Skift Take

We have been following this theme over and over again here: the use of soft power -- in this case Nordic nations' creativity, lifestyle design sense, and sense of fairness -- to translate into the hard economic power.

Why is it that a small, inhospitable geographically peripheral part of Northern Europe is currently among the hottest places in the world in terms of global attractiveness?

Make no mistake: the successful export of Nordic “cool” culture is not accidental nor merely the result of savvy marketing campaigns. On the contrary, these countries have all made a deliberate, concerted effort at promoting their global brands in a strategic way which includes but also goes beyond cultural aspects. In the case of the Nordics, cultural appeal is complemented by a strong and principled international stance and domestic well-being.

It naturally comes to mind that others in Europe, in particular Central Europe: the Poles, the Hungarians, Czechs, Slovaks and Romanians should learn from the Nordics. They should team up, not just in words and forms of declarations but for real.


The Daily Newsletter

Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

Have a confidential tip for Skift? Get in touch

Up Next

Loading next stories