Thank you for letting us showcase Lofoten

24 April 2026

When over 800 participants from 32 countries gathered in Lofoten during this year’s Norwegian Travel Workshop (NTW), it was not only nature that was allowed to shine. Cultural heritage, history and experiences were also given a clear place. And we at Museum Nord are both proud of and grateful for that.

NTW, Norway’s most important sales and networking arena for tourism, was organized this year by Innovation Norway in collaboration with Destination Lofoten. Over the course of a few days, thousands of meetings are held between Norwegian tourism operators and international tour operators. With the aim of building relationships, developing cooperation and lifting Norway as a destination. This year, it was Lofoten that took center stage.

Museum Nord appreciates that the focus is on the fact that tourism is not just about spectacular nature. It is also about the stories, people and cultural heritage that give places identity.

Collaboration that lifts the entire region

Most important of all was the feeling of community.

When an event like NTW comes to Lofoten, it’s not just about meeting international buyers and partners. It’s also about strengthening the local tourism community. Getting to know each other better, seeing new opportunities together and building strong relationships across players and industries.

It is inspiring to be surrounded by so many talented actors. We went from highlight to highlight during the entire event. Think of everyone who has contributed to this! Among others, Thon Hotel who are incredibly skilled, and time and time again show that they can raise the bar even a little higher. They deliver in a class of their own.

We work together, and it is together that we manage to do such a well-executed job. This is what I am most proud of. Our region. Our museums. The collaboration and how we together make each other good. That is how we manage to succeed, and succeed so well.
Linn Olsen, Marketing Manager at Museum Nord

The collaboration with Destination Lofoten and Innovation Norway has been crucial in lifting the place of culture in this context. We would also like to extend a big thank you to partners such as HANEN, XXLofoten, Å Rorbuer, Tide and Skårungen who contributed to good experiences and smooth implementation for our guests.

Culture got its natural place

Throughout the event, our museums were visible in several arenas. Images from, among others, Lofotr Viking Museum, Norwegian Fishing Village Museum, Coastal Express Museum, Lofoten Museum, Skaftnes Farm and the new venture SKREI were part of the event’s visual expression. Both on banners and stage backgrounds. Here, historical images provided by Museum Nord were also given shine, with motifs such as boats and fishermen.

During the opening dinner, six Vikings from Lofotr Viking Museum contributed as part of the entertainment with a performance of the Rolandskvadet. The skrei had its natural place in the storytelling throughout NTW. We were served delicious cod in several formats, and stockfish and cod tongues were also on the table. The cod was not least shown in the form of a beautiful and fantastic performance directed by Sunniva Birkeland Johansen. Hildegunn Pettersen from Røst also served history in the form of song and stage performance. All participants during this year’s NTW received a hand-tied bracelet with an otolith in it.

In addition, tour operators got to meet Museum Nord through viewing tours at several of our museums. The interest was great, and the response confirmed how important culture and good history dissemination are as part of the overall tourism experience.

A boost for the entire destination

The fact that cultural heritage is allowed to stand together with nature in the story of Lofoten is not only important for Museum Nord. It is important for the entire destination.

It creates stronger experiences, better collaboration and a more holistic travel industry.

My heart beats warmly with pride and love after this year’s NTW. Pride of colleagues in both the museum and the rest of the tourism industry. Love for history, for our hometowns, throughout Museum Nord’s region. Enthusiasm that we in the museums together with Destination Lofoten got to share, show and tell our story throughout the event. Never before has anyone marked culture, identity and belonging more strongly than it was during this year’s NTW.
Hege Anita Eilertsen, Head of Communications at Museum Nord

Thank you to everyone who contributed. Thank you for the trust, the cooperation and the opportunity to showcase the whole of Lofoten – together.