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Tourism Development Programme


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Presentation by Audun Pettersen, Innovasjon Norge for Icelandic Tourist Board 14.04.2011

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Tourism Development Programme

  1. 1. DestinationDevelopment: TheWhite BookManager Audun PettersenReykjavik 14.04.2011 1 Foto: CH/Innovasjon Norge FF
  2. 2. Agenda• Ourrole in NorwegianTourism• Background: Whytheneed for a destinationdevelopmenttool?• The White Book: What, How and by Whom?• Advice from a Norwegianperspective Norway Foto: CH/Innovation
  3. 3. Ourrole inNorwegian Tourism 3
  4. 4. InnovationNorways services to theTourism Industry Financing servicesPromotional services Networking Competence services services Advisory services 4
  5. 5. Background: Whytheneed for adestinationdevelopm enttool? 5
  6. 6. • 400 Municipalities• 250 Municipalises with Tourism as a prioritised area• 249 Tourist Information Centres• 140 Destination Management Companies 6
  7. 7. Results1.Product and organisationalfocus, not market orientated2.Fragmented sales and marketing3.Numeroussmallunitswith limited resource4.Lowdegreeofrefining5.Fewprofessionalinvestors/capitalresources
  8. 8. Tourism Development is like producing a car…. Car
  9. 9. I see clearly how the car should look like….
  10. 10. At the factory we put the car together… Who wants to buy the car?
  11. 11. Aboutbeing market orientated Ifyoudon`t know whereyouare, it doesn`t matter whereyouaregoing…… Unknown poet 11
  12. 12. Two directions in DestinationDevelopment : Corporate VS. Community Ski lifts Ski lifts Accommodation Accommodation Catering Catering Transportation Transportation Shops (retail) Shops (retail) ”The Ski Company” The destination = = A variety of different business The destination Ski rental Booking Working towards the same objective Booking TO/TA Ski rental TO/TA Booking Etc Booking Restaurants Restaurants
  13. 13. Our Tool Box• The White Book• The StrategyProcess• A pool ofExternalAdvisors• Web• $£€
  14. 14. Main players in thecommunitymodel Public sector on the different levels State Regional Local Retail Accommodation Transportation Service The ActivitiesProperty investors process Land owners Local culture and other Entertaiment industriesFinancial institutionsOrganisations Field of harmoniseSpecial interest Field of conflicts 14
  15. 15. The destination development plan From words Pre- Main to study project action Evaluation/monitoring 15
  16. 16. The destination development plan • Main productstoday • Whichresources do we have today • Plannednewproducts Pre- • Main markets today study • Trends • Who arethemainplayerstoda y • SWOT 16
  17. 17. The destination development plan Which What Markets? should We do be for Whom? Main project Impacts? Main Products ? Finance? Etc.. Etc.. Etc.. 17
  18. 18. Action! From words to action 18
  19. 19. The framework• Basedon a strategicapproach (masterplan)• Detailscan be discussed later…..• Revisionwhen it is necessary – not a 5 yearsRussian plan• The plan will not be more worththanthewill to gothrough it Foto: C.H/Innovasjon Norge 19
  20. 20. The Story so far… Nordkapp Kirkenes Alta Lakselv Lofoten Lyngen Karasjok Narvik Beitostølen Tyin/Filefjell Skeikampen Golsfjellet Geilo Gaustablikk Norefjell Hovden Vrådal
  21. 21. The best we have seen…
  22. 22. Advise… Foto: Johan Wildhagen/Innovasjon Norge 22
  23. 23. Work in progress…• Revisionof ”The White Book”• A ”Woodpeckersmanual”/Practical Guide for Activities• Will be organised as Wiki, Foto: CH/Innovation Norway 23
  24. 24. Takk fyrir!Audun www.visitnorway.comTrade: blog: