| Summary: | Nordic region is a geographical area which is characterized by a combination of nature, culture, history and technology and regarded as a common entity in political, economical and historical sense. Although rich in its resources, Nordic tourism has not actualized its potential in full. The present paper aims to identify weaknesses of the region, to outline a new set of directions for improving Nordic tourism and to delineate major challenges. Its geographical and natural beauties, cultural characteristics, technological advancement and policy development are identified as assets for tourism advancement in the region. Winter tourism, adventure tourism, nature-based tourism and cultural tourism are demonstrated as potential routes of growth. Marketing strategies and changing trends are discussed as major challenges, with suggestions for implementation.
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