Together we produce results and fresh thinking !

Heidi M Dahl

1Foto: Nils-Erik Bjørholt/Innovasjon Norge

2

Some topics

1. General information about

Innovation Norway

2. Specific information about

Travel&Tourism

3. Strategic Direction

4. A few figures

5. The Norway Brand

6. International Projects

7. The Finance Model

8. Q&A

Our Objective

”Innovation Norway’s objective is

to promote private- and socio-

economic profitable business

development throughout the country

and to release the commercial

opportunities of the districts and

regions by encouraging innovation,

internationalisation and profile-

building.”

An international organisation

OFFICES IN EVERY COUNTY OFFICES IN MORE THAN 30 COUNTRIES

We prioritise nine sectors

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Energy and

environ-ment

ICTHealth Agriculture

Culture and

experience

Culture and

experience

TourismOil and gas

MaritimeMarine

6

Our services

Promotional services

Competenceservices Advisory

services

Networking services

Financing services

Innovation Norway

CEOGunn Ovesen

Division NorwaySiri Bjerke

Division Markets abroad

Finn K Aamodt

Service Development Division

Hans Martin Vikdal

Staff/SupportGro Dyrnes

Division Strategy andCommunicationVincent WegoFleischer

TourismPer-Arne Tuftin

Tourism in Innovation Norway

Division NorwayDivision

Markets abroad

Service Development Division

Director TourismPer-Arne Tuftin

Service Development Division: Tourism department

InternationalMarketing

Visitnorway.comDomesticMarketing

MarketAnalysis

InnovationDevelopment

Meetings

Key AccountBusinessController

Events

Director TourismPer-Arne Tuftin

10

Strategic Direction

National Strategy for the Tourism IndustryVision:

Valuable experiences

Main objectives:

• Greater wealth creation

and productivity in the

tourism industry

• Sustainable rural

communities through year-

round jobs in tourism

• Norway – a sustainable

destination

“In 2015 Norway has a sustainable travel and tourism industry that

attracts explorers with an interest in nature that seek accessible and powerful experiences in magnificent

scenery”

Our vision

Foto: CH/Innovation Norway

Increasedprofitability

Increased quality of experiences

Our target

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A few figures

Development in the number of tourist arrivals* in Norway and Norway’s market share of international tourist arrivals

Percentage change in the number of

tourist arrivals* by international

region

Holiday and leisure guest nights in 2009- Europeans, Norwegians and holidaymakers from other countries

Foreign holiday and leisure guest nights in 2009 by nationality

Cruise in Norway nationalities

New statistics tool

•Upswing so far this year

•Upturn in all markets

except NO, DK and NL

•New dynamic statistics

web page at

www.innovasjonnorge.no/reiseliv

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Collaboration

&Market

Priorities

Main focus - maintain our position

Attract traffic from major markets

We are inviting to collaboration

• Market Strategy Council

• Market groups• Project Groups

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Brand Norway

Four experience areas used in marketing

Fjord andmountain landscapes

Mountains and wilderness

The coast and coastal culture

Arctic Norway

Foto: Terje Rakke/Nordic Life, Anders Gjengedal, Bjørn Jørgensen/Innovation Norway

Fjords, mountains and wilderness are crucial factors in attracting tourists to Norway in summer

25 %

17 %

24 %

32 %

40 %

57 %

24 %

6 %

26 %

Tyskland

Danmark

Sverige

Storbritannia

Nederland

Frankrike

USA

Norge

Russland

C.H./Innovation Norway

11 %

31 %

14 %

22 %

29 %

23 %

18 %

15 %

13 %

Tyskland

Danmark

Sverige

Storbritannia

Nederland

Frankrike

USA

Norge

Russland

Terje Rakke/Nordic Life/Innovasjon Norge

Fill Norwegian nature with meaningful content – adapted to the target groups

The target group: From nature enthusiasts to 'explorers'

• Explore Norwegian nature

• Explore your own limits

• Or listen to stories about the explorers

Photo: Nils-Erik Bjørholt, C H/Innovation Norway

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New CommunicationConcept

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Our services

Promotional services

Competenceservices Advisory

services

Networking services

Financing services

The UN has ranked Norway as the best country in the world to live in

Lonely Planet has rated Hurtigruten the world’s best sea voyage

Photo: Andres Giubelli/Innovation Norway/Fax: Lonely Planet

The Opera House has been voted ‘world cultural building of the year’

Photo: Bjørn Eirik Østbakken/Innovation Norway

National Geographic

‘Look out, Chamonix. Norway is Europe's next adrenaline capital’Steve Casimiro in National Geographic Adventure Magazine.

