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Evaluation of visitor management and the tourism potential of
National Parks in Oppland
Bill Taylor
Who is this guy?????
Central Scotland
Recreation and Countryside management
Cornwall, SW England
Yorkshire
Nature Conservation
NW Scotland
Beinn Eighe National Nature Reserve
Heritage Interpretation
Wildlife Tourism in Australia
Nature Based Tourism
Heritage and Communities
On my Own!
Interpretive and Communication
Strategy for Scottish Operations
Interpretive Strategy for 7 Stanes Mountain
Biking Network
Nevis Visitor Interpretation
Strategy
Nature Based Tourism
Strategy for the Outer Hebrides
Nature, Heritage and ActivitiesDestinations Towns and Cities
Events and festivalsBusiness Tourism
Adventure and Nature Based Tourism
‘ 34% of all tourism spend in Scotland ’(Scottish Tourism Alliance 2012)
Fastest growing sector in travel industry worldwide
Me
Bill
Some Context
Inspire
Look/ Book
Book
Travel/ Book
Visit
Keep in Touch
Think of the visitor
journey….
Experiences are all about engaging visitors andconnecting with them in a personal and memorable way….….through your place, your heritage and your community
Create Tourism Experiences?
Selling to the Experience Seeker
• Experience the differences rather than the similarities
• Authentic, unique and personal experiences they can talk about
• Chance to participate in the culture and lifestyle.
• Value for money and balance benefits with costs.
• Opportunity to learn something new.
attractive, unique and relevant
Before their visit - visitors will have
• easy access to interesting, spectacular and helpful content
• and services making it easy for them to choose Norway.
Brand Norway
….. the foundation of competing internationally.
• basis of everything the brand does• a guide for everybody developing or selling
based on its spectacular nature and natural treasures ………. but nature on its own is not enough.
• remote and isolated inhabited, approachable and accessible
move from -
• nature alone nature & culture
• passive observation active participation
Vision:
By 2018, Norway will have a sustainable travel and tourism industry that succeeds in attracting nature-loving explorers who
seek accessible and strong experiences in spectacular nature
Brand values: Fresh – Real – Adventurous – Open-minded
This is encapsulated in NORWAY POWERED BY NATURE
Unique Selling Points:
- Spectacular fjords, coast and natural phenomena- Fresh seafood and coastal specialities- Nature-based activities- Thriving coastal culture
quality and uniqueness ……… says something about me discerning person who demands more from my holiday.everything is so accessible…...explore extraordinary nature, experience a thriving culture …..enjoy exciting local food……………………………………….. makes my holiday complete.
makes me feel part of nature. ………………………… a priceless adventure.
Target Group:
Explorers - travelling to explore new territories; nature, culture, local life, food and traditions... to gain new energy
and broaden their horizons
•Grand parents and grand children•Childfree and singles •baby boomers
Demographic changes and an ageing population
Controlling 80% of luxury travelControlling 50% of all discretionary income
“Growing old Disgracefully”
Hotel Guest Nights 2013 (000s)
Norwegians 14,700Foreign 5,100Sweden 701Germany 566UK 508
Scandinavia is identified by Germany as a region with greatest growth potential
Norwegian share of the German market is 1%
Most valuable global outbound market
UK Target MarketsAffluent Southern Explorers
Younger Domestic Explorers
Mature Devotees
Affluent Active Devotees
2.3m Households
1.4m Households
N Kroner against GBP N Kroner against Euro
Cost of Living and Exchange Rates
‘Tourism is Oppland’s most important export industry and one of the
country’s most important tourist counties. It is full of
great experiences and activities, based on
tradition and breathtaking scenery.’
Any Questions or comments?
