trade Manager, Swedish Lapland Visitors Board
Vibeke Raddum, Commercial Director, Fjord Tours Group AS
Roberta Perez, CEO, Nordic Ways
Patrick Richards, Non-Executive Director, Director Terraverde Sustainability Solutions
Nici Pagels, Chief Growth Officer, Moder Oy
COLLECTIVE BOARD MEMBERS
Paul Wagner, Founding Director
Andy Fairburn, Founding Director
Nici Pagels, Chief Growth Officer, Moder Oy
Vibeke Raddum, Non-Executive Director, CEO Fjord Tours
Patrick Richards, Non-Executive Director, Director Terraverde Sustainability Solutions