Tourists’ climate change denial? A view from Norway

This study explores the paradox of climate change denial among Norwegian tourists, a group from a nation celebrated for environmental leadership yet ranked among the highest aviation emitters. Based on 30 qualitative interviews, the research identifies 2 key denial strategies: interpretative denial, which downplays climate change through personal benefits and symbolic actions, and implicatory denial, which manifests as psychological, moral, and political excuses such as apathy, helplessness, and optimism bias. These strategies are shaped by socio-cultural values like national pride, economic pragmatism, trust in technology, and care for nature, reflecting Norway’s dual identity as an oil-dependent society and environmental advocate. The findings reveal that denial is not merely an individual psychological response, but a socially organized phenomenon influenced by neoliberal ideology. This study highlights the need for systemic interventions to address entrenched denial and foster sustainable tourism practices.