“Ukraine can become a real discovery for the Norwegian tourists”. This was the main theme of the tourism promotion conference “Discover Ukraine”, that was held in Oslo on 16 March 2017. The conference was organized by the Embassy of Ukraine in Norway and the Norwegian-Ukrainian Chamber of Commerce. Its participants included Ukrainian and Norwegian tour operators, Norwegian journalists, representatives of Ukrainian and Norwegian agencies in charge of tourism exchanges. Among the conference’s special guests were also a musician and songwriter Joakim With Steen, known as JOWST, and vocalist Aleksander Walmann who will represent Norway in the Eurovision Song Contest 2017 in Kyiv.