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Key figures for Norwegian travel and tourism 2013
A natural starting point for future growth
The 2013 travel and tourism year ended with an overall decrease in the number of hotel guest nights of minus one per cent compared with 2012. There was a decrease of one per cent in the Norwegian market, while there was zero growth in foreign guest nights.
The Norwegian travel and tourism industry has had some difficult years recently, with the strong Norwegian krone continuing and an economic
downturn in some of our most important markets. This has made the work of winning market shares demanding, which will continue to be the case in 2014. We nonetheless believe that the conditions are somewhat better this year, especially since the Norwegian krone is weaker.
Despite the fact that the global economy is still in low gear, the growth in international tourist ar-rivals continues. Figures from UNWTO show that the number of arrivals increased by 5% in 2013. The challenge for the Norwegian travel and tourism industry is to take part in the international growth in tourism and the value creation this triggers.
The 2013 Tourist Survey shows that spending by tourists in Norway in the 2013 summer season amounted to approximately NOK 25 billion. The goal in 2014 must be to become better at creat-ing broad experience packages that offer more than just nature-based experiences.
The Tourist Survey shows that how much tourists spend varies greatly with what type of activities they participate in. In the international context, Norway is a small brand, and it is important that we manage to stand out. Purely nature-based experiences are still important, but we need tour-ism enterprises to work together on offering complete packages that stimulate increased spend-ing, also in the nature segment.
We also wish to stimulate growth in other segments, such as the international meetings and in-centives market, which is an important area in the travel industry characterised by high spending and great opportunities for seasonal expansion.
The rapid increase in cruise tourism has changed day-to-day work in the Norwegian travel and tourism industry. This means that we must think new and create new land-based products for the cruise industry that generate more value creation for the Norwegian travel and tourism industry.
Norwegians' holiday habits can also become decisive for the travel and tourism year. Figures from Statistics Norway (SSB) show that as many as 60% of Norwegians' holidays take place in Norway, and yet Norwegians only leave 27% of their holiday spending in Norway. The challenge is therefore to get Norwegians to spend more money on their holiday in Norway.
Wishing you a fruitful travel and tourism year and looking forward to cooperating with you.
Photo: Tomm
y Andresen
Per-Arne Tuftin, Travel and Tourism Director, Innovation Norway
www.innovasjonnorge.no/reiseliv 3
More information?Visit www.innovasjonnorge.no/reiseliv for statistics, market data and information about our services to the travel and tourism industry. You can also subscribe to our e-newsletter Reiselivsnytt ('Tourism News').
1. Key figures ............................................................................................................................................................. p. 4
2. International tourism and Norway's competitiveness ..................................................... p. 5
3. Norwegian and foreign hotel guest nights ................................................................................. p. 18
4. Nordic hotel tourism ..................................................................................................................................... p. 23
5. Tourists in Norway ........................................................................................................................................... p. 24
6. Norwegians on holiday ................................................................................................................................ p. 36
7. Cruises ...................................................................................................................................................................... p. 40
8. Congresses ............................................................................................................................................................. p. 42
9. Culture ....................................................................................................................................................................... p. 44
10. Green Travel .......................................................................................................................................................... p. 45
11. Sustainable destinations ........................................................................................................................... p. 45
12. Visitnorway.com .............................................................................................................................................. p. 46
13. Innovation Norway’s work within tourism ................................................................................ p. 47
14. Definitions ............................................................................................................................................................. p. 48
15. Innovation Norway in brief ...................................................................................................................... p. 50
Table of contents
Photo: CH
- Visitnorw
ay.com
www.innovasjonnorge.no/reiseliv4
1. Key figures
GUEST NIGHTS 2008 2009 2010 2011 2012 2013Change 2012/2013
Norwegian commercial guest nights 20,323,208 20,406,572 20,537,824 21,175,133 21,866,976 21,961,486 n/a (1)
Foreign commercial guest nights 8,099,790 7,481,999 7,861,674 7,823,739 7,896,772 7,634,581 n/a (1)
Norwegian hotel guest nights 13,327,851 13,227,464 13,595,031 14,370,218 14,814,763 14,704,823 -1%
Foreign hotel guest nights 4,893,806 4,426,610 4,798,056 4,917,763 5,071,718 5,068,421 0%
Proportion of foreign guest nights at hotels 60% 59% 61% 63% 64% 66% n/a (1)
Proportion of foreign guest nights at campsites
28% 29% 27% 26% 25% 17% n/a (1)
Proportion of foreign guest nights in cabins 9% 10% 9% 9% 8% 14% n/a (1)
Proportion of foreign guest nightsat youth/family hostels
2% 2% 2% 2% 2% 2% n/a (1)
Norway's share of foreign hotel guest nights in the Nordic region(2) 25% 23% 24% 23% 23% 22% -4%
NORWEGIAN HOLIDAY AND LEISURE TRAVEL
Holiday and leisure travel 16,800,000 16,820,000 17,540,000 17,320,000 17,000,000 19,190,000 13%
Holiday and leisure travel in Norway 10,900,000 11,310,000 11,510,000 10,610,000 9,590,000 11,590,000 21%
Holiday and leisure travel abroad 5,900,000 5,510,000 6,030,000 6,710,000 7,410,000 7,600,000 3%
Holiday and leisure guest nights 87,740,000 84,530,000 90,660,000 91,510,000 93,180,000 99,660,000 7%
Holiday and leisure guest nights in Norway 42,610,000 42,860,000 43,540,000 39,460,000 35,390,000 43,970,000 24%
Holiday and leisure guest nights abroad 45,130,000 41,660,000 47,120,000 52,050,000 57,790,000 55,700,000 -4%
TOURIST SPENDING (figures in NOK mill.)(3)
Total tourist spending in Norway (current prices)
108,388 105,566 n/a n/a n/a n/a n/a
Spending by foreign tourists in Norway (current prices)
32,079 30,514 n/a n/a n/a n/a n/a
Spending by Norwegian tourists in Norway (current prices)
53,761 53,289 n/a n/a n/a n/a n/a
1) Due to changes in SSB's basis for the monthly guest nights statistics, only the hotel statistics is comparable with previous years. 2) The figures do not include Iceland 3) The total tourist spending in Norway includes spending by Norwegian and foreign tourists in Norway and Norwegian businesses’ travel expendi-ture in Norway. The figures are based on current prices. The figures are rounded off, so that the total does not always correspond to the sum of the sub-totals.
Source: SSB, Statistics Denmark, Statistics Finland and Statistics Sweden. Travel Survey, 4th quarter 2013, SSB Satellite accounts for the tourism and travel industry, SSB
www.innovasjonnorge.no/reiseliv 5
New record for global tourism in 2013
The number of international tourist arrivals increased by 5% in 2013. The good growth is surprising given that the global economy was still in low gear, and it was higher than what the experts managed to predict in advance. The first prognoses published by UNWTO for 2013 predicted an averagegrowth of 3–4%. The prognoses were adjusted up to 4–4.5% in the course of the year. UNWTO bases its prognoses on a four-monthly survey among private and public enterprises and organisations in 150 countries. The good growth shows that the international tourist industry is robust, and that you cannot look at economic prospects alone in order to say anything about the development.
