Norway WorkshopUtrecht 19th September 2017

Photo: Foap

Photo: voss/Foap/Visitnorway.com

Market on the Move

Netherlands & BelgiumTrends

Development

Area of opportunity

Source: Key figures for Norwegian travel and tourism 2016

Lofo

ten

Dutch-speaking Belgium• Growing interest

• Brussel and Antwerpen top 10 on visitnorway.nl

• 2017 +4 tour operators/agencies (that we know of)

• Press, travel trade, now including marketing activities

Not the same amount of data as NL

What do we know

• Guestnights and type accommodation

• Regions

The Dutch traveler 2016

Travel party: 2,629% travel with kids 55% first time in Norway62% traveled on a round trip

15,2 days pr trip 49% booked a packaged trip

to Norway Car/camper is maintransportation, 61%

Flights, 20% 20% increase so far in 2017

Ferry 17%

UK 47% France 45% US 43% Spain 42% Italy 43% Switzerland 42% Germany 34%

Bry

ggen

, B

erge

n

…traveled to

0 100000 200000 300000

Fjord NorwayEastern Norway

South NorwayNorth Norway

Trøndelag

Potential for growth in southand north

0 50000 100000 150000 200000 250000 300000

Camping

Hotel

Cabin

Hostel Netherlands Belgium

…stayed in

2015-2016 NL 20% increase hotels and cabins BE 8% increase hotels

m_dickson/Foap/Visitnorway.com

Osl

o V

inte

rpar

k

…grew in numbers for winter and off-season

• Growth in all months• Good economy – shorter stays and more trips• Increase in products and availability all over Norway

Photo: Knut Aage Dahl/Visitnorway.com

…spent money

• Pr holiday pr travel party 50.280 NOK

• Pr holiday pr person 19.145 NOK

• Daily expenditure pr person 1250 NOK (est. 800 NOK in 2015!)

The markets are on the move• Steady economy

• Shorter stays, more trips pr year

• Younger travel more

• Increased use of flights

• Incresed use of hotels and cabins

• (Increase in guest nights to Norway)

• Increased expenditure in Norway:

– Flights

– Travel without car

– More boutique and higherquality on accommodation

– Organized experiences

• Growth in younger travelers

- and we expect

VisitOSLO/Tord Baklund

Tro

lltu

nga

Reasons to go

• Nature is a leading reason to go

• …but definately not the only reason!

Segmentation survey 20179%

12%

8%

7%

8%

26%

7%

19%

3%

3%

5%

11%

8%

13%

11%

12%

8%

10%

8%

10%

13%

14%

10%

3%

14%

11%

12%

3%

8%

6%

19%

10%

9%

12%

3%

13%

17%

12%

8%

8%

12%

12%

13%

21%

10%

17%

9%

8%

7%

16%

15%

11%

7%

7%

8%

12%

11%

12%

13%

14%

4%

12%

11%

8%

21%

9%

15%

13%

11%

18%

18%

4%

14%

14%

22%

19%

14%

12%

24%

11%

5%

7%

23%

16%

13%

6%

8%

10%

9%

9%

10%

9%

10%

8%

10%

7%

11%

5%

9%

Global

US

UK

Denmark

Sweden

China

Spain

Italy

Netherlands

France

Germany

PLAYFUL LIBERATON SOCIAL IMMERSION

SHARING & CARING ESCAPE

CONTROL BROADENING MY CULTURAL HORIZON

EXPLORING THE WORLD OF NATURAL BEAUTY ROMANTIC LUXURY

ENERGY Share of overnight stays: The segment volume is derived from the number of overnight stays on each occasion. The figures on the slide shows the share of overnight stays on all holidays.

Hed

dal

Stav

e C

hu

rch

, Te

lem

ark

Icons of the past

• Setesdalbanen - vintage railway• Lindesnes Lighthouse• Wooden boat & tall ship culture• Old town Kristiansand

Architecture and design History, heritage, landmarks

Art & City

Maa

emo

, Osl

o

Flavours inspired by mother earth

• Maaemo - 3 Michelin Star Restaurant• Craft brewery movement• Traditional and contemporary cuisineLocal experiences & food

Gu

db

ran

dsd

alen

• Nature is the frame – culture, history, local food, art, design and the everyday life is the substance!

- Experiences in Nature

Photo: Bård Gundersen/Peer Gynt as

Segment survey 2017The Dutch have the same emotional and functional association to

Norway as in 2011.

BUT Norway’s personality has evolved. Norway is seen as more relaxed,

daring, authentic and friendly than in 2011.

Top 5 emotional benefits

1. Allows me to discover new and interesting places

2. Gives me rich experiences

3. Helps me to escape from my hectic daily life

4. Allows me to broaden my horizon

5. Enriches my view on the world

Top 5 destination characteristics

1. Has beautiful nature

2. Has unspoiled nature

3. Has quiet environments

4. Is not too warm

5. Allows me to be physical active

Top 5 personality items

1. Active

2. Adventurous

3. Peaceful

4. Relaxed

5. Daring, Authentic and Friendly

…How do we keep up?

Market on the Move…