Press release —
Norway takes on the Alps with major push for British skiers
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 and increased flights will make the journey easier, too.
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.
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.
Getting there is also becoming easier. 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.
“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,” says 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.
“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 skiing surrounded by a true winter landscape. Norway has fantastic alpine destinations that offer reliable snow, modern facilities and spectacular natural surroundings, but which have long been largely reserved for Norwegians and our Scandinavian neighbours. Now, we have room for more, and Alpinco, together with Norwegian and Avinor, will help make that possible.
“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.
Magnus Thome Maursund, Chief Commercial Officer at 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. 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, says Magnus Thome, CCO of Norwegian Air Shuttle.
The partnership has a five-to-ten-year ambition to establish Norway as a stronger alternative to the traditional Alpine destinations for British skiers.
Key facts:
•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
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About Norwegian
The Norwegian group is a leading Nordic aviation company, headquartered at Fornebu outside Oslo, Norway. The company has over 8,900 employees and owns two of the prominent airlines in the Nordics: Norwegian Air Shuttle and Widerøe’s Flyveselskap. Widerøe was acquired by Norwegian in 2024, aiming to facilitate seamless air travel across the two airline’s networks.
Norwegian Air Shuttle, the largest Norwegian airline with around 5,200 employees, operates an extensive route network connecting Nordic countries to key European destinations. In 2025, Norwegian carried 23 million passengers and maintained a fleet of 95 Boeing 737-800 and 737 MAX 8 aircraft.
Widerøe’s Flyveselskap, Norway’s oldest airline, is Scandinavia’s largest regional carrier. The airline has more than 3,700 employees. Mainly operating the short-runway airports in rural Norway, Widerøe operates several state contract routes (PSO routes) in addition to its own commercial network. In 2025, the airline had 4.1 million passengers and a fleet of 51 aircraft, including 48 Bombardier Dash 8s and three Embraer E190-E2s. Widerøe Ground Handling provides ground handling services at 41 Norwegian airports.
The Norwegian group has sustainability as a key priority and has committed to significantly reducing carbon emissions from its operations. Among numerous initiatives, the most noteworthy is the investment in production and use of fossil-free aviation fuel (SAF). Norwegian strives to become the sustainable choice for its passengers, actively contributing to the transformation of the aviation industry.
