Andreas Walmsley is Associate Professor  with the International Centre for Transformational Entrepreneurship at Coventry University, UK. He is also Affiliate Researcher at the Icelandic Tourism Research Centre, where he helped establish and currently co-leads Tourism Workforce, a research group that focuses on tourism employment in Nordic countries.Kajsa Åberg is a tourism strategist for the regional development organization in Vasterbotten County, northern Sweden. She has a background as tourism entrepreneur and human geographer with a doctoral thesis entailing studies on the tourism workforce in the Nordic context.Petra Blinnikka is a senior lecturer in tourism and services management at JAMK University of Applied Sciences, Finland. She has worked within tourism development and education for 17 years. She is a founder and coordinator of the International Centre for Responsible Tourism, ICRT, Finland.Gunnar Thór Jóhannesson is Professor at the Department of Geography and Tourism, University of Iceland. He is a founding member of AIRTH – Alliance for Innovators and Researchers in Tourism and Hospitality and vice-lead of the UArctic Thematic Network on Northern Tourism.

• 1. Introduction.- 2. Guides on a crossroad - between deregulation and entrepreneurship.- 3. Tourism Employment and Education in a Danish Context.- 4. Tourism work - Public management of the tourism workforce in Finland.- 5. A Potential Treasure for Tourism – Crafts as employment and a cultural experience service in the Nordic North.- 6. Hardworking, adaptive and friendly: The marketing of volunteers in Iceland.- 7. On the move: migrant workers in Icelandic hotels.- 8. “You need to consider how it looks in the eyes of the guest”: The work of teenage girls in tourism in Iceland.- 9. Migrant workers in tourism – Challenges of unions and workers in the Icelandic tourism boom.- 10. Employee motivation and satisfaction practices: A case from Iceland.- 11. Managerial practices of co-creation and psychosocial work outcomes.- 12. Seasonal workers and innovation triggers.- 13. Gateway, fast lane, or early exit? Tourism and hospitality as a first employer of Norwegian youth .- 14. Labour mobility in the tourism and hospitality sector in Sweden.- 15. Downshifting Dutch rural tourism entrepreneurs in Sweden: challenges, opportunities and implications for the Swedish welfare state.- 16. Sustainable tourism employment, the concept of decent work and Sweden.- 17. A Labour Regime Perspective on Workforce Formation in Nordic Tourism: Exploring National Tourism Policy and Strategy Documents.- 18. Battling the Past: Social, Economic, and Political Challenges to Indigenous Tourism Employment.- 19. Hospitality through Hospitableness: Offering a Welcome to Migrants through Employment in the Hospitality Industry.- 20. Tourism Employment in Nordic Countries – Trends, Practices and Opportunities.

Andreas Walmsley is Associate Professor  with the International Centre for Transformational Entrepreneurship at Coventry University, UK. He is also Affiliate Researcher at the Icelandic Tourism Research Centre, where he helped establish and currently co-leads Tourism Workforce, a research group that focuses on tourism employment in Nordic countries.Kajsa Åberg is a tourism strategist for the regional development organization in Vasterbotten County, northern Sweden. She has a background as tourism entrepreneur and human geographer with a doctoral thesis entailing studies on the tourism workforce in the Nordic context.Petra Blinnikka is a senior lecturer in tourism and services management at JAMK University of Applied Sciences, Finland. She has worked within tourism development and education for 17 years. She is a founder and coordinator of the International Centre for Responsible Tourism, ICRT, Finland.Gunnar Thór Jóhannesson is Professor at the Department of Geography and Tourism, University of Iceland. He is a founding member of AIRTH – Alliance for Innovators and Researchers in Tourism and Hospitality and vice-lead of the UArctic Thematic Network on Northern Tourism.

