This is The Nordic Nomad
The Nordic Nomad is an editorial guide to the Nordics, shaped by curation, curiosity and a long-standing familiarity with the region. We spotlight the places, stories and experiences that reflect where the Nordics are today and where they are heading.
“Our aim is simple: to offer a trustworthy, contemporary and well-edited view of the Nordic region for anyone seeking depth rather than noise.”
Table of Contents
Our editorial lens
We work through a defined lens built on three pillars.
Clarity
We prioritise what is essential. Every place or story must stand on its own, without stretch or embellishment.
Curation
We select carefully and consistently. We look for hospitality with intent, spaces shaped by design and craft, food grounded in region and season and experiences that show character rather than spectacle.
Context
We connect places to the wider Nordic landscape. We pay attention to how architecture, culture, nature and rhythm shape the experience of a place, and how the region evolves over time.
This lens is why readers return: it gives structure, perspective and a sense of what matters.
Who we speak to
The Nordic Nomad serves three audiences, each with a different relationship to the region but the same need for clarity.
Travellers
People looking for a selective and reliable way into the Nordics. They want guidance with a clear point of view and value places chosen with intention rather than volume.
Locals
Readers who recognise their own surroundings but follow us to understand the shifts in their cities, countries and cultural landscapes through a wider Nordic frame.
Industry professionals
Hoteliers, restaurateurs, designers and destination developers who rely on our perspective to read behaviour, demand and season across the region.
We write for all three at once through one voice: editorial, grounded and focused.
What we cover
Our work spans the full breadth of Nordic travel and culture. We cover hotels, restaurants, coffee shops, design-led spaces, cultural venues, islands, fjords, inland towns and neighbourhoods, along with the smaller everyday settings that reveal how people live here.
As locals ourselves, we pay attention to how places are actually used. That perspective shapes how we write and helps us share the insider story in a way that feels grounded and real.
We also highlight the people shaping the region: designers, chefs, entrepreneurs and other creatives whose ideas influence how the Nordics evolve. Their perspectives add depth to the places we cover and help readers understand the region beyond geography.
Our stories look at rhythm, character and behaviour. Some pieces map a destination, others focus on a single person or idea. We follow the tendencies that are forming, the ones gaining momentum and the shifts that signal where the Nordics are heading. These movements help frame our understanding of what matters now and what will matter next.
How we work
We work in the field. We visit, observe and speak with the people shaping the region. Our writing comes from firsthand experience supported by research and long-term familiarity with the Nordics. We pay attention to details – light, texture, temperature, sound and pacing – because they define how a place is actually felt.
Our editorial filter is strict. We publish nothing that sits outside our lens. No automated content, no filler, no neutral write-ups. Each piece contributes to a clearer picture of Nordic travel and culture.
When exploring trends, we track real behaviour patterns – shifts in demand, season, movement and expectation – and frame them in a way that is readable and relevant.
For destinations and the industry: The Nordic Nomad Destination Lab
We collaborate with regions, municipalities, tourism organisations and hospitality operators who want to refine or strengthen their narrative. This work is carried out through The Nordic Nomad Destination Lab, our division for insight, research and narrative development.
Our strength lies in translating broad insights into local relevance: turning reports, behaviour shifts or aesthetic movements into stories and ideas that destinations can use.
We pay close attention to tendencies and direction — the shifts that influence how the Nordics evolve. This perspective helps destinations understand where they stand and how they can position themselves within the region’s wider movement.
Our role is to make a place more legible. We identify what sets it apart, how it fits into the Nordic landscape and how it can be communicated in a way that resonates with travellers and locals.
Work with us
We work with hotels, restaurants, brands and destinations that want to reach a global, design-aware and experience-driven audience. We offer two forms of collaboration:
Editorial partnerships
Sponsored features presented on The Nordic Nomad for places that align with our lens. These stories follow our editorial framework and are clearly marked as sponsored. Pricing begins at €1,500.
Destination collaborations
Narrative and insight work delivered through The Nordic Nomad Destination Lab, including:
• Trend interpretation and insight translation
• Seasonal and thematic concepts
• Long-term positioning content
• Guidance on making a place more legible to travellers and locals
• Editorial storytelling and feature development
If you would like to discuss ideas or receive our media kit, you are welcome to get in touch via hello@thenordicnomad.com
Our story
The Nordic Nomad was founded by us, Micha van Dinther and Magnus Wittbjer, after 30+ years of working within design, travel and cultural communication. Our writing has appeared in Wallpaper*, Condé Nast Traveller, Drift, Frame, Dwell and other international titles, giving us a long-term view of how places are shaped and how hospitality evolves.
The platform grew out of a simple observation: coverage of the Nordics was either too broad or too generic, often missing the details, rhythms and ideas that define the region. We created The Nordic Nomad to offer a clearer and more contemporary way of reading the Nordics, through places, people and tendencies that show how the region is moving.
Over time, the platform has expanded into a steady practice of documenting the Nordics as they shift: capitals changing pace, coastal villages adjusting to new seasons, islands reshaping their identity, and restaurants and hotels responding to local patterns. The work remains rooted in close observation and an interest in how design, food, culture and behaviour meet.
We run The Nordic Nomad from our studio in southern Sweden. It is a base for our editorial work and for The Nordic Nomad Destination Lab, where we collaborate with destinations and hospitality partners who want to understand their place within the wider Nordic landscape.
How The Nordic Nomad is funded
Transparency matters to us. The Nordic Nomad is supported through two revenue streams that allow us to work independently and uphold a clear editorial voice.
Affiliate links
We use affiliate links to places we have selected on our own terms. When readers book through these links, we receive a commission. It comes at no extra cost to the reader and does not affect which places we choose to feature. The model helps sustain our work while keeping the editorial process intact.
Sponsored features
We offer a limited number of sponsored features each year for hotels, restaurants, brands and destinations that align with our lens. These pieces follow our editorial framework, are always marked as sponsored and never influence what we cover elsewhere. Sponsored content helps us invest in deeper stories, broader coverage and long-term editorial projects.
Contact us
If you would like to explore a collaboration, commission a sponsored feature or speak with The Nordic Nomad Destination Lab about your destination, you are welcome to get in touch.
Please email hello@thenordicnomad.com
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