Interest in B2B MICE activities in the Swedish market has been relatively low in the Norwegian travel industry in recent years, and it has also gradually become more difficult to recruit enough good buyers in the market for operational activities.

For 2023, Innovation Norway has therefore chosen to redistribute our resources. Sandra Olsson will work 50% with the B2B team in Sweden, focusing on the holiday and leisure segment, and 50% with B2C tasks.

We will no longer work proactively with MICE in the Swedish market. We will of course handle inquiries from customers in the market and pass them on to relevant players in Norway, as well as give advice and guidance to Norwegian players about the Swedish market, for those who work actively in Sweden on their own.