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Visit Norway - Guides at Expo 2010
- 1. Visit Norway JoonHetland 21 , April 2010
- 2. Agenda About InnovationNorway About visitnorway Norway – the brand Norway as a travel destination Visitnorway in China Visitnorway at EXPO Photo credits: Johan Berge/Innovation Norway
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- 4. Innovation Norway Astate owned company In operation since Jan 1 st 2004 More than 750 employees Photo credits: Johan Wildhagen/Innovation Norway The Norwegian Tourist Board The Norwegian Trade Council The Norwegian Industrial and Regional Development Fund Government Consultative Office for Investors
- 5. Innovation Norway OfficesBrasil Bulgaria Canada Chile Danmark Estland, Latvia og Litauen Finland Frankrike India Italia Japan Kina Korea Malaysia Nederland Polen Portugal Romania Russland Singapore Spania Storbritannia og Irland Sverige Sør-Afrika Thailand Tsjekkia Tyrkia Tyskland Ungarn United Arab Emirates USA Vietnam Tromsø Bodø Steinkjer Trondheim Ålesund Hermansverk Bergen Stavanger Kristiansand Arendal Tønsberg Sarpsborg Skien Drammen Oslo og Akershus Molde Hamar Vadsø Lillehammer Tynset Tinn Førde District Offices Local Offices Alta
- 6. Food & agricultureTravel & tourism Oil & gas Health Energy & Environ- ment ICT Seafood Maritime Culture & Leisure Strategic priority sectors Sector-specific Network- based Innovation and Restructuring SMEs with international growth ambitions New businesses/ entrepreneurs Women in focus Young people in focus General
- 7. Food & agricultureTravel & tourism Oil & gas Health Energy & Environ- ment ICT Seafood Maritime Culture & Leisure Strategic priority sectors Network- based Innovation and Restructuring SMEs with international growth ambitions New businesses/ entrepreneurs Women in focus Young people in focus General Sector-specific Visit Norway
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- 9. First, a few statistics! Photo credits: Yngve Ask/Innovation Norway
- 10. Norwegian t raveland tourism industry The travel and tourism industry accounts for 3.3 % of gross domestic product (GDP) and 6.6 % of total mainland employment There were 14 090 local kind-of-actitivy-units in 2007 with a combined turnover of NOK NOK 85 billion The industry employed 159.400 people (equivalent to 132.000 full time) Foreign tourists had 8.1 million overnight stays in 2008 Photo credits: Anders Gjengedal/Innovation Norway
- 11. Vision In otherwords, an important industry!
- 12. Visit Norway Improvemarket opportunities through brand building, awareness and supporting sales Support the travel industry with products and services for long-term value creation and support innovation in new and existing companies Assist the development and sharing of competences Photo credits: Johasn Wildhagen, Terje Rakke/Nordic Life/Innovation Norway
- 13. A situation reportA small country Not a well known country; an even less well known travel destination Knowledge of Norway is low International competition is fierce But growth potential for tourism COMMON ASSOCIATIONS OF NORWAY NORWAY HAS BEAUTIFUL, MAGNIFICIENT AND CLEAN NATURE NORWAY IS COLD, EXPENSIVE, DARK AND FAR AWAY Photo credits: Joon Hetland © all rights reserved
- 14. Clear communication Wemust communicate clearly Clear communication requires determination and cooperation Results come from consistency and long-term commitments Communication must be: Photo credits: Terje Rakke/Nordic Life/Innovation Norway CLEAR – RELEVANT – ATTRACTIVE – DIFFERENTIATED CLEAR RELEVANT ATTRACTIVE DIFFERENTIATED
- 15. Brand values Fresh:healthy, new, unexplored, unspoiled, clean, refreshing, authentic Genuine: natural, real, authentic, honest Friendly: hospitable, empathic, sympathetic Innovative: creative, exciting, surprising, modern Photo credits: Nancy Bundt / Innovation Norway NORWAY IS FRESH, GENUINE, FRIENDLY AND INNOVATIVE
- 16. Product Nature-based experiencesand attractions Clear communication requires determination and cooperation Results come from consistency and long-term commitments Photo credits: Per Eide/Innovation Norway MAIN CATEGORY: NATURE-BASED HOLIDAYS
- 17. Norway – thebrand Photo credits: Per Eide/Innovation Norway Norway should be perceived as the Nordic country which offers the strongest and most attractive experiences in beautiful and pure nature Norway is to be perceived, above any other country, as a country with pure nature , but should also be clearly associated with being genuine, friendly and innovative
- 18. The fjords andmountain landscape The mountains and wilderness The coast and c oastal heritage Arctic Norway Photo credits: Terje Rakke/Nordic Life, Anders Gjengedal, Bjørn Jørgensen/Innovation Norway Prioritised attractions
- 19. Fjords and mountainlandscape Beautiful, spectacular and dramatic nature Mighty mountains that drop straight down into the sea Waterfalls and glaciers Clear and vibrant colours Pure, clear and fresh air Villages snuggling between steep valleys, farms clinging tightly to the mountains Genuine and authentic Photo credits: ibid.