52 million more tripsThe increase of 5% corresponds to 52 million more trips across national borders compared with 2012. The number of arrivals thereby set a new record of 1.087 billion. The whole world benefited from the increased travel activity, except the Middle East. Asia, the Pacific region and Africa had 6% more arrivals, while the number increased by 5% and 4%, respectively, in Europe and the Americas.
2. International tourism and Norway's competitiveness
Photo: CH
- Visitnorw
ay.com
www.innovasjonnorge.no/reiseliv6
-8%-8%
-6%
-4%-4% -4%
-1%
-5% -5%
-6%
-1,5%-2%-2%
2% 2%
0%0%
2%
3%
1%
4%4% 4%
5%
4%
5%6% 6% 6%
7% 7% 7%
9% 9%
8% 8%
10%
12%
10%
4-4,5%
8%
5%
International tourist arrivals
Percentage change
Foreign tourist arrivals at Norwegian hotels
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Forecast for
2014
200111 September. Al Qaida’s terrorist attacks in the USA. 2,982 people died. Followed by financial downturn.
201122 July. The terrorist attacks in Norway. 77 people died.
2003The USA invades Iraq. The SARS epidemic hits Asia; 506 people diedin May. The epidemic in strong decline by July.
200411 March. Train bombs in Madrid. 191 people died.
2005July. Suicide attacks on the Londonunderground; 52 people died.
From the middle of 2008 Global financial crisis.
April 2009Swine flu (the H1N1 virus)
April 2010Volcanic eruption on Iceland.
Tourist arrivals with at least one overnight stay, worldwide and at Norwegian hotels.
Source: World Tourism Organization (UNWTO) and Statistics Norway (SSB).
International tourist arrivals and arrivals at Norwegian hotels
www.innovasjonnorge.no/reiseliv 7
Norway's market share
The number of international tourist arrivals increased by 5% in 2013, as did arrivals to European countries. These figures are averages, and there are regional differences. In Europe, Central and Eastern Europe (+7%) and Southern Europe (+6%) can look back on a very good year. Western Europe and Northern Europe had the weakest growth, with an increase in arrivals of 4% compared with 2012.
There are different ways of reporting the number of tourist arrivals. Some countries count the number of arrivals at their borders, while others count the number of foreign tourist arrivals at commercial accommodation enterprises. In Norway, we use arrivals at hotels as the unit of measurement, and the figures for 2013 show an increase of 8%. This means that Norway won shares in the number of arrivals in 2013, despite the fact that the number of foreign guest nights remained unchanged.
What does that mean?The figures show that more people arrived at hotels in 2013 compared with 2012, but that those who came stayed for a shorter time. One reason may be that work-related travel increased, while the number of holiday and leisure guest nights decreased by 2%. A work-related stay at a hotel is often of a shorter duration than hotel stays in connection with holiday and leisure travel.
2005
4,63% 4,99% 4,83%4,33% 4,34%
4,61%
0,59% 0,59% 0,56% 0,54% 0,56%0,53%
2007 2008 2009 2010 2011 2012 2013
Foreign tourist arrivals at Norwegian hotels
Norway’s share in Northern Europe Norway’s share of the mature economies
2,500,000
2,400,000
2,300,000
2,200,000
2,100,000
2,600,000
2,800,000
2,700,000
2,900,000
3,000,000
Foreign tourist arrivals at Norwegian hotels
Proportion
0%
2%
4%
6%
8%
10%
0,53%
4,46% 4,65%
0,55%
Tourist arrivals with at least one overnight stay.
Source: World Tourism Organization (UNWTO) and Statistics Norway (SSB).
www.innovasjonnorge.no/reiseliv8
Breakdown of international tourist arrivals
In 1995, Europe and the Americas together accounted for 79% of international tourist arrivals. In 2013, this proportion had been reduced to 68%. It is particularly destinations in Asia and the Pacific region that have won a larger share of international tourism. If we are to believe the World Tourism Organization's (UNWTO) predictions, other corners of the world will be more tempting than Europe in the time ahead. Forecasts show that Europe will lose market shares in the period up until 2020.
0% 10% 20% 30% 40% 50% 60%
46%52%
60%
25%23%
14%
18%
16%19%
Europe
Asia-Pacific
The Americas
Africa
The Middle East
1995
5%4%
4%5%
2%
5%
2013 2020
Tourist arrivals with at least one overnight stay.
Source: World Tourism Organization (UNWTO)
www.innovasjonnorge.no/reiseliv 9
Photo: CH
- visitnorway.com
/Louise Bourgeois: The couple, 2003
www.innovasjonnorge.no/reiseliv10
Change in the number of tourist arrivals worldwide
Europe
Asia-Pacific
Africa
The Americas
3%
6%4% 5%
4%
6%5%
3%
3%
3%
3-4%
3-4%
19%
15%
1%
13%
-6%
0%
0-5%
The Middle East
-5%
-6%
0%
- 5%- 5%
14%
- 2%
7%6%
7%
3%
9%
7%
-1%
6%
4-6%
5-6%
7%
2%
-4%
5% 5%4-4,5%
4%
2010
20132011 2012
2008 2009
Forecast for 2014
The world
7%
2%
-4%
5% 5%4-4,5%
4%
2010
20132011 2012
2008 2009
Forecast for 2014
The world
Tourist arrivals with at least one overnight stay. Source: World Tourism Organization (UNWTO)
www.innovasjonnorge.no/reiseliv 11
-2%
-8%
-8%
-2%
-6%
-8%
8%
9%4%
Northern Europe
7%
3% 3%
Central and EasternEurope
Norway
2% 3%
9% 9%
8%
2%
3%4%5%
4%
-4%
-1% WesternEurope
-5%
6%
8%
1%2%
Southern Europe
2%
Change in the number of tourist arrivals in Europe and Norway
5%6%
3%
0%
-6 %
Europe
2012 2013
2008 2009 2010
2011
3%
5 %6 %
3 % 3 %
0 %
-6 %
Europa
2012 2013
2008 2009 2010
2011
Tourist arrivals with at least one overnight stay.
Source: World Tourism Organization (UNWTO) and Statistics Norway (SSB).
www.innovasjonnorge.no/reiseliv12
Norway's competitiveness
The diagram below shows the development in the number of foreign guest nights at hotels and the trade-weighted exchange rate index in relation to Norway's 28 most important trading partners. Figures from SSB shows that the number of foreign guest nights at hotels in July 2013 decreased by 21% compared with July 1998. By comparison, the trade-weighted exchange rate index was 8% lower. This means that foreign tourists got less for their money in July 2013 than in July 1998.
