The closeness to Norway and the accessibility from Sweden is a great advantage for Norway as a MICE destination in the Swedish market. And with the focus on "flyskam" we see a change within the MICE industry when it comes to choosing destinations. Norway might benefit from this.
The growing trend of wellness and and the focus on health, including the fact that alcohol not necessarily always is on the agenda any more, can also be an advantage for Norway.
All agents focus on achieving ROI and create changes for their customers - you do not conduct meetings without a purpose anymore.
In the Swedish market, customers generally ask about transport by train/bus or direct flight. This type of requests is increasing. In addition, nature-based activitiies are in demand in combination with an inspiring agenda to archieve the goal for the customer.
The Swedish market is particularly interesting for destinations with direct flights and destinations that are accessible by other types of transport from Sweden.