Branding the middle of nowhere

Darkness, lousy weather, and a sleepover in the middle of nowhere. Sound fun? Apparently yes! The Nordic countries have successfully branded their remoter edges as desirable tourist destinations. Is it luck because the far north is 'in' right now? Or does it reflect a growing longing for alternatives to well-known, popular destinations? In this episode, we find out how the Nordics attracted visitors to their outer rural regions and why Scotland is now following suit. And we ask  just how long the coolness of the Nordic fringes can last. This episode comes from an online Nordic Talks event jointly arranged by Finland's Åbo Akademi University and the Swedish Literature Society in Finland.

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Looking for inspiration about what you do to tackle the biggest challenges facing the world today? Nordic Talks brings together thinkers and doers from around the world in curious conversations, offering fresh perspectives on how we can act for a better, more sustainable future. Each episode features the highlights of an independently organized live Nordic Talk offering insight and inspiration on how to achieve the UN's Sustainable Development Goals (SDGs). Nordic Talks is brought to you by the Nordic Council of Ministers.