Innovation Norway and Tourism


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Presentation for ANTOR 21.10.2010

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  • These are also our targets
  • Innovation Norway and Tourism

    1. 1. Innovation Norway and Tourism<br />Audun Pettersen<br />21.10.2010<br />1<br />Foto: Nils-Erik Bjørholt/Innovasjon Norge <br />
    2. 2. Agenda<br />Tourism in Norway<br />Who is InnovationNorway<br />OurStrategicDirection<br />The Norway Brand<br />Funding<br />Q&A<br />Foto: CH/Innovation Norway<br />
    3. 3. Key figures travel and tourism industry<br /><ul><li>Travel and tourism is responsible for 3.3 percent of gross domestic product (GDP), and 6 percent of the total landbased GDP
    4. 4. In total tourists spent NOK 108 billion in Norway in 2008. </li></ul>50 percent Norwegians<br />30 percent foreign guests<br />20 percent Norwegian businesses (business trips)<br /><ul><li>In 2007 there were 14,090 travel and tourism businesses in Norway. These had a turnover of NOK 85 billion.
    5. 5. 159,400 employees in travel and tourism (132,000 man-years), 6.6 percent of employment in mainland Norway</li></li></ul><li>Our Objective<br />”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.”<br />
    6. 6. An international organisation<br />OFFICES IN EVERY COUNTY<br />OFFICES IN MORE THAN 30 COUNTRIES<br />
    7. 7. We prioritise nine sectors<br />Culture <br />and experience<br />Culture <br />and experience<br />Energy and environ-ment<br />Health<br />ICT<br />Agriculture<br />Tourism<br />Oil and gas<br />Maritime<br />Marine<br />13<br />
    8. 8. Strategic <br />Direction<br />7<br />
    9. 9. National Strategy for the Tourism Industry<br />Vision:<br />Valuable experiences<br />Main objectives:<br /><ul><li>Greater wealth creation and productivity in the tourism industry
    10. 10. Sustainable rural communities through year-round jobs in tourism
    11. 11. Norway – a sustainable destination</li></li></ul><li>Our vision<br />Our target<br />“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”<br />Increased<br />profitability<br />Increased quality of experiences<br />Foto: CH/Innovation Norway<br />
    12. 12. A few figures<br />10<br />
    13. 13. Development in the number of tourist arrivals* in Norway and Norway’s market share of international tourist arrivals<br />
    14. 14. Holiday and leisure guest nights in 2009- Europeans, Norwegians and holidaymakers from other countries<br />
    15. 15. Foreign holiday and leisure guest nights in 2009 by nationality<br />
    16. 16. Cruise in Norway nationalities<br />
    17. 17. Status so far<br /><ul><li>Upswing so far this year
    18. 18. Upturn in all markets except NO, DK and NL
    19. 19. New dynamic statistics web page at</li></li></ul><li>Collaboration <br />&<br />Market <br />Priorities<br />16<br />
    20. 20. Main focus - maintain our position<br />
    21. 21. Attract traffic from major markets<br />
    22. 22. We are inviting to collaboration<br />Market Strategy Council<br />Market groups<br />Project Groups<br />
    23. 23. Brand Norway<br />20<br />
    24. 24. The coast and <br />coastal culture<br />Arctic <br />Norway<br />Mountains and <br />wilderness<br />Four experience areas used in marketing<br />Fjord and<br />mountain landscapes<br />Foto: Terje Rakke/Nordic Life, Anders Gjengedal, Bjørn Jørgensen/Innovation Norway<br />
    25. 25. C.H./Innovation Norway<br />Terje Rakke/Nordic Life/Innovasjon Norge<br />Fjords,mountains and wilderness are crucial factors in attracting tourists to Norway in summer<br />
    26. 26. Fill Norwegian nature with meaningful content – adapted to the target groups<br />
    27. 27. The target group: From nature enthusiasts to 'explorers'<br /><ul><li> Explore Norwegian nature
    28. 28. Explore your own limits
    29. 29. Or listen to stories about the explorers</li></ul>Photo: Nils-Erik Bjørholt, C H/Innovation Norway <br />
