Justin Francis, Responsible Travel: Norway as destination. A tour operators´s view


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Presentation by CEO Justin Francis at Innovation Norway´s kick-off for 2013

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  • The impact of the global recession and growing environmental concerns are creating a new set of shared values
  • Justin Francis, Responsible Travel: Norway as destination. A tour operators´s view

    1. 1. Justin Francis
    2. 2. The perception around the world ofNorway still concentrates on the fact that it is cold, expensive and has beautiful fjords
    3. 3. Recently, stronger marketingcampaigns have started tocommunicate that Norway is somuch more than just fjords
    4. 4. A key trend is the preference ofmany more Norwegians to visittheir own country
    5. 5. The perception of Norway is hard to change
    6. 6. Consumer trends &Valuable experiences how to change perceptions of Norway Responsible tourism
    7. 7. Market changes
    8. 8. A dramatic shift of power from industry to the client
    9. 9. Commodity – undifferentiated – tourism
    10. 10. News of good things & bad things travels fast
    11. 11. The experience economy
    12. 12. What’s changing..• EFM is becoming as important than VFM • Experience for money vs. value for money• We are seeing experience inflation • What seemed a big experience 10 years ago is not now • The family who went to a resort in Spain then now want to kayak 16
    13. 13. What’s changing..• Tourism is fragmenting• Niches emerging strongly – Wellness + Spa – Fitness – Wildlife + birding – Music and festivals – Water based activities – Walking – Bush craft – Volunteering – Astronomy – Fishing etc…• Individually the niches are small – But collectively they are big
    14. 14. What’s changing..“The post 2nd World War atmosphere of selective austerity, deferred desire and earned pleasure, sustainability vs. waste, a yearning for connection and contact, is recognisable once more” Robert MacFarlane
    15. 15. The importance of the back story Who made it? How did they make it? With what impacts on environment And community?
    16. 16. The story of responsible tourism
    17. 17. 1950s to 1970s The circle of destruction - Discover - Develop - Exploit - Move on…
    18. 18. Early ecotourism
    19. 19. Impacts of tourismNot just on wildlife and environments butalso on local people and their cultures
    20. 20. Tourists must leave behind more than footprints Tourism and the travel industry “is essentially the renting out for short-term rent, of other people’s environments, whether that is a coastline, a city, a mountain range Lord Marshall, British Airways
    21. 21. Responsible Responsible tourismMore authentic experiences that create better places to live in and to visit 27
    22. 22. Designing responsible tourism• Responsible tourism is CO-CREATED... – In partnership with local communities and Government – Built around their ideas, local knowledge and experience – Built around their home, culture and ways of life – Utilising local guides, local service providers, foods, traditions.. – To provide access and support for the conservation cultural and natural heritage..• Responsible tourism provides more AUTHENTIC experiences
    23. 23. AuthenticityTruthful, Original, Genuine, Sincere, Authentic, Real
    24. 24. Authentic vs. commodity• Authentic • Commoditised – Genuine – Culture changed for tourist – Real consumption – Honest – Sometimes its original – Truthful meaning can be lost Places that see themselves through the eyes of tourists are lost..
    25. 25. Responsible tourismMarketing trends Responsible tourismDeeper /more valuable experiencesTells the back storyRe-connect consumers with localplaces/peopleAuthenticityConnection & contactSustainability vs. wasteLocal & locally distinctive
    26. 26. Building business &changing perceptions of Norway
    27. 27. Where to go? What to do? Increasingly people consider Activities/interests first Destinations second
    28. 28. Defining the competitionThe hotel/tour 5km away OR other global destinations?
    29. 29. Defining the competition• If you think its regional/global as well as local• Then local businesses/govt. must collaborate to• Build stronger destination brands to compete globally...
    30. 30. The things you must doAuthentic Storytellingexperiences Social media Responsibility The back storyCollaboration in marketing
    31. 31. And we get to make the world a better place!
    32. 32. Tusen takkJustin@responsibletravel.com @justinmfrancis