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Innovation Norway and Tourism

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Presentation for ANTOR 21.10.2010

Presentation for ANTOR 21.10.2010

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Innovation Norway and Tourism Innovation Norway and Tourism Presentation Transcript

  • Innovation Norway and Tourism
    Audun Pettersen
    21.10.2010
    1
    Foto: Nils-Erik Bjørholt/Innovasjon Norge
  • Agenda
    Tourism in Norway
    Who is InnovationNorway
    OurStrategicDirection
    The Norway Brand
    Funding
    Q&A
    Foto: CH/Innovation Norway
  • 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
    Culture
    and experience
    Culture
    and experience
    Energy and environ-ment
    Health
    ICT
    Agriculture
    Tourism
    Oil and gas
    Maritime
    Marine
    13
  • Strategic
    Direction
    7
  • National Strategy for the Tourism Industry
    Vision:
    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
  • 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
  • A few figures
    10
  • 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
  • Collaboration
    &
    Market
    Priorities
    16
  • Main focus - maintain our position
  • Attract traffic from major markets
  • We are inviting to collaboration
    Market Strategy Council
    Market groups
    Project Groups
  • Brand Norway
    20
  • 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
  • C.H./Innovation Norway
    Terje Rakke/Nordic Life/Innovasjon Norge
    Fjords,mountains and wilderness are crucial factors in attracting tourists to Norway in summer
  • 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
    Short, delimited seasons
    Fragmented sales and marketing work
    Numerous small units with limited resources
    Low degree of refining
    Few professional investors/capital resources
  • 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
  • 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
  • How do we work?
    28
  • Our services
    Financing
    services
    Promotional services
    Networking
    services
    Competence
    services
    Advisory
    services
    29
  • Visitnorway.com as call to action- The Label
  • Visitnorway.com as call to action – The Design Element
  • 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)
    • "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
    34
  • 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
  • Norway. Your Way
    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
  • BookNorway
    40
  • 15 countries with many opportunties
  • Funding
    43
  • Annual budget (2010)
    Marketing:
    • Public funding MNOK 250
    • Trade: MNOK 120
    Innovation:
    • Loans and grants MNOK 400 (stip.)
    44
  • 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
  • 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!