NOW GO AND BE IT.
For three days in September, 400+ of us from across Nordic hospitality, experiences and destinations gathered at Jacy'z Hotel & Resort. We came to learn what is changing in how guests find, book and remember a stay. Here is what we took home.
We came to talk about guests, bookings and what AI is doing to both. We did. But the idea that ran through all three days was the one we launched on stage as VISIT’s new brand: destined for more. For our guests, for our businesses and for the industry we share. And first of all, for each of us.
At VISIT Summit we like to challenge our community a little. Over the years we have asked ourselves whether we dare to be the monkey in the room, settled it with a monkey war, and shared drinks at a pool club in bathrobes.
This year we went further. If we are all destined for more, that reaches beyond our businesses to who we are as leaders, colleagues, friends and family.
So on Monday evening, together with Nets by Nexi, we gathered at Universeum with executive coach Rino Wennerholm. We paired up with someone we had never met and looked each other in the eye for a full minute, in silence. It was powerful, and uncomfortable, which is rather the point. Then we shared what has shaped us most and answered one question: what would it mean if you were to be more you? The barriers came down that evening and stayed down for the rest of the Summit.
Eight insights to take home from Gothenburg
Twenty-six sessions ran across four rooms, and none of us could be in all of them. So we listened back to every recording and read every deck we could find. These are the threads that ran through our three days together, including the moments where we disagreed.
Sessions from VISIT Summit 2026, written up in full. For when you missed one, want to go back, or weren’t in Gothenburg at all.
A big thank you to our partners for making VISIT Summit 2026 possible, and a special shout-out to Nexi Nets, our main partner for the fourth year in a row!
