Norway’s national tourism board, Visit Norway, has launched a tongue-in-cheek campaign highlighting the country’s public restrooms. The initiative follows remarks by U.S. Donald Trump, who used a vulgar term to describe the Scandinavian nation during a rally after missing out on the Nobel Peace Prize.
Transforming an Insult into a Tourism Pitch
The diplomatic friction began when Donald Trump, speaking at a campaign event ahead of the November 3 congressional midterms, voiced frustration over immigration and the Nobel Committee’s decisions. Aktualne.cz reported that Trump declared Norway a “sh*t house country” and stated he wanted nothing to do with it because he had not received the prize.
Visit Norway makes toilets ‘great again’ after Trump’s ‘sh*t house country’ jabNorway’s tourism board has launched a tongue-in-cheek toilet campaign to show off the country’s most scenic restrooms after US Donald Trump branded the Nordic nation a “sh*t house country.”… pic.twitter.com/3HMl9ITEvZ
Rather than engaging in a formal diplomatic spat, iROZHLAS noted that the Norwegian tourist board pivoted the remark into an online marketing campaign. Visit Norway published photographs and videos of architectural restrooms situated along the nation’s scenic routes, asking on social media, “Are these the best sh*thouses in the world?”
The campaign explicitly plays on Trump’s signature political phrasing. Forum 24 highlighted that the promotional materials cheekily adopted the slogan “Norway makes sh*thouses great again,” urging travelers to visit the facilities whether they need to or not.
Architectural Marvels Along Scenic Routes
The featured facilities are part of eighteen designated national tourist routes spanning Norway’s coast and mountains, transforming functional public infrastructure into design landmarks.
- Stegastein Lookout: Located in the Sognefjord region, this viewing platform features restroom facilities selected by DesignCurial among the ten most beautiful in the world.
- Ureddplassen: Situated along the Helgeland coast in Gildeskål, this wave-shaped concrete structure serves as both an architectural resting place and a memorial to the crew of the WWII submarine KNM Uredd, as detailed by iDNES.cz.
- Ersfjordstranda Beach: Positioned on the island of Senja, this triangular building clad in golden materials has earned the local moniker “the golden toilet,” creating a striking contrast with surrounding arctic peaks.
| Location | Design Feature | Regional Setting |
|---|---|---|
| Stegastein | DesignCurial Top 10 Ranking | Sognefjord |
| Ureddplassen | Wave-shaped concrete memorial structure | Helgeland Coast |
| Ersfjordstranda | Triangular gold-clad geometry | Senja Island |
Official Responses to Nobel Misconceptions
Behind the viral humor, Norwegian officials reiterated facts regarding the Nobel Peace Prize. Espen Barth Eide emphasized that neither the Norwegian government nor state authorities hold any influence over the independent Nobel Committee’s laureates, noting that ventilation of political frustration toward Oslo targets the wrong institution.
Despite the official clarifications, the lighthearted pivot by Visit Norway demonstrates a calculated deployment of digital soft power, turning an impromptu political insult into a showcase for modern Scandinavian architecture.
