Erling Haaland's World Cup fame drives Chinese tourism to Norway
Erling Haaland, the rising star of Norwegian football, has become incredibly popular in China, thanks to his World Cup performance and a campaign for a herbal drink. This newfound fame has significantly boosted tourism from China to Norway, with 392,000 overnight stays recorded last year and projections of nearly 220,000 in 2024—over double the number from 2023, according to Innovation Norway. Now, China is Norway's second-largest source of non-European visitors, right after the United States. Tourism experts note that Haaland's strong presence on social media has particularly struck a chord with younger travelers and football fans, showcasing how sports figures can influence travel patterns.
Key facts
- Erling Haaland's popularity in China surged during the World Cup.
- Haaland's herbal drink advertising campaign captivated millions in China.
- Norway recorded 392,000 overnight stays from China last year.
- Nearly 220,000 overnight stays from China in 2024, double the 2023 total.
- China became Norway's second-largest non-European tourist source after the US.
- Haaland's social-media presence amplified Norway's appeal to younger Chinese travelers and football fans.
- Subramania Bhatt, CEO of China Trading Desk, noted increased Chinese interest in Norway due to Haaland.
- Statistics compiled by Innovation Norway show the growth in Chinese tourism.
Entities
Artists
Institutions
- Innovation Norway
- China Trading Desk
Locations
- Norway
- China
- United States