• June 1, 2026

Norway: The Incentive Destination Where the Wildness is the Point

Norway: The Incentive Destination Where the Wildness is the Point

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Whilst Norway is a destination that everyone has heard of, surprisingly few have actually visited. That gap between awareness and experience is, according to Mattis Vigsø-Holsen  from Lost in Norway, precisely part of the appeal. “It still feels undiscovered,” he says. “Even well-seasoned travellers who are looking for something new find that Norway delivers something they haven’t experienced before.” And in a market where incentive planners are under increasing pressure to surprise and inspire, that is an excellent place to start.

What makes the country so distinctive as an incentive destination is that the landscapes are something you step into, not just look at. Hiking above the fjords, kayaking on still mountain water, foraging for sea urchins along the coastline or mushrooms in the forest, Norway’s nature is something you actively participate in rather than just admire from afar. 

“People want to put their phones down,” he says. “They want to slow down and take in the space in a different way.” The result is a form of wellness rooted entirely in the landscape itself, and as Vigsø-Holsen puts it: the wildness is the point. Floating saunas with Nordic ritual sauna masters, treetop stays accessible only by a 20-minute hike, yoga retreats overlooking the mountains and sea in the Lofoten Islands, Norway’s wellness offer is completely grounded in nature.

A strong DMC partnership is essential to getting beneath the surface of Norway, and Lost in Norway pride themselves on knowing every fjord and every village. One highlight to add to an incentive trip is the Viking Village in Gudvangen, where residents live year round, some as seventh generation hosts, practising traditional crafts, cooking and storytelling. Further north, the Sami people offer groups an insight into indigenous Norwegian culture, with traditional meals, joik and the chance to meet reindeer in their natural habitat. “We pride ourselves on who we choose to work with and their ability to tell stories,” says Vigsø-Holsen. “You can really tell how passionate they are.”

For planners combining a congress in Oslo with an incentive extension, Norway makes it effortless. From Oslo, groups can be in ski slopes and spa resorts within an hour, or board the legendary Bergen railway, one of the world’s great scenic train journeys, for a route that passes snow-capped mountains, dramatic valleys and Finse, the high mountain station where Star Wars was filmed. For those wanting to venture deeper into the fjords, the journey to Myrdal takes around five hours, where travellers can change onto the historic Flåmsbana Railway and descend dramatically down into the heart of fjord country. The whole trip is easily made sustainable too, with electric buses, fjord cruises and cars available throughout

Norway is safe, accessible and genuinely surprising, a destination that rewards curiosity and leaves groups with memorable experiences. With direct flights from the UK taking as little as two hours, and a DMC network that knows how to show you the side of Norway most visitors never find, right now is a particularly good moment to put Norway on the incentive shortlist.

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