innovation norway and tourism
DESCRIPTION
Presentation for ANTOR 21.10.2010TRANSCRIPT
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Innovation Norway and Tourism
Audun Pettersen
21.10.2010
1Foto: Nils-Erik Bjørholt/Innovasjon Norge
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Agenda
1. Tourism in Norway
2. Who is Innovation Norway
3. Our Strategic Direction
4. The Norway Brand
5. Funding
6. Q&A
Foto: CH
/Innovation Norw
ay
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Key figures travel and tourism industry
• Travel and tourism is responsible for 3.3 percent of
gross domestic product (GDP), and 6 percent of the total
landbased GDP• In total tourists spent NOK 108 billion in Norway in
2008. • 50 percent Norwegians• 30 percent foreign guests• 20 percent Norwegian businesses (business trips)
• In 2007 there were 14,090 travel and tourism
businesses in Norway. These had a turnover of NOK 85
billion.• 159,400 employees in travel and tourism (132,000
man-years), 6.6 percent of employment in mainland
Norway
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Our Objective
”Innovation Norway’s objective is to
promote private- and socio-
economic profitable business
development throughout the
country and to release the
commercial opportunities of the
districts and regions by
encouraging innovation,
internationalisation and profile-
building.”
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An international organisation
OFFICES IN EVERY COUNTY OFFICES IN MORE THAN 30 COUNTRIES
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We prioritise nine sectors
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Energy and
environ-ment
ICTHealth AgricultureCulture and
experience
Culture and
experience
TourismOil and gas
MaritimeMarine
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Strategic Direction
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National Strategy for the Tourism IndustryVision:
Valuable experiences
Main objectives:
• Greater wealth creation and
productivity in the tourism
industry
• Sustainable rural
communities through year-
round jobs in tourism
• Norway – a sustainable
destination
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“In 2015 Norway has a sustainable travel and tourism industry that attracts explorers with an interest in nature that
seek accessible and powerful experiences in magnificent scenery”
Our vision
Foto: CH
/Innovation Norw
ay
Increasedprofitability
Increased quality of
experiences
Our target
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A few figures
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Development in the number of tourist arrivals* in Norway and Norway’s market share of international tourist arrivals
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Holiday and leisure guest nights in 2009- Europeans, Norwegians and holidaymakers from other countries
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Foreign holiday and leisure guest nights in 2009 by nationality
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Cruise in Norway nationalities
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Status so far
•Upswing so far this year
•Upturn in all markets except
NO, DK and NL
•New dynamic statistics web
page at www.innovasjonnorge.no/reiseliv
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Collaboration
&Market
Priorities
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Main focus - maintain our position
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Attract traffic from major markets
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We are inviting to collaboration
• Market Strategy Council
• Market groups• Project Groups
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Brand Norway
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Four experience areas used in marketing
Fjord andmountain landscapes
Mountains and wilderness
The coast and coastal culture
Arctic Norway
Foto: Terje Rakke/Nordic Life, Anders Gjengedal, Bjørn Jørgensen/Innovation Norway
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Fjords, mountains and wilderness are crucial
factors in attracting tourists to Norway in summer
25 %
17 %
24 %
32 %
40 %
57 %
24 %
6 %
26 %
Tyskland
Danmark
Sverige
Storbritannia
Nederland
Frankrike
USA
Norge
Russland
C.H./Innovation Norway
11 %
31 %
14 %
22 %
29 %
23 %
18 %
15 %
13 %
Tyskland
Danmark
Sverige
Storbritannia
Nederland
Frankrike
USA
Norge
Russland
Terje Rakke/Nordic Life/Innovasjon Norge
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Fill Norwegian nature with meaningful content – adapted to the target groups
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The target group: From nature enthusiasts to 'explorers'
• Explore Norwegian nature
• Explore your own limits
• Or listen to stories about the explorers
Photo: Nils-Erik Bjørholt, C H/Innovation Norway
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Challenges
1.Short, delimited seasons
2.Fragmented sales and marketing work
3.Numerous small units with limited resources
4.Low degree of refining
5.Few professional investors/capital resources
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Marketing/sales: From traditional to innovative
1 Bolder communication
2 Focus on experiences and
dreams
3 Coordinate marketing and
sales
4 From market to segment
5 Web 2.0 and social media
Illustration: Istockphoto.com
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Product development and innovation: From supplier perspective to customer perspective1. Stimulate customer-driven
innovation in experiences and thematic products
2. Support processes for destination development
3. Amass expertise in experience development
4. Work with quality assurance of travel products
5. Work for a more distinct differentiation in Norwegian travel and tourism
6. Stimulate sustainability
Photo: CH/Nils-Erik Bjørnholt/Johan Wildhagen/Terje Rakke/Nordic Life/Innovation Norway
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How do we work?
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Our services
Promotional services
Competenceservices Advisory
services
Networking services
Financing services
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Visitnorway.com as call to action- The Label
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Visitnorway.com as call to action – The Design Element
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Press & PR-resultsInternational mediaMedia coverage 2009:
• 22.414 press contacts
• 999 journalists on presstrips
• 6.474 articles
• 282 TV-programmes/reports
• 120 radio-prog/reports
• Value NOK 366 mill. (ex TV&Radio)
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2009 2010 Change
Unique users 4 593 1765 205 314 13.33%
Visits5 261 630 6 465 482
22.8%
Page views 20 507 249 28 101 139 37.03%
Time per visit 08:31 08:12 -3.72%
Pages per visit 3.91 4.35 11.54%
International visits 76.77% 80.89% 5.37%
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• "The Video on the site is phenomenal. We actually were planning to
go to Sweden, and I went to Visitsweden.com, and their site didn't
really get me that excited. Sorry Sweden..Norway has a better
website.
• "I visited Norway in July 2010, and used this website to plan part of
my trip, so I can say it definitely achieves its goal! ” "Much better
then www.visitsweden.com :-)”
• Visiting Sweden next week. This site convinced me to spend a
few days in Norway. Would consider another trip to Norway.
• It's an amazing website, I have to say... the most comprehensive
guide for visiting any country I have ever seen. even better than
the lonely planet guide!
• I think the website is vibrant in design and incredibly useful for
content. I've used it to plan my trip to Norway, and think it is among
the best tourist websites I have ever visited.
• To be honest, I probably wouldn't be visiting Norway if not for this
website. You guys seduced me
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New App!
How many of you have a travel application on your iPhone or Android phone?
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Social Media
• National Projects• Northern Lights Projects• Norway Recommended• Norway Your Way Winter
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What is it?
• Competition to express Norway in Music,
• Film and pictures
• Objectives;
• Develop content for innovation Norway to be
• used on Facebook and other social media
• including VisitNorway.
• Also to be used in traditiona media, ads,
• brochures, inserts etc
Norway. Your Way
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BookNorway
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15 countries with many opportunties
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Funding
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Annual budget (2010)Marketing:•Public funding MNOK 250•Trade: MNOK 120
Innovation:•Loans and grants MNOK 400 (stip.)
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The funding model 2010
Destinations/ experience
Bookable Products/joint advertising
Products=The individual players' bookable products. IN can pay for brand
elements
Funding fromthe business
sector
0
25-50%
50-75%
75-100%
Profile=The Norway
brand
Government funding
100%
50-75%
25-50%
0-25%
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Audun Pettersen
E-post: [email protected]
Tlf: +47 907 75 521
Forbruker: www.visitnorway.com
Bransje: www.innovasjonnorge.no/reiseliv
youtube.com/visitnorwaycom
w twitter.com/visitnorway
Takk for oppmerksomheten!