Travel News Market brings the travel industry together once again

Destinations, hotels, DMCs, inbound operators, cruise companies and other travel industry players meet Swedish and Nordic buyers. Many of the meetings are booked in advance, but what happens in between is just as important.

- That is really what Travel News Market is all about. You should be able to come here with a plan, but also run into someone you had not intended to meet and discover something you actually want to do business with, says Nils Norberg, CEO of Travel News.

Travel News Market has grown in recent years and become an established meeting place for the Nordic outbound market. Last year's event had just over 200 exhibitors and around
1,000 visitors.

One day, many markets

The exhibitors come from all five continents and represent everything from major destinations and hotel chains to smaller, specialised travel companies.

For buyers, it is about quickly getting an overview of what is new and what can actually work in the Nordic market.

The pre-booked 15-minute meetings are an important part of the format. Buyers and suppliers are matched based on factors including needs, market and product.

- We are not trying to create yet another trade fair where people walk around collecting business cards. The idea is that there should be a reason for every meeting, says Göran Nilervall, event manager for Travel News Market.

At the same time, far from all business deals can be scheduled.

- Spontaneity is just as important. Many of the best conversations happen when someone has five minutes to spare and starts talking to the person next to them, says Göran Nilervall.

What do Nordic travellers want in 2027?

At Travel News Studio, industry figures, analysts and destination representatives come together to discuss the future of travel. What are customers looking for? Which destinations are on the rise? And what will buyers actually want to sell next year?

Premium travel, shorter trips, new long-haul destinations and a continued interest in more authentic experiences are among the topics on the agenda.

- We are seeing a great need to understand what is happening in the market right now. Everyone talks about trends, but for our visitors the question is really quite simple: what should I sell next year? says Nils Norberg.

Meetings first – trade fair afterwards

This is also where Travel News Market differs from a traditional travel trade fair. The focus is on business and relationships rather than simply showcasing products.

A buyer may come to find a new hotel, destination or experience. But they may just as easily come to meet an old contact and discuss the next season.

- It is quite remarkable to see how much happens in a single day. Someone arrives with a fairly clear agenda and leaves with five new ideas that did not exist that morning, says Göran Nilervall.

For exhibitors, it is also a way to get close to the Nordic market without having to travel around and arrange meetings with individual companies.

- The Nordic region is an interesting market for a great many destinations and suppliers. But it is also a market that can be difficult to understand from the outside. Here, you get to meet the people who actually sell the trips and hear directly what they are looking for, says Nils Norberg.

Another important reason to attend is that more than 200 exhibiting companies, all experts in their fields, will be present, offering the latest trends and news from across the travel value chain.

Back at Annexet on 12 November

Travel News Market takes place on 12 November 2026 at Annexet in Stockholm.

During an intensive day, international suppliers and Nordic buyers meet for pre-booked meetings, spontaneous conversations, seminars and new business ideas.

- We want people to leave feeling that they have gained more from one day than they would have from a week of meetings on their own, says Nils Norberg.

Göran Nilervall agrees.

- Of course, you should be a little tired when you go home. That is a good sign. It means something has happened.

Last year's success with Meet Sweden and its own hosted buyer programme featuring international buyers returns this year, aiming to further strengthen global connections.

Book your place here>>