Published on
October 10, 2025
By: Tuhin Sarkar
Iceland is set to shine at the World Travel Market 2025 in London, joining Denmark, Sweden, Norway, and Finland to captivate tourists from the UK, US, Germany, Mexico, Spain, and Italy. This exciting event is a prime opportunity for these Nordic countries to showcase their unique offerings, focusing on sustainable tourism, cultural heritage, and innovative travel experiences. With Iceland’s geothermal wonders, Denmark’s green cities, Sweden’s business workshops, Norway’s rich cultural heritage, and Finland’s serene natural landscapes, these nations are ready to attract and inspire visitors from key international markets. The World Travel Market 2025 will highlight the Nordic countries’ growing presence in global tourism, creating a powerful platform to connect with potential travellers from diverse regions. As the event approaches, all eyes will be on the Nordic countries, particularly Iceland, as they present their newest updates and travel initiatives to the world.
At WTM London 2025, the Nordic countries—Denmark, Finland, Iceland, Norway, and Sweden—are coming together to showcase their unique tourism offerings. With an emphasis on sustainability, cultural experiences, and innovative travel, these countries are setting the stage for an exciting and responsible future in tourism. Whether it’s Iceland’s geothermal wonders or Sweden’s workshops for UK buyers, the Nordic nations are eager to connect with the global market and offer memorable experiences for travellers.
Denmark: A Sustainable Urban Dream
Denmark is gearing up to promote its green tourism initiatives, particularly focusing on urban areas like Copenhagen. The country is a leader in sustainable travel and has made huge strides in becoming a city known for its eco-friendly initiatives. Visitors can experience Copenhagen’s bike-friendly streets, green architecture, and efforts to reduce carbon emissions. These features align perfectly with the growing trend of eco-conscious travel. Denmark aims to attract travellers who are interested in exploring cities that are not only beautiful but also committed to preserving the environment.
Finland: Nature and Wellness Combined
Finland is shining a light on its pristine nature and wellness tourism at WTM London 2025. Known for its untouched landscapes and lakes, Finland offers travellers an opportunity to reconnect with nature in its purest form. Finnish saunas, a significant part of the culture, offer a unique way to relax and recharge. Finland’s tourism experience encourages slow travel, allowing visitors to unwind and take in the beauty of the Finnish Lakeland. The country’s commitment to well-being and nature makes it a top choice for travellers seeking peace and tranquillity away from the hustle of everyday life.
Iceland: Geothermal Beauty and the Solar Eclipse
Iceland is bringing its geothermal wonders and upcoming events to the spotlight at WTM London 2025. Laugarvatn Fontana, one of the country’s popular geothermal baths, has undergone a recent refurbishment, enhancing the experience with modern comforts. Located on Iceland’s famous Golden Circle route, the baths offer visitors the chance to soak in natural hot springs while enjoying breathtaking views of a tranquil lake. One of the unique offerings is the geothermal bread, baked in the hot earth, providing a truly Icelandic culinary experience. In addition to its geothermal attractions, Iceland is also promoting the once-in-a-lifetime opportunity to witness the total solar eclipse on 12th August 2026. The eclipse will be visible across Western Iceland, and visitors can take part in exclusive tours, including hikes to Snæfellsjökull, one of the country’s most iconic volcanoes. This celestial event will undoubtedly be a major draw for adventure travellers and astronomy enthusiasts.
Norway: Cultural Heritage Meets Sustainable Tourism
Norway is focusing on its rich cultural heritage and sustainable tourism at WTM London 2025. The country is known for its deep cultural roots, including its indigenous Sami culture. Visitors can learn about Norway’s traditions, cuisine, and local arts, offering a truly immersive experience. Along with its cultural attractions, Norway is promoting its outdoor tourism, where travellers can enjoy everything from hiking to winter sports, all while ensuring the preservation of its natural environment. The country is committed to responsible tourism, and visitors can expect to experience authentic, eco-friendly travel.
Sweden: Workshops and Networking for Business Growth
Sweden is using WTM London 2025 as an opportunity to strengthen its ties with the UK tourism market. With the Swedish Workshop UK 2025 event, Sweden is providing a platform for UK-based travel professionals to meet Swedish suppliers and destination management companies. The event is designed to facilitate business connections and foster long-term relationships. Sweden’s participation in the event reflects its strong commitment to tourism growth, and the workshop will enable Swedish tourism organisations to showcase their offerings to international buyers, ultimately boosting tourism and business in Sweden.
Collaboration and Networking: Nordic Countries Unite
A standout feature of the Nordic nations’ participation at WTM London 2025 is their collaborative efforts. The Nordic countries are hosting a joint Nordic Drinks Networking event on 5th November 2025. This event brings together tourism professionals from Norway, Sweden, Denmark, and Finland, giving them the opportunity to network with UK buyers and share ideas. By working together, the Nordic nations aim to strengthen their collective tourism offerings and attract more visitors from around the world. The event will highlight each country’s strengths, such as Iceland’s unique geothermal attractions and Finland’s natural wellness experiences.