The exchange rate for the Norwegian krone and the decline in the number of hotel guest nights follow each other, but the decline in the number of guest nights is stronger than the weakened competitiveness would indicate. There is a lot to indicate that the market is highly price-sensitive, so that a slight strengthening of the exchange rate results in a stronger decline in guest nights. The increase in the price level in Norway, as illustrated on the next page, does not benefit the competitive situation for the Norwegian travel and tourism industry either.
75
80
85
90
95
100
105
110
800,000
850,000
900,000
950,000
1,000,000
1,050,000
1,100,000
1,150,000
Foreign hotelguest nights
Trade-weighted exchange rate index
1998M07
1999M07
2000M07
2001M07
2002M07
2003M07
2004M07
2005M07
2006M07
2007M07
2008M07
2009M07
2010M07
2011M07
2012M07
2013M07
Hotel guest nights Trade-weighted exchange rate index
Foreign guest nights and trade-weighted exchange rate index in July* from 1998 to 2013
*Guest nights for July are used to isolate holiday stays from unaffectable work-related stays
Source: SSB, Norges Bank
www.innovasjonnorge.no/reiseliv 13
The rising cost level in Norway causes difficulties for the travel and tourism industry
If we compare the price level in Norway with the price level in the eurozone countries in the period 2007–2012*, the diagram shows that there has been an almost galloping development in the price level in Norway in five categories that are important to the travel and tourism industry. The Norwegian krone has strengthened in relation to the euro by about 7%, which explains some of the increase in the price level in Norway. In 2007, the average price level for these categories was 71% higher in Norway than in EU28, and five years later, the price level was 108% higher. This is a deterioration of 52% and a significantly stronger increase in the price level than the change in the exchange rate would indicate.
The average price level for the eurozone countries is at 100, and the lines show change in the price level in Norway compared with EU28 for the categories 'Restaurants and hotels', 'Food and non-alcoholic beverages', 'Transport', 'Recreation and culture' and 'Alcoholic beverages'.
*The SSB's most recent figures are from 2012
100
120
140
160
180
200
220
240
260
280
300
2007 2008 2009 2010 2011 2012
Food and non-alcoholic beverages Alcoholic beverages Transport
Restaurants and hotels
Recreation and culture
Price level index
Inde
x 10
0 =
the
aver
age
for E
U28
The graph shows the price level for five categories in Norway compared with the corresponding average price level in the EU member states
Source: SSB, Norges Bank
www.innovasjonnorge.no/reiseliv14
The price level in Norway compared with Sweden and Denmark
The price level has changed more in the Scandinavian countries than the average in EU28, but in the categories 'Restaurants and hotels', 'Food and non-alcoholic beverages', 'Recreation and culture' and 'Alcoholic beverages', Norway scores the lowest. The biggest change is the price level of alcoholic beverages, where the price level in Norway has increased by 29% compared with the eurozone countries since 2007. For 'Food and non-alcoholic beverages', the change is 19%, for 'Restaurants and hotels' 20%, and in the category 'Recreation and culture', the price level in Norway is 16% higher than in EU28.
Price level index
100
110
120
130
140
150
160
170
180
190
200
2007 2008 2009 2010 2011 2012
Restaurants and hotels Norway Restaurants and hotels SwedenRestaurants and hotels Denmark
Inde
x 10
0 =
the
aver
age
for E
U28
Price level 2007–2012 for restaurants and hotels
Source: SSB, Norges Bank
www.innovasjonnorge.no/reiseliv 15
100
110
120
130
140
150
160
170
180
190
200
2007 2008 2009 2010 2011 2012
Food and non-alcoholic beverages Norway
Food and non-alcoholic beverages Sweden
Food and non-alcoholic beverages Denmark
Price level index
Inde
x 10
0 =
the
aver
age
for E
U28
Price level 2007–2012 for food and non-alcoholic beverages
Source: SSB, Norges Bank
www.innovasjonnorge.no/reiseliv16
100
110
120
130
140
150
160
170
2007 2008 2009 2010 2011 2012
Recreation and culture Norway Recreation and culture Sweden Recreation and culture Denmark
Price level index
Inde
x 10
0 =
the
aver
age
for E
U28
Price level 2007–2012 for recreation and culture
Source: SSB, Norges Bank
www.innovasjonnorge.no/reiseliv 17
100
120
140
160
180
200
220
240
260
280
300
2007 2008 2009 2010 2011 2012
Alcoholic beverages Norway Alcoholic beverages Sweden Alcoholic beverages Denmark
Price level index
Inde
x 10
0 =
the
aver
age
for E
U28
Price level 2007–2012 for alcoholic beverages
Source: SSB, Norges Bank
www.innovasjonnorge.no/reiseliv18
There were 19.77 million guest nights at hotels in 2013. That is a decrease of 1% from 2012. The number of foreign hotel guest nights remained unchanged, while the domestic market declined. Since Norwegian tourists accounted for 74% per cent of all the guest nights, the decline of 1% has an impact on the total. If we look at the purpose of the overnight stay, there was a decline of 2% in holiday and leisure-related guest nights. Work-related guest nights increased by 1%, while course and conference-related stays remained unchanged.
3. Norwegian and foreign hotel guest nights
Source: SSB
Markets where Innovation Norway has a travel and tourism strategy
Hotel guest nights 2011 2012 2013 Change 2012–2013
Total 19,287,981 19,886,481 19,773,244 -1%
Norwegian 14,370,218 14,814,763 14,704,823 -1%
Foreign 4,917,763 5,071,718 5,068,421 0%
Rest of Europe 650,225 707,539 834,205 18%
Sweden 613,420 711,150 701,366 -1%
Germany 702,275 654,576 565,608 -14%
The UK 457,280 511,868 508,070 -1%
Denmark 492,880 517,697 452,414 -13%
The USA 300,000 288,075 282,707 -2%
Rest of Asia 182,522 199,270 234,240 18%
The Netherlands 279,511 255,095 219,130 -14%
France 212,948 208,157 203,626 -2%
Russia 144,372 152,766 161,814 6%
China 86,720 86,374 141,902 64%
Spain 207,025 159,181 140,955 -11%
Poland 123,113 125,677 125,787 0%
Italy 153,525 124,679 125,551 1%
Japan 98,062 116,717 99,774 -15%
South Korea 41,731 58,582 50,369 -14%
Brazil 28,757 36,966 36,181 -2%
www.innovasjonnorge.no/reiseliv 19
Breakdown of foreign hotel guest nights 2013
Rest of Europe 16%
Germany 11%
China 3%
South Korea 1%
Japan 2%
Rest of Asia 5%
Russia 3%
Italy 2%
Poland 2%
Spain 3%The USA 6%
France 4%
The UK 10%
The Netherlands 4%
Denmark 9%Sweden 14%
Source: SSB
www.innovasjonnorge.no/reiseliv20
Source: SSB
40%-14%
-14%
-14%
-11%
19%-15%
-1%
-1%
12%
16%
0%
0%
9%
9%
18%
18%
6%6%
-13%5%
3%
64%
2%
-2%-2%
-1%
-2%-4%
-9%
-7%
-23%
South Korea
Japan
The UK
Sweden
Poland
Rest of Asia
Rest of Europe
Russia
Denmark
China
Norway
France
Germany
The Netherlands
Italy
Spain
The USA
Brazil -2%29%
1%-19%
-30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70%
Change 2012 Change 2013
Changes in hotel guest nights
Despite zero growth from abroad in 2013, there are some changes in the breakdown of the foreign guest nights. As the diagram below shows, there was a relatively big decline from some key markets in which Innovation Norway markets Norway as a holiday country.
www.innovasjonnorge.no/reiseliv 21
Source: SSB
Seasonal distribution
Figures from SSSB show that the number of hotel guest nights from abroad declined in both the summer and winter season. In the summer season, there was also a decline in the number of Norwegian guest nights at hotels.
