Unlike us in the UK, the Nordic Countries embrace winter and see it as a season to celebrate what makes it unique rather than hunker down and hope spring comes early. As a result, winter tourism in Nordic countries is a lucrative time of year. An article in Travel and Tour World titled “Europe’s Winter Tourism Industry Reaches New Heights Fuelling Economic Expansion” highlighted that.
“The European winter tourism market, valued at approximately USD 180 billion in 2022, is projected to grow significantly, reaching USD 322.35 billion by 2032. The European Travel Commission (ETC) champions Nordic nations as standout winter tourism destinations. “
How can the UK learn from our Nordic Cousins and embrace Winter Tourism?
This article looks at.
- How Nordic Countries Celebrate Winter.
- Current Examples across the UK.
- The opportunity for you to tap into this market.
How Nordic Countries Celebrate Winter
Overall, it’s a mindset that winter is a celebration not to be dreaded but to be embraced. Celebrations and winter customs include:
- Fika – a Swedish expression of a social affair with coffee and cake, including cinnamon buns, cardamom cake, or chocolate balls. It’s a break time to take time out of your day to relax.
- Hot and Cold—Nordic Countries have known the benefits of hot and cold for centuries. Enjoy a sauna, then jump into freezing water and repeat.
- Hygee – a feeling of comfort, contentment and well-being. Think fireside both inside and out. Fairy lights and candles. Snug under a blanket with a good book.
- Friluftsliv – A philosophy first popularised in the 1800s about embracing the great outdoors. This is not just for the hardcore but also for walking, a leisurely bike ride, winter sports, a dog walk on a cold morning and “utepils” drinking a beer outside.
Current Examples Across the UK
We are slower to the winter party than our Scandinavian counterparts. However, we have some great examples across the UK.
The rapid emergence of the Sauna—According to the British Sauna Society, the number of public-style saunas in the UK rose from 45 to 90 in 2024 and is expected to reach 200 in 2025, from cities to rural areas. Examples include Wyld in Liverpool Princes Dock, the UK’s first floating sauna with ice baths, cold plunges, waterfall showers, and a 30-person sauna. Sea and Steam at Saundersfoot Beach in Pembrokeshire, Wales. Scottish examples include Sauna by the Sea in Kirkcudbright, which combines running and yoga.
Sled Rides—In Aberdeenshire, there is Husky Haven, where you can take a team of Siberian Huskies on trail rides or Mynydd Sleddog Adventures offers exhilarating husky rides through the South Alwen Forest in Wales.
Skiing and Cross-Country Skiing – Scotland offers a unique skiing and cross-country skiing experience Glenshee, Scotland’s largest ski area, boasts over 22 lifts and 36 runs, while Cairngorm Mountain provides breathtaking views alongside challenging slopes. The Glenmore Forest near Aviemore and the extensive trails at Clashindarroch Forest in Aberdeenshire are popular spots for cross-country skiing.
Dark Skies – The UK’s dark sky areas encompass a variety of stunning landscapes.
- Scotland: Rugged highlands, islands, and remote wilderness like Galloway Forest Park, known for its near total lack of light pollution or catch the Northern Lights in Caithness.
- Wales: Mountainous regions such as Snowdonia and the Brecon Beacons provide elevated vantage points for stargazing.
- England: Rolling hills, dense forests, and tranquil lakes in areas like the Lake District and Northumberland add a serene backdrop to the night sky.
The Opportunity for Self-Catering
1. Extended Revenue
Winter tourism allows self-catering accommodation to attract guests during the traditionally slower months. These properties can generate income beyond the peak summer season by marketing cosy, stays for winter breaks, and stabilising cash flow.
2. Diversified Offerings
Winter provides opportunities to highlight unique seasonal amenities in self-catering properties, such as:
- Wood-burning stoves or fireplaces for a cosy retreat.
- Hot tubs for relaxing in the colder weather.
- Nearby winter activities like skiing, wild swimming, local markets and events. These features attract guests seeking a comfortable and memorable winter experience.
3. Targeting Niche Markets
Self-catering properties can appeal to niche audiences, such as:
- Families looking for spacious accommodations during winter holidays.
- Couples seeking romantic, secluded winter retreats.
- Adventure travellers visiting for skiing, hiking, or wildlife spotting. Tailored marketing efforts can help reach these specific groups.
4. Higher Spending per Visitor
Winter guests often spend more on experiences that complement their stay, such as:
- Local food and drink, including takeaway options.
- Seasonal tours or activities.
- Luxuries like in-house spa treatments or holiday-themed services. Self-catering properties can benefit by partnering with providers or offering premium add-ons.
5. Boost the Local Economy
By attracting winter visitors, self-catering accommodations support the local economy through increased spending at nearby restaurants, shops, and attractions. They also provide seasonal job stability for cleaning, maintenance, and customer service staff.
Conclusion
In many Nordic countries, winter tourism is embraced to celebrate the season’s unique offerings, from cosy, firelit cabins to outdoor activities like husky sledging and saunas. This approach has transformed winter into a period of economic opportunity and cultural celebration. The UK has the potential to adopt and adapt this model, capitalising on its scenic winter landscapes, rich traditions, and growing appetite for seasonal experiences and creating an all-year-round business.
About the Author
Fiona Drane is a seasoned tourism marketing professional with extensive experience in rural tourism and self-catering businesses. She specialises in helping SMEs and communities envision and achieve sustainable growth by focusing on local needs, environmental stewardship, and authentic visitor experiences. Fiona’s expertise in strategic planning, marketing, and community engagement makes her an asset to any rural tourism initiative. In her spare time, Fiona loves swimming in a lake, loch river or sea, especially if it is combined with a sauna.
