What Mimir as does

Mimir AS is a privately held Norwegian advisory firm founded in 1996, headquartered in Oslo with seven regional offices across Norway. The firm delivers professional consulting services to the Norwegian travel and tourism ecosystem, serving municipalities, regional authorities, destination management organizations (DMOs), tourism SMBs and their networks, and national government bodies including Innovation Norway, Sametinget, and Miljødirektoratet. Its service portfolio spans Sustainable Destination certification guidance (Bærekraftig reisemål), carrying capacity analyses, visitor management strategy (4R framework), destination and tourism strategy, experience design, customer segmentation, storytelling, behavioral design/nudging, stakeholder workshops, business network leadership, and research and analysis.

Mimir's underlying 'technology' is advisory methodology and domain expertise rather than software. The firm has accumulated ~30 years of project references across approximately half of Norway's ~300 municipalities, co-authored national frameworks including the National Tourism Strategy 2030 and Innovation Norway's destination development handbook, and holds 3 of Norway's 5 certified process advisor credentials for the Bærekraftig reisemål certification scheme. It has guided 15+ destinations to certification (Vesterålen, Bergen, Senja, Nordkapp, Kautokeino, Lillehammer, and others) with 9+ currently in process, and has led the 50-company Innovative Opplevelser network in Nordland and Svalbard since 2007.

Commercially, Mimir operates on bespoke project-based engagements with multi-year contract cadences, quote-based pricing, and no published rate card. Go-to-market is sales-led, relationship-driven, and leverages public procurement alongside referrals. The firm is the Norwegian lead partner in the EU First Mile to Better Tourism behavioral design project. Notably, Mimir has announced a structural transformation effective autumn 2026, converting from a single aksjeselskap into an advisor network in which each of the eight partners establishes their own independent enterprise.

Name

Mimir as

Legal name

Mimir AS

Website

https://mimir.no

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Mimir AS is a Norwegian tourism advisory firm founded in 1996 serving municipalities, DMOs, and SMB networks across Norway with destination strategy, sustainable certification guidance, visitor management, and behavioral design consulting. It holds 3 of 5 national credentials for Innovation Norway's Sustainable Destination scheme.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Advisory and consulting services: Mimir's primary revenue stream is professional advisory and consulting services delivered to Norwegian travel and tourism clients, including municipalities, regional authorities, destination management organizations, and tourism enterprises. Engagements include process guidance for the Bærekraftig reisemål certification, carrying capacity analyses, visitor management strategies, destination strategies, experience design, and network leadership.
2. Training, workshops, and courses: Mimir generates revenue through delivering courses and workshops on experience design, storytelling, customer segmentation, and destination development for politicians and other stakeholders. Ann-Jorid Pedersen is also the author of two academic textbooks used as course literature at Norwegian universities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Mimir AS is a Norwegian consulting firm that delivers advisory services for the travel and tourism ecosystem, including Sustainable Destination certification guidance (Bærekraftig reisemål), carrying capacity analyses, visitor management strategies, destination and tourism strategy development, experience design, customer segmentation, storytelling, business network leadership, and behavioral design for sustainability. Engagements are delivered by a team of eight senior advisors distributed across Norway on a project-based, bespoke basis to municipalities, regional authorities, destination management organizations, tourism enterprises, and national government bodies.

Product overview

Mimir AS is a consulting firm offering advisory services for Norwegian tourism and experience economy. The company provides a comprehensive suite of consulting services including destination certification guidance (Bærekraftig Reisemål), carrying capacity analyses, visitor management strategies, destination and tourism strategies, experience design, segmentation and concept development, storytelling, workshops, politician training, business networks and clusters, and research and analysis. The services are delivered as professional consulting engagements rather than software products. Mimir also participates in EU projects such as 'First Mile to Better Tourism' focused on behavioral design in tourism.