• 1. Introduction.- 2. Guides on a crossroad - between deregulation and entrepreneurship.- 3. Tourism Employment and Education in a Danish Context.- 4. Tourism work - Public management of the tourism workforce in Finland.- 5. A Potential Treasure for Tourism – Crafts as employment and a cultural experience service in the Nordic North.- 6. Hardworking, adaptive and friendly: The marketing of volunteers in Iceland.- 7. On the move: migrant workers in Icelandic hotels.- 8. “You need to consider how it looks in the eyes of the guest”: The work of teenage girls in tourism in Iceland.- 9. Migrant workers in tourism – Challenges of unions and workers in the Icelandic tourism boom.- 10. Employee motivation and satisfaction practices: A case from Iceland.- 11. Managerial practices of co-creation and psychosocial work outcomes.- 12. Seasonal workers and innovation triggers.- 13. Gateway, fast lane, or early exit? Tourism and hospitality as a first employer of Norwegian youth .- 14. Labour mobility in the tourism and hospitality sector in Sweden.- 15. Downshifting Dutch rural tourism entrepreneurs in Sweden: challenges, opportunities and implications for the Swedish welfare state.- 16. Sustainable tourism employment, the concept of decent work and Sweden.- 17. A Labour Regime Perspective on Workforce Formation in Nordic Tourism: Exploring National Tourism Policy and Strategy Documents.- 18. Battling the Past: Social, Economic, and Political Challenges to Indigenous Tourism Employment.- 19. Hospitality through Hospitableness: Offering a Welcome to Migrants through Employment in the Hospitality Industry.- 20. Tourism Employment in Nordic Countries – Trends, Practices and Opportunities.

Andreas Walmsley is Associate Professor  with the International Centre for Transformational Entrepreneurship at Coventry University, UK. He is also Affiliate Researcher at the Icelandic Tourism Research Centre, where he helped establish and currently co-leads Tourism Workforce, a research group that focuses on tourism employment in Nordic countries.Kajsa Åberg is a tourism strategist for the regional development organization in Vasterbotten County, northern Sweden. She has a background as tourism entrepreneur and human geographer with a doctoral thesis entailing studies on the tourism workforce in the Nordic context.Petra Blinnikka is a senior lecturer in tourism and services management at JAMK University of Applied Sciences, Finland. She has worked within tourism development and education for 17 years. She is a founder and coordinator of the International Centre for Responsible Tourism, ICRT, Finland.Gunnar Thór Jóhannesson is Professor at the Department of Geography and Tourism, University of Iceland. He is a founding member of AIRTH – Alliance for Innovators and Researchers in Tourism and Hospitality and vice-lead of the UArctic Thematic Network on Northern Tourism.

• 1. Introduction.- 2. Guides on a crossroad - between deregulation and entrepreneurship.- 3. Tourism Employment and Education in a Danish Context.- 4. Tourism work - Public management of the tourism workforce in Finland.- 5. A Potential Treasure for Tourism – Crafts as employment and a cultural experience service in the Nordic North.- 6. Hardworking, adaptive and friendly: The marketing of volunteers in Iceland.- 7. On the move: migrant workers in Icelandic hotels.- 8. “You need to consider how it looks in the eyes of the guest”: The work of teenage girls in tourism in Iceland.- 9. Migrant workers in tourism – Challenges of unions and workers in the Icelandic tourism boom.- 10. Employee motivation and satisfaction practices: A case from Iceland.- 11. Managerial practices of co-creation and psychosocial work outcomes.- 12. Seasonal workers and innovation triggers.- 13. Gateway, fast lane, or early exit? Tourism and hospitality as a first employer of Norwegian youth .- 14. Labour mobility in the tourism and hospitality sector in Sweden.- 15. Downshifting Dutch rural tourism entrepreneurs in Sweden: challenges, opportunities and implications for the Swedish welfare state.- 16. Sustainable tourism employment, the concept of decent work and Sweden.- 17. A Labour Regime Perspective on Workforce Formation in Nordic Tourism: Exploring National Tourism Policy and Strategy Documents.- 18. Battling the Past: Social, Economic, and Political Challenges to Indigenous Tourism Employment.- 19. Hospitality through Hospitableness: Offering a Welcome to Migrants through Employment in the Hospitality Industry.- 20. Tourism Employment in Nordic Countries – Trends, Practices and Opportunities.