Visit NorwayJoon Hetland 21, April 2010
Agenda• About Innovation Norway
• About visitnorway
• Norway – the brand
• Norway as a travel destination
• Visitnorway in China
• Visitnorway at EXPO
Photo credits: Johan Berge/Innovation Norway
3
In Shanghai
Innovation Norway• A state owned company• In operation since Jan 1st 2004• More than 750 employees
Photo credits: Johan Wildhagen/Innovation Norway
The Norwegian Tourist BoardThe Norwegian Trade CouncilThe Norwegian Industrial and Regional Development FundGovernment Consultative Office for Investors
Innovation Norway Offices
Brasil Bulgaria Canada Chile Danmark Est land, 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
TrondheimÅlesund
Hermansverk
Bergen
Stavanger
Krist iansand Arendal
TønsbergSarpsborgSkien
Drammen Oslo og Akershus
Molde
Hamar
Vadsø
Lil lehammer
Tynset
Tinn
Førde
District Offices
Local Offices
Alta
Food &agriculture
Travel &tourism
Oil & gas HealthEnergy &Environ-
mentICT Seafood Maritime
Culture &Leisure
Strategic priority sectors
Sector-specific
Network-based
Innovationand
Restructuring
SMEs withinternational
growthambitions
Newbusinesses/
entrepreneurs
Womenin focus
Youngpeople
in focus
General
Food &agriculture
Travel &tourism
Oil & gas HealthEnergy &Environ-
mentICT Seafood Maritime
Culture &Leisure
Strategic priority sectors
Network-based
Innovationand
Restructuring
SMEs withinternational
growthambitions
Newbusinesses/
entrepreneurs
Womenin focus
Youngpeople
in focus
General
Sector-specific
Visit Norway
Visit Norway
First,a few
statistics!
Photo credits: Yngve Ask/Innovation Norway
Norwegian travel and 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
Vision
In other words, an important
industry!
Visit Norway• Improve market 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
COMMON ASSOCIATIONSOF NORWAY
A situation report
• A 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
NORWAY HAS BEAUTIFUL, MAGNIFICIENT AND CLEAN NATURENORWAY IS COLD, EXPENSIVE, DARK AND FAR AWAY
Photo credits: Joon Hetland ©all rights reserved
Clear communication
• We must 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 – DIFFERENTIATEDCLEAR RELEVANT ATTRACTIVE DIFFERENTIATED
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
Product
• Nature-based experiences and 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
Norway – the brand
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
The fjords and mountain landscape
The mountainsand wilderness
The coast andcoastal heritage
Arctic Norway
Photo credits: Terje Rakke/Nordic Life, Anders Gjengedal, Bjørn Jørgensen/Innovation Norway
Prioritised attractions
Fjords and mountain landscape
• 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.
Mountains and wilderness
• Wide 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.
Coast and coastal culture
• 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.
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.
Norway’s advantages• Fresh and 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
Theme: “Powered by Nature”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!
Capture the northern lights
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: Bjørn Jørgensen, Stockshots.no/Innovation Norway
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
Timefor
a break?
Photo credits: Johan Wildhagenk/Innovation Norway
Photo credits: Terje Rakke/Nordic Life/Innovation Norway
Visitnorway in China
PROMOTES TRAVEL AND TOURISM FROM CHINA TO NORWAY
Visitnorway in China
• Does 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
Photo credits: Joon Hetland ©all rights reserved
Visitnorway in China
• In 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
The Chinese market• Our 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
Visitnorway at Expo 2010
• 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
Visitnorway at Expo 2010
• Travel and tourism week: 21st – 25th of June• Northern Lights days: 20th and 21st of September• Participate in the official business delegation 24th - 29th
of May
Tourism week June 21st – 25th
• 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
National Tourist routes• A 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 and varied 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 Norwayturistveg.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
Photo credits: Jarle Wæhler, 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
• Norwegian Public Roads Administration(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
Photo credits: Per Ritzler, 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
”New” channels
www.youtube.com/visitnorwaycom
www.twitter.com/visitnorway www.facebook.com
• visitnorway.cn• blog.sina.com.cn/s/articlelist_1505167247_10_1.html
Now is nota bad time
to ask
Questions?
Photo credits: Nils-Erik Bjørholt/Innovation Norway
Thank youfor your
attention!