The Nordic countries all have large nature areas and clean waters attracting tourists from all over the world. Many visitors are attracted by fishing related activities, e.g. recreational fishing opportunities or coastal villages with a genuine fishing atmosphere provided by commercial fisheries. The role of fisheries for tourism is analysed in a study financed by the Nordic Council of Ministers. The study highlights that different tourists value different attributes. Some tourists want pristine nature and high recreational catches, while others favour developed services and a local commercial fishing culture. The Nordic tourist destinations could be expected to benefit from focusing on attributes where they are competitive such as pristine nature, closeness to major travel hubs, or a local harbour with traditional fishing vessels.