This chapter provides a framework for understanding and analysing current and potential demand for nature-based tourism (NBT) products. Data from a national summer season survey enlightens affinity towards and participation in NBT activities for different segments among foreign visitors to Norway. Landscape experiences, sightseeing and nature photographing are dominant activities, but they are often linked to physical activities, of which easy walks and hiking in mountain and forest areas are the most common. The chapter analyses demand segments across gender, age, nationality, travel party and duration of stay for the most popular activities; photographing, easy walks, hiking, fishing, kayaking/canoeing, mountain biking and birdwatching. The chapter also investigates level of commitment and skills among participants in these activities.