Visit Norway - Guides at Expo 2010

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


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


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


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


• 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



• 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


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


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


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


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

http://www.youtube.com/visitnorwaycom

http://www.twitter.com/visitnorway

http://www.facebook.com/

Now is nota bad time

to ask

Questions?

Photo credits: Nils-Erik Bjørholt/Innovation Norway

Thank youfor your

attention!

Visit Norway - Guides at Expo 2010

Education

Transcript of Visit Norway - Guides at Expo 2010