A strategic partnership between 50 Degrees North, Nordic Tours A/S and private equity firm Equip Capital aims to create a leading Nordic travel platform.
The collaboration brings together two of the most respected and fastest-growing Destination Management Companies (DMCs) in the region, according to Mari Räsänen, CEO of 50 Degrees North.
“This partnership marks a significant milestone for 50 Degrees North,” Räsänen said. “With Equip’s support, we are well positioned to expand our reach and deepen our impact in the Nordic travel space.
“Our shared values and vision will allow us to continue delivering exceptional, authentic experiences to travellers from around the world.”
Founded in 2010 by Tietse Stelma and Jayde Kincaid, 50 Degrees North has earned a strong reputation for its premium travel experiences across Scandinavia, Iceland, and Finland. Specialising in small group tours and tailor-made journeys for independent travellers, the company primarily serves markets in Australia, New Zealand, and North America.
“Having built 50 Degrees North as a family-owned company over the past 15 years, we’re now ready for the next chapter,” Stelma said. “Partnering with Equip gives us the platform, structure, and backing to accelerate our ambitions and take what we’ve created to new markets and new heights.”
Meanwhile, Nordic Tours rounds out the offering with its solid presence in the Central European market. , Founded in 2000 by Hanne Mikkelsen, it offers both group and FIT services.
“Since founding Nordic Tours in 2000, we’ve built a strong and reliable business based on our talented people and loyal customers and suppliers,” Mikkelsen said. “We were looking for a partner who shares our values and can help enable a step change in our growth journey – bringing new perspectives and resources to strengthen our position further.”
Rising demand for “coolcations” and Nordic travel were among the factors that drew Equip Capital to the deal, Managing Partner Sverre Flåskjer explained.
“We’re excited to partner with the exceptional founders and management teams to build a leading platform in Northern travel and experiences,” he said.
