Norway’s Ambitious Bid to Attract British Skiers
Norway is stepping up its game in an ambitious bid for the British ski market. This major joint campaign is backed by Norway Home of Skiing, resort operator Alpinco, airport group Avinor, and Norwegian Air Shuttle. UK ski specialists Ski Safari, Ski Solutions, and Crystal Ski are also supporting the initiative. Announced on October 15, 2026, the campaign positions Norway as a compelling, snow-reliable alternative to the increasingly crowded Alps.
The initiative aims to increase British visitor guest-nights from 150,000 to 200,000 in the 2026/27 winter season, a rise of approximately one-third. To facilitate this, Norwegian Air Shuttle is expanding its UK capacity significantly. It is increasing its Manchester–Oslo service from two to five weekly departures, including a new Sunday flight tailored for ski holidaymakers. Additional flights from London and Edinburgh are also part of the plan.
The campaign highlights ten Norwegian ski destinations, promoting the country’s reliable snowfall, quieter slopes, and authentic Scandinavian winter experience. These are qualities that industry partners believe British skiers are increasingly looking for as climate change impacts Alpine conditions. The partnership has a long-term ambition spanning five to ten years to fundamentally strengthen Norway’s position in the UK ski market.