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Norway sees surge in Chinese tourist stays as Haaland boosts buzz

Overnights from China rose to about 392,000 last year, up from nearly 220,000 in 2024, according to Innovation Norway data cited by SCMP.

Reported · Written up by our desk · Europe

Norway has emerged as a growing draw for Chinese travelers, with tourism professionals attributing part of the momentum to Norwegian World Cup footballer Erling Haaland’s widely seen advertising campaigns, according to South China Morning Post.

SCMP Economy reports that interest surged over the past two years and picked up further during this summer’s international football competition, as Haaland’s social media presence helped raise Norway’s profile among younger Chinese travelers and football fans.

Statistics compiled by the trade representative office Innovation Norway show Norway recorded about 392,000 overnight stays from China last year, and nearly 220,000 in 2024, more than double the 2023 total.

China ranked as Norway’s second-largest source of non-European inbound tourists last year, behind the United States, SCMP Economy said.

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