Innovation Norway travel and tourism Ingunn Sørnes Projectleader Sustainable Tourism Norway 2015
Innovation Norway s objects clause EWOS and Global Fish in Florø Innovation Norway shall promote business and socio-economic development in the entire country and release the potential of trade and industry in various regions by contributing to innovation, internationalization and marketing. Vest Busscar Sensonor 2
Nine focus sectors Energy & Enviroment Oil & Gas Maritime ICT Health Travel & Tourism Marine & Fisheries Agriculture Culture 3 3
Across services Marketing Financing Expertise Networks Consulting 4
Growth in travel and tourism towards 2020
Trends in depressions: How do tourists adapt? More focus on visits/spending time with family and friends Tendency to choose cheaper lodging, lower level of comfort Expect environmentalism at no extra cost Source: Kairos Future, European Travel Trend Survey, 2009
Surrounding world analysis trends: The new traveller Consumers: Constantly more professional Seek experiences rather than destinations Less predictable and take on different roles in different situations Are always online gathering and sharing information through social media Competition: Increasing in number and found all over the world Photo: Johan Wildhagen, CH, Terje Rakke / Nordic Life / Innovasjon Norge 7
Challenges in Norwegian tourism Short, limited seasons Fragmented sales and marketing work Numerous small units with limited resources Low degree of refining Few professional investors/capital resources
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 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
Significance?
The Government s three main objectives 1. Increased value creation and profitability in travel and tourism 2. Viable rural areas through more year-round employment in travel and tourism 3. Norway a sustainable destination
Strategy areas 1. Innovation 2. Sustainability 3. Quality 4. Expertise 5. Development of areas 6. Marketing and profiling 7. Organization
Sustainable travel and tourism 2015, basic principles (based on understanding of UN-WTO (1) and also covers principles for geotourism and ecotourism) Preservation of nature, culture and environment 1.Cultural diversity 1.The landscape s physical and visual integrity 2.Biological diversity 1.Clean environment and efficient use of resources Strengthening of social values 5. Local quality of life and social creation of value 6. Local control and committment 7. Job quality for employees in travel and tourism 8. Guest satisfaction and security; quality of experience Financial viability 9. Financially viable and competitive travel destinations through local value creation 10. Financially viable and competitive travel and tourism buisinesses The EU uses the UN-WTO s definition of sustainability as a basis for its plan of action for sustainable European travel and tourism, ref. Report Action for More Sustainable European Tourism - February 2007 (1) Making Tourism More Sustainable. A guide for policy makers. UNWTO/UNEP, 2005
Actions for Sustainable tourism 2015 Pilot destinations planning and implementing commercial consepts for sustainable tourism Stakeholder groups define, cooperate and create common goals for a more sustainable tourism Innovation Norway sustainability on market, finance, competence programmes, analysis etc All working on visions, goals, measures and indicators on sustainable tourism Involvement of tourism industry and government, awareness raising, building competence and operationalising through commercial concepts
Further possibilities What can be achieved of tourism activities in conservated areas? Relies on cooperation and involvement between local tourism enterprises and land owners and conservation authorities
Tourism and conservation Tourism must be part of management plans for conservation areas Market surveys based on the possibilities and resources in the areas Coordinate with local/regional and national strategies and plans for tourism Involving industry in management plan development Licence or dispensation for certified enterprices Foto: CH/Innovation Norway
Fill nature with meaningful content tailored to target groups
Target group: From nature buffs to explorers Explore nature Explore one s own limits Or hear the stories of explorers Photo: Nils-Erik Bjørholt, C H/Innovation Norway
Norwegian Ecotourism Ecotourism is enriching nature- and cultural activities, provided by responsible tourism enterprices that care for their guests, the environment and the local society they are part of Norsk Økoturisme
Network and association NorwegianEcotourism TheNorwegianEcotourism Association 14 certified enterprices in Norway Small and medium sized enterprices All sectors, accomodation, activities, guiding The Norwegian Ecotourism Association assist the process for more sertified members and more members in the network.
The criteria document Quality and leadership Managing and operating an ecotourism enterprise Use of nature and culture Profile and market
Welcome to collaboration! Ingunn Sørnes E-mail: ingunn.sornes@innovasjonnorge.no Tel: +47 22 00 28 18 Consumers: www.visitnorway.com Industry: www.innovasjonnorge.no/reiseliv