Innovation Norway and Tourism

Audun Pettersen

21.10.2010

1Foto: Nils-Erik Bjørholt/Innovasjon Norge

Agenda

1. Tourism in Norway

2. Who is Innovation Norway

3. Our Strategic Direction

4. The Norway Brand

5. Funding

6. Q&A

Foto: CH

/Innovation Norw

ay

Key figures travel and tourism industry

• Travel and tourism is responsible for 3.3 percent of

gross domestic product (GDP), and 6 percent of the total

landbased GDP• In total tourists spent NOK 108 billion in Norway in

2008. • 50 percent Norwegians• 30 percent foreign guests• 20 percent Norwegian businesses (business trips)

• In 2007 there were 14,090 travel and tourism

businesses in Norway. These had a turnover of NOK 85

billion.• 159,400 employees in travel and tourism (132,000

man-years), 6.6 percent of employment in mainland

Norway

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

13

Energy and

environ-ment

ICTHealth AgricultureCulture and

experience

Culture and

experience

TourismOil and gas

MaritimeMarine

7

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 Norw

ay

Increasedprofitability

Increased quality of

experiences

Our target

10

A few figures

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

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

Status so far

•Upswing so far this year

•Upturn in all markets except

NO, DK and NL

•New dynamic statistics web

page at www.innovasjonnorge.no/reiseliv

16

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

20

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

Challenges

1.Short, delimited seasons

2.Fragmented sales and marketing work

3.Numerous small units with limited resources

4.Low degree of refining

5.Few professional investors/capital resources

26

Marketing/sales: From traditional to innovative

1 Bolder communication

2 Focus on experiences and

dreams

3 Coordinate marketing and

sales

4 From market to segment

5 Web 2.0 and social media

Illustration: Istockphoto.com

27

Product development and innovation: From supplier perspective to customer perspective1. Stimulate customer-driven

innovation in experiences and thematic products

2. Support processes for destination development

3. Amass expertise in experience development

4. Work with quality assurance of travel products

5. Work for a more distinct differentiation in Norwegian travel and tourism

6. Stimulate sustainability

Photo: CH/Nils-Erik Bjørnholt/Johan Wildhagen/Terje Rakke/Nordic Life/Innovation Norway

28

How do we work?

29

Our services

Promotional services

Competenceservices Advisory

services

Networking services

Financing services

Visitnorway.com as call to action- The Label

Visitnorway.com as call to action – The Design Element

Press & PR-resultsInternational mediaMedia coverage 2009:

• 22.414 press contacts

• 999 journalists on presstrips

• 6.474 articles

• 282 TV-programmes/reports

• 120 radio-prog/reports

• Value NOK 366 mill. (ex TV&Radio)

2009 2010 Change

Unique users 4 593 1765 205 314 13.33%

Visits5 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%

34

• "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?

36

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

BookNorway

http://www.visitnorway.com/360/geiranger/

15 countries with many opportunties

43

Funding

Annual budget (2010)Marketing:•Public funding MNOK 250•Trade: MNOK 120

Innovation:•Loans and grants MNOK 400 (stip.)

44

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%

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!