- 20. Mountains and wildernessWide plains, mountain plateaus, rounded and beautiful formations Clear and vibrant colours Pure, clear and fresh air The endlessness of nature – untouched, clean and huge People use the mountains actively for work and play Activities, sports and tracking all year The warmth of the mountain cabin Genuine and authentic Photo credits: ibid.
- 21. Coast and coastalculture The long, long coast and the splendour of the islands Varied nature – the skerries and mountains that drop straight down to the sea Living fishing villages and coastal culture. Towns and commerce. Residents and workers Genuine and authentic Nature and its forces. Huge, powerful and “untamed” Fresh, pure and ever-changing Photo credits: ibid.
- 22. Arctic Norway Summer:Midnight sun - “white nights” – light, warm nights Arctic winter with lots of snow, dramatic weather, Northern lights, and blue, cold days Extremes of climate; changes from harmonious to wild Last wilderness in Europe with arctic fauna Wild, beautiful and jagged alps, magnificent mountains and fjords, glaciers, waterfalls and rivers A fight for survival; nature is king, shaping people and society Arctic art and culture; Sami people and Finnish Norwegians Excitement and adventure in safe and well organized settings Photo credits: ibid.
- 23. Norway’s advantages Freshand clean air and water Magnificent, beautiful and varied nature Unique natural phenomena Modern people living in and with nature The feeling of experiencing the forces of nature on your body Photo credits: C.H./Innovation Norway
- 24. Theme: “Powered byNature” More than any other country, Norway and Norwegians have been shaped by their interaction with nature. In Norway, you will experience how the Norwegians' daily life and their history, society, culture and business gather, and have gathered, their energy from the might of nature, natural forces and unique natural phenomena. What you experience when you explore the spectacular fjords, the Arctic natural phenomena, the fantastic coast and its heritage, the untouched, endless mountains, the pure and clear air and light will also replenish your energy and joie de vivre. Be fascinated! Be touched by it! Feel more alive! Fresh and natural energy - straight from its source!
- 25. Capture the northernlights
- 26. Northern lights Jaw-dropping,mystical moments Most frequent in late autumn, winter and early spring October, February and March are the best months for observations Highest frequency is between 6pm and 1am The best places are above the Arctic Circle Northern lights are to be associated with Norway Evening mode in the pavilion! Photo credits: Bj ørn Jørgensen, Stockshots.no/Innovation Norway
- 27. The midnight sunThe duration of the midnight sun depends on how far north you are. At the Arctic Circle in you can see the midnight sun from 12 June to 1 July, at the North Cape from 14 May to 29 July, and at the North Pole the sun does not set for six months Photo credits: Johan Wildhagen/Innovation Norway Photo credits: Kurt Hamann/Innovation Norway
- 28. Time for abreak? Photo credits: Johan Wildhagenk/Innovation Norway
- 29. Photo credits: Terje Rakke/Nordic Life/Innovation Norway
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- 31. Visitnorway in ChinaDoes NOT sell tickets to Norway Does NOT sell tickets for events or attractions in Norway Is NOT a travel agency Promotes Norway as a travel and tourism destination Builds and maintains awareness of Norway in China PROMOTES TRAVEL AND TOURISM FROM CHINA TO NORWAY Photo credits: Joon Hetland © all rights reserved
