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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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  • These are also our targets
  • Transcript

    • 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!

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