Visit Group, a specialist in creating digital solutions tailored to the attractions and tourism industries, recently hosted the Nordic travel and hospitality industry at Jacy’z Hotel & Resort in Gothenburg for Visit Summit 2025, a celebration of creativity, collaboration, and the future of travel, under the theme The Art of Connections.
It began at Visit Group’s brand-new headquarters, where the pre-summit welcome brought people together over food, music, and rooftop views.
“This summit is all about connecting across industries and borders, learning from one another’s experiences, and shaping the future of travel together,” said Carl-Johan Holmén, CCO at Visit Group.
Delivering world-class experiences
On stage, hospitality was presented as both a privilege and a responsibility. Richard Wiegmann, CEO of Visit Group, said: “We are lucky. We work in travel and hospitality—industries that create unique, life-changing memories.”
Chairman Magnus Emilson linked the company’s history to its vision for the future, stating: “Our vision has always been to enable you to become the destination within the destination—customer-centric, delivering world-class guest experiences.”
But if vision provides guidance, it’s the details that bring it to life. On stage, Frédéric Toreskog, creative director and partner at ESS Group, emphasised that guest experience is created moment by moment: “The crooked painting, the music volume, the dust on the floor. Details, every second.”
AI and the human touch
Chris Micklethwaite, chief product and technology officer at Visit Group, brought this year’s Visit Summit theme to life with his keynote. He urged the industry to rethink its approach to engaging with guests, saying:
“A booking confirmation email that says ‘Dear valued guest’ is about as personal as saying to your mother, ‘Dear valued parent.’”
It was a call to go beyond generic automation for real connections—through smarter products and integrated solutions that let operators focus on what matters: people.
If Micklethwaite focused on today’s operations, Gam Dias, strategist and author of Agents Unleashed, looked ahead to tomorrow’s landscape, reminding the audience how quickly change is coming. “Generative AI is coming like a speeding train… It’s going to change everything, and it’s coming soon.”
But while AI may transform transactions, it cannot replicate emotions: “Travel is a really human experience. Agents don’t travel.” His message was clear: operators must prepare for a future where personal AI handles tasks, but the human touch will define loyalty and trust.
Workshops, panels and more
At Visit Summit, workshops and panels offered hands-on inspiration, from Nordic cooperation to AI-driven pricing strategies.
A live artist painted throughout the day, capturing conversations and connections on canvas. When unveiled, the artwork sparked applause. It embodied the summit’s spirit, translated into colour and form. As one speaker said: “If that’s not the art of connections in action, then I don’t know what is.”
Meanwhile, the Summit Studio became a space for honest conversation. Industry leaders shared reflections and advice, notably Stephen Joyce, global strategy lead at Protect Group. Joyce emphasised a clear message: “Stop trying to attract everyone. Attract the right people. Passionate travelers evangelize your experiences—and they’ll pay more for them.”
He stressed the importance of vigilance and adaptability, saying: “Keep an eye on industry research. If US travel drops 30% and Americans are your main market, you’ll feel it. Spot the pattern early and adjust.”
Above all, he grounded his reflections in the heart of the industry: “We are in the people business. Travel is about giving experiences to people in places they’ve never been—or love to return to.”
The Studio provided space for practical, human, future-focused insights that sparked conversations throughout the summit.
The Visit Awards 2025, one of this year’s summit highlights, celebrated achievements in six categories, from Innovator of the Year to Best Experience.
“You create memories every day, through the Visit Awards, we want to give one back to you. And honestly, celebrating these amazing people is just so much fun,” said Erica Broomelius, group head of marketing at Visit Group.
Visit Group recently announced the acquisition of GODO, Iceland’s leading hospitality software.
