Why sustainability is the key to unlock MICE industry recovery

MICE tourism is essential to economic recovery, according to the director of travel trade for Visit Norway, Frode Aasheim, who talks to C&IT about why the Scandinavian nation has committed to a 50% reduction in carbon.

More than 43,000 new jobs could be created within the Norwegian travel industry by 2030, as outlined in a new national tourism strategy that was commissioned by the Norwegian government.

Visit Norway says it wants to build a better, more sustainable industry, focusing on being part of the solution to the climate crisis, Asheim says.

The director of travel trade for Visit Norway also discusses the launch of its new sustainability new calculator, called Climate Smart, as well as a few concrete initiatives that are already in place, like a sustainable destination and a digital tool for calculating CO2 emissions.