In the winter season, there were 5,693,045 guest nights at the hotels. That is an increase of 66,140 (+1%) than in the winter season of 2012. The increase is the result of 2% more Norwegian guest nights. The number of foreign guest nights declined by 2%. In the summer season, there were 8,319,045 guest nights at the hotels. The decline of 2% corresponds to 130,720 fewer guest nights. The number of foreign guest nights decreased by 1%, and Norwegian by 2%.
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
-1%
-8%
-11%
18%
-3%
1%
0%
0% 0%
0%
0%
0%
0%
6%
12%
2%
-1%
-4%
15%
1%
-5%
-2%
-5%
-4%
-15%
-10%
-5%
0%
5%
10%
15%
20%
Foreign guest nights
Hotel guest nights Change 2012–2013
Norwegian guest nights
Percentage change,foreign guest nights
Percentage change, Norwegian guest nights
Jan. Feb. March April May June July Aug. Sep. Oct. Nov. Dec.
www.innovasjonnorge.no/reiseliv22
Hotel guest nights broken down by region, and change from 2012
Only Eastern Norway and Fjord Norway had more foreign hotel guest nights in 2013 compared with 2012.
Source: SSB
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
25%
-15%
20%
30%
Norwegian guest nights
Foreign guest nights
Total (Norwegian and foreign) guest nights Percentage change, total (Norwegian and foreign)
Percentage change, Norwegian guest nights
Percentage change, foreign guest nights
0%
-2%
3%
1%
-1%
-8%
1%
-7%
-21%
-4%-1%
-4%
0%
Hotel guest nights Change 2012–2013
Eastern Norway Fjord Norway Northern Norway Southern NorwayTrøndelag
www.innovasjonnorge.no/reiseliv 23
In 2013, Nordic hotels had 22.8 million foreign guest nights. That is an increase of 2% from 2012. The only Nordic countries that recorded an increase in 2013 were Denmark and Sweden, with an increase of 5% and 4%, respectively. The number of foreign guest nights at Norwegian hotels remained unchanged from 2012, while Finland had a decrease of 1%. Sweden and Denmark were the biggest hotel markets measured in the number of foreign guest nights also in 2013, followed by Norway and Finland.
4. Nordic hotel tourism
Source: Statistics Norway, Statistics Denmark, Statistics Finland and Statistics Sweden.
2012 2013 Proportion 2013
Sweden Denmark Norway Finland
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Foreign hotel guest nights Proportion
0%
5%
10%
15%
20%
25%
26%
22%21%
30%
35%
30%
www.innovasjonnorge.no/reiseliv24
In 2013, Innovation Norway conducted a nationwide interview survey among Norwegian and foreign tourists. The questions included why the tourists were in Norway, who they were travelling with, what activities they had planned/participated in, how far ahead the trip was booked, and how much money they spent in connection with the trip. The survey also mapped the tourists' general satisfaction with their stay. A summary of the results for the 2013 summer reason follows on the next pages.
Measured in Norwegian kroner, Germany is the most important holiday and leisure market. It is here that we find the most loyal regular visitors to Norway, but also the oldestIt is estimated that the tourists* spent a total of approximately NOK 25 billion in the summer of 2013. Measured in kroner, Germany is the most important foreign holiday and leisure market, with a total spending of almost NOK 1 billion. It is also here that we find the most loyal regular visitors to Norway. More than 60% of the German holiday and leisure travellers had been in Norway before. That is a high figure compared with many other markets.
The average age of a traditional tourist in Norway is relatively high. The tendency is especially clear in what has traditionally been the big, important high-volume markets for the Norwegian travel and tourism industry. The average age of German and Scandinavian tourists is more than 50 years. The youngest holiday and leisure travellers are the Chinese, with an average age of 44.
The importance of package tours in relation to spendingHoliday and leisure travellers in Norway from countries far away largely buy package tours. For example, this applies to three out of four Chinese tourists. The average duration of the stay is relatively short, which indicates that Norway is just one of several countries visited during the holiday. This means that, although the Chinese tourists have bought an expensive package tour, only part of this spending benefits Norway.
Satisfied, but great variation in level of activityThe majority of holiday and leisure travellers are very satisfied with their stay in Norway, but there are great differences in what activities they do. While foreigners want to see and do a lot, Norwegians to a greater degree want to relax.
*Tourists with at least one overnight stay at a commercial accommodation enterprise that has a duty to report to SSB (Statistics Norway)
5. Tourists in Norway
www.innovasjonnorge.no/reiseliv 25
Spending by holiday and leisure travellers and business travellers* totalled almost NOK 25 billion in the 2013 summer season. Or, more correctly, approximately NOK 24.4 billion. The two big-gest spending items of NOK 7.1 and NOK 9.9 billion, respectively, are accommodation and the miscellaneous item 'other spending', which includes money spent on groceries, amusement and local transport. An additional NOK 4.4 billion is spent on transport. Package tours make up the smallest item, with NOK 2.9 billion.
*Tourists with at least one overnight stay at a commercial accommodation enterprise that has a duty to report to SSB (Statistics Norway)
Spending
NOK billion
Transport
Accommodation
Other spending
Package tour
Holiday – withoutpackage tour
Holiday – withpackage tour
Business0
2
4
6
8
10
12
2,0
3,6
5,8
2,9
2,2 2,0
3,5
2,3
Source: Innovation Norway
www.innovasjonnorge.no/reiseliv26
Average daily spending and total spending per market
The most important market by far for the Norwegian travel and tourism industry is the domestic market. Almost 60% of the spending from holidaymakers comes from Norwegians. Unless other-wise specified, the table shows spending for holiday and leisure travellers.
* The average duration of a Chinese tourist's stay is relatively short, which indicates that Norway is just one of several countries visited during the holiday. This means that, although the Chinese tourists have bought an expensive package tour (which affects estimated spending), only part of the spending benefits Norway.
