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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.


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.


Svane logo - Full colour - Icon Only - J
Andy Fairburn and Paul Wagner

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


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


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

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