“Deep Travellers” in the Nordics
The other day, a founder told me he didn’t see the Nordic countries as an appealing tourist destination, pointing to our lack of visibility in Forbes and low presence on global OTAs, especially for niche markets like pet travel. On the surface, he’s right. But having lived in both Lapland and Helsinki, and having worked […]
Italo, the pet friendly, Italian high-speed train
Travelling with pets usually means dealing with endless restrictions.But there is one particular sector that seems to be starting to get things right. Trains. Italy’s high-speed train, Italo, is a masterclass in pet friendly travel mobility. They don’t just tolerate pets as passengers, but design an onboarding experience for them. Italo’s pet travel offer:• Small pets […]
The Nordic countries are a Cat-First market
The Nordic pet market is quietly becoming one of Europe’s most premium pet economies The Nordics may be smaller than Germany, France, or the UK markets. But they are becoming one of Europe’s clearest indicators of where premium pet care is heading next. According to Nordic pet industry data (2025): ▪️ Cats now outnumber dogs […]
Interzoo 2026 showcased the “Pet as Family” trend
Interzoo 2026 showcased the growing “pet as family” trend. Around 39.000 trade visitors from over 130 countries visited the fair to find out about the industry’s innovations and trending topics. The pet industry is no longer just pet care. It’s becoming a fusion of AI, mobility, wellness, sustainability, and lifestyle design. The most interesting shifts […]
Pets as family travellers
And the Nordic region is already aligned with that mindset through its focus on nature, wellbeing, and responsible mobility. The recently updated EU pet travel rules are important because they aim to create a more standardised, traceable, and safer system for pet movement across Europe, especially as pet friendly travel demand continues to grow in […]
Veterinary groups are no longer “just clinics” in the Nordic Countries
They are becoming full pet ecosystems combining:➡️ Healthcare➡️ Subscriptions➡️ Retail➡️ Nutrition➡️ E-commerce➡️ Telehealth➡️ Data Nobody really fancies reading newsletters (but when you are a marketer, oh boy, those are good tools to analyse certain strategic patterns or campaigns).Yesterday, I got the Evidensia Eläinlääkäripalvelut newsletter, and the first thing that caught my eye was seeing the […]
Interzoo 2026, starts today, the B2B pet trade fair leader
Today starts Interzoo 2026, the world’s leading B2B trade fair for the pet industry, the place where global brands, manufacturers, retailers, distributors, and innovators come together to shape what’s next. Unlike B2C pet expos, Interzoo brings together where business happens:→ Product launches→ Distribution deals→ Trend forecasting→ Partnerships→ International expansion The fair is held every two […]
The same content tactic worked again
I tried to replicate the same content tactic I used in one of my most reacted LinkedIn posts this year, and it worked again. What I find interesting is that I don’t have massive numbers or a huge audience. Most of my posts don’t perform well. In fact, that post barely performed on the first […]
Pet First hotels don’t need labels
You know the saying: don’t say it, show it. And honestly, I feel the same way about hospitality. Pet parents don’t need big pet friendly labels, they just need signals. The moment you walk into a truly pet welcoming hotel, you feel it. Right at the entrance, the proof is already there. The Swedish-based Ligula […]