Trending Scandinavia

Upscale will firstly develop contents focusing on Scandinavia as destination. Each of the countries in Scandinavia are unique and offer attractions and environments that are increasingly sought after.

Scandinavia is trending world-wide, thanks to its image of coziness and warmth carried by the Danish term hygge. BBC and ELLE UK report that there’s an even better, more sustainable and enjoyable lifestyle that we’ll will be wanting, namely lagom, the Swedish concept signifying ‘just the right amount’, thought to relate to being frugal, fair and creating balance.

Scandinavia represents prosperity, a clean environment, gender equality, innovation and a generally very open and accepting society. The region is top-ranked in the UN World Happiness Report, with Norway as nr 1, Denmark 2, Iceland 3 and Sweden ranked nr 10.

Sweden specifically was noted as the world´s “goodest” country in 2017, outranking 162 other countries in a study by the Good Country Index, a league table based on 35 separate indicators from sources including the United Nations and the World Bank. Sweden scores highest for positive lifestyle contributions including prosperity, equality, health and wellbeing, while also performing well culturally.

Read more in our News & Views section.