Presentation Akureyri 2016
•Download as PPTX, PDF•
0 likes•94 views
FEST Summer School - Presentation Akureyri 2016
Recommended
Recommended
More Related Content
What's hot
Similar to Presentation Akureyri 2016
Similar to Presentation Akureyri 2016 (20)
More from FEST
More from FEST (20)
Recently uploaded
Recently uploaded (20)
Presentation Akureyri 2016
- 2. DMOs role in building sustainability in destinations Ingunn Sørnes, Innovation Norway
- 3. Innovation Norway • The Governments most important instrument for supporting trade and industry • Owned by Ministry of Trade, Industry and Fisheries, 51 %, and the County municipalities 49 % • Targets mainly small and medium sized businesses • Established by law with its own board Offices in each county in Norway, head office in Oslo and offices in 30 countries
- 4. 4,1% GDP 151 mrd NOK Tourism Consumption 27% foreign visitors propotion of total tourism consumption 1 of 15 jobs The importance of tourism in Norway Kilde: SSB
- 5. Innovation Norways services to the Tourism Industry Promotion Competence Advisory Network/Cluster Finance 2015: 1300 industry customers 21,7 mill. visits Visitnorway MNOK 902 press value 250 B2B-activities 2015: Loan & grants NOK 338 mill 2015: 58 courses, 918 companies 2015: 35business networks 2ARENA 1NCE 2015: 8 destinations branded «Sustainable destination» «Destination Master Plans» Market Advisory
- 6. Challenges facing industry and destinations 1. Short, delimited seasons 2. Fragmented sales and marketing work 3. Numerous small units with limited resources 4. Relatively low degree of refining 5. Few professional investors/capital resources Foto: CH - visitnorway.com
- 7. Standard Development process Approval system Network of destinations • Continous process towards sustainability • Assisted by tools and surveys • Provide common platform for development • Demands cooperation between public/ private stakeholders • Built on international standards SUSTAINABLE DESTINATION
- 8. A: Political commitment B: Industry commitment C: Environment, nature and culture D: Social values and viability E: Economic viability 44 criteria 108 indicators Standard «Sustainable tourism»
- 9. Organize and involve stakeholders Commitment industry and local government Gap analysis and Plan of Action Survey, measure and implement Reporting and documenting Maine tasks Local interest
- 10. DMO leadership – Sustainable Destination NTO National Branding &Profiling Regional DMO Regional Branding &Marketing Local DMO Destination marketing and development • Owns and run project • Ensure funding • Involve stakeholders • Run surveys • Communicates progress and results • Ensures continous focus and deliveries Part-time projectleader, supported by trained advisers, tools, a database, national network
- 11. Vega Lærdal Trysil Røros Setesdal Geilo Inderøy Svalbard Lyngenfjorden Femund/Engerdal Pre-project: • Lysefjorden • Geiranger • Lillehammer • Sälen, Sverige • Idre, Sverige Destinations throughout the country
- 12. Supports cooperation • Strengthens competence • Creates a common theme for cooperation • Sustainable tourism into the local Masterplans • Points out unique assets • Makes progress systematic • Makes sustainability more operational Overall effects Photo:ØyvindHeen–Visitnorway.no
- 13. • Value to have a visible tool for sustainability (60%) • Sustainability a holistic and common responsibility (DMO + business) • The importance of a visible certification will increase the next 5 years (71%) International Tour Operators views Photo:LeifJohnnyOlestad–Visitnorway.com Photo:AndersGjengedal–Visitnorway.com Source: Innovation Norway Survey Touroperator June 2016
Editor's Notes
- Innovation Norway is an young organisation with a long history. After world war two we were an important part of rebuilding and industrialization of the country. The first organisation of what is now Innovation Norway was the Norwegian Mortgage Bank (Kongeriket Norges Hypotekbank) established in 1852. Among the other organisations which was a part of our early history is (approximately translated): The State’s agricultural bank (Statens landbruksbank) The Norwegian Small Farm and Residence Bank (Noregs Småbruk- og Bustadbank) The Norwegian Industrial Bank AS (Den norske industribank) The Institute for loans for structural rationalizing (A/S Låneinstituttet for strukturrasjonalisering) The small enterprise fund (Småbedriftsfondet) The State’s Bank for Fisheries (Statens Fiskarbank) The Regional development Fund (Distriktenes utbyggingsfond) Norwegian Travel (NORTRA) The Norwegian