Source: Innovation Norway
Estimated spending per person
Average daily spending per person (estimate) in NOK
Average total spending per holiday per person (estimate) in NOK
Norway 1,160 7,700
Scandinavia 1,180 7,750
Germany 1,060 15,200
The Netherlands 1,070 16,350
Southern Europe 3,070 30,150
Other country in Europe 2,040 21,600
The USA 2,880 26,650
China* 8,140 32,150
Other country in Asia 4,410 22,550
Other 2,160 19,700
Business travellers from Norway 2,930 5,950
Business travellers abroad 3,550 12,050
www.innovasjonnorge.no/reiseliv 27
Breakdown between urban and rural areas
If spending is broken down between urban and rural areas, approximately NOK 10.7 billion is spent in the cities, while approximately NOK 13.6 billion is spent outside the cities. The biggest share of total tourist spending takes place in Eastern Norway. This applies to both holiday and leisure travellers and business travellers in the summer season. Fjord Norway accounts for a large proportion of holiday and leisure travellers' spending, while Southern Norway accounts for the second biggest share of the business travellers' spending.
Note: The respondents' answer to the spending question was linked to the region in which the interview was made. This can, of course, lead to certain errors.
Estimated spending per region
Northern NorwayHoliday: NOK 1,680 mill.Business: NOK 1,160 mill.
TrøndelagHoliday: NOK 940 mill.Business: NOK 700 mill.
Fjord Norway Holiday: NOK 4,380 mill.Business: NOK 1,280 mill.
Eastern NorwayHoliday: NOK 7,800 mill.Business: NOK 2,970 mill.
Southern NorwayHoliday: NOK 1,700 mill.Business: NOK 1,760 mill.
Source: Innovation Norway
www.innovasjonnorge.no/reiseliv28
Average age
The tourists' average age is relatively high. The oldest are holiday and leisure travellers from Germany, followed by 'Other country in Asia' and Scandinavia. Foreign business travellers in Norway are the youngest group. Unless otherwise specified, the table shows the average age of holiday and leisure travellers.
Source: Innovation Norway
41,7
44,0
44,9
47,0
47,5
48,1
48,1
50,2
50,5
52,7
54,6
55,5
0 10 20 30 40 50 60 Year
Business travellers abroad
China
Business travellers Norway
The Netherlands
The USA
Other countryin Europe
Other
Norway
Southern Europe
Scandinavia
Other country in Asia
Germany
www.innovasjonnorge.no/reiseliv 29
Travel companions
Holiday and leisure travellers from Sweden and Denmark travel in groups of an average of 4.1 people, while German holiday and leisure travellers travel in groups of only 2.2 people. By travel companions is meant persons travelling together on a shared budget.
Source: Innovation Norway
2,2
2,4
2,6
2,7
3,0
3,5
3,5
3,6
4,1
4,1
0 1 2 3 4 5
Germany
Southern Europe
Other country in Europe
The Netherlands
The USA
China
Norway
Other
Other countryin Asia
Scandinavia
Number of people travelling together
www.innovasjonnorge.no/reiseliv30
First-time visitors vs. revisits
More than half of holiday and leisure travellers from outside Northern Europe are in Norway on a holiday and leisure trip for the first time. The same applies to 12% of Scandinavian holiday and leisure travellers. Among Germans, we find many loyal visitors to Norway. More than 60% of German tourists have been on holiday in Norway before. That is a high figure compared with many other markets. When the average age of German tourists is over 55, we can perhaps interpret this to mean that we have a recruitment problem from Germany.
0%
20%
40%
60%
80%
100%
Travelling in Norway on holiday/leisure trip for the first time
Less often
Every second/third year
Approx. once a year
Several times a year
Scandinavia
Germany
The Neth
erlands
Southern
Europe
Other c
ountry
in Euro
pe
The USA
China
Other c
ountry
in Asia
Other
12%
26%
22%
26%
15%
38%
3%
19%
24%
16%
44%
19%
20%
17%
79%
6%
5%
4%
7%
57%
7%
8%
19%
9%
51%
16%
2%
6%
24%
75%
8%
8%
8%
73%
15%
3%
5%
5%
60%
23%
8%
5%
4%
Source: Innovation Norway
www.innovasjonnorge.no/reiseliv 31
The figure shows activities for Norwegian and foreign holiday and leisure travellers
50% 40% 30% 0 10% 0
20% 70% 60%
80%
70%
60%
50%
40%
30%
20%
10%
80%
Relaxing
Shopping
Experience the mountains
Local history and legends
Saltwater fishing
Freshwater fishing
Go to concerts/festivals
Traditions and national cele-brations
Historical buildings/ sites
Experience the fjords
Cycling
Visit art exhibitions/ museums
Summitwalks
Sightseeing
Experience nature
Go to restaurants
Go for walks that arelonger than two hours
Local food andbeverages
Sporting activities
Visit national parks
Local culture and ways of life
Visit amusement parks Many Norwegian
holiday and leisuretravellers plan the activity
Many foreign holidayand leisure travellersplan the activity
Fore
ign
holid
ay a
nd le
isur
e tr
avel
lers
’ act
iviti
es
Norwegian holiday and leisure travellers’ activities
The closer to this line, the less di�erencethere is between Norwegian and foreignholiday and leisure travellers.
Source: Innovation Norway
www.innovasjonnorge.no/reiseliv32
Satisfaction with the stay
Holiday and leisure travellers are largely very satisfied with their stay in Norway, but national differences exist.
7,7
8,3
8,3
8,4
8,5
8,6
8,6
8,6
8,7
9,1
1 2 3 4 5 6 7 8 9 10
Other country in Asia
Other country in Europe
Southern Europe
The Netherlands
Other
China
Germany
Norway
Scandinavia
The USA
Very dissatisfied Very satisfied
Source: Innovation Norway
In addition to being asked to give an assessment of their general satisfaction with their holiday, the respondents were also asked to rank various aspects of their holiday, such as the quality of the accommodation, their satisfaction with restaurants and cafés and how they perceived the service level in Norway.
www.innovasjonnorge.no/reiseliv 33
The results shows that the question that scored lowest in this part of the survey concerned ‘price in relation to the quality’ of the stay in Norway. Analyses of drivers on the following pages none-theless show that, for both Norwegians and Scandinavians, 'price in relation to quality' is of little importance to the overall satisfaction with Norway so far. This may mean that people who visit Norway are aware of the high price level before they come. It is more important that attractions and sights are of high quality. This is true for all tourists from all countries.
5,9
8,3
7,2
7,8
8,5
8,1
7,9
6,2
7,7
7,3
6,9
7,6
7,3
8,1
1 2 3 4 5 6 7 8 9 10
Price in relation to quality
Activity options
Restaurants and cafés
Information and signposting
Attractions and sights
Service level
Accommodation
Norwegian holiday andleisure travellers
Foreign holiday and leisure travellers
Very dissatisfied Very satisfied
Source: Innovation Norway
www.innovasjonnorge.no/reiseliv34
Driver analysis
If we look at what variables have an impact on tourists' overall satisfaction with their holiday, price in relation to quality is of little importance to Norwegians and Scandinavians. It is more important that attractions and sights are of high quality. This is important for everyone, regardless of country. For Norwegians, activities available in the local area are important to their overall satisfaction with their holiday. For Scandinavians, the important thing is attractions and sights, in addition to the service level.
