50 Degrees North is excited to announce a new partnership with Nordic Tours A/S and Equip Capital, marking a major step forward in Nordic travel. This collaboration brings together two of the fastest growing and renowned Destination Management Companies (DMCs) in the Nordics. By joining forces, their vision is to create a leading Nordic travel platform, offering unforgettable journeys across Scandinavia and the wider Nordic region – from small group adventures to independent travel packages and tailor-made itineraries. With Equip Capital’s support, the partnership will focus on expanding reach, enhancing digital capabilities, and meeting growing global demand for nature-based and culturally rich experiences in the Nordic region.
Founded in 2010 by Tietse Stelma and Jayde Kincaid, 50 Degrees North has built a strong reputation for delivering premium travel experiences across Scandinavia, Iceland, and Finland. The company specialises in small group tours and tailor-made journeys for independent travellers, particularly from Australia, New Zealand and North America. Its partner in this new venture, Nordic Tours – established in 2000 by Hanne Mikkelsen – is a trusted provider of group and FIT travel across the Nordics, with a solid client base in Central Europe. Both companies share a commitment to high service standards, long-standing industry relationships, and consistent growth. Together, they offer deep local expertise, scalable operations, and broad international reach.
As travellers increasingly seek cooler destinations, the so-called “coolcations”, the Nordic region stands out for its breathtaking landscapes, rich cultural heritage, and modern infrastructure. 50 Degrees North, alongside Nordic Tours, is well positioned to meet this growing demand by offering high-quality, customised travel experiences across both group and independent segments.
Equip Capital brings extensive experience in growing companies across the leisure and services sectors. Its successful partnerships – including Activeon, Bastard Burgers, and Cure Media – highlight Equip’s ability to support founder-led businesses through international expansion, digitalisation, and strategic development. This same approach will now support the growth ambitions of 50 Degrees North and its new Nordic travel group.
The partnership is built on strong alignment between the teams, with founders and senior management remaining actively involved in the journey ahead. The process was shaped by mutual trust, shared ambition, and a clear vision for the future of Nordic travel.
With complementary strengths, trusted brands, and deep market insight, the new group is well positioned to lead in a fast-growing and fragmented industry. Backed by Equip Capital, 50 Degrees North will continue to strengthen its offering and expand its reach, delivering outstanding travel experiences to partners and travellers around the world.
Tietse Stelma, Founder of 50 Degrees North, reflected:
“Having built 50 Degrees North as a family-owned company over the past 15 years, we’re now ready for the next chapter. 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.”
Mari Räsänen, CEO of 50 Degrees North, commented:
“This partnership marks a significant milestone for 50 Degrees North. 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.”
Hanne Mikkelsen, Founder and Managing Director of Nordic Tours, noted:
“Since founding Nordic Tours in 2000, we’ve built a strong and reliable business based on our talented people and loyal customers and suppliers. 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.”
Sverre Flåskjer, Managing Partner at Equip Capital, shared:
“We’re excited to partner with the exceptional founders and management teams to build a leading platform in Northern travel and experiences – driven by organic growth, acquisitions, complementary strengths, and the rising global demand for coolcations and Nordic travel.”