- 32. Visitnorway in ChinaIn 2008 visitnorway worldwide (not only China) supported media coverage at a market value of NOK 311 million In China: introducing Norway to journalists and travel industry representatives In 2010 advertising on busses and posters in Beijing Buzz marketing and cooperation with travel agencies
- 33. The Chinese marketOur target market is the middle-class and the affluent More than 90 % of travelers are from Beijing, Guangzhou and Shanghai A majority visits Norway as a Scandinavian or Northern European tour, in which Norway is the main destination Photo credits: Joon Hetland © all rights reserved
- 34. Visitnorway at Expo2010 One of five main sponsors! To create, maintain and strengthen awareness of Norway as a travel and tourism destination Promote travel and tourism to Norway Make more people want to go to Norway Use it as a platform for meeting, making and maintaining relations with the Chinese industry
- 35. Visitnorway at Expo2010 Travel and tourism week: 21 st – 25 th of June Northern Lights days: 20 th and 21 st of September Participate in the official business delegation 24 th - 29 th of May
- 36. Tourism week June21 st – 25 th Seminars for the travel industry on ‘technical visits’ A day for Norwegian food Chinese chefs’ cooking competition Presenting ‘National Tourist routes’ Bring in musicians and artists to create a friendly and lively mood at the pavilion
- 37. National Tourist routesA special exhibition at Norway at Expo 2010 A wish to integrate contemporary architecture into Norwegian landscapes To stimulate travellers to enjoy and use Norway’s nature Detour 2.0, an exhibiton, has toured around the world Photo credits: C.H./Innovation Norway
- 38. Beautiful, grandiose andvaried natural scenery The driving experience should exceed expectations Architect-designed stops and lay-bys International calibre art Information to enhance the experience Statens Vegvesen National Tourist Routes in Norway turistveg.no LET US TAKE A LOOK AT SOME OF THEM THE NATIONAL TOURIST ROUTES IN NORWAY ARE EIGHTEEN BEAUTIFUL STRETCHES OF ROAD THROUGH THE BEST OF NORWEGIAN NATURE 18 National Tourist Routes
- 39. Photo credits: JarleW æhler, Bård Løken, Roger Ellingsen, Steinar Skaar, Rolf M Sørensen, Helge Stikbakke, Hege Lysholm /Statens Vegvesen 18 National Tourist Routes LET US TAKE A LOOK AT SOME OF THEM
- 40. Norwegian Public RoadsAdministration (Statens Vegvesen) From 1994 to 2016 total investments of NOK 2.05 billion A total of 1,600 kilometres To be marketed collectively from 2012 18 Routes to be approved by 2016 18 National Tourist Routes Statens Vegvesen Approved Routes Phot credits: Vegar Moen, Helge Stikbakke/Statens Vegvesen
- 41. Photo credits: PerRitzler, Jarle Wæhler, Bård Løken, Helge Stikbakke, Hjalmar Steinnes, Vegar Moen, Reiulf Ramstad Arkitekter, Magne Flemsæter, Steinar Skaar, Werner Harstad, Rune Nilsson/Statens Vegvesen 18 National Tourist Routes BEAUTIFUL, GRANDIOSE AND VARIED NATURAL SCENERY EXCEED EXPECTATIONS ARCHITECT DESIGNED INTERNATIONAL CALIBRE ART INFORMATION ENHANCES THE EXPERIENCE
- 42. ” New” channelswww.youtube.com/visitnorwaycom www.twitter.com/visitnorway www.facebook.com visitnorway.cn blog.sina.com.cn/s/articlelist_1505167247_10_1.html
- 43. Now is nota bad time to ask Questions? Photo credits: Nils-Erik Bjørholt/Innovation Norway
- 44. Thank you foryour attention!
Editor's Notes
- #2 Either one or three images may be used on the front page. The sizes shall be respectively 90 mm x 30 mm for one rectangle, or 30 mm x 30 mm if you will be using three images. The layout shall always be as displayed here. Use the PowerPoint function "Grid and Guides" in the "View" menu.