What this means for the individual tourist

‘Amazing and breathtaking!!’Cmsrosa - Algarve

‘WOW!’Durango - CO

‘I can´t believe we did it’Fairfild - California

Is there a more refined way of saying it?

Concept

Foilware fra Sigrid!

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International Projects

2009 2010 Change

Unique users 4 593 176 5 205 314 13.33%

Visits 5 261 630 6 465 482 22.8%

Page views 20 507 249 28 101 139 37.03%

Time per visit 08:31 08:12 -3.72%

Pages per visit 3.91 4.35 11.54%

International visits

76.77% 80.89% 5.37%

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• "The Video on the site is phenomenal. We actually were

planning to go to Sweden, and I went to Visitsweden.com, and

their site didn't really get me that excited. Sorry

Sweden..Norway has a better website.

• "I visited Norway in July 2010, and used this website to

plan part of my trip, so I can say it definitely achieves

its goal! ” "Much better then www.visitsweden.com :-)”

• Visiting Sweden next week. This site convinced me to spend a

few days in Norway. Would consider another trip to Norway.

• It's an amazing website, I have to say... the most

comprehensive guide for visiting any country I have ever

seen. even better than the lonely planet guide!

• I think the website is vibrant in design and incredibly

useful for content. I've used it to plan my trip to Norway,

and think it is among the best tourist websites I have ever

visited.

• To be honest, I probably wouldn't be visiting Norway if not

for this website. You guys seduced me

New App!

How many of you have a travel application on your iPhone or Android phone?

Paper still works: Norwegian catalogues 2011

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Meetings - 2011!

www.visitnorway.com/meetings

Greater focus on activities

More tourists go on nature-basedexperience holidays:

• Aspiration marketing' – using the few to reach the masses

• Full focus on Hiking, Fishing, Skiing• Expanding to include cycling and

diving• Improve the presentation of themes on

VisitNorway

Social Media

• National Projects• Northern Lights Projects• Norway Recommended• Norway Your Way Winter

What is it?

• Competition to express Norway in Music,

• Film and pictures

• Objectives;

• Develop content for innovation Norway to be

• used on Facebook and other social media

• including VisitNorway.

• Also to be used in traditiona media, ads,

• brochures, inserts etc

Norway. Your Way

15 countries with many opportunties

Audun Pettersen

E-post:

audun.pettersen@innovasjonnorge.no

Tlf: +47 907 75 521

Forbruker: www.visitnorway.com

Bransje:

www.innovasjonnorge.no/reiseliv

youtube.com/visitnorwaycom

w

twitter.com/visitnorway

Takk for oppmerksomheten!

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Finance Model

The Background – EEA Agreement

1. The aid involves a financial advantage for the

recipient

2. The aid is granted by the state or through

state resources in any form

3. The recipient is engaged in economic activity

4. The aid favours certain undertakings or the

production of certain goods or services

5. The aid distorts or threatens to distort

competition

6. The aid distorts or threatens to distort

competition

The funding model 2010

Destinations/ experience

Bookable Products/joint advertising

Products=The individual players'

bookable products. IN can pay for brand elements

Funding fromthe business

sector

0

25-50%

50-75%

75-100%

Profile=The Norway

brand

Government funding

100%

50-75%

25-50%

0-25%

Conditions

• The industry shall always contribute at least

50% to the total cost of any campaign. • 50% of the campaign budget shall be invested

on levels 1 and 2.• Innovation Norway's contribution to levels 1,

2 and 3 shall be matched by the industry's

contribution to levels 2, 3 and 4. A

condition for matching is that the money goes

through IN.

• Innovation Norway can buy space for its logo,

web address and symbol in the industry's own adverts at market price.

• The red label Norway brand profile is always

used at levels 1 and 2.• For levels 3 and 4, use of the red label is

voluntary. In all alternatives where Innovation

Norway is a co-financer, the advert must contain

the 'Norway. Powered by nature' symbol/flag band

and the web address www.visitnorway.com or the

local market version i.e. visitnorway.us.

Level 1

Level 2

Level 3

Level 3 Posters

Level 4

Level 4

Audun Pettersen

E-post:

audun.pettersen@innovasjonnorge.no

Tlf: +47 907 75 521

Forbruker: www.visitnorway.com

Bransje:

www.innovasjonnorge.no/reiseliv

youtube.com/visitnorwaycom

w

twitter.com/visitnorway

Takk for oppmerksomheten!