Norway is bracing and hoping for a new surge of visitors in the coming year as Disney's Frozen 2 opens. After the original movie in 2013, the country saw a 170% jump in U.S. visitors, now Norway's #3 tourism market.
The impact is particularly strong in Sami areas of the country, as the film highlights the area and culture. Elen Solbritt Eira Utsi, head of travel company Boazo Sámi Siida, which specializes in those areas, told broadcaster NRK that “It is very special for Sami culture to be shown throughout the world in this way. We hope that it will make people curious about us.”
NRK also reported that American tour operators are already advertising Frozen 2 tours, and that tourism agencies are using the film to drum up interest across Europe as well.