Differentiator

Problem solved

Functional benefit

Products and services

• Merket for Bærekraftig Reisemål (Sustainable Destination Certification) advisory Process guidance for municipalities, regions, and DMOs seeking Innovation Norway's Sustainable Destination certification, including surveys, action plans, and external audits with annual reporting and re-certification every 3 years.
• Tålegrenseanalyser (Carrying Capacity Analyses) Analytical services providing visitor management knowledge for tourism destinations, assessing environmental and social carrying capacities tailored to all destination types.
• Besøksforvaltning (Visitor Management) Strategic visitor management services combining resource analyses, carrying capacity analyses, and visitor strategies including behavioral design, experience design, and storytelling for transformation support.
• Reisemåls- og Reiselivsstrategier (Destination and Tourism Strategies) Strategic consulting for destinations, county councils, municipalities, and regions developing tourism strategies, including Mimir's participation in Norway's National Tourism Strategy 2030.
• Opplevelsesdesign (Experience Design) Development of experiences to maximize value for guests and profitability for businesses, based on theoretical and practical knowledge from Lapland Centre of Expertise and other institutions.
• Segmentering og Konseptutvikling (Segmentation and Concept Development) Customer insight and segmentation services linked to development of new experiences and concepts, helping businesses reach paying customers and develop more profitable year-round tourism.
• Historiefortelling (Storytelling) Strategic storytelling training covering dramaturgy, structure, rhetorical devices, and practical exercises for tourism businesses.
• Workshop og Medvirkningsprosesser (Workshop and Participation Processes) Stakeholder analysis and participation processes that strengthen competence and understanding of tourism as an ecosystem at destination level.
• Kurs for Politikere og Premissleverandører (Courses for Politicians) Training courses for politicians and stakeholders on visitor management, tourism's role in planning processes, and connections between tourism and community development.
• Bedriftsnettverk og Klynger (Business Networks and Clusters) Business network leadership and consulting, including management of the 'Innovative Opplevelser' network with approximately 50 companies in Nordland and Svalbard since 2007.
• Research, Analyse og Kunnskapsgrunnlag (Research, Analysis and Knowledge Base) Knowledge production services including standalone analyses, knowledge bases, and impact assessments based on long experience and solid research.
• Atferdsdesign (Behavioral Design / Nudging) Behavioral design and nudging advisory to help tourism businesses influence guest behavior toward sustainable choices, applied across 7 themes (food waste, single-use plastics, waste management, green mobility, local food, energy, water consumption). Delivered as Norwegian lead partner in the EU First Mile to Better Tourism project covering ~80 SMEs across Norway, France, Italy, and Slovenia.

Quantifiable outcome

• 15 destinations achieved Bærekraftig reisemål certification with Mimirs support; 9+ destinations currently in process or re-marking.
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Kreativ IndustricoreStrategic or Co-development PartnerMimir collaborates with Kreativ Industri as a co-delivery partner on the National Sámi Tourism Strategy, commissioned by the Sámi Parliament (Sametinget).
• OrinorcoreStrategic or Co-development PartnerMimir collaborates with Orinor alongside Kreativ Industri on the National Sámi Tourism Strategy commissioned by the Sámi Parliament.
• AsplanViakminorStrategic or Co-development PartnerAs Mimirs sub-consultant partner, AsplanViak provides specialist expertise in biodiversity, landscape, cultural heritage, GIS analyses, and emissions for carrying capacity analyses and scenario projects. AsplanViak is the project lead for the scenario project on tourism's impact on Norwegian nature commissioned by Miljødirektoratet.
• Oslo EconomicsminorStrategic or Co-development PartnerMimir collaborates with Oslo Economics alongside AsplanViak on the scenario project on tourism's impact on Norwegian nature, commissioned by Miljødirektoratet.
• EU Single Market Programme (First Mile to Better Tourism)coreStrategic or Co-development PartnerMimir AS is the Norwegian lead partner in the EU-funded First Mile to Better Tourism project, financed by the EU Single Market Programme. The project involves ~80 SMEs from France, Italy, Norway, and Slovenia. Norway participates with ~20 SMEs in North Norway and Svalbard. This is reportedly the first EU tourism project with Norway as a main partner.
• Innovasjon Norge (Innovation Norway)coreStrategic or Co-development PartnerMimir has a deep, multi-decade relationship with Innovation Norway, including involvement in developing the National Tourism Strategy 2030, the Bærekraftig reisemål certification scheme, and the Handbook for Destination Development. Three of Mimirs advisors are certified process advisors for the Bærekraftig reisemål scheme.
• Innovative Opplevelser (business network, Nordland & Svalbard)coreChannel Partner/ Reseller/ DistributorMimir has led project management for the Innovative Opplevelser business network since 2007. The network comprises approximately 50 companies in Nordland and Svalbard, working with the innovation support system and R&D institutions on experience development.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Others

• Geelmuyden.Kiese: One of Norway's largest strategic communications and public affairs consultancies, with tourism, destination, and public-sector clients comparable to Mimir's. Not a direct strategic competitor, but competes for budget and mindshare on destination communications and stakeholder engagement mandates.
• First House: Norwegian strategic communications and public affairs firm serving public-sector and tourism/destination clients across strategy, government affairs, and stakeholder engagement. Adjacent rather than directly competitive with Mimir's destination-strategy work, but overlaps in the same government and DMO buying centers.
• Oslo Economics: Norwegian economic research and consulting firm specializing in public economics, policy evaluation, and impact analysis. Documented Mimir partner on the Miljødirektoratet scenario project; not a direct competitor but a recurring collaborator on tourism impact and policy engagements.
• BrandNew: Norwegian strategy and brand consultancy working with tourism, destination, and public-sector clients on positioning and identity work. Adjacent to Mimir's experience-design and storytelling practice, with overlap in destination branding mandates.

Broad incumbents

• AsplanViak: Large Norwegian planning, environment, and landscape consultancy with deep expertise in carrying capacity, biodiversity, and GIS — overlapping significantly with Mimir's destination and carrying-capacity practice. Already a documented Mimir collaboration partner on Miljødirektoratet work; competes for and co-delivers on destination-management tenders.

Direct peers

• Menon Economics: Norwegian economic research and consulting firm with an established tourism, regional development, and destination-impact practice. Most directly comparable to Mimir in scale, B2B advisory model, and Norwegian public-sector client base; competes for similar destination strategy and impact-assessment mandates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mimir-as

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Mimir as