    30. 30. Challenges<br />Short, delimited seasons<br />Fragmented sales and marketing work<br />Numerous small units with limited resources<br />Low degree of refining<br />Few professional investors/capital resources<br />
    31. 31. Marketing/sales: From traditional to innovative<br />Bolder communication<br />Focus on experiences and dreams<br />Coordinate marketing and sales <br />From market to segment<br />Web 2.0 and social media<br />26<br />Illustration:<br />
    32. 32. Product development and innovation: From supplier perspective to customer perspective<br />Stimulate customer-driven innovation in experiences and thematic products<br />Support processes for destination development<br />Amass expertise in experience development<br />Work with quality assurance of travel products<br />Work for a more distinct differentiation in Norwegian travel and tourism<br />Stimulate sustainability<br />27<br />Photo: CH/Nils-Erik Bjørnholt/Johan Wildhagen/Terje Rakke/Nordic Life/Innovation Norway<br />
    33. 33. How do we work?<br />28<br />
    34. 34. Our services<br />Financing <br />services<br />Promotional services<br />Networking <br />services<br />Competence<br />services<br />Advisory <br />services<br />29<br />
    35. 35. as call to action- The Label<br />
    36. 36. as call to action – The Design Element<br />
    37. 37. Press & PR-results<br />International media<br />Media coverage 2009:<br />22.414 press contacts<br />999 journalists on presstrips<br />6.474 articles<br />282 TV-programmes/reports<br />120 radio-prog/reports<br />Value NOK 366 mill. (ex TV&Radio)<br />
    38. 38.
    39. 39. <ul><li>"The Video on the site is phenomenal. We actually were planning to go to Sweden, and I went to, and their site didn't really get me that excited. Sorry Sweden..Norway has a better website.
    40. 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 :-)”
    41. 41. Visiting Sweden next week. This site convinced me to spend a few days in Norway. Would consider another trip to Norway.
    42. 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. 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. 44. To be honest, I probably wouldn't be visiting Norway if not for this website. You guys seduced me</li></ul>34<br />
    45. 45. New App!<br />How many of you have a<br /> travel application on your iPhone <br />or Android phone?<br />
    46. 46. 36<br />
    47. 47. Social Media <br /><ul><li>National Projects
    48. 48. Northern Lights Projects
    49. 49. Norway Recommended
    50. 50. Norway Your Way Winter</li></li></ul><li>Norway. Your Way<br />What is it?<br /><ul><li>Competition to express Norway in Music,
    51. 51. Film and pictures
    52. 52. Objectives;
    53. 53. Develop content for innovation Norway to be
    54. 54. used on Facebook and other social media
    55. 55. including VisitNorway.
    56. 56. Also to be used in traditiona media, ads,
    57. 57. brochures, inserts etc</li></li></ul><li>
    58. 58. BookNorway<br />40<br />
    59. 59.
    60. 60. 15 countries with many opportunties<br />
    61. 61. Funding<br />43<br />
    62. 62. Annual budget (2010)<br />Marketing:<br /><ul><li>Public funding MNOK 250
    63. 63. Trade: MNOK 120</li></ul>Innovation:<br /><ul><li>Loans and grants MNOK 400 (stip.)</li></ul>44<br />
    64. 64. The funding model 2010<br />Funding from<br />the business sector<br />0<br />25-50%<br />50-75%<br />75-100%<br />Government funding<br />100%<br />50-75%<br />25-50%<br />0-25%<br />Profile=<br />The Norway <br />brand<br /> Destinations/<br /> experience <br />Bookable Products/<br />joint advertising<br />Products=<br />The individual players' bookable products. IN can pay for brand elements <br />
    65. 65. Audun Pettersen<br />E-post:<br />Tlf: +47 907 75 521<br />Forbruker:<br />Bransje:<br /><br />w<br />Takk for oppmerksomheten!<br />