Pangaea in the Nordic Markets is powered by United Spirit Nordic
Founded in 2003 and based in Copenhagen, United Spirit Nordic is a leading marketing and communications agency specializing in the Nordic travel market. The agency delivers expert sales, marketing, PR, and press services for destinations, hotels, airlines, and other travel brands aiming to grow visitor numbers, extend stays, and increase spend.
With strong, trusted relationships across the Nordic travel trade, United Spirit Nordic identifies and capitalizes on diverse opportunities to maximize reach and impact. The team combines deep industry knowledge with a comprehensive skill set—including tour operator liaison, airline partnerships, trade shows, roadshows, press trips, familiarisation tours, and travel trade training—to craft creative, integrated marketing campaigns that generate measurable, sustainable results.
The agency leverages both in-house and outsourced advertising expertise to fully harness the potential of traditional media and digital channels. This includes social media management, content marketing, paid and earned media, influencer campaigns, and data-driven analysis.
By partnering with United Spirit Nordic, travel brands can unlock the full power of their marketing and PR efforts in the Nordic region and beyond.
Market Overview
Scandinavia’s (Sweden, Norway and Denmark) economy improved in 2015 and growth is continuing into 2016. High levels of disposable income and a strong labour market helped ensure sustained consumption of travel services and products through 2015. Although the smallest of the European travel markets, Scandinavia leads in online travel penetration: Norway, Sweden and Denmark are in the top 6 countries globally. Tech-savvy travel consumers expect new and innovative digital platforms, which will help fuel strong online growth through 2016. It is estimated that currently more than 65% of leisure and unmanaged business travel is booked through online channels.
The main reason why Scandinavians travel is the search for good weather. Other influential factors are price, beach access, the thrill of a destination, environment and cleanliness.
The most popular destinations during summer are Southern Europe with Spain and Greece the best sellers. Winter is the biggest season for long haul holidays with the most popular destinations being the US and Thailand where the Nordic market is the 3rd and 4th biggest market respectively. With more direct flights planned to the US, mainly by Norwegian Airlines, an increase in visitor numbers is likely. These flights will also connect to several Caribbean islands this winter.
Travel budgets reflect income and the average Norwegian household set aside EUR 3,139 for holiday trips in 2014, equalling EUR 1,356 per person. That is EUR 356 more than the Finns, who have the smallest average holiday budget of just EUR 1,177 per person. The Swedes and Danes are slightly closer to the average: Swedes budget EUR 1,376 per person and Danes EUR 1,305 per person. Families have the biggest budget and they account for 26% of the Nordic population. Their total spend per year is EUR 10 billion. Older tourists above 50 years travel the most and have a total of EUR 15,9 billion to spend on outbound holidays per year.
Team members
Christine Engen
CEO & Creative directorChristine is the Head of Nordic Markets at Pangaea and a recognised expert in the region’s travel and tourism sector. With a deep understanding of Nordic cultures and markets, she brings a unique blend of creativity and strategic insight to every project.
Driven by natural curiosity and a passion for exploration, Christine is known for finding fresh, innovative approaches thinking both “outside the box” and “inside the box” to solve complex challenges. She has a particular interest in cultural interactions and the role of social media in connecting people and promoting destinations.
Christine holds a degree in Social Science from the University of Oslo, with specialisations in Social Anthropology, Law, and Statistics. Her strong academic foundation, combined with a pragmatic mindset, makes her an astute communicator and strategic planner.
To contact Christine, email: [email protected]