Presentation by CEO Justin Francis at Innovation Norway´s kick-off for 2013

1. Justin Francis

4. The perception around the world of
Norway still concentrates on the fact
that it is cold, expensive and has
beautiful fjords

5. Recently, stronger marketing
campaigns have started to
communicate that Norway is so
much more than just fjords

6. A key trend is the preference of
many more Norwegians to visit
their own country

7. The perception of Norway is hard to change

9. Consumer trends &
Valuable experiences how to change
perceptions of Norway
Responsible tourism

10. Market changes

11. A dramatic shift of power from industry to the client

12. Commodity – undifferentiated – tourism

13. News of good things & bad things travels fast

14. The experience economy

16. What’s changing..
• EFM is becoming as important than VFM
• Experience for money vs. value for money
• We are seeing experience inflation
• What seemed a big experience 10 years ago is not now
• The family who went to a resort in Spain then now want to kayak
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17. What’s changing..
• Tourism is fragmenting
• Niches emerging strongly
– Wellness + Spa
– Fitness
– Wildlife + birding
– Music and festivals
– Water based activities
– Walking
– Bush craft
– Volunteering
– Astronomy
– Fishing etc…
• Individually the niches are small
– But collectively they are big

18. What’s changing..
“The post 2nd World War atmosphere of selective
austerity, deferred desire and earned pleasure,
sustainability vs. waste, a yearning for connection and
contact, is recognisable once more”
Robert MacFarlane

19. The importance of the back story
Who made it?
How did they make it?
With what impacts on environment
And community?

22. The story of responsible tourism

23. 1950s to 1970s
The circle of destruction
- Discover
- Develop
- Exploit
- Move on…

24. Early ecotourism

25. Impacts of tourism
Not just on wildlife and environments but
also on local people and their cultures

26. Tourists must leave behind more than footprints
Tourism and the travel industry “is essentially the renting
out for short-term rent, of other people’s environments,
whether that is a coastline, a city, a mountain range
Lord Marshall, British Airways

27. Responsible
Responsible tourism
More authentic experiences
that create better places
to live in and to visit
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28. Designing responsible tourism
• Responsible tourism is CO-CREATED...
– In partnership with local communities and Government
– Built around their ideas, local knowledge and experience
– Built around their home, culture and ways of life
– Utilising local guides, local service providers, foods, traditions..
– To provide access and support for the conservation cultural and natural heritage..
• Responsible tourism provides more AUTHENTIC experiences

29. Authenticity
Truthful, Original, Genuine,
Sincere, Authentic, Real

30. Authentic vs. commodity
• Authentic • Commoditised
– Genuine – Culture changed for tourist
– Real consumption
– Honest – Sometimes its original
– Truthful meaning can be lost
Places that see themselves through
the eyes of tourists are lost..

31. Responsible tourism
Marketing trends Responsible tourism
Deeper /more valuable experiences
Tells the back story
Re-connect consumers with local
places/people
Authenticity
Connection & contact
Sustainability vs. waste
Local & locally distinctive

32. Building business &
changing perceptions of Norway

33. Where to go? What to do?
Increasingly people consider
Activities/interests first
Destinations second

34. Defining the competition
The hotel/tour 5km away OR other global destinations?

35. Defining the competition
• If you think its regional/global as well as local
• Then local businesses/govt. must collaborate to
• Build stronger destination brands to compete globally...

36. The things you must do
Authentic Storytelling
experiences Social media
Responsibility
The back story
Collaboration in marketing

37. And we get to make the world a better place!

38. Tusen takk
Justin@responsibletravel.com
@justinmfrancis