Tromsø, the biggest city in northern Norway (and the third largest city north of the Arctic Circle anywhere in the world) is becoming popular, and not only because of the Northern Lights and the Midnight Sun. This dynamic city surrounded by pristine nature has much more to offer. Leisure tourists and business travellers alike benefit from the support provided by Tromsø Convention Bureau, part of Visit Tromsø-Region AS, a private organisation, and also one of the largest destination companies in Norway, that has a clearly defined goal: to boost local value for local businesses, and make Tromsø a competitive and sustainable year-round destination, while preserving the region’s unique character.
“We are a destination company striving to make the city enjoyable and thriving for both visitors and locals,” says Sylvi Bakkeby, head of Development, Meetings and Events at Tromsø Convention Bureau. “We work with a variety of stakeholders from sales, marketing and the hospitality sector, emphasizing sustainability and regional development, encouraging that tourism aligns with environmental and societal goals.”
Accessibility and Growth in Tourism
Bakkeby further explains that Tromsø has become really popular over the last fifteen years, especially in the winter season. “We have become a bucket list destination for many leisure travellers, and are seeing also Flexible individual travellers (FITs) increasingly promoting Tromsø as a special destination.”
The remarkable growth is, in part, the consequence of better accessibility. For instance, the number of direct flights from Europe to Tromsø has surged from 15 two years ago to 39 this year, enhancing connectivity for leisure and business travellers alike. This expansion is supported by collaborations with Avinor, Norway’s aviation authority, to attract key airline routes.
The increase has also been fuelled in part by media exposure, such as a 2009 British documentary on the Northern Lights. It comes as no surprise therefore, that the winter months, particularly November to February, are Tromsø’s peak tourism season. Bakkeby affirms that to extend the appeal of Tromsø to the summer months is currently one of her major tasks.
“Summer also offers endless opportunities and beautiful experiences such as the Midnight Sun. To this end, we are actively promoting MICE (Meetings, Incentives, Conferences and Exhibitions) tourism outside high season. By marketing Tromsø as a year-round destination, the aim to spread the economic benefits of tourism while easing seasonal burdens.”
As a result of these efforts, Tromsø is slowly becoming a popular full-year incentive destination, offering a range of activities combined with conferences as well as the option to explore the nature surrounding the city.
Building a collaborative framework
MICE tourism is the area that Tromsø’s Convention Bureau can well control with regard to the sustainable strategy. The Bureau plays a pivotal role in attracting conferences, incentives, and corporate events. This effort is supported by strong partnerships with local hotels, destination management companies (DMCs), and activity providers.
Collaboration among Tromsø’s major hotels—such as Radisson, Scandic, and Strawberry – is particularly notable. Despite being competitors, these establishments work together to host large-scale events, leveraging Tromsø’s compact city centre to ensure seamless experiences. “For example, venues across three hotels can collectively accommodate significant gatherings. This level of cooperation of otherwise competing entities is special,” says Bakkeby.
Tromsø Convention Bureau has secured notable achievements, including hosting a prominent US conference, CNNS, beating competitors like Copenhagen and Oslo. Upcoming highlights include the m&i Leader Forum in 2026 and the Masters Ski World Cup in 2027. These successes underscore Tromsø’s growing reputation as a preferred MICE destination, bolstered by unique Arctic experiences and strong local networks.
Bakkeby points out that despite its growing popularity, Tromsø Convention Bureau faces notable limitations in infrastructure, particularly for large conferences. The city lacks a dedicated Congress Centre, which restricts its capacity to host large-scale events. “Furthermore, while Tromsø offers high-quality amenities within the city, rural areas often lack adequate facilities like restrooms and transport infrastructure. This highlights the need for investment so that sustainable progress can be achieved.”
Leveraging Local Expertise and Partnerships
A critical component of Tromsø’s strategy is maintaining harmony with local communities. As tourism grows, concerns about its impact on daily life have emerged. Given the region’s ecological vulnerability, particular care is taken to minimize the environmental footprint of visitors. For MICE groups, this involves coordinated efforts by DMCs to ensure that activities adhere to local regulations and respect the natural environment.
“We have initiated dialogues with local stakeholders and established a task force to guide sustainable tourism growth. This collaborative effort includes representatives from government, businesses, and the tourism sector, ensuring that development aligns with community priorities.”
The success of Tromsø’s tourism and MICE sectors is heavily reliant on local knowledge and partnerships, which foreign tour operators often lack, Bakkeby further points out. “Local knowledge is absolutely crucial in this region. We know the city and the surrounding countryside, and we know how to provide the best quality.”
“We have cultivated a robust network of over 230 leisure partners and 35 MICE partners. Regular meetings and workshops foster collaboration, while a revenue-sharing model ensures that all partners benefit equitably from tourism growth. This integrated approach not only enhances the visitor experience but also bolsters the local economy.”
Speaking about the future, she affirms that to establish a Congress Centre will be a task for the medium term – a dedicated modern facility would significantly enhance the city’s ability to host large conferences, attracting more MICE tourism. Continued focus on sustainability will also be critical, including stricter regulations for foreign operators and improved infrastructure in rural areas.
“While challenges remain, our approach tries to ensure that Tromsø is well-positioned to thrive as both a leisure and MICE destination, and promoted as a tourist destination in a sustainable manner. This can be achieved only in cooperation with all stakeholders – the municipality and the individual players within the industry.”
