key figures for norwegian travel and tourism 2015 - …€¦ · key figures for norwegian travel...
TRANSCRIPT
3
innovasjonnorge.no
2
Record year for the tourism industries 4
1. Key figures 6 2. International tourism and Norway’s market share 9
3. The Norwegian tourism year 17
4. Expenditure linked to trips in Norway 27
5. Holiday and leisure travellers in 2015 33
6. Perceptions of Norway as a holiday destination 43
7. Norwegians on holiday 51
8. The congress segment 55
9. Innovation Norway in brief 56
10. Methods 57
11. Definitions 58
Photo cover:Swords in Rock, HafrsfjordRichard LarssenVisitnorway.com
Photo on page 2–3Atlantic Ocean Road, Møre og RomsdalJacek Różycki Visitnorway.com
Contents
54
Key figures for Norwegian tourism
Record year for the tourism industries thanks to increase in holiday and leisure traffic
4
2015 was an unusual year for Norwegian tourism. The decline in the oil sector led to fewer business overnight stays, and holiday and leisure traffic was therefore the sole growth driver. There were 31.6 million guest nights in commercial accommodation in 2015, an increase of 4% from the previous year. Tourists who stayed in commercial accommodation and on Hurtigruten spent NOK 68.6 billion in connection with their trip. Tourist satisfaction was higher than in previous years, and more tourists would recommend Norway as a holiday destination to others. The weak Norwegian krone is not the only reason for Norway’s greater share of international tourismThe 8% increase in foreign guest nights was distributed across all the markets where Innovation Norway promotes Norway as a tourist destination, except Russia. More tourists chose Norway in 2015. Part of the reason for this increase is the low exchange rate, which boosts foreign tourists’ spending power in Norway, but the low exchange rate is not the only cause behind the increase in Norway’s share of international tourism. Even with a weaker exchange rate, Norway is not a low-cost country. Prices are high, and the results from the Tourism Survey show that it is the price level that tourists are least satisfied with in 2015 too. In order to get people to spend their precious time and money here, we must give them a good reason to do so. International tourism has an average annual growth rate of 4%, and most countries in the world work actively to take their share of the pie. Innovation Norway heads Norway’s efforts in this area.
Good promotional work creates increased profitabilityThe aim of all promotional work is to contribute to greater profitability in the tourism industries and to increase Norway’s share of the international market. The people at Innovation Norway who work on tourism collaborate with the tourism industries to increase awareness of Norway as a destination and entice target groups in priority markets. Work involves long-term brand building, targeted market initiatives and campaigns, and facilitation of sales. And this work is bearing fruit. Interest in travel to Norway has increased significantly in our key markets in recent years.
Simplified key figuresThe purpose of this key figure brochure is to provide a straightforward overview of the main key figures on Norwegian tourism. Here you can read about how Norwegian tourism is developing in the global perspective, the significance of the tourism industry for the Norwegian economy and employment, information about the tourists who visit Norway, and how Norway is perceived in our key markets. Most of the data in the key figure brochure is from surveys conducted by Innovation Norway. The main source is the Tourism Survey, which forms much of the basis for what we know about Norwegian and foreign tourism in Norway. The survey runs all year round and is nationwide, and Norwegian and foreign leisure and business travellers are interviewed. An important goal is to document the impact of the tourism industries on the Norwegian economy. At the same time, the results are used to be able to tailor the marketing of Norway as a tourist destination in the best way possible and further develop the Norwegian tourism product. To gain knowledge about the target group’s perception of Norway, and the likelihood that they will travel here, Innovation Norway also conducts weekly ”tracker” surveys in eight main markets. These surveys provide us with knowledge about people’s motives for going on holiday, the prerequisites for them booking a holiday to Norway, and an indication of how successful our marketing campaigns have been.
By assignment to the governmentThe letter of assignment from the Norwegian Ministry of Trade, Industry and Fisheries states: ”Innovation Norway will collect and compile statistics, further develop market data and other analyses and documents that are relevant to the tourism industries, as well as actively communicating knowledge about markets and international trends to the tourism industries.” Only a small excerpt of this information is included in this brochure. More detailed information and full reports can be found on Innovation Norway’s website: innovasjonnorge.no/reiseliv/markedsdata.
Enjoy the read!
Photo: Astrid W
aller/Innovation Norw
ay.
Margrethe Helgebostad
Editor
innovasjonnorge.no
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THE SIGNIFICANCE OF TOURISM for the Norwegian economy is increasing.
