Remarkable International Impact as European Capital of Culture

Bodø and the Nordland region have made history as the first area north of the Arctic Circle to be designated a European Capital of Culture in 2024. A new analysis reveals that the Bodø2024 initiative has generated over 4,500 international media features, with an estimated advertising value of NOK 599 million. This confirms the project’s substantial global visibility and how the designation has strengthened the region’s position as both a travel destination and cultural hub.

– The extensive international media coverage shows that we have succeeded in engaging and inspiring global audiences, while establishing the region as a relevant and attractive destination for both tourism and culture, says Helge Grønmo, Director of Communications and Marketing at Bodø2024 IKS.

Impressive Media Reach and Widespread International Interest
Together with Tartu in Estonia and Bad Ischl in Austria, Bodø and Nordland have taken up the mantle of European Capital of Culture, presenting their unique Arctic identity through over a thousand events and productions. The international response has been overwhelmingly positive, with 89.3 percent of media coverage assessed as positive. Prestigious media outlets such as Die Welt in Germany, Forbes, and the BBC have featured the project, underlining its broad international appeal.

The impact on tourism has also been significant. Amid global uncertainty and increased competition, Northern Norway has experienced substantial growth. Tourism statistics for 2024 show a 15 percent rise in commercial overnight stays across Nordland, well above the national average. In Bodø alone, overnight stays have increased by 28 percent among domestic visitors and a remarkable 59 percent among international tourists.

Culture has proven to be a powerful gateway to new travel motivations and broader appeal. The increased flow of tourists has stimulated the local economy, businesses, and contributed to the development of new, year-round offerings.

– Bodø2024 has been a driving force behind the positive developments in tourism across the region and Northern Norway as a whole. The cultural programme has brought new energy to the industry and enhanced the area’s appeal, says Siw Sandvik, Head of PR and Communications at Northern Norway Tourist Board.

Business Impact and Long-Term Value Creation
The rise in visitor activity has generated positive economic effects for local businesses across retail, hospitality, transport, and the experience economy. Collaboration with Visit Norway, Visit Bodø, and local stakeholders has ensured strong support for international press visits, which have played a key role in promoting Northern Norway as a destination throughout 2024.

Bodø2024 has demonstrated that a European Capital of Culture is not an endpoint, but an investment in the future. The region’s enhanced international standing lays the groundwork for new forms of collaboration, attracts expertise and investment, and reinforces its role within the European cultural landscape.

– Bodø2024 has become a platform for transformation. We have shown that a region in the far north can not only participate in, but also shape, the European cultural scene. This marks the beginning of a new chapter in which culture, tourism, and business work hand in hand to strengthen Northern Norway’s place in Europe, concludes Helge Grønmo.

(Full press release available in Norwegian upon request).