nation travel team (Landslaget for Reiselivet i Norge) Innovation Norway took over the tasks of the Norwegian Trade Council, the Norwegian Industrial and Regional Development Fund, the Govt. Consultative Office for Inventors and Norwegian Tourist Board on 1 January 2004 Innovation Norway took over all programs and services from the earlier organizations, including employees, offices, co-operators and customers. Why does Innovation Norway exist? To ensure a better and more targeted use of the funding for trade and industry, and being a more customer friendly organization. Innovation Norway represents one contact point for all the funding for the national trade and industry. The customer can have his or her needs evaluated in one place, and will not have to visit to several different organizations. We do our principal tasks for: The ministry of Trade, Industry and Fisheries, Ministry of Local Government and Modernisation, Ministry of Agriculture and Food, Ministry of Foreign Affairs, all county municipalities and regional/provincial commisioners (41 different commisions) Innovasjon Norge er en ung virksomhet med en lang historie. I tiden etter krigen var vi en viktig del av gjenoppbyggingen og industrialiseringen av landet. Den første virksomheten som var en del av det som nå er Innovasjon Norge var Kongeriket Norges Hypotekbank, stiftet i 1852. Blant andre virksomheter som er en del av vår tidligere historie er: Statens Landbruksbank Noregs Småbruk- og Bustadbank Den Norske Industribank A/S A/S Låneinstituttet for strukturrasjonalisering Småbedriftsfondet Statens fiskarbank Distriktenes utbyggingsfond Nortra Landslaget for Reiselivet i Norge Ved etableringen av Innovasjon Norge 1.1. 2004 ble disse fire virksomhetene slått sammen: Statens Nærings- og distriktsutviklingsfond Norges Eksportråd Norges Turistråd Statens veiledningskontor for oppfinnere Innovasjon Norge overtok alle virkemidlene, ansatte, kontorene, kontaktene, samarbeidspartnerne og kundene fra de tidligere organisasjonene. Hvorfor finnes IN? For å sikre en mer helhetlig og målrettet bruk av de næringsrettede virkemidlene, og en mer brukervennlig organisering. Innovasjon Norge representerer én inngang til det næringsrettede virkemiddelapparatet. Kundene skal få vurdert sine behov på ett sted, og slippe å bli sendt mellom ulike virkemiddelaktører. Oppdragsgivere er: Nærings- og fiskeridepartementet, Kommunal og moderniseringsdepartementet, Landbruks- og matdepartementet
- Samlet turistkonsum i Norge var i 2014 151 milliarder kroner, dette utgjør 4,1 % av BNP i fastlands-Norge. Utlendingers turistkonsum utgjør 27 %. Samlet sett var volumveksten i turistkonsumet avtagende fra 2011 til 2014, fra en vekst i 2012 fra året før på 4,7 prosent til 2 prosent i 2014. I 2014 bidro de utenlandske turistene med 66 prosent av økningen, mens resten av oppgangen var relativt likt fordelt på norske husholdninger og forretningsreisende. 1 av 15 jobber i reiselivsnæringen i Norge og dette utgjør 6,7 % av samlet sysselsetting i fastlands-Norge. Produksjonen i reiselivsnæringene er foreløpig beregnet til vel 250 milliarder kroner i 2014. Målt i volum var det en produksjonsvekst for perioden 2011-2014 på vel 8 prosent. Dette tilsvarer produksjonsveksten i Fastlands-Norge i samme periode. Reiselivsnæringenes andel av samlet produksjonsverdi i Fastlands-Norge var på 5,7 prosent i 2014.
- As I mentioned our role in the tourism industry is often different from other national tourist boards. We are providing 5 services to the industry: marketing (hereby online, consumer, trade and PR), market advice, competence programmes, network services and we can also provide funding in terms commercial loans and grants for start-ups. Half of our marketing budget comes from the tourism industry where buy campaigns and other promotional activities. We are owned by the Ministry of Trade and the 18 counties of Norway, but managed as a private company with offices in all counties, and 33 countries abroad, whereby in 15 of them we work directly with tourism. Headoffice is still in Oslo.
- De to første: forankring og implementering på politisk plan og i reiselivet er helt nødvendig før man går videre. De tre siste områdene er viktige faktorer for en langsiktig prosess for bærekraft i reiselivet. Reiselivet må ha en sunn økonomi og skape verdier for at man skal kunne eksistere, samtidig er miljø- og klimatiltak sentrale elementer og man må ha fokus på lokalsamfunnet for å skape gode opplevelser.
- (about 50%, project leader, process consultant, assessment, mobilise, train)