Tourism

Norway had 246,000 arrivals from the UK in 2007 and 1,780,000 overnight stays; on average 7.3 days spent in Norway. The main focus for the British tourist is round tours to the Fjords, as well as Short Breaks and Winter Vacations. The main part of the British market travelling to Norway arrives by air. Additionally there is strong growth in cruise vacations to Norway. According to a survey, experiencing the Norwegian Fjord scenery was the determinant factor for the British consumers choosing Norway as their travel destination last summer.
 
After a period with strong economic growth, turbulence in the world economy has lead to higher inflation in the UK. The Pound Sterling has weakened over the last couple of years by 20% against the Norwegian Kroner. It is expected that this will have a negative affect on the number of British outbound trips. But it is yet unclear how severly this will affect tourism to Norway, as the Sterling has weakened accordingly against the currencies of most of the countries we compete with. The exception is the USA, where the US Dollar has fallen more than the pound.
 
Our target market is generally of a higher income, higher education market segment and this segment is less affected by the economic downfall than the average consumer. The market segment with higher age, income and education is also a largely growing group, and a big part of this segment considers leisure travel a basic need and not a luxury expenditure. The British are increasingly seeking activity based vacations, and they are attracted by the genuine, the closeness to nature and culture, and experiences out of the ordinary. Norway is in an ideal position to deliver such experiences and we are focusing on communicating this to the market.
 
The goal for 2009 is to contribute to a growth in commercial overnight stays, aiming for 3-5% increase from 2008. At the same time we are aiming to strengthen the familiarity to and knowledge about Norway as a tourism destination to the British market.
 
In the planning of the 2009 season, Innovation Norway aims to contribute to improvement of the communication links to Norway. The termination of the DFDS ferry to the West Coast, as well as unconvenient flight times, are challenges being faced.
 
The activities in the market are mainly focused around consumer campaigns e.g. summer-, winter- and short break campaigns. In 2009 we will place increasing emphasis on active holidays, and mainly salmon fishing and hiking. The industry network is very important in the UK as 60% of outbound vacations are booked through tour operators. We will strengthen the contact with the industry through workshops and exhibitions, and arranging for training and FAM trips for operators and agents.
 
Focus areas for 2009:
 
Continuing a strong focus on our main market “Round trip - Summer”, but with an increased focus on activities.
Short breaks, based on direct flight connections (mainly in low season)
Two theme projects: Salmon fishing and hiking
Strengthen knowledge about Norway as a destination for Alpine winter sport
Present a broader selection of exotic winter experiences
Maintain and further develop the contact with the sales network
Maintain and further develop the contact with the press
 
With kind regards
Catherine Foster                                                                                                      Market Manager