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.