Evaluation of visitor management and the tourism potential of

National Parks in Oppland

Bill Taylor

www.billtaylorassociates.co.ukbill@billtaylorassociates.co.uk

Who is this guy?????

Central Scotland

Recreation and Countryside management

Cornwall, SW England

Yorkshire

Nature Conservation

NW Scotland

Beinn Eighe National Nature Reserve

Heritage Interpretation

Wildlife Tourism in Australia

Nature Based Tourism

Heritage and Communities

On my Own!

Interpretive and Communication

Strategy for Scottish Operations

Interpretive Strategy for 7 Stanes Mountain

Biking Network

Nevis Visitor Interpretation

Strategy

Nature Based Tourism

Strategy for the Outer Hebrides

Nature, Heritage and ActivitiesDestinations Towns and Cities

Events and festivalsBusiness Tourism

Adventure and Nature Based Tourism

‘ 34% of all tourism spend in Scotland ’(Scottish Tourism Alliance 2012)

Fastest growing sector in travel industry worldwide

Me

Bill

Some Context

Inspire

Look/ Book

Book

Travel/ Book

Visit

Keep in Touch

Think of the visitor

journey….

Experiences are all about engaging visitors andconnecting with them in a personal and memorable way….….through your place, your heritage and your community

Create Tourism Experiences?

Selling to the Experience Seeker

• Experience the differences rather than the similarities

• Authentic, unique and personal experiences they can talk about

• Chance to participate in the culture and lifestyle.

• Value for money and balance benefits with costs.

• Opportunity to learn something new.

attractive, unique and relevant

Before their visit - visitors will have

• easy access to interesting, spectacular and helpful content

• and services making it easy for them to choose Norway.

Brand Norway

….. the foundation of competing internationally.

• basis of everything the brand does• a guide for everybody developing or selling

based on its spectacular nature and natural treasures ………. but nature on its own is not enough.

• remote and isolated inhabited, approachable and accessible

move from -

• nature alone nature & culture

• passive observation active participation

Vision:

By 2018, Norway will have a sustainable travel and tourism industry that succeeds in attracting nature-loving explorers who

seek accessible and strong experiences in spectacular nature

Brand values: Fresh – Real – Adventurous – Open-minded

This is encapsulated in NORWAY POWERED BY NATURE

Unique Selling Points:

- Spectacular fjords, coast and natural phenomena- Fresh seafood and coastal specialities- Nature-based activities- Thriving coastal culture

quality and uniqueness ……… says something about me discerning person who demands more from my holiday.everything is so accessible…...explore extraordinary nature, experience a thriving culture …..enjoy exciting local food……………………………………….. makes my holiday complete.

makes me feel part of nature. ………………………… a priceless adventure.

Target Group:

Explorers - travelling to explore new territories; nature, culture, local life, food and traditions... to gain new energy

and broaden their horizons

•Grand parents and grand children•Childfree and singles •baby boomers

Demographic changes and an ageing population

Controlling 80% of luxury travelControlling 50% of all discretionary income

“Growing old Disgracefully”

Hotel Guest Nights 2013 (000s)

Norwegians 14,700Foreign 5,100Sweden 701Germany 566UK 508

Scandinavia is identified by Germany as a region with greatest growth potential

Norwegian share of the German market is 1%

Most valuable global outbound market

UK Target MarketsAffluent Southern Explorers

Younger Domestic Explorers

Mature Devotees

Affluent Active Devotees

2.3m Households

1.4m Households

N Kroner against GBP N Kroner against Euro

Cost of Living and Exchange Rates

‘Tourism is Oppland’s most important export industry and one of the

country’s most important tourist counties. It is full of

great experiences and activities, based on

tradition and breathtaking scenery.’

Any Questions or comments?