What Nordic Camping & Resort does

Nordic Camping & Resort operates Scandinavia's largest organized camping network under the consumer-facing brand First Camp, with 70+ destinations across Sweden, Norway, and Denmark and an inventory of more than 3,000 cabins alongside traditional pitches for tents, caravans, and motorhomes. Founded in 2003 and headquartered in Stockholm, the company runs a direct-to-consumer model in which guests discover, price, and book accommodations through the firstcamp.se platform — supported by an in-house booking engine, the Lågpriskalendern low-price calendar, the Flex Booking cancellation policy, and the First Camp Club points-based loyalty program. Sub-brands segment the network by experience tier: First Camp Resort (premium destinations with pools, adventure golf, restaurants, and organized entertainment), First Camp Easy (basic, nature-focused sites), and ancillary offerings such as First Camp Bistro and glamping.

Revenue is generated through multiple streams: per-night campsite and cabin bookings, multi-month seasonal passes, the Husbilspasset one-time motorhome pass (299 kr for 275 kr/night access across the network), corporate and conference accommodation (Företagsboende, Konferens, Gruppresor), on-site F&B and activities, and a freemium loyalty membership that drives repeat bookings. Pricing is dynamic by season and destination, with value-inclusive positioning (electricity and hot water bundled; summer weeks 27–32 adding children's club and entertainment at no extra cost). The customer base is led by families, nature enthusiasts, RV/motorhome travelers, pet owners, and seasonal/off-peak guests, with corporate and group travel as secondary segments. Leadership comprises Johan Söör (CEO), Ingela Lundkvist (CCO), and Johanna Hanski (CFO). No funding rounds, M&A activity, or AI/ML capabilities are disclosed in available materials.

Name

Nordic Camping & Resort

Legal name

First Camp

Website

https://nordiccamping.se

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Nordic Camping & Resort, operating as First Camp, runs Scandinavia's largest camping network with 70+ destinations across Sweden, Norway, and Denmark and 3,000+ cabins, serving families, RV travelers, nature enthusiasts, and corporate clients via direct online booking.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Campsite and Cabin Bookings: Primary revenue from renting out campsites (with/without caravan, tent pitches, motorhome spots) and cabins/cottages across 70+ destinations in Sweden, Norway, and Denmark. Revenue is per-night with varying seasonal pricing.
2. Season Passes: Seasonal camping memberships allowing guests unlimited access to their favorite spot throughout summer, winter, or shoulder seasons, with all holidays included.
3. Husbilspasset (RV Pass): One-time purchase product offering fixed-rate camping at 275 kr/night for motorhome and caravan owners at participating destinations.
4. First Camp Club Membership Revenue: Free membership program driving repeat bookings; new members receive 50 points (50 kr discount) instantly, while earning additional points on bookings.
5. Corporate/Group Accommodations: Business stays, conference facilities, and group travel packages for corporate clients requiring project-based or conference accommodations in Scandinavia.
6. On-site Amenities and Activities: Revenue from pool access, adventure golf, restaurants (First Camp Bistro), shops, and activity rentals at resort-level destinations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Nordic Camping & Resort (operating as First Camp) rents campsites, cabins, and seasonal pitches across more than 70 destinations in Sweden, Norway, and Denmark. The offering spans motorhome/caravan/tent pitches, over 3,000 cabins, and tiered destination experiences (First Camp Resort with full amenities; First Camp Easy for simpler nature stays). Add-on products include the Husbilspasset fixed-rate RV pass, the First Camp Club loyalty program, Flex Booking, and seasonal and corporate accommodation packages.

Product overview

First Camp is a camping and resort hospitality company operating over 70 destinations across Sweden, Norway, and Denmark. The core offering is camping accommodation including pitches for motorhomes, caravans, tents, and cabin rentals, complemented by two sub-brands: First Camp Resort (premium destinations with pools, adventure golf, restaurants, and organized entertainment) and First Camp Easy (simpler, nature-focused camping with streamlined facilities). Key add-on products include the Husbilspasset motorhome pass (fixed-rate camping), the First Camp Club loyalty program (points-based rewards), Flex Booking (cancellation flexibility), Lågpriskalendern price optimization tool, Sommarveckor summer activity packages, seasonal camping pitches, group/conference services, corporate accommodation, glamping, and pet-friendly options. The company also provides over 3,000 cabins across Scandinavia for various stay types.

Differentiator

Problem solved

Functional benefit

Brands

• First Camp Resort: Premium camping destinations with enhanced facilities including pools, adventure golf, restaurants, and Summer Weeks with kids club, entertainment, and family activities.
• First Camp Easy
• First Camp Club
• First Camp Bistro
• Husbilspasset
• Sommarveckor

Products and services

• First Camp Camping and Cabin Accommodation

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• EuroParcs: EuroParcs is a major European holiday park and campsite operator (Netherlands-based) operating a network of branded parks across the Netherlands, Germany, Belgium, and Austria with comparable cabin, camping pitch, and resort product — directly comparable to First Camp's multi-destination Scandinavian network strategy.
• Roompot: Roompot is the largest holiday park operator in Europe (acquired Landal GreenParks), operating 200+ parks across the Netherlands, Germany, Belgium, Denmark, and other countries with cabin, camping, and resort offerings — directly comparable in scale and tiered-product strategy to First Camp.
• Center Parcs: Center Parcs (owned by Pierre & Vacances-Center Parcs Group) operates forest-edge holiday villages across Northern Europe (Netherlands, Germany, Belgium, France, Denmark) with cabins, pools, and family activities — directly comparable to First Camp Resort's amenity-rich, family-focused positioning.
• Landal GreenParks: Landal GreenParks (subsidiary of Roompot) operates 100+ bungalow and holiday parks across the Netherlands, Germany, Belgium, Austria, Czechia, Hungary, and Denmark with tiered nature and family offerings — directly comparable to First Camp's combined Resort/Easy tiered approach.
• Huttopia: Huttopia is a French-founded operator of upscale camping, glamping, and cabin sites across Europe and North America with strong nature-positioning; comparable to First Camp's glamping and Easy sub-brand product strategy.
• Vacanceselect: Vacanceselect (France) is a major European camping holiday network operating campsites, mobile homes, and chalets across multiple countries; comparable to First Camp in operating multi-destination camping portfolio with online booking and family-oriented accommodation.
• Molecaten: Molecaten operates ~30 holiday parks across the Netherlands with camping pitches, bungalows, and beach/lake resorts; comparable as a Northern European multi-destination operator with similar family and nature camping focus.
• Sunêlia: Sunêlia is a French network of independently-owned 4- and 5-star campsites across Europe with premium family and aquatic amenities; comparable to First Camp Resort's premium family positioning and tiered destination categorization.

Broad incumbents

• Pierre & Vacances: Pierre & Vacances (parent of Center Parcs) is a broader European vacation residence operator with apartments, villages, and resorts across multiple countries; broader incumbent with overlapping family nature-vacation positioning to First Camp Resort.

Others

• Booking.com (Camping & RV): Booking.com operates a major camping/RV pitch marketplace across Europe, including Scandinavia; not a direct competitor but a key distribution channel alternative that competes with First Camp's firstcamp.se direct booking model for camping demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks2 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCKR1I5MKL2Z16Rg3gGurG3w
• Facebookfacebook.com/firstcamp
• LinkedInlinkedin.com/company/first-camp
• Instagraminstagram.com/firstcampsverige

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nordic Camping & Resort