X-Nordic旅游创新政策研究

Policy Study on X-Nordic Tourism Innovation Recommended citation:Nordic Innovation (2025), Policy Study on X-Nordic Tourism InnovationPublished by: Nordic Innovation (2025)Supported by:Nordic Innovation and the Nordic Council of MinistersAuthored by:Group NAO (2025)Framework illustration and graphics:Design NationCover photo:Cat Gundry-Beck Copyright / All rights reserved:This paper may not be reproduced, shared, or quoted - neither in wholenor in part - without visible credit to Nordic Innovation and Group NAO. Table of Contents 5FOREWORD/ SOLUTIONS FOR THE FUTURE OF TOURISM 6SUMMARY/ THERE IS A POTENTIAL FOR MORE7Main findings9Recommendations 11WHAT WE DID & HOW TO READ11Guiding questions11Methodology12How to read this Policy Study 13PART I/ THE NORDIC TOURISM INNOVATION SYSTEM13General national characteristics20The role of Nordic Council of Ministers & Nordic Innovation 23PART II/ WHAT THE STAKEHOLDERS SEE23The potential for cross-Nordic collaborations30Recommendations for future tourism innovation 33LIST OF SOURCES33Reports and desk research resources36List of interviews Policy Study on X-Nordic Tourism Innovation Foreword:Solutions for thefuture of tourism When Nordic Innovation launched the X-Nordic Travel Contest (XNTC)initiative, it was with clear motivation to build bridges across the Nordic traveltechnology landscape and address the fundamental problems and challengesfacing the travel and tourism industry in the transition to a fossil-free andmore sustainable future. Now, as the XNTC program is coming to an end, I ampleased to present this paper examining the innovation policies shaping ourregion's tourism future. Throughout our program, a consistent observation emerged: despite ourshared Nordic values and digital strengths, the travel technology communitiesin the Nordics are rather fragmented and operate with surprisingindependence from one another. The conversations with ambitious startups,established industry players, investment partners and political stakeholdershave all pointed toward an opportunity – the chance to transform five distinctinnovation ecosystems into one cohesive, powerful Nordic force. This report does not just document what we found; it charts a path forward.It examines how thoughtful collaboration across borders could amplify whatmakes each Nordic country strong while addressing the fragmentation thatlimits our collective potential. The roundtable discussions that informed thesefindings brought together voices in the same conversation, revealing bothchallenges and promising possibilities. I invite you to explore these insights with an eye toward action. Therecommendations presented here are not merely academic – they representpractical steps toward a more integrated, innovative, and internationallycompetitive Nordic travel ecosystem. Finally, a warm thank you to the long list of resource persons who generouslycontributed with their time and insights to this research paper – and thankyou to Group NAO for putting it all together. With optimism for our shared innovative future, Hanna Törmänen and Emil GejrotInnovation AdvisorsNordic Innovation Summary& main findings:There is a potentialfor more Based on a review of more than 40 national policy papers and reports and 26 interviewswith experts and stakeholders in the field, this research paper finds a rich potential forcross-Nordic collaboration and relation-building within travel and tourism innovation.Not only is travel and tourism an industry on the move with considerable technologicalchange and substantial expectations when it comes to future growth. It is also a sectorcharacterised by significant negative impacts on the climate, the environment and thelocal communities where it takes place. Nevertheless, the paper finds that today’s traveltech community in the Nordics is rather fragmented, with weak relationships betweenthe national clusters and programmes. In addition, the travel tech communities do notenjoy the same visibility and capitalisation as other tech communities in areas such asfintech, GreenTech or MedTech. In conclusion, the paper points to the need for long-term programming for Nordiccollaboration in tourism innovation as a driver for growth and a more sustainable futureof tourism in the Nordics. This research paper is a policy study of the goals, structure, and instruments ofinnovation policies in the Nordics – and especiallybetweenthe Nordic countries– as they apply to the travel and tourism sector. The paper is written by theCopenhagenbased strategy agency, Group NAO on assignment from NordicInnovation, part of the Nordic Council of Ministers. Group NAO is responsibleof the content. The paper is published as the cross-Nordic innovation program,X-Nordic Travel Contest (XNTC), comes to an end after two years of extensivework identifying problems and solutions that can be accelerated and scaled fora more sustainable future of Nordic tourism. Is there a potential for more/deeper cross-Nordi