Norwegian tourism officials have found an unconventional way to turn a political insult into a viral marketing success, launching a promotional campaign that celebrates the nation’s strikingly designed public restrooms.
The response from Visit Norway came after Donald Trump disparaged the Scandinavian country during a campaign rally in Port Huron, Michigan. Expressing frustration over failing to win the Nobel Peace Prize—which was instead awarded to international jurist Navi Pillay—Trump told supporters that Norway had become a “shithouse country” and suggested he no longer desired Norwegian immigrants. The Nobel Peace Prize is administered by an independent Norwegian committee rather than the national government.
Rather than engaging in a formal diplomatic dispute, Visit Norway chose to lean into the remark with humor. The agency launched a marketing effort declaring that Norway makes “shithouses great again,” repurposing promotional content originally prepared for World Toilet Day on November 19. The campaign highlights some of the country’s most architecturally ambitious public facilities, many of which feature dramatic views of fjords, mountains, and waterfalls, with several having earned international design accolades.
Among the highlighted locations are the award-winning Stegastein viewpoint restroom overlooking the Aurlandsfjord and the distinctive triangular Golden Toilet situated on Senja Island.
The lighthearted push has yielded significant international attention. According to travel industry reporting, Visit Norway’s dedicated restroom webpage drew more than 80,000 views from over 170 countries within a five-day span, representing a traffic surge of more than 540 times the level recorded the previous week. Approximately one-quarter of those visitors hailed from the United States.
Tourism officials reported spending less than $10,000 to promote the initiative, with roughly 90% of the web traffic arriving organically. Organizers also planned a digital billboard advertisement in New York City’s Times Square.
The episode marks a stark shift from Trump’s first term in office, when he reportedly disparaged several African nations and Haiti while expressing a preference for immigration from Norway. This time, Norwegian officials chose to capitalize on the presidential spotlight, inviting travelers to experience some of the world’s most scenic places to answer nature’s call.
