Short Abstract:

This roundtable discusses the brand of remoteness in the outskirts of the Nordics: how it came to be, how it affects local communities, how it contributes to the soft power of Nordic regions, and whether the brand should be REthought to incorporate the people and communities living in these areas.

Long Abstract:

The Nordics have become famous – true or not – for their hygge and lagom: unpretentious, cosy and ‘less is more’ attitudes. However, the outskirts of the Nordics have become tourist attractions for their cold climate, unusual topography and wilderness. As remote areas have become increasingly more accessible, and thus less remote, these border regions have faced a growing number of foreign travellers seeking to experience their remoteness and harsh nature. Although boosting local economies, mass tourism has posed serious challenges, causing environmental and socio-cultural impacts on the local communities.

This roundtable will continue a conversation started in an episode of the podcast series ‘Nordic Talks’ (to be released), which was recorded in Helsinki in August 2021. The participants will discuss how the branding of remoteness became a success story for these regions, and how it is both challenging and rewarding for communities in these areas. It will also be discussed how this branding of remoteness contributes to the ‘soft power’ of the Nordics, and thus why it may attract states or regions to create such a brand. Examples will be given from Iceland, Lapland and Scotland. Finally, the participants will RE-evaluate the branding of REmoteness, and ask whether it is REserved for the harsh natural elements of the landscape, or how the people and communities living within it may be incorporated into the brand in a way which is REspectful and sustainable.