- #5 Innovation Norway Innovation Norway promotes nationwide industrial development profitable to both the business economy and Norways national economy, and helps release the potential of different districts and regions by contributing towards innovation, internationalisation and promotion. The new state owned company employs more than 700 people. Innovation Norway has offices in all the Norwegian counties and in more than 30 countries world wide . The head office is located in Oslo. Our core group of clients are Norwegian companies, predominantly SMEs. As a consequence the information on this web site is in Norwegian. As of 1 January 2004 the new state owned company Innovation Norway has replaced the following four organisations: The Norwegian Tourist Board, the Norwegian Trade Council, the The Norwegian Industrial and Regional Development Fund, SND and the Government Consultative Office for Inventors, SVO
- #7 Vi skal arbeide gjennom ni prioriterte sektorer. Det er sektorer som er avgjørende for verdiskapingen i Norge og som har et uforløst potensial. Og hvor Innovasjon Norge kan spille en utløsende rolle. (make a difference)
- #8 Vi skal arbeide gjennom ni prioriterte sektorer. Det er sektorer som er avgjørende for verdiskapingen i Norge og som har et uforløst potensial. Og hvor Innovasjon Norge kan spille en utløsende rolle. (make a difference)
- #15 Regjeringens tre hovedmål Visjon: Verdifulle opplevelser Økt verdiskaping og lønnsomhet i reiselivsnæringen Levedyktige distrikter gjennom flere helårs arbeidsplasser innenfor reiselivsnæringen Norge – et bærekraftig reisemål Merkevarehierarki Norges omdømme for hele nasjonen (UD) Merkevaren Norge Reiseliv Merkevarer for større regioner (eks.FjellNorge, FjordNorge,Nordland) Regioners merkevarer eks. Gudbrandsdalen, Hardanger, Sognefjorden, Ryfylke Destinasjoners merkevarer (Ulvik, Hafjell, Trondheim) Bedriftens egen merkevare
- #17 Markedsprioriteringer Forbrukermarked Offensiv PR-strategi, bearbeiding/service ovenfor distributør- og salgsledd samt nok-nok produktmarkedsføring Norge, Danmark, Sverige, Storbritannia, Nederland, Tyskland, Spania, Italia, Frankrike, USA, Russland Bransjemarked PR strategi, bearbeiding/service ovenfor distributør Japan, Kina, Polen Utviklingsmarked Etablere distribusjonsnett og PR-strategi India, Sør-Korea
- #20 Hva skal trekkes frem Når vi illustrere fjord- og fjellandskapet, skal vi velge spektakulære bilder og motiver som henter fram det beste i fjord- og fjellandskapet. Motivenes ”fotogenitet” er viktigere enn representativitet og bredde. Dette betyr at noen fjorder vil bli overeksponert sammenliknet med andre fjorder.
- #21 Hva skal trekkes frem I profilmarkedsføringen skal vi fokusere på bilder av fjellheimen som skaper fasinasjon og reiselyst. Bilder som understreker det vakre, det storslagne, som forteller en historie etc., skal prioriteres, selv om dette medfører at enkelte fjellområder fokuseres mer enn andre.
- #22 Hva skal trekkes frem Illustrasjoner og bilder av kysten og kystkulturen skal bygge rundt kombinasjonen av kultur og natur. Bildenes evne til å fascinere, til å fortelle en historie, enten det er basert på kultur eller natur, skal prioriteres framfor representativt geografisk bredde.
- #23 Hva skal trekkes frem Det arktiske, spennende og særegne naturfenomenene skal fokuseres i bilder og illustrasjoner. Vi skal søke bilder som skaper forventing om enestående opplevelser, og som fremhever den arktiske egenart. Dette er viktigere enn geografisk bredde og vil bety at noen områder av det arktiske Norge blir fokusert mer enn andre.
- #26 When to see the northern lights Seeing the northern lights is a jaw-dropping and mystical moment. The lights are at their most frequent in late autumn and winter/early spring . October , February and March are the best months for auroral observations. The highest northern lights frequency is between 6 pm and 1 am. In order to get full value from the show you should avoid the full moon and places with a lot of light as they make the experience considerably paler. Also remember to wrap up warmly . Theoretically, you can see the northern lights all over Norway. However, the best places are above the Arctic Circle in Northern Norway .
- #31 Vi skal arbeide gjennom ni prioriterte sektorer. Det er sektorer som er avgjørende for verdiskapingen i Norge og som har et uforløst potensial. Og hvor Innovasjon Norge kan spille en utløsende rolle. (make a difference)
- #33 International media Media coverage 2008: 1005 journalists 5433 articles 250 tv 30 radio Value NOK 331 mill.
- #35 Et annet satsingsområde er internasjonale events. Flere har sett dette potensialet, og i Regjeringens reiselivsstrategi, Verdifulle opplevelser peker også på det potensialet som internasjonale arrangmenter har i Norge. I nevnte strategi fikk Innovasjon Norge i oppdrag å lede et prosjekt som skal fremme forslag til hvordan storbyene kan bidra til å styrke norsk reiseliv. Begrunnelsen for prosjektet er at storbyene både representerer viktige innfallsporter til Norge og har mange av de mest populære attraksjonene i landet. Vi har allerede ett tett samarbeid med storbyene og de respektive visit-organisasjonene, spesielt på ferie- og fritidsmarkedet, og etter hvert på MICE-markedet. Når vi er først inne på dette med større arrangmenter så er det to vi ikke kommer bort i fra i 2010. Det første er selvfølgelig European Song Contest som gå av stablen xx. Mai 2010 i Oslo, unnskyld Bærum. Sammen med VisitOslo og mange andre samarbeidspartnere så vil vi bruke denne anledningen til å gjøre arrangementet til mer enn en sangkonkurranse. Over 3000 journalister vil komme til Oslo og vi vil få dem til å skrive om mer enn lengden på skjørtekanter og morsomme kostymer. Dette er en unik mulighet til å lage presseturer for journalister og deltakere, samt vise frem landet vårt – denne gang uten vetter og troll.
