Presentation for ANTOR 21.10.2010

1. Innovation Norway and Tourism Audun Pettersen 21.10.2010 1 Foto: Nils-Erik Bjørholt/Innovasjon Norge

2. Agenda Tourism in Norway Who is InnovationNorway OurStrategicDirection The Norway Brand Funding Q&A Foto: CH/Innovation Norway

6. An international organisation OFFICES IN EVERY COUNTY OFFICES IN MORE THAN 30 COUNTRIES

7. We prioritise nine sectors Culture and experience Culture and experience Energy and environ-ment Health ICT Agriculture Tourism Oil and gas Maritime Marine 13

8. Strategic Direction 7

10. Sustainable rural communities through year-round jobs in tourism

12. A few figures 10

13. Development in the number of tourist arrivals* in Norway and Norway’s market share of international tourist arrivals

14. Holiday and leisure guest nights in 2009- Europeans, Norwegians and holidaymakers from other countries

15. Foreign holiday and leisure guest nights in 2009 by nationality

16. Cruise in Norway nationalities

18. Upturn in all markets except NO, DK and NL

20. Main focus - maintain our position

21. Attract traffic from major markets

22. We are inviting to collaboration Market Strategy Council Market groups Project Groups

23. Brand Norway 20

24. The coast and coastal culture Arctic Norway Mountains and wilderness Four experience areas used in marketing Fjord and mountain landscapes Foto: Terje Rakke/Nordic Life, Anders Gjengedal, Bjørn Jørgensen/Innovation Norway

25. C.H./Innovation Norway Terje Rakke/Nordic Life/Innovasjon Norge Fjords,mountains and wilderness are crucial factors in attracting tourists to Norway in summer

26. Fill Norwegian nature with meaningful content – adapted to the target groups

28. Explore your own limits

29. Or listen to stories about the explorersPhoto: Nils-Erik Bjørholt, C H/Innovation Norway

30. Challenges Short, delimited seasons Fragmented sales and marketing work Numerous small units with limited resources Low degree of refining Few professional investors/capital resources

31. Marketing/sales: From traditional to innovative Bolder communication Focus on experiences and dreams Coordinate marketing and sales From market to segment Web 2.0 and social media 26 Illustration: Istockphoto.com

32. Product development and innovation: From supplier perspective to customer perspective Stimulate customer-driven innovation in experiences and thematic products Support processes for destination development Amass expertise in experience development Work with quality assurance of travel products Work for a more distinct differentiation in Norwegian travel and tourism Stimulate sustainability 27 Photo: CH/Nils-Erik Bjørnholt/Johan Wildhagen/Terje Rakke/Nordic Life/Innovation Norway

33. How do we work? 28

34. Our services Financing services Promotional services Networking services Competence services Advisory services 29

35. Visitnorway.com as call to action- The Label

36. Visitnorway.com as call to action – The Design Element

37. Press & PR-results International media Media coverage 2009: 22.414 press contacts 999 journalists on presstrips 6.474 articles 282 TV-programmes/reports 120 radio-prog/reports Value NOK 366 mill. (ex TV&Radio)

40. "I visited Norway in July 2010, and used this website to plan part of my trip, so I can say it definitely achieves its goal! ” "Much better then www.visitsweden.com :-)”

41. Visiting Sweden next week. This site convinced me to spend a few days in Norway. Would consider another trip to Norway.

42. It's an amazing website, I have to say... the most comprehensive guide for visiting any country I have ever seen. even better than the lonely planet guide!

43. I think the website is vibrant in design and incredibly useful for content. I've used it to plan my trip to Norway, and think it is among the best tourist websites I have ever visited.

44. To be honest, I probably wouldn't be visiting Norway if not for this website. You guys seduced me34

45. New App! How many of you have a travel application on your iPhone or Android phone?

46. 36

48. Northern Lights Projects

49. Norway Recommended

51. Film and pictures

52. Objectives;

53. Develop content for innovation Norway to be

54. used on Facebook and other social media

55. including VisitNorway.

56. Also to be used in traditiona media, ads,

58. BookNorway 40

60. 15 countries with many opportunties

61. Funding 43

64. The funding model 2010 Funding from the business sector 0 25-50% 50-75% 75-100% Government funding 100% 50-75% 25-50% 0-25% Profile= The Norway brand Destinations/ experience Bookable Products/ joint advertising Products= The individual players' bookable products. IN can pay for brand elements

65. Audun Pettersen E-post: audun.pettersen@innovasjonnorge.no Tlf: +47 907 75 521 Forbruker: www.visitnorway.com Bransje: www.innovasjonnorge.no/reiseliv youtube.com/visitnorwaycom w twitter.com/visitnorway Takk for oppmerksomheten!