Techmatters
Transforming Nordic Tourism Through Technology & Community
TechMatters by the Nordic Tourism Collective helps Nordic tourism professionals understand, navigate and adopt travel technology — empowering a smarter, more connected and more sustainable future for the industry.
creating a platform where suppliers, operators and tech providers meet to share ideas and opportunities.
Vision & mission
Our Vision is to bring travel technology closer to the Nordic tourism community. Our Mission is to educate, update and support tourism professionals in understanding the technology and platforms available to them — driving better decisions, stronger collaboration and a more sustainable tourism future across the Nordics.
The challenge - why techmatters exists
The Nordic Tourism Landscape Is Changing Fast. Travellers expect seamless digital experiences. Sustainability demands require smarter data. And technology providers evolve faster than many businesses can keep up Many tourism professionals feel overwhelmed. Others aren’t sure where to begin.TechMatters exists to bridge the gap — helping Nordic tourism players become confident, informed and future-ready.
The rise of AI - A new era of travel technology
We are entering one of the most significant technological shifts in tourism in decades. Artificial intelligence is reshaping how travellers discover, plan, book and experience Nordic destinations. From personalised itinerary creation and dynamic pricing tools to predictive sustainability modelling and automated customer service, AI is becoming an essential part of the tourism ecosystem.
How the Techmatters supports the industry
Through TechMatters, NTC collaborates with destinations, operators, tech providers, educators and governments to build digital capacity across the region.
Keynotes
Delivered with public and private partners to inspire and share the latest insights shaping travel technology and the future of tourism — including AI-driven innovations.
Workshops
Hands-on sessions with NTOs, DMOs and industry players that simplify digital adoption, including AI readiness workshops and practical tool demonstrations.
Digital Insights Series & Events
Created with the global travel tech community — offering AI-focused case studies, product demos, emerging trends and discussions with industry experts.
Seminars
Designed with educational establishments to ensure the next generation of tourism professionals enters the industry digitally and AI-ready.
The community - education, connection and collaboration
Clear guidance, case studies and frameworks that demystify technology and AI — without jargon.
Meet tourism organisations, destinations, suppliers and tech innovators from across the Nordics and beyond.
Access joint initiatives, pilot projects and shared solutions that tackle real challenges in Nordic tourism.
Nici Pagels - team lead
The Techmatters team lead is Nici Pagels. Nici is an experienced commercial leader, specialised in fast-growth and high-profit sales and marketing strategies for start-ups, scale-ups and wake-ups! With experience in a variety of markets including the UK, Ireland, Central Europe, Nordics, Baltics, Asia, USA & LATAM
