Innovation Norway and Tourism

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Presentation for ANTOR 21.10.2010

Presentation for ANTOR 21.10.2010

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  • These are also our targets

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  • 1. Innovation Norway and Tourism
    Audun Pettersen
    21.10.2010
    1
    Foto: Nils-Erik Bjørholt/Innovasjon Norge
  • 2. Agenda
    Tourism in Norway
    Who is InnovationNorway
    OurStrategicDirection
    The Norway Brand
    Funding
    Q&A
    Foto: CH/Innovation Norway
  • 3. 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
    • 4. 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.
    • 5. 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.”
  • 6. An international organisation
    OFFICES IN EVERY COUNTY
    OFFICES IN MORE THAN 30 COUNTRIES
  • 7. We prioritise nine sectors
    Culture
    and experience
    Culture
    and experience
    Energy and environ-ment
    Health
    ICT
    Agriculture
    Tourism
    Oil and gas
    Maritime
    Marine
    13
  • 8. Strategic
    Direction
    7
  • 9. National Strategy for the Tourism Industry
    Vision:
    Valuable experiences
    Main objectives:
    • Greater wealth creation and productivity in the tourism industry
    • 10. Sustainable rural communities through year-round jobs in tourism
    • 11. Norway – a sustainable destination
  • Our vision
    Our target
    “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”
    Increased
    profitability
    Increased quality of experiences
    Foto: CH/Innovation Norway
  • 12. A few figures
    10
  • 13. Development in the number of tourist arrivals* in Norway and Norway’s market share of international tourist arrivals
  • 14. Holiday and leisure guest nights in 2009- Europeans, Norwegians and holidaymakers from other countries
  • 15. Foreign holiday and leisure guest nights in 2009 by nationality
  • 16. Cruise in Norway nationalities
  • 17. Status so far
    • Upswing so far this year
    • 18. Upturn in all markets except NO, DK and NL
    • 19. New dynamic statistics web page at www.innovasjonnorge.no/reiseliv
  • Collaboration
    &
    Market
    Priorities
    16
  • 20. Main focus - maintain our position
  • 21. Attract traffic from major markets
  • 22. We are inviting to collaboration
    Market Strategy Council
    Market groups
    Project Groups
  • 23. Brand Norway
    20
  • 24. The coast and
    coastal culture
    Arctic
    Norway
    Mountains and
    wilderness
    Four experience areas used in marketing
    Fjord and
    mountain landscapes
    Foto: Terje Rakke/Nordic Life, Anders Gjengedal, Bjørn Jørgensen/Innovation Norway
  • 25. C.H./Innovation Norway
    Terje Rakke/Nordic Life/Innovasjon Norge
    Fjords,mountains and wilderness are crucial factors in attracting tourists to Norway in summer
  • 26. Fill Norwegian nature with meaningful content – adapted to the target groups
  • 27. The target group: From nature enthusiasts to 'explorers'
    • Explore Norwegian nature
    • 28. Explore your own limits
    • 29. Or listen to stories about the explorers
    Photo: Nils-Erik Bjørholt, C H/Innovation Norway
  • 30. Challenges
    Short, delimited seasons
    Fragmented sales and marketing work
    Numerous small units with limited resources
    Low degree of refining
    Few professional investors/capital resources
  • 31. Marketing/sales: From traditional to innovative
    Bolder communication
    Focus on experiences and dreams
    Coordinate marketing and sales
    From market to segment
    Web 2.0 and social media
    26
    Illustration: Istockphoto.com
  • 32. Product development and innovation: From supplier perspective to customer perspective
    Stimulate customer-driven innovation in experiences and thematic products
    Support processes for destination development
    Amass expertise in experience development
    Work with quality assurance of travel products
    Work for a more distinct differentiation in Norwegian travel and tourism
    Stimulate sustainability
    27
    Photo: CH/Nils-Erik Bjørnholt/Johan Wildhagen/Terje Rakke/Nordic Life/Innovation Norway
  • 33. How do we work?
    28
  • 34. Our services
    Financing
    services
    Promotional services
    Networking
    services
    Competence
    services
    Advisory
    services
    29
  • 35. Visitnorway.com as call to action- The Label
  • 36. Visitnorway.com as call to action – The Design Element
  • 37. Press & PR-results
    International media
    Media 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)
  • 38.
  • 39.
    • "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.
    • 40. "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 :-)”
    • 41. Visiting Sweden next week. This site convinced me to spend a few days in Norway. Would consider another trip to Norway.
    • 42. 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!
    • 43. 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.
    • 44. To be honest, I probably wouldn't be visiting Norway if not for this website. You guys seduced me
    34
  • 45. New App!
    How many of you have a
    travel application on your iPhone
    or Android phone?
  • 46. 36
  • 47. Social Media
    • National Projects
    • 48. Northern Lights Projects
    • 49. Norway Recommended
    • 50. Norway Your Way Winter
  • Norway. Your Way
    What is it?
    • Competition to express Norway in Music,
    • 51. Film and pictures
    • 52. Objectives;
    • 53. Develop content for innovation Norway to be
    • 54. used on Facebook and other social media
    • 55. including VisitNorway.
    • 56. Also to be used in traditiona media, ads,
    • 57. brochures, inserts etc
  • 58. BookNorway
    40
  • 59.
  • 60. 15 countries with many opportunties
  • 61. Funding
    43
  • 62. Annual budget (2010)
    Marketing:
    • Public funding MNOK 250
    • 63. Trade: MNOK 120
    Innovation:
    • Loans and grants MNOK 400 (stip.)
    44
  • 64. The funding model 2010
    Funding from
    the business sector
    0
    25-50%
    50-75%
    75-100%
    Government funding
    100%
    50-75%
    25-50%
    0-25%
    Profile=
    The Norway
    brand
    Destinations/
    experience
    Bookable Products/
    joint advertising
    Products=
    The individual players' bookable products. IN can pay for brand elements
  • 65. 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!