Activity options 16%
Attractions and sights 16%
Restaurants and cafés 15%
Accommodation 14%
Service level 13%
Price in relation to quality 13%
Information and signposting 12%
Attractions and sights 19%
Service level 15%
Information and signposting 15%
Activity options 15%
Accommodation 14%
Restaurants and cafés 12%
Price in relation to quality 10%
Satisfaction with the holiday
Scandinavian tourists
Norwegian tourists
Satisfaction with the holiday
Source: Innovation Norway
www.innovasjonnorge.no/reiseliv 35
For holiday and leisure travellers from other countries in Europe, it is activities and attractions, plus sights, that mean the most to their overall satisfaction with their holiday. For travellers from countries outside Europe, it is attractions and sights, in addition to the accommodation enter-prise, that is most important. For travellers from other countries in Europe and outside Europe, the service level is also of decisive importance.
Activity options 18%
Attractions and sights 17%
Service level 16%
Accommodation 15%
Restaurants and cafés 14%
Information and signposting 11%
Price in relation to quality 9%
Attractions and sights 16%
Accommodation 16%
Activity options 15%
Service level 15%
Restaurants and cafés 14%
Information and signposting 14%
Price in relation to quality 10%
Tourists from other countries in Europe
Tourists from countries outside Europe
Satisfaction with the holiday
Satisfaction with the holiday
Source: Innovation Norway
www.innovasjonnorge.no/reiseliv36
Norwegians spent more of their holidays in their own country
Norwegians made 19.2 million holiday and leisure trips to destinations in Norway and abroad in 2013. That is an increase of 13% from 2012. The increase is due to 2 million (+21%) more holi-day and leisure trips in Norway compared with 2012. Short holidays (less than four overnight stays) increased steadily throughout the year, as did holiday and leisure trips of a longer dura-tion. Many days off in connection with New Year's, combined with a fantastic ski season and the good weather in the summer and autumn, may have contributed to a reversal of the decline in the proportion of holiday and leisure trips in Norway. In 2013, 60% of all holiday and leisure trips by Norwegians were made in Norway. That is an increase of four percentage points from 2012.
Even more short holidays abroad
Norwegians went on 190,000 more holiday and leisure trips abroad in 2013 compared with 2012. The increase of 3% can be ascribed to more short holidays. The number of long holiday and leisure trips abroad remained stable from 2012.
66%61%
56%
Proportion of holiday and leisure travel in Norway
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Holiday and leisure travel in Norway Holiday and leisure travel abroad
0
4,000,000
6,000,000
2,000,000
8,000,000
12,000,000
10,000,000
16,000,000
14,000,00077%
71% 71% 69%
63%65%
67%
Holiday and leisure travel
20130%
20%
40%
60%
80%
100%
Proportion
60%
Source: The Travel Survey, SSB
6. Norwegian holidaymakers
www.innovasjonnorge.no/reiseliv 37
Holiday and leisure overnight stays
The number of overnight stays by Norwegians in connection with holiday and leisure travel in Norway and abroad increased by 7% in 2013. For the first time since 2009, the number of holiday and leisure overnight stays abroad decreased. The number of overnight stays in Norway increased by 24%, corresponding to just under 8.6 million more overnight stays.
SSB's Travel Survey is a sample survey that covers all forms of holiday and leisure travel in Norway and abroad, involving at least one overnight stay. Also travel where people stay with friends and acquaintances, and the use of one's own or other people's holiday home, is included.
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Guest nights abroad Guest nights in Norway
0%
10%
20%
30%
40%
50%
60%
64%
55% 56%
52%
48% 49%51%
48%
43%
38%
70%
80%
44%
Proportion of holiday and leisure overnight stays in Norway
Holiday and leisure overnight stays Proportion
Source: The Travel Survey, SSB
www.innovasjonnorge.no/reiseliv38
Spending by Norwegians on holiday and leisure trips increased by 27% in 2013. The increase corresponds to NOK 25 billion. NOK 9 billion of this amount was spent in Norway, while Norwegians spent NOK 16 billion more on holidays abroad in 2013 than in 2012. Total spending on holiday and leisure trips abroad amounted to NOK 86.9 billion in 2013.
Norwegians' holiday spending has increased steadily each year, but it is the first time since 2008 that some of this increase benefits Norway. It was especially in the summer months that spend-ing on both short and long holiday and leisure trips increased by more than 50% in 2013 com-pared with 2012. Despite the increase, there is a big gap between what Norwegians spend on holiday in Norway and what they spend abroad. The proportion was 73–27 in 2013. The amount of money Norwegians spend on holidays has increased by 132% from 2002 to 2013. The increase, which corresponds to just under NOK 68 billion, has mainly been spent abroad.
Spending on holiday and leisure trips
0
20,000,000,000
10,000,000,000
40,000,000,000
30,000,000,000
60,000,000,000
50,000,000,000
80,000,000,000
70,000,000,000
90,000,000,000
100,000,000,000
110,000,000,000
120,000,000,000
130,000,000,000
140,000,000,000
Holiday and leisure spending Proportion
0%
20%
40%
60%
80%
100%
20032002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Total spending on holiday and leisure travel Proportion of spending on holidays abroad Proportion of spending on holidays in Norway
60%
40%43%
36%36%34% 33% 31%31%31%
28%
25%27%
72%75%
73%
69%69%69% 67%66%64%64%
57%
Source: The Travel Survey, SSB
www.innovasjonnorge.no/reiseliv 39
The combination of great wanderlust, the good Norwegian economy and a willingness to pay has made Norwegians an attractive target group for many foreign tourist destinations. Figures from SSB show that Norwegians on business or holiday and leisure trips abroad have spent NOK 585 billion from 2006 until today. That corresponds to almost NOK 120,000 per inhabitant.
On UNWTO's ranking of outbound markets that have had the biggest growth in spending in the same period, Norway is number 11 on the list of countries with the biggest increase in spending abroad.
Norwegian tourists: an attractive target group
-20
-10
0
10
20
30
40
50
60
70
80
EUR billion
Ch
ina
Rus
sia
Bra
zil
Can
ada
Aus
tral
ia
Sin
gapo
re
The
USA
Fran
ce
Mal
aysi
a
Ger
man
y
Nor
way
Swed
en
Un
ited
Ara
b Em
irat
es
Hon
g K
ong
(Ch
ina)
Indi
a
The
Phili
ppin
es
Swit
zerl
and
Bel
gium Iran
Saud
i-A
rabi
a
Kuw
ait
Indo
nes
ia
Taiw
an
Nig
eria
Arg
enti
na
The
Net
her
lan
ds
Ital
y
Ukr
ain
e
Den
mar
k
Qat
ar
Kor
ea
Thai
lan
d
Turk
ey
Fin
lan
d
Cze
ch R
epub
lic
Pola
nd
Col
ombi
a
Japa
n
The
UK
Source: World Tourism Organization (UNWTO)
Increase in tourists' spending on trips abroad 2006–2013
www.innovasjonnorge.no/reiseliv40
The number of cruise passengers increased by 5% in 2013
The year 2013 saw growth in cruise traffic to Norway. There was an increase in the number of guests, day visitors and cruise ship calls. More than 40 Norwegian ports received visits from a cruise ship in 2013. Bergen is still the cruise capital of Norway, but it is worth noting that as many as 11 Norwegian ports had more than 100,000 day visitors in 2013.
