On 7 October, the Icelandic airline and Fjord Norway, the destination company, will sign a memorandum of understanding (MoU) aimed at attracting more international tourists to Western Norway.
The collaboration will facilitate closer cooperation on marketing and visibility of the region and local tourism to tour operators, travel agents and media in Icelandair’s most important markets.
Norway is a unique, safe, and beautiful destination offering magnificent nature experiences in combination with a rich cultural and culinary scene that piques the interest of international tourists.
Norway welcomed 5.6 million tourists in 2024, with Western Norway accounting for a significant portion of the visits. Icelandair has already seen a 26.4 per cent increase in travellers to Norway’s second-largest city, Bergen, compared to last year.
Tourists from North America account for 55 per cent of the growth, Asia for 30 per cent, and Europe for 15 per cent.
Gísli S. Brynjólfsson, Global Marketing Director at Icelandair says: “We experience an increased interest in Norway and Western Norway from American tourists.
“We believe this growth will continue, and the collaboration with Fjord Norway also symbolises that the Nordic countries work together to attract tourists from all over the world.
“We are proud to be a bridge between the continents and offering the best connectivity between Scandinavia and North America via Iceland.”
As a result of Icelandair’s strong belief in Western Norway as a destination, the airline is now choosing to strengthen its travel route to Bergen from next season.
As of April 10, 2026, Icelandair’s new Airbus A321LR will be used for many of the flights on the route, accommodating more passengers with 27 additional seats.
Stein Ove Rolland, CEO of Fjord Norway says: “It’s important for us to have a close collaboration with Icelandair.
“They fly from over 18 destinations in North America via Reykjavik, offering a short and comfortable way to travel to Bergen and all the unique places Western Norway has to offer.
“Together, we will reach out to tour operators, travel agents, and the media to highlight experiences and places in Western Norway, making it more accessible and understandable as a travel destination for international guests.”
2025 marks the 200th anniversary of the first Norwegian emigration to America, highlighting the historical ties between Western Norway and North America. The agreement between Icelandair and Fjord Norge also underscores these connections.
