Why Us

Why Choose The Nordic Company?


– Founded in the early 90’s and located in Madison, Wisconsin, right in the shadows of so many Scandinavian immigrant settlements, we have enjoyed a natural Midwestern link to our own Viking heritage. As Scandinavian Tour Operator Specialists, we have evolved a family business that maintains a deep passion and pride in those “roots” that literally drives are our expertise and love for traveling into this “very special part of the world”


– It has evolved from hundreds of staff trips to all of our destinations plus attending numerous yearly industry workshops. This is a never ending process as hotels, sights, transportation sources and new attractions often need regular on - site inspections. These visits provide us with a truly resourceful stable of up-to-date knowledge for our clients.


– We value our industry recognized professionalism having built a strong commitment to a responsive and reliable approach to providing creative itineraries, excellent suppliers, and seamless travel experience for our valued travelers. That’s possible with the right combination of sensitive and dependable destination knowledge coupled with a conscientious, meticulous, and friendly service level which has molded our company’s newest slogan: “The Journey is as important as the Destination”!


– We offer acclaimed escorted tours often best suited for the first time traveler as well as trips for those that seek a more personal, customized and independent approach. We provide itinerary design, rotations and all the necessary travel arrangements including air, land, hotels, ships, express boats, ferries, trains and site entrances right down to restaurant and shopping recommendations.

Our friendly staff is dedicated to your every need as shared best by two of our senior travel specialists, Ellen Smithback- “Your special request becomes our quest”! And, Alisha Arnold – “My colleagues and I pride ourselves on accommodating your every travel request, from the common to the carefully coordinated and everything in between”!

We welcome and are always happy to help with your travel plans and look forward to adding you to our extended family of satisfied travelers.