7. Cruises
2009 2010 2011 2012 2013Change 2012–2013
Total number of visiting cruise passengers 430,000 410,000 457,000 588,000 620,000 5%
Number of day visitors from cruises to Norwegian ports 1,630,754 1,744,099 2,040,166 2,573,335 2,996,114 16%
Cruise passengers broken down by market
Germany 116,000 142,000 151,000 164,000 170,646 4%
The UK 118,000 98,000 112,000 154,000 158,529 3%
The USA 50,000 47,000 46,000 57,000 37,912 -33%
Italy 34,000 28,000 29,000 34,000 24,445 -28%
Spain 31,000 25,000 27,000 45,000 36,291 -19%
France 13,000 11,000 15,000 22,000 18,925 -14%
Other markets(1) 68,000 60,000 77,000 112,000 173,565 55%
Norway's five biggest cruise ports in 2013 (number of day visitors)
Bergen 282,500 291,877 350,248 446,906 453,015 1%
Stavanger 147,000 175,325 215,026 277,000 343,500 24%
The Geirangerfjord, Geiranger 218,038 210,105 229,220 312,136 314,867 1%
Oslo 270,000 261,000 315,000 300,000 300,000 0%
Flåm 142,608 136,908 156,907 199,875 248,945 25%
Number of cruise ships calling at Norwegian ports
1,572 1,647 1,678 2,066 2,187 6%
Source: Innovation Norway / Cruise Norway/ the Institute of Transport Economics
(1) The group includes other nationalities and unreported nationalities. This group most likely also includes many passengers from Germany, the UK, the USA, Italy, Spain and France.
One passenger can visit several Norwegian ports. Each visit is regarded as a day visit.
www.innovasjonnorge.no/reiseliv 41
Photo: CH
- Visitnorw
ay.comPhoto: C
H - V
isitnorway.com
www.innovasjonnorge.no/reiseliv42
Getting an international congress to choose a destination is a long-term project. It requires cultivation of both national expert and research communities and international organisations. The NCB (Norway Convention Bureau) works on the international congress segment, among other things on assignment for Innovation Norway following a tender procedure.
On 5 June, the UIA (Union of International Associations) published its annual statistics of international meetings in the world. Norway achieved its best place ever in 2012, coming in at number 15 on the global ranking! The final results for the 2013 congress year will not be avail-able until June 2014 following approval from the ICCA (International Congress and Convention Association) and the UIA. The list of the number of international congresses will then be pub-lished, along with the various countries' place on the international ranking. Among the criteria for having a congress approved for this list is a requirement that the congress must alternate between different countries from year to year and attract more than 50 delegates from at least four nations. Norway has seen a positive development in recent years:
Development in the number of congresses in the period 2006–2012 in the international meeting market compared with the other Nordic countries
Place on the international ranking
8. Congresses
Source: UIA (Union of International Associations)
Source: UIA (Union of International Associations)
2006 2007 2008 2009 2010 2011 2012
Norway 87 132 157 164 188 187 184
Sweden 176 183 126 257 167 168 179
Denmark 106 107 146 173 144 134 188
Finland 325 200 183 175 161 163 179
2007 2008 2009 2010 2011 2012
Norway 20 20 21 17 17 15
Sweden 19 23 14 18 19 16
Denmark 26 21 20 21 22 14
Finland 17 17 19 19 21 16
www.innovasjonnorge.no/reiseliv 43
Photo: Terje Rakke/N
ordic Life – Visitnorw
ay.com
www.innovasjonnorge.no/reiseliv44
In autumn 2013, Innovation Norway launched its new culture initiative
The culture industry has become an important part of the Norwegian economy and is an industry for the future. Figures from the most recent mapping of the industry (Perduco Kultur and Menon Business Economics 2011) show that the number of employees has increased by 50% in 10 years and that value creation has increased by 77%. In 2009, value creation in the industry amounted to as much as NOK 42 billion, but profitability in the culture industry is lower than in Norwegian business and industry in general. In other words, the culture industry gets less in return per krone spent than the rest of Norwegian business and industry. This is part of the background for the initiative, which is intended to contribute to increased value creation and exports in the culture industries and to ensure that more people are able to make a living from their own business.
Investing in culture creates ripple effects in the local community, and a rich cultural scene makes our country attractive and vibrant. That is of great importance to value creation in Norway. Which activities tourists choose to take part in during their stay in Norway means a lot to how much money they leave behind. Innovation Norway's Tourist Survey shows that there are great difference in tourists' spending depending on which activities they wish to take part in during their holiday. Tourists who wish to participate in cultural activities spend more money.
The goal of the initiative, which is a consequence of the Government's new action plan for culture industries for 2013, is increased value creation and greater professionalisation of the culture industry through a number of competence-raising measures. We cooperate with the Arts Council Norway on developing our services. In the long term, Innovation Norway will also work to achieve closer cooperation and greater synergies between travel and tourism and culture.
9. Culture
www.innovasjonnorge.no/reiseliv 45
Innovation Norway continues to make it easier for tourists to make environmentally friendly choices
Visitnorway's website and app both offer Green Travel navigation for tourists who wish to make environmentally friendly choices. The navigation provides links to travel and tourism products with environmental certification, such as the Nordic Swan, Eco-Lighthouse, ISO 14001, the Blue Flag Programme or Norwegian Ecotourism, a customised scheme for nature-based travel and tourism enterprises. At the start of 2014, almost 650 products were registered under Green Travel at Visitnorway.com. What enterprises with the Green Travel logo have in common is that they work systematically to reduce their environmental footprint. In addition to environmental measures, certified ecotourism enterprises meet criteria relating to local identity and affiliation, the learning content of the experiences, limited use of transport and a clear host function.
In 2013, as the first country in the world, Norway introduced a labelling system for sustainable destinations.
Destinations in Norway can make use of a system for systematic development and preservation of nature, culture and the environment, the strengthening of social values and the industry's financial viability. A standard that sets out measurement criteria and indicators forms the basis for the labelling system, and destinations that qualify are entitled to use this hallmark of quality in their marketing and brand building. Destinations that qualify to use the label become more attractive and receive recognition for taking responsibility. The label builds credibility and increases the quality of both individual prod-ucts and the overall product. More and more enterprises in the Norwegian travel and tourism industry are choosing to apply for certification by one of the environmental certification schemes or Norwegian Ecotourism. Certification of individual enterprises in a destination is an important measure in order to obtain the label Sustainable Destination. Norwegian destinations have expressed great interest in qualifying for the use of the label Sustainable Destination. This will help to generate content and boost Norway’s credibility as a responsible travel and tourism nation.