The Nordic countries are showcasing their diverse and sustainable tourism offerings at WTM London 2025. Whether it’s Denmark’s green city tours, Finland’s nature and wellness experiences, Iceland’s geothermal wonders, Norway’s rich culture, or Sweden’s business workshops, these countries have something for every type of traveller. Their commitment to responsible tourism and eco-friendly travel is clear, and they are excited to share their innovations and cultural heritage with the world. For those seeking unique, sustainable, and authentic travel experiences, the Nordic nations are certainly a must-visit in the coming years
Iceland’s captivating geothermal wonders and breathtaking natural landscapes will be showcased at WTM London 2025. Visitors will experience the country’s latest spa innovations and upcoming once-in-a-lifetime experiences, including the 2026 solar eclipse. Iceland’s allure lies not just in its awe-inspiring natural beauty but in its ability to blend wellness and adventure seamlessly.
Laugarvatn Fontana: A Revitalised Geothermal Escape on the Golden Circle
Laugarvatn Fontana Geothermal Baths offers a serene retreat for those seeking tranquillity amidst Iceland’s picturesque landscape. Recently refurbished, the baths enhance the experience by offering contemporary comforts while maintaining the authenticity of Iceland’s geothermal traditions. Located conveniently on the iconic Golden Circle route, this spa offers a tranquil getaway. Visitors can soak in natural pools, bubbling hot springs, and enjoy sweeping views of a tranquil lake. A unique experience at Fontana includes tasting the traditional geothermal bread, baked using the natural heat of the earth.
Sky Lagoon: Reykjavík’s Premium Oceanfront Geothermal Experience
Sky Lagoon, located on the oceanfront in Reykjavík, has recently expanded its offerings with a second sauna boasting Iceland’s largest single-pane glass window. The new sauna provides a stunning view of the Atlantic Ocean, transforming the wellness journey into an unforgettable sensory experience. The property’s signature Skjól wellness ritual has also been enhanced with the addition of crowberry juice, offering a local flavour and deepening the sensory connection to Iceland’s natural beauty. Visitors can experience this transformative wellness journey in a stunning oceanfront setting.
2026 Total Solar Eclipse: An Unmissable Event in Western Iceland
The total solar eclipse on August 12, 2026, will be one of nature’s most awe-inspiring phenomena, visible over Western Iceland. Iceland’s rugged, scenic terrain provides the perfect backdrop to witness this once-in-a-lifetime event. The eclipse will be visible from the Westfjords to the Snæfellsnes Peninsula. The best way to view this celestial event is by joining a unique tour that offers the chance to scale Snæfellsjökull, one of Iceland’s most iconic volcanoes. As the sky darkens, visitors will witness the awe of the solar eclipse from one of the world’s most beautiful, remote landscapes.
A Natural Blend of Adventure and Wellness
Iceland’s thriving tourism scene offers a seamless blend of adventure and relaxation, ideal for those seeking both thrill and relaxation. The rejuvenating properties of Iceland’s geothermal waters at places like Laugarvatn Fontana and Sky Lagoon invite visitors to unwind and reconnect with nature. Whether soaking in hot springs or partaking in a wellness ritual overlooking the ocean, each moment spent in these serene settings is designed to revitalise both body and mind. These experiences, combined with the dramatic landscapes and unique events such as the 2026 solar eclipse, create an unforgettable trip that will appeal to both wellness seekers and adventure lovers alike.
How Iceland’s Sustainable Tourism Practices Enhance Visitor Experience
Iceland’s commitment to sustainability is a key part of its tourism experience. Both Laugarvatn Fontana and Sky Lagoon are committed to using Iceland’s natural geothermal resources responsibly. By focusing on eco-friendly practices, these attractions not only offer visitors a unique experience but also ensure that future generations can enjoy the country’s natural wonders. The sustainable approach to tourism in Iceland aligns with global trends, prioritising the preservation of the environment while still offering visitors immersive, meaningful experiences.
Planning Your Trip: What to Expect at WTM London 2025
Iceland’s presence at WTM London 2025 is a great opportunity for travel professionals and enthusiasts to learn more about the country’s latest offerings. With new geothermal bath enhancements, the expansion of the Sky Lagoon experience, and the exciting 2026 solar eclipse viewing, Iceland is positioning itself as a must-visit destination for 2026. The event provides insight into how Iceland is evolving as a tourism hotspot, blending wellness, adventure, and sustainability into an unforgettable travel experience.
Iceland’s Bright Future in Tourism
Iceland continues to grow as a global tourism leader, offering a diverse range of experiences from natural wellness retreats to once-in-a-lifetime celestial events. The country’s investment in sustainable, luxurious experiences such as Laugarvatn Fontana and Sky Lagoon ensures that visitors can enjoy comfort while connecting with the land’s natural wonders. The upcoming solar eclipse is another example of Iceland’s ability to blend its unique landscapes with extraordinary events, creating an unparalleled experience for visitors.