Tourists spent more moneyStatistics Norway’s tourism satellite accounts show that in 2014 total tourism consumption amounted to more than NOK 151 billion for the first time (preliminary figures). This is an increase of 10% from 2011 and almost 13% from 2007, measured by volume. According to Statistics Norway, most of the increase in tourism consumption was attributable to holiday and leisure tourism. The figures also show that foreign tourists’ spending has increased slightly more than that of Norwegian tourists in 2013 and 2014.
The tourism industries have the highest growth in outputWhen assessing the economic impact of tourism, it is useful to analyse the industries producing tourism products and to compare these with the overall economy, Statistics Norway writes. The output in the tourism industries in 2014 is preliminarily estimated to more than NOK 250 billion. Measured in volume, the output growth in the years 2011–2014 was around 8%. This is similar to the output growth in mainland Norway in the same period. The fact that a
seasonal industry like tourism has managed to keep up with the other sectors is very good. The tourism industries’ share of the total output in mainland Norway was 5.7% in 2014.
Declining industrial and oil productionThe tourism satellite accounts for 2015 will not be published until 2017, but there is much to indicate that the tourism industries will account for a larger share of GDP. For example, while the Tourism Survey reveal an increase in tourism expenditure in 2015, Statistics Norway’s index of industrial production shows a decline in manufacturing and oil production. The largest declines are in major industrial sectors such as machinery, shipbuilding and other suppliers to the petroleum industry.
The economic impact of tourism in Norway is lower than the global averageFigures from the World Tourism Organization (UNWTO) reveal that one of every eleven fulltime equivalents in the world is in tourism and that the tourism industries’ share of the world economy is 9%.
1. Key figures 2009 2010 2011 2012 2013 2014 2015
Change from 2014
to 2015
Commercial* guest nights 28,026,511 28,540,497 29,074,313 29,914,832 29,243,016 30,306,594 31,653,839 4%
Norwegian commercial guest nights 20,406,572 20,637,311 21,230,072 21,974,364 21,551,330 22,152,158 22,825,068 3%
Foreign commercial guest nights 7,481,999 7,903,186 7,844,241 7,940,468 7,691,686 8,154,436 8,828,771 8%
Share of foreign guest nights at hotels 59% 61% 63% 64% 66% 67% 68% 1%
Share of foreign guest nights at campsites 29% 27% 26% 25% 17% 17% 17% 0%
Share of foreign guest nights at cabin villages
10% 9%
9% 8% 14% 14% 13% -7%
Share of foreign guest nights at youth/family hostels
2% 2%
2%
2%
2% 2% 2% 0%
Cabin rental 1,138,242 1,127,284 1,057,871 988,467 1,101,595 1,181,185 n/a** n/a**
Cabin rental guest nights – Norwegian visitors 298,215 257,569 228,683 283,046 276,100 292,219 n/a** n/a**
Cabin rental guest nights – Foreign visitors 840,027 869,715 829,188 705,421 825,495 888,966 n/a** n/a**
Cruise tourism
Number of visiting cruise passengers 430,000 410,000 457,000 588,000 620,000 574,000 511,000 -11%
Number of day visitors from cruises to Norwegian ports 1,630,754 1,744,099 2,040,166 2,573,335 2,996,114 2,667,362 2,494,921 -7%
Number of cruise ship port calls to Norwegian ports 1,572 1,647 1,678 2,066 2,187 1,985 1,787 -10%
Norwegian holiday and leisure travel
All holiday and leisure travel domestically and abroad
16,820,000 17,540,000
17,320,000
17,000,000
19,190,000 19,140,000 17,880,000 -7%
Holiday and leisure travel in Norway 11,310,000 11,510,000 10,610,000 9,590,000 11,590,000 11,670,000 10,660,000 -9%
Holiday and leisure travel abroad 5,510,000 6,030,000 6,710,000 7,410,000 7,600,000 7,480,000 7,230,000 -3%
All holiday and leisure guest nights domestically and abroad 84,530,000 90,660,000 91,510,000 93,180,000 99,660,000 105,280,000 95,280,000 -9%
Holiday and leisure guest nights in Norway 42,860,000 43,540,000 39,460,000
35,390,000
43,970,000 45,180,000 39,860,000
-12%
Holiday and leisure guest nights abroad 41,660,000 47,120,000 52,050,000 57,790,000 55,700,000 60,090,000 55,420,000 -8%
Key figures
Source The figures for 2015 were not available when this report was printed.Statistics Norway Source Statistics Norway, Cruise Norway and Innovation Norway
* Generic term for stays at commercial accommodation providers such as hotels, campsites, cabin villages and youth/family hostels. ** The 2015 figures from intermediaries of rental cabins were not available when this report was printed.
