Innovation Norway aims to support the travel and tourism industry in Norway through several strategy areas and programs. The key objectives are increasing value creation and profitability in the industry, and providing year-round employment in rural areas. Nine sectors are focused on, including oil/gas, maritime, and travel/tourism. Programs support consumers, trade, and the press, and provide business support, financing, marketing, and networks. Various initiatives are underway or proposed, such as a national booking system, sustainable tourism goals, and strengthening Scandinavian collaboration.

1. Innovation Norway’s travel and tourism effort Audun Pettersen Nordic Innovation Centre 10.05.2010

2. The Government’s three main objectives Increased value creation and profitability in travel and tourism Viable rural areas through more year-round employment in travel and tourism Norway – a sustainable destination

3. Nine focus sectors Oil & Gas Maritime ICT Health Travel & Tourism Marine & Fisheries Agriculture Culture Energy & Enviroment 3 3

4. Strategy areas Innovation Sustainability Quality Expertise Development of areas Marketing and profiling Organization

5. One place to come – where trade and industry is

8. Trade

9. Press

11. Competence

12. Network

14. Across services Financing Marketing Networks Expertise Consulting 9

16. Sustainable Norway 2015

17. Kurtax

18. EventsFoto: CH/Innovation Norway

20. The future of DMO

21. Best practice food & tourism

22. Special Interest

23. Arrival/Guest survey -> Consumer Expenditure (ROI)

24. Nordic Tourism Statistics (DK/NO/SE/FIN)

25. Best practice national tourist routes