Mid Sweden University

The aim of this study is to draw a wider picture of what constitutes the wellbeing category of tourism in the overarching, transnational geographical context of Finland, Denmark, Iceland, Norway and Sweden. In addition, potential exploitation of special and even unique Nordic resources and advantages will be articulated in policy considerations for the emergence and support of a Nordic Wellbeing brand. Accordingly, the joint research will achieve a more profound understanding of the driving forces that could lead to the successful development of coherent wellbeing tourism in the Nordic region. The project involves researchers from each of the Nordic countries assigned the task to detail the innovative and entrepreneurial aspects of selected wellbeing tourism destinations. On the whole, the Nordic Wellbeing project takes an innovation perspective related to developing a particular Nordic content of wellbeing to be offered by tourism enterprises and destinations across the five Nordic countries.