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.