inVOYAGE: Roberta thank you for taking the time to speak with us today, it’s lovely to catch up with you before you join us later this year in Mykonos and to find out more about what it is you do here at Nordic Ways. So, with that in mind, could you tell us a bit about the story behind Nordic Ways and what inspired you to establish a destination management company focusing on the Nordic region?

Roberta: I’ve worked in the travel and events industries both in Sweden and Brazil for 35 years, focusing on tourism and events, with some of my highlights including handling logistics for the World Cup and the Olympic Games, as well as organizing incentives for major corporations.

In terms of Nordic Ways, the business was born 13 years ago after a client approached me with the idea of establishing a destination management company in Scandinavia where the demand for a service-oriented event firm was high. Today Nordic Ways has evolved into a cohesive team of 16 professionals with bases both in Sweden and Brazil. We are firmly established as leaders in MICE - Incentives, Pharmaceutical and compliance events, as well as renowned for delivering bespoke, high-quality leisure programmes.

inVOYAGE: What are some of the most popular incentive destinations or experiences that you offer?

Roberta: Scandinavia really is one of the most well-equipped regions for promoting luxury in a socially and environmentally responsible manner, offering unique and unforgettable experiences. For that reason, it’s become a favoured destination for incentive trips seeking to provide meaningful experiences beyond the usual tourist destinations. 

In Sweden, particularly in the Arctic region like Kiruna, travellers can immerse themselves in extraordinary adventures such as staying at the Ice Hotel, embarking on husky sled rides, or snowmobiling through majestic mountains. The proximity to Sami culture also enriches our offerings, unveiling a diverse calendar of events. As locals say: our region boasts eight seasons, each offering a distinct array of experiences. These remote destinations offer a refreshing escape from urban life, providing an exotic and regenerative experience that is exclusive and unique—a significant draw for incentive travellers.

Sweden's scientific heritage is just as compelling. In Stockholm, for instance, we can arrange a Gala Dinner in the very hall where Nobel prizes are annually awarded, or curate a private event at our National Gallery, offering delegates an exclusive museum visit and insights into local artists like Carl Larsson.

In Norway, travellers are treated to some of the most breathtaking and awe-inspiring landscapes globally, where nature itself becomes the ultimate luxury. The country offers a myriad of event possibilities that seamlessly blend elements of the past, future, economy, and peace.

Denmark captivates visitors with its charming capital and with Copenhagen easily accessible to international guests via numerous flight and train options, it’s a great option for corporate groups and incentives. Not to mention its fairy tale setting, boasting attractions like the Tivoli Gardens, majestic castles, palaces, and iconic landmarks such as the Little Mermaid statue. Simultaneously, it embodies modernity with its vibrant society, cutting-edge design, and innovative architecture and urban planning.

Finland is renowned for its exemplary education system and the enchanting presence of Santa Claus. Encountering Santa Claus and immersing oneself in his magical world evokes profound emotions, making it a truly special experience cherished by all who visit.

 inVOYAGE: Sounds incredible! And could you walk us through what a typical day might look like at one of your incentives?

Roberta: Starting with a traditional breakfast, we like to treat our delegates to an assortment of ingredients from around the world including bread, milk cheeses, salmon and berries.

After that, if you are in the capital, we try to plan an activity that will include some lunch in a very nice way. So, for example, you can take a boat to explore the archipelago and, after a tour, you can end up in a very nice meat restaurant in the middle of the archipelago and enjoy a welcome drink among your colleagues.

Another beautiful destination is Bergen, very close to the beautiful fjords. Here, you’ll normally start the day very early and have a full day of different activities, like a train or boat trip surrounded by 360 degrees of impressive and massive nature.

We’ll finish the day with a welcome dinner very Swedish, Norwegian, Finnish or Danish. We try to take it very local. Some clients also request the gala dinner and we like to take cultural concepts to this moment, in museums, city hall or any other nice way to connect with the local culture.

And the end of the incentive, it’s all about meaningful souvenirs and memories. In terms of gifts, we like to relate these to the experience they’ve had or to an activity they’ll have the next day. The important thing is to be personalized in a beautiful way, e.g  handwritten. We’re not about big logos, we like to show that each gift is unique.

inVOYAGE: And in terms of creating an incentive, in your experience, what are some of the key factors that contribute to a memorable and impactful programme in the Nordic countries?

Roberta: Create a programme as if it were a story. With a proper introduction, a top moment and a “wow” farewell. Enchant your delegates through small details, great services and present a totally different way of life – the Nordic Style. This is a place where you can truly immerse yourself in the fresh air surrounded by beautiful nature. Welcome to The Nordics! 

inVOYAGE: Can you give us an idea of some of the most extraordinary venues or settings that Nordic Ways has utilised for incentives? What made them stand out to you?

Roberta: In Stockholm, I really love the National Museum or the Golden Hall of the City Hall. They are storyteller landmarks and of course the Vasa Museum. When it comes to Norway, the Nature is our best venue but we have so many new venues with a focus on art as the new Munk Museum or the classical Vigeland Park.

In Finland - can I pick a library as a favourite? Oddi is a must-see and recently I was in the south of Finland and discovered EMMA in Espoo with a fantastic collection.

In Denmark (please don’t ask me to pick only one favourite) there are so many beautiful venues and The Opera House could be an easy answer. For events there is an importance of selecting the hotels as well with convenient location, social area, standard of rooms and all services and facilities. But still a hotel that preserve a history and have something extra and we do have a lot of beautiful properties in Scandinavia.

inVOYAGE: Finally, looking ahead, what new trends or developments do you anticipate shaping the future of incentive travel in the Nordic region, and how is Nordic Ways adapting to stay ahead of the curve?

Roberta: Eighteen years ago, when I first moved to Sweden, the idea of travellers discovering Scandinavia as a good destination for summer trips seemed improbable. Known for its perpetually cold weather, even during the summer months, it seemed counter-intuitive. However, as other European destinations swelter under rising temperatures and tourist crowds, the Nordic region is experiencing a real surge in summer tourism.

This shift presents us with a unique opportunity to cater to groups seeking outdoor experiences and al fresco dining against the backdrop of stunning Nordic landscapes. Previously, this would have been deemed impractical due to the region's chilly climate.

Recognizing the potential of another trend, we have established an office in the Arctic town of Kiruna. This strategic move enables us to efficiently manage the growing demand for experiences such as the Northern Lights, ensuring that we can deliver exceptional service to our clients.

Moreover, we continue to invest in crafting exclusive and unforgettable experiences. When we couldn't find what we envisioned in the market, we took it upon ourselves to create it. For instance, we developed a luxurious Porsche experience equipped with a panoramic roof designed for observing the Northern Lights. Looking ahead, we are set to introduce a Sprinter outfitted with a full panoramic glass roof capable of accommodating 16 passengers, revolutionizing transportation in the region and enhancing the overall experience of marvelling at the celestial wonders above while maintaining warm comfort inside the vehicle. Coming soon to our clients.

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