key figures for norwegian travel and tourism 2013 · the 2013 travel and tourism year ended with an...

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


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


-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


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


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


Proportion

0%

2%

4%

6%

8%

10%

0,53%

4,46% 4,65%

0,55%

Tourist arrivals with at least one overnight stay.



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


Source: World Tourism Organization (UNWTO)


Photo: CH

- visitnorway.com

/Louise Bourgeois: The couple, 2003


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)


-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




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


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



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



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



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



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



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%


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


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.


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.


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


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%


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


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


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.


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


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.



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.


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


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.


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


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%



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.



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


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.


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



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%


Service level 15%



Accommodation 14%



Satisfaction with the holiday

Scandinavian tourists

Norwegian tourists




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.



Service level 16%

Accommodation 15%





Accommodation 16%


Service level 15%




Tourists from other countries in Europe

Tourists from countries outside Europe





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


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



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%



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


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.


Photo: CH

- Visitnorw

ay.comPhoto: C

H - V

isitnorway.com


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


Photo: Terje Rakke/N

ordic Life – Visitnorw

ay.com


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


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


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


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


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


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


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

Photo: CH

- Visitnorw

ay.com


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

Photo: Håvard M

yklebust – Visitnorw

ay.com

Cover photo: C

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

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