Many of us who head to Scandinavia for a long weekend indulge in the capital cities of Oslo, Stockholm, Copenhagen, Helsinki, or Reykjavik.
However, beyond the clean streets, slick Ikea-inspired designs and granite fascias, there are many lesser known towns that are easy to access, and brim with Nordic charm.
Investments in Stavanger, Norway – last year’s European Capital of Culture – and a drop in Iceland’s currency have made some spots more appealing. That said, Sunvil managing director Noel Josephides, says: “The fact is, Sweden and Norway’s currency has weakened in line with sterling. Unfortunately, British tourists will feel poorer wherever they go in 2009.”
Currency fluctuations aside, Europe’s cooler climes have perennial charm, and a heady mix of experiences and sights await, from visiting geysers to relaxing in hot springs, to cruising the coasts and whale watching.
Bergen, Norway
Where is it? A third of the way up Norway’s vast coastline, it’s less than two hours from Gatwick.
Why go there? It is in a stunning setting with seven magnificent mountains as a backdrop. It is close to fjords such as Fjaerland, pictured above, and a good starting point for nature trails and guided walks. From Bergen it is possible to see the largest glacier in continental Europe.
Who to sell to: History buffs can check out Bryggen, Bergen’s UNESCO-listed Hanseatic Wharf. There are lots of cultural activities that would appeal to the mature market.
Where to stay: There are a handful of hotels in the centre suitable for most types of clients. Many are close to the Hanseatic Wharf.
When to go: Mid-May to late July for the long days. May 17, or Syttende Mai, is Norway’s Constitution Day, when flag-waving Norwegians bedecked in national costumes fill the streets.
Sample product: Sunvil Discovery offers three nights bed and breakfast at the four-star Hotel Hanseatic from £771 including flights from Gatwick, and a 48-hour Bergen pass offering free bus travel and entry to attractions. sunvil.co.uk/020 8758 4722
Akureyri, Iceland
Where is it? On the north of the island, with a population of 17,000, the town is the largest outside the capital. It is a lively centre of culture, education and leisure.
Why go there? It makes as an interesting alternative to Reykjavik, while nearby Husavik is the whale watching capital of Iceland. Gasir, situated seven miles north of Akureyri is a historical trading post dating back to the Middle Ages. The Lake Myvatn area includes lava fields and geothermal mud pools, and there is also a smaller, quainter, more scenic version of the Blue Lagoon.
Who to sell it to: Nature lovers, adventurous travellers and those seeking something different.
Where to stay: Most people base themselves in the central Hotel Kea and then do day trips from there.
When to go: Mid-April to mid- September to catch the whale watching season. For a number of days in July, medieval life at nearby Gasir is reconstructed and renamed ‘Midaldardagar’. Book during the winter months for customers who want to see the Northern Lights.
Sample product: Regent sells an eight-day twin-centre Akureyri and Reykjavik holiday from £955, which includes flights, seven nights’ bed and breakfast, as well as two guided excursions in Akureyri. regent-iceland.co.uk/0845 277 3301
Aalborg, Denmark
Where is it? North Jutland, at the northern end of the peninsula.
Why go there? The little known city has long been a centre for creative energy in Denmark, and the centre is only 15 minutes from the airport.
Who to sell it to: Customers who enjoy high-octane nightlife, as well as a rich and varied food scene. Aalborg has more restaurants and bars, ranging from international to traditional, per resident than any other town in Denmark.
Where to stay: Many of the properties are situated of the main Vesterbro including the Prinsen Hotel, Helnan Phonix Hotel and the Quality Hotel Aalborg.
When to go: From August 10-16, jazz and blues can be heard all over the city at the annual Den Blaa festival. The Christmas market opens on November 28.
Sample product: Taber Holidays offers a three-night city break for £394 per person. Price includes twin-share accommodation at the Quality Hotel Aalborg, with breakfast, and return Gatwick-Aalborg flights. taberhols.co.uk/01274 875 199
Tampere, Finland
Where is it? It is set between two large lakes in western Finland.
Why go there? It offers a mix of industrial heritage, slick Finnish sophistication, with spectacular scenery including waterways and woodlands. The café culture is unrivalled.
Many of the large factories have been converted into unusual museums, such as the Lenin Museum – where dictators Lenin and Stalin first met in 1905. The Moominvalley Museum contains original drawings by author of the Moomin books, Tove Jansson.
Who to sell it to: Quirky and cool customers who enjoy culture and a touch of nature.
Where to stay: The four-star Sokos Hotel Ilves is centrally located and overlooks the Tammerkoski Rapids. It also has a good sauna, which is a must for visitors to Finland. Also suggest the Hotelli Cumulus Koskikatu.
When to go: Summer for outdoor activities. Tammerfest is a music festival held in mid-July. The internationally renowned Jazz Happening is in October or November.
Sample product: Scan Tours offers an Images of Western Finland tour that takes in Tampere and the Sokos Hotel Ilves. It costs from £870 per person for 10 days including flights with Finnair, accommodation and internal travel. It offers commission of up to 10%. scantours.co.uk/020 7554 3530
Gothenburg, Sweden
Where is it? On the coast in the south of the country.
Why go there? A safe, compact city that’s well organised, great seafood, a wealth of museums and a network of historic canals. There are plenty of accessible islands along the coast that can be visited for a few hours or a day.
Who to sell to: The mature market, although it also appeals to families as it has an amusement park and is less than a two-hour flight from London.
Where to stay: Sunvil Discovery and Simply Sweden feature good four-star hotels in the centre, which are ideal for families and couples, or you can stay on nearby island of Marstrand.
When to go: From mid-August the Swedish children are back at school so it is less busy. Way Out West is one of Europe’s top 20 music festivals and takes place from August 13-15. Lily Allen, the Arctic Monkeys and Basement Jaxx are among the UK acts performing.
Sample product: Simply Sweden has three nights’ bed and breakfast at the four-star Hotel Elite Park Avenue, from £495 per person, including flights and a 48-hour city pass.
Scandinavian Airlines (SAS) is offering UK travellers a free five-day Stockholm Island Hopper Card worth £29 with all return flights to Stockholm booked for travel between August 1 and September 30. The capital’s nearby archipelago contains more than 30,000 islands.
