New Partnership to Promote Skiing in Norway

16th October 2026

Norway is stepping up its efforts to attract British skiers this winter. A new campaign will showcase Norway as an alternative to the Alps, with reliable snow, uncrowded slopes and a unique Scandinavian experience. NEW

Norway Home of Skiing, Alpinco, Avinor and Norwegian Air Shuttle are joining forces to grow British guest-nights in Norway with support from UK ski operators including Ski Safari, Ski Solutions and Crystal Ski.

There are to be new and increased flights.

Norwegian Air Shuttle is increasing capacity to Oslo, with an increase in direct flights from London and Edinburgh compared to last winter and increasing service from Manchester from two to five weekly departures.

Introducing Sunday departure with British ski travellers solely in mind.

The campaign will combine digital marketing, consumer activations and operator activity across the UK, promoting Norway with reliable snow conditions, high-quality and less crowded alternative to the Alps.

“We aim to grow our guest-nights from 150,000 to 200,000 in winter 2026/27, and this dedicated campaign will go a long way towards achieving our objectives,” said Trevor De Villiers, CEO of Norway Home of Skiing.

“The UK is a hugely important market for us.

“Norway offers British skiers reliable snow, less crowded slopes and a unique winter experience – and with direct flights from England and Scotland, it is easier to get here than many people realise.

“We look forward to welcoming a record number of British skiers to experience the unique magic of Norway – the home of skiing – next season.”

“This initiative reflects the growing interest among international visitors who want to experience skiing surrounded by a true winter landscape. Now, we have room for more, and together with Norwegian and Avinor, we will help make that possible.”

Trevor de Villiers. Image c/o Norway – Home of Skiing.

PlanetSKI has been reporting from Norway each winter for over a decade.

“Norway makes an interesting alternative to the Alps and offers an altogether different experience,” said the PlanetSKI editor, James Cove.

“If you want huge ski areas, longer vertical decent and rowdy apres ski then the resorts of Norway are possible not for you.

“But if you want mountain charm, great intermediate and beginner slopes, fabulous hospitality, good snow, a range of activities from cross-county skiing to husky dog sledge rides, Northern lights, healthy cuisine and much more, then you should take a look at Norway.”

Norefjell, Norway. Image © PlanetSKI

“It is great that major players in the travel industry can join forces this way to strengthen Norway’s competitiveness in international markets,” says Jonas Bjørnerud, Commercial Director of Alpinco.

The initiative reflects the growing interest among international visitors who want to experience and different skiing experience.

Norway has fantastic alpine destinations that offer reliable snow, modern facilities and spectacular natural surroundings, but they have long been largely reserved for Norwegians and our Scandinavian neighbours.

“It is incredibly positive that several major players in the travel industry can join forces in this way to strengthen Norway’s competitiveness in international markets,” says Jonas Bjørnerud, Commercial Director at Alpinco.

Norwegian says the airline is deliberately using additional winter capacity to bring more British skiers to Norway.

“Instead of primarily flying Norwegian tourists to the UK, we can use additional capacity to bring British skiers to Norway,” said the Chief Commercial Officer of Norwegian, Magnus Thome Maursund.

“This is both a short-term push for the coming season and part of a longer-term ambition to grow Norway’s share of the UK ski market.”

The partnership has a five-to-ten-year ambition to establish Norway as a stronger alternative to the traditional Alpine destinations for British skiers.

Norwegian Air Shuttle increase capacity to Oslo and introducing a new Sunday departure from Manchester.
Direct UK gateways: London, Manchester and Edinburgh
Campaign support from Ski Safari, Ski Solutions and Crystal Ski
Partnership between Norway Home of Skiing, Alpinco, Avinor and Norwegian Air Shuttle
Representing the following Norwegian ski resorts: Oppdal, Kvitfjell, Hafjell, Beitostølen, Gausta, Geilo, Myrkdalen, Narvik*, Norefjell and Voss

* Narvik will host the FIS Alpine World Ski Championships in February 2029