4,1%GDP
151,5
27%
1 15inpeople work in the tourism industries
Foreign visitors' share of the total tourism consumption
BILLIONTotal tourism consumption
NOK
The significance of tourism for Norway
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2015 WAS another record year for world tourism, with a staggering 50 million more travellers crossing national borders than the previous year.
Highest traffic ever measuredThere were 1.2 billion tourist arrivals in 2015 according to figures from the World Tourism Organization (UNWTO). These figures include travel across national borders with at least one overnight stay and do not include domestic travel. International tourist arrivals have had an annual growth of 4% or more since 2010. The traffic in 2015, which is the highest ever recorded, amounts to 50 million more trips compared with 2014. International tourist arrivals have increased by 256 million since 2008, the year the financial crisis started.
Europe, America, Asia and the Pacific countries can look back on a year with average growth of 5%, while arrivals in the Middle East increased by 3%. Africa had fewer tourist arrivals as a result of terrorism and unrest in several regions.
Europe most visitedEurope, with its 609 million arrivals, remains the most visited continent and also had the greatest relative growth. The growth of 5% corresponds to 28 million more arrivals to European countries, compared with 2014.
Europe, with its 609 million arrivals, remains the most visited continent.
”
2. International tourism and Norway’s market share
Pulpit Rock, LysefjordPer Eide Visitnorway.com
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The tourism industries – a major contributor to the world economy
With a share of 51% of all arrivals, Europe is the most visited continent in 2015, as it has always been historically. Nevertheless, Europe’s share is decreasing when seen in a longer perspective. In 2014, Europe’s market share was 52%, while in 1980 it was 63%.
Never before has the world population travelled as much, but the competition is also greater than ever before. Destinations worldwide regard tourism as an important contributor to the country’s economy and employment.
Figures from the World Travel & Tourism Council (WTTC) show that the global travel and tourism sector grew
by 3.5% in 2015, while the total global GDP was 2.5%. The good figures for tourism are due to an increase in international air travel, and the hotel industry around the world can look back on a year with higher occupancy rates and increased RevPAR (revenue per available room), at the same time as there were more international tourist arrivals. 2015 will be the fourth consecutive year where the international tourism sector had higher relative growth than average GDP, meaning it is a major contributor to the world economy. Preliminary figures from WTTC show that tourism generated USD 7.8 trillion and created 284 million jobs worldwide in 2015.
There were 1,184 billion journeys across national borders with at least one overnight stay in 2015.
”
Source Source World Tourism Organization (UNWTO)
New record for world tourism
Tourist arrivals with at least one overnight stay
International tourist arrivals
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
200
400
600
800
1000
1200
1400
201520142013201220112010200920082007200620052004200320022001200019991998199719961995
527 561 586 602 625674 675 696
764809
855911 928 950
9941041
10881134
1184
692
891
World Tourism Organization (UNWTO)
Breakdown of international tourist arrivals in 2015
51%
23%
5%
16%
5% Europe
Asia and the Pacific countries
Africa
America
Middle East
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Changes in the number of tourist arrivals globally Changes in the number of tourist arrivals in Europe and Norway
WORLD EUROPE
AMERICA EUROPE AFRICA MIDDLE EAST ASIA AND THE PACIFIC COUNTRIES
2009
2010
2011
2012
2013
2014
2015
Forecast for 2016
2009
2010
2011
2012
2013
2014
2015
Tourist arrivals with at least one overnight stay. Tourist arrivals with at least one overnight stay.
3%
9%8%
7%6%
-6%
-3%-2%
-8% -8% -8%
-4%-5%
-6%
13%
9%
2%
4%
2%
3%
2%3% 3%
2%
3%
9%
3%
5%
8%
6%
7%7%
-2%
6%
8%
4% 4%
6%6%
3%
5%
2%
7%
2%
3%
9%
-1%
7%6%
2–5% 4–5%
0%
5%
12%
6%5%
5%5%
-5%-6%
-4%
6%
3%
7%
3%
4%
4%
6%
5%
4%5% 5%
5%
8%
2%
4%
5% 5%
4%
4–5% 3,5–4,5%
3,5–4,5%
7%
3%
-5%
14%
0%
-5%-6%
2–5%
World Tourism Organization (UNWTO) World Tourism Organization (UNWTO) and Statistics Norway
NORWAY NORTHERN EUROPE WESTERN EUROPE SOUTHERN EUROPE CENTRAL AND EASTERN EUROPE
Source Source
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International tourist arrivals International tourist arrivals International tourist arrivals at Norwegian hotels
200111 September. Al Qaida’s terrorist attack in the USA. 2,982 people dead. Economic recession follows in the wake.
2003USA invades Iraq. SARS epidemic in Asia leads to 506 people dying during the month of May. The epidemic was contained by July.
