"Haaland has significantly increased Chinese interest in Norway, especially among young people and football fans," stated Subramania Bhatt, Chief Executive Officer of China Trading Desk, a marketing and technology company.

Haaland's appeal has boosted tourist interest in Norway's nature and fjords, according to Bhatt. However, this has not yet translated into a significant increase in tour bookings or reservations. He noted it is too early to confirm a substantial rise in bookings attributable to Haaland. The most visible impact currently lies in inspiring travelers and influencing their destination considerations.

Initially, Chinese visitors were primarily drawn to Norway's natural landscapes. However, in recent weeks, Haaland's prominent social media presence has fueled a new trend, according to tourism industry experts. Haaland attracts millions of followers on Chinese social media platforms due to his humor and scoring prowess. He also promotes a famous Chinese herbal drink.

Haaland is a foreign player of great interest to many Chinese people. Photo: Xinhua

Data from Innovation Norway, the Norwegian Trade Promotion Agency, shows China was Norway's second largest non-European international tourist market in 2025, after the US, with approximately 392,000 overnight stays. The figure for 2024 was 220,000, double that of 2023. By the end of May, Norway had recorded 134,880 overnight stays by Chinese citizens, a 23% increase compared to the same period in 2025. This trend suggests that the country could exceed the pre-Covid-19 level of 472,000 overnight stays by the end of this year.

Chinese online travel platform Fliggy predicted in June that Norway would become one of the three most popular long-haul destinations in the coming months. The platform's data indicates that Chinese traveler interest in Norway in July increased by 40% compared to the previous year, while flight bookings rose by nearly 70%.

Chinese tourists are increasingly seeking novel experiences, moving beyond traditional package tours focused solely on sightseeing and shopping. "Norway is uniquely positioned to meet these expectations," stated Lydia Li, Deputy General Manager of the ITB China travel business platform.

In China, Norway is renowned for its magnificent natural landscapes, particularly its fjords, a distinctive feature found in few other places.

Further driving this trend, Hainan Airlines reinstated direct flights between Beijing and Oslo in March 2025, operating three flights per week after a five-year hiatus. Li added that social media platforms like RedNote and WeChat have also inspired and encouraged more visitors to Norway.

Wang Ruoshui, a 22-year-old Chinese media professional, visited Norway with two friends. They participated in activities such as dog sledding, whale watching, and northern lights hunting. Wang's group chose Norway over other countries offering northern lights experiences because social media posts suggested Norway provided more engaging activities and unique scenery.

Tam Anh (according to SCMP)