Fjords framed by rugged peaks set the scene as the international adventure travel community gathered in Molde, September 15–17, 2025, for Adventure 2030, a new industry forum designed to explore how destinations can prepare for the decade ahead. Co-hosted by Visit Nordvest and Visit Ålesund, the event blended local culture, field immersions, and business exchange in a region eager to showcase its sustainable, nature-based experiences.
First Impressions: A Taste of Place
The opening evening at Chateauet offered delegates more than a welcome reception - it was a deep introduction to the flavors and stories of Northwest Norway. Guests sampled cider and cheese from Skarbø Gard, award-winning gin and whisky from Brennevinsgrova, and heard the living history of the Romsdalmuseet open-air museum. With the town’s iconic mountain panorama as backdrop, the tone was set for three days of connection grounded in local heritage.
This authentic welcome set the tone for Adventure 2030, rooted in the people, culture, and natural beauty of Nordvest Norway.
From Fjord to Marketplace
Before any business meetings began, hosted buyers ventured into the landscape they came to sell. One group pedaled e-bikes from the Romsdalmuseet up to the Varden View Point for sweeping views of fjords and islands; another explored the sparkling Bergtatt Marble Caves by boat. The groups reconvened at the historic Årønes Gård farmhouse for a lunch of regional specialties, a setting that underscored the area’s blend of nature and tradition.
That afternoon, the Adventure 2030 Workshop opened its doors, filling the venue with the energy of buyer-seller meetings, sponsor tastings, and corridor conversations. Presentations by Havila Kystruten and Adventure Travel Norway highlighted new opportunities for Norway’s coastal and expedition sectors.
Global Trends, Local Leadership
A keynote from Monica Gazzera of the Adventure Travel Trade Association (ATTA) connected the discussions in Molde to worldwide shifts in adventure tourism. She emphasized the growing traveler demand for authentic, low-impact experiences and cited Norway as a destination well-positioned to lead with sustainability and innovation. Her remarks resonated strongly with attendees who see the fjord region as a model for future-ready adventure offerings.
Evenings of Culture and Camaraderie
Networking continued well past the workshops. A cultural program by Myldr explored the relationship between creativity and tourism, while local musician Bård Watn brought a lively soundtrack to the second night’s dinner buffet. These gatherings turned colleagues into collaborators and, in many cases, friends.
A Glimpse of the Decade Ahead
Organizers positioned Adventure 2030 as more than a buyer-seller exchange - it was an invitation to imagine what adventure travel in Norway could look like in the next ten years. Delegates left Molde with new partnerships, a deeper understanding of the region’s potential, and memories of fjords, foodways, and the warmth of their Norwegian hosts.
Key Takeaways for International Buyers
Sustainability as a Competitive Edge
Norway’s fjord region is leaning hard into low-impact experiences, from e-bike excursions to locally sourced food, positioning itself as a destination for travelers who prioritize responsible travel.
Authentic Cultural Encounters
Heritage sites like Romsdalmuseet, artisanal producers, and local music and storytelling highlighted how culture can enrich outdoor adventure and create a sense of place.
Ready for Long-Haul Partnerships
The collaborative workshop model, combined with infrastructure and supplier readiness, signals that Norway is prepared to welcome more international buyers and build long-term business relationships.
ATTA's Monica Gazzera says, “Fresh off hosting last year's Climate Action Summit right in the heart of the fjords, we're thrilled to meet again with the local adventure travel community and destination representatives to keep charting our path forward.”
About the Hosts
Adventure 2030 was organized by Visit Nordvest and Visit Ålesund in collaboration with regional partners and local venues including Thon Hotel Moldefjord, Classic Molde Fjord Hotel, Romsdalmuseet, and DID Adventure.
For more information, see https://www.nv.visitmr.com/artikler/its-a-wrap-adventure-2030