Visit Arctic Europe is a joint tourism-marketing project ofNorthern Norway, Finish Lapland and Swedish Lapland. It is funded by theEuropean Union development fund for tourism. The goal of the project is tobrand the northern regions of Norway, Sweden and Finland as one unifieddestination. Although Norway, Finland and Sweden were all already soldsuccessfully in the US, “Arctic Europe” was a totally unknown destination andfew if any operators were selling cross-border itineraries. It represented anew way to present the destinations that required a new marketing approach.