Table 1. Nordic portals, organizational... | Emerald Publishing

Table 1.

Nordic portals, organizational arrangement and budget

Country	Portal	Organizational arrangement	Annual budget
Denmark	Visitdenmark.com	VisitDenmark is an independent organization. VisitDenmark’s board is appointed by the Danish Minister of Business and Growth	€15m (2012) (OECD, 2018)
Finland	Visitfinland.com	VisitFinland is a unit of Finpro Ltd, a state-owned organization consisting of Export Finland, Visit Finland and Invest in Finland	€11.9m (2017) (OECD, 2018)
Iceland	Inspiredbyiceland.com	Inspired-by-Iceland is the official destination brand for marketing Iceland. It was launched by the Ministry of Industry in collaboration with Icelandair, the City of Reykjavik, Iceland Express, the Export Council and the Tourism Association	€5.4m (2011) (Total for Promote Iceland and the Icelandic Tourist Board) (PKF, 2011)
Norway	Visitnorway.com	VisitNorway is hosted by the state-owned company Innovation Norway. The Ministry of Trade, Industry and Fisheries has given IN the responsibility for developing and maintaining the official travel guide to Norway	Approximately €13m (2013) (Angell and Mordhorst, 2015)
Sweden	Visitsweden.com	Visitsweden.com is owned by VisitSweden, a communication company responsible for marketing Sweden as a tourist destination abroad and for the brand and image of Sweden. Visit Sweden is jointly owned by the state and the tourism industry (50/50)	€12.3m (2018) (Visit Sweden, 2018)

Country	Portal	Organizational arrangement	Annual budget
Denmark	Visitdenmark.com	VisitDenmark is an independent organization. VisitDenmark’s board is appointed by the Danish Minister of Business and Growth	€15m (2012) (OECD, 2018)
Finland	Visitfinland.com	VisitFinland is a unit of Finpro Ltd, a state-owned organization consisting of Export Finland, Visit Finland and Invest in Finland	€11.9m (2017) (OECD, 2018)
Iceland	Inspiredbyiceland.com	Inspired-by-Iceland is the official destination brand for marketing Iceland. It was launched by the Ministry of Industry in collaboration with Icelandair, the City of Reykjavik, Iceland Express, the Export Council and the Tourism Association	€5.4m (2011)(Total for Promote Iceland and the Icelandic Tourist Board) (PKF, 2011)
Norway	Visitnorway.com	VisitNorway is hosted by the state-owned company Innovation Norway. The Ministry of Trade, Industry and Fisheries has given IN the responsibility for developing and maintaining the official travel guide to Norway	Approximately €13m (2013) (Angell and Mordhorst, 2015)
Sweden	Visitsweden.com	Visitsweden.com is owned by VisitSweden, a communication company responsible for marketing Sweden as a tourist destination abroad and for the brand and image of Sweden. Visit Sweden is jointly owned by the state and the tourism industry (50/50)	€12.3m (2018)(Visit Sweden, 2018)