Innovation Norway and Tourism<br />Audun Pettersen<br />21.10.2010<br />1<br />Foto: Nils-Erik Bjørholt/Innovasjon Norge <br />
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 />
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
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.
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 />
An international organisation<br />OFFICES IN EVERY COUNTY<br />OFFICES IN MORE THAN 30 COUNTRIES<br />
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 />
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
Sustainable rural communities through year-round jobs in tourism
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 />
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 />
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 />
Fill Norwegian nature with meaningful content – adapted to the target groups<br />
The target group: From nature enthusiasts to 'explorers'<br /><ul><li> Explore Norwegian nature
Or listen to stories about the explorers</li></ul>Photo: Nils-Erik Bjørholt, C H/Innovation Norway <br />
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 />
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: Istockphoto.com<br />
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 />
<ul><li>"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</li></ul>34<br />
New App!<br />How many of you have a<br /> travel application on your iPhone <br />or Android phone?<br />