Visit Tromsø in Social Media

Here is a brief overview of our social media channels and how we use them. Our aim is to inspire, inform, engage, and raise awareness among our followers through the content we share.

 

Instagram

With over 142,000 followers as of February 2026, Instagram is our largest channel. Captions and content is written in English.

Feed posts

Visit Tromsø-Region on Instagram follows the principle “Tromsø Region – Right This Season.”
This means that our feed reflects the Tromsø region as it actually looks in the season we are in.

We aim to present an honest and realistic portrayal of the city, nature, weather, and climate. Our goal is to show a balanced picture of the region – from postcard-perfect days with sunshine, northern lights, and stunning light, to rain, icy pavements, and rough weather. We are therefore mindful in our choice of images. We avoid visuals that appear unnaturally edited or create an unrealistic impression, for example of the northern lights. When the weather is grey or wet, we show that too – because it is an equally real part of the Tromsø experience.

Visit Tromsø on Instagram also represents “the Tromsø region through the eyes of our guests and locals.” The content we share therefore mainly consists of photos taken by visitors and local residents, and occasionally by our staff – who are also locals. As a general rule, we do not promote individual businesses, but maintain a neutral and balanced presentation.

Collaborative posts

Visit Tromsø-Region does not, as a general rule, publish collaborative posts on Instagram. The exception is agreed posts in partnership with Visit Norway and Northern Norway Tourist Board, as part of the national tourism collaboration.

In addition, pre-agreed collaborative posts with independent photographers or content creators may in certain cases be planned for specific purposes. Such collaborations are subject to editorial assessment and must support a neutral and holistic presentation of the Tromsø region.

Instagram stories

We aim to publish 1-3 of our own stories per week, alternating between inspiring, promotional, and awareness-raising messages.

Partners in stories

Visit Tromsø-Region shall also remain neutral in Instagram Stories. As a general rule, we do not promote named or individual partners in editorial Stories. Exceptions apply to events such as the Midnight Sun Marathon, TIFF and similar, as well as paid advertising. Read more about advertising opportunities here.

We regularly repost Stories in which our partners have tagged us, provided that the content aligns with the current content plan and meets our quality and format standards. This includes, among other things, content that is visually clear and aesthetically consistent, demonstrates responsible conduct and image use, and is adapted to the Story format (preferably vertical images/video and a limited amount of text). Please refer to the section below for further details. We do not repost content from businesses that are not partners of Visit Tromsø-Region.

In editorial Stories, we often highlight categories or overarching themes rather than individual operators. For example, if we publish a Story about whale watching, we will typically link to our whale watching theme pages, where relevant products and providers are presented on equal terms.

If we use images or video submitted or shared by partners, we always ensure clear photo credit where the material is used.

There are also opportunities for paid Story advertising, where partners are given greater flexibility regarding content, messaging and focus within the framework of our advertising guidelines. Read more about advertising opportunities in our channels here.

We do not share other Stories on days when paid advertising is running, with the exception of important sustainability or safety messages that must be communicated.

Sharing your stories

We are happy to share our partners' stories within these guidelines:

• The story must be original content and not a repost.
• The format must be vertical (16:9).
• The story should appear clean, clear, and visually appealing.
• The content must follow our guidelines for responsible marketing.
• On days with paid story advertising, we do not repost other content.
• As a general rule, we do not share Reels in our stories. Exceptions may be made for our own content or for Reels from Visit Norway or NordNorsk Reiseliv, where editorially relevant.

Facebook

On Facebook we have our page for guests and locals, and we are owners of the group "Det skjer i reiselivet i Tromsø".

Facebook page

On our page, we primarily share our own content and messages, as well as various happenings in and around the city and region. We direct visitors to relevant pages on our website as appropriate. The posts do not always need to be "right this season." We can also consider future events or reflect on past ones.

Additionally, we work similarly with Facebook as with Instagram. We do not create our own stories on Facebook but share Instagram stories on both platforms.

Facebook group: Det skjer i reiselivet i Tromsø

This group is a B2B channel for everyone involved in the tourism industry in Tromsø. Here, we celebrate milestones, share news and job vacancies, discuss sustainability issues, and more. Anyone connected to the tourism sector in the Tromsø region can share relevant posts in this group.

LinkedIn

LinkedIn is our B2B channel, and similarly to the Facebook group “Det skjer i reiselivet i Tromsø”, we also share news, celebrate milestones, post job adverts, etc.

YouTube

On YouTube, we publish inspiring videos, mostly created in collaboration with other organisations such as Northern Norway Tourist Board, Visit Norway, and our partners.