It's hardly a traditional start to a tourism advertisement: "I wouldn't come here to be honest," says an unimpressed resident of Oslo.

The narrator, a 31-year-old man named Halfdan, then introduces viewers to Norway's capital, and complains about its lack of pretension, its easily accessible art like Edvard Munch's The Scream ("Not exactly the Mona Lisa," he notes) and its accessibility. All the while, he strolls through a tranquil cityscape with no queues, crowds or selfie-snappers in sight.

"You can just walk from one side of town to the other in, like, 30 minutes," Halfdan grouses. "Is it even a city?"

A Norwegian tourism campaign aimed at promoting the country as a destination for outdoor activities has been suspended after warnings that opening up the country’s “right to roam” laws to mass tourism could lead to environmental destruction.

Allemannsretten – which gives Norwegians the legal right to camp, swim, ski and walk freely in nature, regardless of who the landowner is – provides the basis of friluftslivet (outdoor life), seen as foundational to the mountainous country’s culture.

Interest in the Nordic region has risen this summer as tourists have sought cooler destinations amid high temperatures in southern Europe. Photograph: Johner RF/Getty Images

• Cost of living impact on UK holidays and short breaks

• 24% will choose cheaper accommodation

• 23% will spend less on eating out

Intensifying heat waves shift travel patterns: Climate change is affecting how people plan their holidays, with rising temperatures likely reducing demand for travel to hotter destinations in the long term. 

Blurring business and leisure travel: The growing importance of hybrid work arrangements in talent acquisition and emphasis on work-life balance among employees have created the conditions for blended business and leisure travel to thrive.

The rising tide of overtourism: Popular travel destinations are receiving more visitors than they can handle, negatively impacting the environment, infrastructure, local communities and overall visitor experience.

Luxe for less: Consumers are finding ways to cut travel expenses to cope with the heightened cost of living, but they will still indulge in small luxuries for their holidays.

The growing demand for sustainable travel: Demand for sustainable travel is rising, but consumers feel there are obstacles to incorporating more sustainable practices into their trips.

As global attention turns to France for the Paris 2024 Olympic and Paralympic Games, VisitBritain is seizing the opportunity to promote Britain as a visitor destination, rolling out its latest campaign across France to drive growth.

The latest phase of its GREAT Britain marketing campaign in France, called ‘Audacious Kingdom’, invites visitors to come and ‘See Things Differently’ on the most audacious holiday ever, showcasing Britain as a welcoming, diverse and dynamic destination waiting to surprise visitors. 

"Train operator Eurostar has rolled out an Olympics-themed campaign created by Adam & Eve/DDB. Running until the end of the Paralympic Games in Paris on 8 September, the work shows athletes and the public beginning their journey to the Games with Eurostar.  

Spanning TV, digital, out-of-home and radio, the campaign features a 20-second film starring the comedian and TV presenter Tom Allen. It shows a train platform transformed into a running track, with Allen commentating and playing a conductor.

Air New Zealand is inviting Kiwis on a journey to see the world through a new lens, launching the next evolution of its brand through a new campaign, 'Your extraordinary adventure awaits'.

"The new brand direction embodies the spirit of adventure, curiosity, and the limitless possibilities that travel brings. It is a celebration of the unique Kiwi mindset that embraces the idea that, no matter where you start, you can go on an incredible adventure."

TOP 5 reasons for UK preference

1. UK holidays are easier to plan (53%) 

2. UK holidays are cheaper (51%)

3. Shorter / quicker travel (48%)

4. To avoid long queues at airports/cancelled flights (36%) 

5. I want to take holidays in places I am familiar with (29%)

Rise of the multi-gen  “The lockdown restrictions meant that many families spent more time together over the past couple of years compared to before the pandemic. Many are eager to continue this trend, with interest in family holidays increasing pointing to the rising trend of multi-generational holidays.”

The campaign aims to put the holiday comparison site top of mind for holidaymakers. Each execution spells out just how abundantly clear it is that the business is a one-stop-shop for comparing and finding the best deals on holidays, car hire, travel insurance and more.

Steve Seddon, CMO at TravelSupermarket added; “Coinciding with one of the biggest holiday booking periods for our customers, the brand-new campaign highlights just how much of a ‘go-to’ brand TravelSupermarket already is in the British consciousness. I love the advert as whilst it demonstrates the breadth of products TravelSupermarket offers, it is delivered by Barry from Eastenders and a ‘talking’ dog!”