10. Green Travel
11. Sustainable destinations
SUSTAINABLEDESTINATIONLOCAL ENGAGEMENTIN A LONG PERSPECTIVE
www.innovasjonnorge.no/reiseliv46
In 2013, Visitnorway received 9,503,929 visits via search words. Geographical search words are still more predominant than thematic search words.
The web portal is available in 14 different market-customised versions and languages. In 2013, Visitnorway received 22.2 million visits, which is an increase of 1% from 2012. Of this number, 30% were revisits. The site had 49.9 million page views in the same period, which is an increase of 8%.
Search engines are important in directing traffic to Visitnorway.com
12. Visitnorway.com
Source: Innovation Norway
SEARCH WORD VISITS
1. norway 86,959
2. visit norway 75,016
3. northern lights 67,777
4. ski jump 2 30,478
5. holmenkollen ski jump 2 28,767
6. bergen 26,832
7. oslo 22,957
8. norwegen 22,725
9. noorwegen 22,377
10. lofoten 20,108
11. ski jump 19,429
12. stavanger 18,654
13. holmenkollen ski jump 17,479
14. norvegia 15,669
15. visitnorway 15,635
16. trollstigen 14,882
17. noruega 14,522
18. preikestolen 14,334
19. svalbard 14,271
20. holmenkollen 13,729
21. норвегия 13,016
22. ski jumping 12,394
23. visitnorway.com 12,364
24. bergen norway 12,214
25. trondheim 11,303
SEARCH WORD VISITS
26. geirangerfjord 11,277
27. norge 11,183
28. norwegia 10,870
29. aurora boreale 10,487
30. tromso 9,840
31. norway weather 9,690
32. nordkap 9,641
33. norvege 9,280
34. bergen norwegen 8,581
35. norway tourism 8,554
36. atlanterhavsveien 8,467
37. alesund 8,174
38. sørlandsekspressen 7,973
39. capo nord 7,834
40. hurtigruten 7,459
41. geiranger 6,399
42. ski jumping 2 6,305
43. aurora borealis 5,511
44. trolltunga 5,812
45. aurore boréale 5,511
46. ski jumping games 5,429
47. kirkenes 5,301
48. the northern lights 5,283
49. atlantic road norway 5,158
50. northern lights norway 5,076
www.innovasjonnorge.no/reiseliv 47
We who work in the field of travel and tourism in Innovation Norway help the industry through marketing, expertise, advice, networks and funding.
Here are some of the activities carried out in 2013:
• Norway marketed as a holiday destination in 16 markets
• A total of 136 activities were carried out
• We helped 1,001 Norwegian enterprises with marketing abroad, and 1,813 tour operators sold holidays in Norway
• Organised press trips for 1,047 journalists, which has resulted in 5,148 articles in printed and online media so far
• The press value of printed and online media amounted to NOK 579 million
• A total of 1,182 travel and tourism enterprises participated in our courses
• Worked actively on marketing Norway as a conference and incentives destination in four prio-rity markets (Germany, the UK, Sweden and France), as well as at the international trade fairs IMEX, EIBTM and IMEX Americas, together with NCB and Norwegian partners
We are part of 40 social network channels in ten different languages. For example:
• 603,000 followers on Facebook
• 42,000 followers on Twitter
• 22,000 '+1' on Google+
• 9,600 followers and 237,000 photos with the hashtag #visitnorway on Instagram
• 23,600 photos on Flickr
• 3,500 followers on Pinterest
• 2,800 subscribers on YouTube
13. Innovation Norway’s work within tourism
www.innovasjonnorge.no/reiseliv48
14. Definitions
Arrival: A holiday or business trip with at least one overnight stay
Holiday trip: A trip, whose stated main goal is: • to visit friends or relatives • holiday or leisure, including skiing • shopping
Guest nights: The number of overnight stays on a trip
Commercial guest nights: Overnight stays at hotels, campsites, cabins and youth/family hostels
Short holiday trip: 1–3 guest nights
Regions in Norway: Fjord Norge: Møre og Romsdal, Sogn og Fjordane, Hordaland and Rogaland Northern Norway: Finnmark, Troms and Nordland Southern Norway: Telemark, Vest-Agder and Aust-Agder Trøndelag: Nord-Trøndelag and Sør-Trøndelag Eastern Norway: Oslo, Akershus, Buskerud, Oppland, Hedmark, Vestfold and Østfold
Long holiday trip: Four or more guest nights
Travel companions: By travel companions is meant persons travelling together on a shared budget
Summer season: The period from May to August
SSB: Statistics Norway
www.innovasjonnorge.no/reiseliv 49
SSB has made several changes to the basis for the monthly guest nights statistics The changes, which entered into force on 1 January 2013, will make it easier to compare the Norwegian guest night/overnight stays figures with figures from other European countries, as SSB now follows Eurostat's reporting standards. The changes are so extensive, however, that it is difficult to say whether the changes in the figures for commercial guest nights/overnights stays are due to changes in traffic or to the restructuring of the data basis. We therefore follow SSB's recommendation that only overnight stays at hotels in 2013 can be compared with previous years. Tourist arrival: Includes holiday, leisure and business arrivals with at least one overnight stay
Tourist/tourism: The activities of people who travel and stay in places other than their ordinary home location for less than a year for whatever purpose. The definition does not include people who are employed in the countries they visit
The Tourist Survey: Excerpts from the Tourist Survey that was carried out in summer 2013 are included here. In the period June–August, interviews were conducted of both Norwegian and foreign tourists at commercial accommodation enterprises In total, 4,001 holiday travellers and 888 business travellers were interviewed. SSB is responsible for the selection of accommodation enterprises, the interviews and the weighting of data, while the analyses and reporting were carried out by Epinion AS. The report is available at www.innovasjonnorge.no/no/Reiseliv/ Markedsdata
Winter season: The period from January to April
UNWTO: World Tourism Organization
Foreigner: Person whose permanent place of residence is outside Norway
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- Visitnorw
ay.com
www.innovasjonnorge.no/reiseliv50
15. Innovation Norway in briefAt Innovation Norway, you will find people who have the local and international know-how needed to translate your idea into a successful business. We have offices in all Norwegian coun-ties and in 30 countries around the world, so getting in touch with us is easy. Our aim is to nur-ture the development of Norwegian business and industry, with the emphasis on innovation and renewal of both businesses and individual products. Our tasks include regional development and strengthening and promoting Norwegian business and industry in Norway and abroad. We also aim to increase domestic travel and attract more foreign tourists.
We give local ideas global opportunities
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yklebust – Visitnorw
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H - V
isitnorway.com
Innovation Norway P.O. Box 448 Sentrum, NO-0104 Oslo Tel.: (+47) 22 00 25 00 Fax: (+47) 22 00 25 01 [email protected] www.innovasjonnorge.no We turn local ideas into global opportunities
ISSN 1894-096X