- #36 Et annet satsingsområde er internasjonale events. Flere har sett dette potensialet, og i Regjeringens reiselivsstrategi, Verdifulle opplevelser peker også på det potensialet som internasjonale arrangmenter har i Norge. I nevnte strategi fikk Innovasjon Norge i oppdrag å lede et prosjekt som skal fremme forslag til hvordan storbyene kan bidra til å styrke norsk reiseliv. Begrunnelsen for prosjektet er at storbyene både representerer viktige innfallsporter til Norge og har mange av de mest populære attraksjonene i landet. Vi har allerede ett tett samarbeid med storbyene og de respektive visit-organisasjonene, spesielt på ferie- og fritidsmarkedet, og etter hvert på MICE-markedet. Når vi er først inne på dette med større arrangmenter så er det to vi ikke kommer bort i fra i 2010. Det første er selvfølgelig European Song Contest som gå av stablen xx. Mai 2010 i Oslo, unnskyld Bærum. Sammen med VisitOslo og mange andre samarbeidspartnere så vil vi bruke denne anledningen til å gjøre arrangementet til mer enn en sangkonkurranse. Over 3000 journalister vil komme til Oslo og vi vil få dem til å skrive om mer enn lengden på skjørtekanter og morsomme kostymer. Dette er en unik mulighet til å lage presseturer for journalister og deltakere, samt vise frem landet vårt – denne gang uten vetter og troll.
- #37 Et annet satsingsområde er internasjonale events. Flere har sett dette potensialet, og i Regjeringens reiselivsstrategi, Verdifulle opplevelser peker også på det potensialet som internasjonale arrangmenter har i Norge. I nevnte strategi fikk Innovasjon Norge i oppdrag å lede et prosjekt som skal fremme forslag til hvordan storbyene kan bidra til å styrke norsk reiseliv. Begrunnelsen for prosjektet er at storbyene både representerer viktige innfallsporter til Norge og har mange av de mest populære attraksjonene i landet. Vi har allerede ett tett samarbeid med storbyene og de respektive visit-organisasjonene, spesielt på ferie- og fritidsmarkedet, og etter hvert på MICE-markedet. Når vi er først inne på dette med større arrangmenter så er det to vi ikke kommer bort i fra i 2010. Det første er selvfølgelig European Song Contest som gå av stablen xx. Mai 2010 i Oslo, unnskyld Bærum. Sammen med VisitOslo og mange andre samarbeidspartnere så vil vi bruke denne anledningen til å gjøre arrangementet til mer enn en sangkonkurranse. Over 3000 journalister vil komme til Oslo og vi vil få dem til å skrive om mer enn lengden på skjørtekanter og morsomme kostymer. Dette er en unik mulighet til å lage presseturer for journalister og deltakere, samt vise frem landet vårt – denne gang uten vetter og troll.
- #39 © Statens vegvesen
- #40 The road over Aurlandsfjell is a journey across a barren plateau of desolate landscape of snow and rocks with the occasional sprig of grass. A thousand metres down inside the mountain, motorists are passing through the blue and green light of the three mountain halls of the Lærdal Tunnel, at 24.5 kilometres the worlds longest. Both roads connect the pulsating tourist villages of Aurland and Lærdal in the heart of Sogn. Together, they make up a round trip of contrasts and an experience of the mountain from both inside and outside. Travelling from Lærdal, the view that opens up on the descent towards the dramatic fjord landscape in and around Aurland is astounding, with the award-winning Stegastein viewpoint as the pièce de résistance. Made of laminated timber and steel, this platform sticking 30 metres out into thin air, 600 metres above the fjord gives the landscape a whole new dimension. The old buildings at Lærdalsøyri, Flåmsbanen, Aurlandsdalen and Nærøyfjord, which like Geirangerfjord is on UNESCO?s World Heritage List, are all attractions in the area that are well worth a visit. The salmon centre in Lærdal offers cultural history and a taste of salmon. The future Aurlandsfjellet National Tourist Route runs between Aurlandsvangen and Lærdalsøyra and is 47 kilometres long.
- #41 © Statens vegvesen
- #42 © Statens vegvesen