2004 1 March. Train bombings in Madrid. 191 people dead.
20057 July. Suicide bombers on the London Underground. 52 people dead.
2008The financial crisis develops from the middle of the year.
2009Swine flu (H1N1-virus) spreads from April.
2010Volcanic eruption in Iceland in April.
201122 July. Terrorist attacks in Norway 77 people dead.
201519 August. Terrorist attacks near major tourist attraction in Istanbul, Turkey.13 November. Terrorist attacks at various locations in Paris. 130 people dead.
Prognose 201520142013201220112010200920082007200620052004
-8 %
-6 %
-4 %
-2 %
2 %
4 %
6 %
8 %
10 %
12 %
Prognose2016 2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
Prognose 201520142013201220112010200920082007200620052004
4% 4% 4% 4% 4% 4%
3% 3% 3%
5% 5% 5% 5%
1%
8%
0%
-2% -2%
-4%
-5% -5%
-1%
10%
6% 6%
7% 7% 7%
2% 2%
-6%
-4%
-8%
-1,5%
9% 9%
8%
12%
3,5–4,5%
International tourist arrivals at hotels
International tourist arrivals at Norwegian hotels
Norway’s share in Northern Europe
Norway’s share among the mature economies
In 2015 there were 3.6 million international tourist arrivals at Norwegian hotels. This is 382,000 more arrivals than in 2014, representing an increase of 12%. This is far higher than the average growth worldwide, meaning that Norway took a larger market share of international tourism. In comparisons between developments in Norway and other countries, care is always taken to ensure we use countries that share certain similarities with Norway, i.e. countries with mature economies and Northern Europe. The figures
for 2015 show that arrivals in Norway grew more than the average for arrivals in Northern Europe, which was 6%, and arrivals in mature economies, which was 5%.
There are different ways of reporting the number of tourist arrivals. Some countries use border crossings, but the vast majority use foreign tourist arrivals at commercial accommodation providers. In Norway, we use arrivals at hotels.
International tourist arrivals at Norwegian hotels
World Tourism Organization (UNWTO) and Statistics Norway
Utenlandske turistankomster ved hoteller
Utenlanske gjestedøgn og konkurransekursindeks i juli* fra 1998–2014
2014M072013M072012M072011M072010M072009M0722008M072007M072006M072005M072004M0722003M072002M072001M072000M071999M071998M07
800
850
900
950
1000
1050
1100
1150
2014M072013M072012M072011M072010M072009M0722008M072007M072006M072005M072004M0722003M072002M072001M072000M071999M071998M07
0
500 000
1 000 000
1 500 000
2 000 000
2 500 000
3 000 000
3 500 000
4 000 000
0 %
1 %
2 %
3 %
4 %
5 %
6 %
7 %
8 %
9 %
10 %
2015201420132012201120102009200820072005
4,6%5,0% 4,8%
4,3% 4,3%4,6% 4,5% 4,7% 4,6% 4,8%
0,6% 0,6% 0,6% 0,6%0,5% 0,5% 0,5% 0,5%0,5% 0,6%
Share
Tourist arrivals with at least one overnight stay. World Tourism Organization (UNWTO) and Statistics Norway
Events that have affected tourism:
Source Source
Forecast for 2016
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
12%
10%
8%
6%
4%
2%
-2%
-4%
-6%
-8%
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
1716
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THE WEAKER KRONE made Norway a cheaper holiday destination and boosted its competitiveness.
The Norwegian krone depreciated against many currencies including the euro, pound and US dollar in 2014 and 2015, which benefited the tourism industries. A weaker krone means that foreign tourists get more for their money in Norway. Norway’s ability to compete can be measured using the trade-weighted exchange rate index. A rise in this index means a weaker krone, making Norway more competitive, and vice versa.
From July 2014 to July 2015 Norway’s ability to compete improved by 11%. In the same period, there were 15% more
foreign guest nights at hotels. From July 2013 to July 2015, Norway’s ability to compete has increased by 17%, meaning foreign tourists got 17% more for their money in July 2015 than they did in 2013. In the same period, there were 22% more foreign guest nights at hotels.
There is a correlation between developments in the exchange rate and the number of hotel guests, indicating that a lower exchange rate leads to more foreign guest nights. 2008 and 2009 were exceptions, as much of the world was impacted by the financial crisis.
