Director of Sales - Nordics

We are looking for a passionate and commercially driven Director of Sales – Nordics to join our team in Copenhagen.

In this role, you will be responsible for generating and developing inbound MICE business for our Nordic destinations, building strong relationships with international agencies, corporate clients and industry partners. You will lead sales activity across key source markets, represent Horizons at international industry events and work closely with our local operational teams to develop compelling programmes that convert enquiries into confirmed business.

As part of the wider Horizons sales team, you will also identify opportunities to cross-sell our full destination portfolio across the Nordics, Ireland, Scotland, England and Wales, ensuring that clients benefit from the breadth of expertise available across both Horizons and the wider Tour Partner Group network.

Your responsibilities:

As Director of Sales – Nordics at Tour Partner Group, your key responsibilities will include:

• Developing inbound MICE business for Denmark and Nordic destinations through proactive sales activity, including client meetings, sales missions, workshops, familiarisation trips, supplier-generated leads and other relevant business-development opportunities.
• Creating and delivering an annual Nordic sales plan aligned with the wider Horizons commercial strategy, agreed revenue targets and priority source markets, with a strong focus on building a sustainable pipeline across current and future financial years.
• Managing relevant sales budgets and maximising available partnership, funding and joint-marketing opportunities.
• Building and maintaining strong relationships with international agencies, corporate clients, event planners, tourism boards, convention bureaux, hotels, venues, suppliers and other strategic partners, while proactively targeting key accounts and opportunities for Horizons to become an approved or preferred destination-management partner.
• Representing Horizons and Tour Partner Group at international trade shows, industry events, networking opportunities, client presentations, familiarisation trips and site inspections.
• Identifying and developing opportunities to cross-sell Horizons’ wider destination portfolio across Ireland, Scotland, England and Wales.
• Working closely with destination and operational teams to strengthen proposals, support site inspections and improve enquiry conversion and client retention.
• Maintaining a strong understanding of the Nordic MICE product offering and working with local teams and suppliers to develop distinctive and commercially viable programmes and experiences.
• Maintaining accurate client, enquiry, pipeline and sales activity information within the company CRM system and reporting regularly against agreed targets.
• Sharing relevant market intelligence, client feedback and competitor insights with the wider sales, marketing and operational teams.
• Supporting the development of sales and marketing content for the Nordic destinations, including presentations, campaigns and destination collateral.

Your profile: Skills & Experience

We are looking for an individual with the following skills and qualifications:

• 5 years’ experience within MICE, destination management, incentive travel, corporate events or a related tourism sales environment.
• A proven track record of generating new business, developing strategic accounts and managing long-term international client relationships.
• Strong knowledge of Denmark and the surrounding Nordic destinations and their suitability for meetings, incentives, conferences and corporate events.
• Excellent commercial awareness, with the ability to understand client requirements, identify opportunities and contribute towards revenue and conversion targets.
• Strong communication, presentation, networking and negotiation skills.
• A collaborative approach and the ability to work effectively with international sales colleagues, local operational teams, tourism boards and suppliers.
• The confidence and professionalism to represent the company at international trade shows, client meetings, sales missions and industry events.
• Strong organisational and time-management skills, with the ability to manage multiple accounts, enquiries and priorities in a fast-paced environment.
• A proactive, self-motivated and solutions-focused approach, with a high level of ownership and accountability.
• Experience using CRM systems and a high level of proficiency in Microsoft Office.
• Fluent written and spoken English is essential. Additional language skills, particularly a Nordic or other relevant international language, would be a strong advantage.
• Flexibility to travel internationally as required.

What we offer

At Tour Partner Group, we believe in rewarding our team members. By joining us, you will enjoy:

• A dynamic and international work environment, collaborating with colleagues from over 20 nationalities.
• A holiday increase with years of service, up to 25 days.
• One volunteering day per year to support a cause you’re passionate about.
• Annual social events to celebrate our shared successes.
• TPG Travel Club discounts to explore our destinations in your free time.
• The opportunity to become a Value Champion, earning a Discover-Our-Destination reward for an exciting explorer getaway.
• A structured development programme with on-the-job training, ensuring you reach your full potential.
• A collaborative and supportive team culture where every member is valued.
• Opportunities for career progression, moving into new roles within the company.

Additional Information

• Work location: This position is based in Copenhagen, with the possibility of hybrid working depending on the requirements of the role.
• Travel: International and domestic travel will be required to attend trade shows, sales missions, client meetings, familiarisation trips and site inspections.
• High season: During busy periods, the workload may be heavier and additional flexibility may be required.

Our Values

At Tour Partner Group, our values guide everything we do:

• Partnership – We collaborate as a team to succeed and hold our colleagues and business partners in high esteem.
• Inspiration – We inspire confidence in others through our knowledge and expertise. We seek and embrace change.
• Respect – We are open to new ideas, cultures, and experiences. We value honesty and transparency.
• Passion – We share our love for travel and encourage others to explore our destinations. We aspire to be the difference that makes the difference.