As the impact of tourism has been growing globally and regionally, the forces at play in the industry have become more evident and contested. Before the COVID-19 pandemic forced a lockdown on the industry, tourism was one of the fastest growing industries in the world economy, with an important contribution to job creation, export revenue and domestic value added. While the pandemic has eroded infrastructures and innovative capacities, it has also made the need for new approaches and innovation more pressing. This report is an exploration of Nordic policies and practice with regard to monitoring the environmental, social and economic impact of tourism. It highlights expertise and best practices that already exist and makes observations and recommendations on how the Nordic countries can indeed “build back better” to create more sustainable and regenerative travel and tourism industries.