The X-Nordic Travel Contest (XNTC) is an initiative by Nordic Innovation, designed to strengthen and enhance the future sustainability and competitiveness of Nordic tourism. 

Tourism innovation doesn’t conclude with a hackathon, a testbed, or even the launch of a promising new product. It’s an ongoing process of iteration, adaptation, and discovery. It’s a journey, not a destination. 

This Guidebook offers a snapshot of that journey, filled with learnings, strategies, and stories from the X-Nordic Travel Contest programme. But, as with innovation itself, there is no big conclusion to this final chapter, much like there is no big final revelation of the XNTC programme.