3. The Norwegian tourism year
Juvet Landscape HotelTina Stafrèn Visitnorway.com
Guest nights for July are used to isolate holiday traffic from business traffic, which cannot be influenced.Statistics Norway and Norges Bank
Guest nights and the trade-weighted exchange rate index 2006–2015
Foreign hotel guest nights
Foreign hotel guest nights
Trade-weighted exchange rate index
Trade-weighted exchange rate index
Utenlandske turistankomster ved hoteller
800 000
850 000
900 000
950 000
1 000 000
1 050 000
1 100 000
1 150 0002014M
07
2013M07
2012M07
2011M07
2010M07
2009M07
22008M07
2007M07
2006M07
2005M07
2004M072
2003M07
2002M07
2001M07
2000M07
1999M07
1998M07
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
2015M07
2014M07
2013M07
2012M07
2011M07
2010M07
2009M07
2008M07
2007M07
2006M07
75 %
80 %
85 %
90 %
95 %
100 %
105 %
110 %
115 %
800
850
900
950
1000
1050
1100
2015M072014M072013M072012M072011M072010M072009M072008M072007M072006M07
Source
1,100,000
1,050,000
1,000,000
950,000
900,000
850,000
800,000
115%
110%
105%
100%
95%
90%
85%
80%
75%
1918
innovasjonnorge.no
Innovation Norway conducts weekly tracker surveys in the majority of the main markets in Europe where Norway is marketed as a holiday destination. The surveys include questions about people’s perception of Norway as a holiday destination and the likelihood that they will travel to Norway. Changes in responses provide Innovation Norway with an indication of the effectiveness of its marketing work.
The survey, which is conducted among people in our target groups in Denmark, Norway, Sweden, the United Kingdom, Germany, the Netherlands, Russia and France, shows that
interest in Norway as a holiday destination has increased considerably in recent years. Looking at the question: ”How likely is it that you will go on holiday in Norway in the next 12 months?”, the results show that the percentage of the respondents who chose 8, 9 or 10 on a ten point scale has increased by 18% among the Norwegian respondents and by 32% among the foreign respondents from 2012 to 2015. Looking at the development from 2014 to 2015 in isolation, the results show that interest in spending holidays in Norway has risen by 4% among the Norwegian respondents and by 20% among the foreign respondents.
There were 31.6 million guest nights in commercial accommodation in 2015. This 4% increase represents 1.3 million more guest nights. Norwegian guest nights rose by 3%, while foreign guest nights rose by 8%. New in 2015 is that there was a good increase in Norwegian and foreign guest nights in both the winter and the summer season. In summary, the Norwegian tourism sector had a fantastic winter season, followed by yet another record-breaking summer season.
There were more guest nights from large and important volume markets such as Germany, Sweden, Denmark, the United Kingdom and the Netherlands. The number of guest nights from the USA has continued to grow, and the number of guest nights from France, Italy and Spain has
also picked up. The development in the number of guest nights from Asia is unprecedented and larger than for our neighbouring countries.
The main reason that the year was so good is the increase in holiday and leisure overnight stays. Holiday and leisure overnight stays at hotels increased by 13%, while business overnight stays fell by 2%. The decline is ascribable to the fall in oil prices that has impacted the oil industry, and it is the fjord counties that have been hardest hit. There has been no change in business traffic in Eastern Norway, Northern Norway and Trøndelag, while Fjord Norway has declined by 7% and Southern Norway by 5%. The number of overnight stays in connection with courses and conferences has increased by 4%.
Growing interest in Norway as a holiday destination Good growth in commercial guest nights
The group “Foreign” includes people in the target group from Denmark, Sweden, the Netherlands, Germany, the United Kingdom, France and Russia.Tracker Data 2015, Innovation Norway
Statistics Norway
2007 2010 2011 2012 2013 2014 2015
Change from 2014
to 2015Change
2007–2015
Total 28,663,930 28,540,497 29,074,313 29,914,832 29,243,016 30,306,594 31,653,839 4% 10%
Norway 20,338,157 20,637,311 21,230,072 21,974,364 21,551,330 22,152,158 22,825,068 3% 12%
All foreign 8,325,773 7,903,186 7,844,241 7,940,468 7,691,686 8,154,436 8,828,771 8% 6%
Other Europe 983,010 1,017,721 1,083,138 1,154,970 1,223,290 1,402,358 1,596,411 14% 62%
Germany 1,703,050 1,637,206 1,594,621 1,511,995 1,309,550 1,388,978 1,459,808 5% -14%
Sweden 912,915 958,838 932,923 1,022,597 999,339 1,040,168 1,097,231 5% 20%
Denmark 1,006,816 914,053 841,484 865,597 835,121 741,241 749,517 1% -26%
United Kingdom 755,172 520,428 519,471 570,316 581,496 614,876 704,508 15% -7%
Netherlands 873,342 799,515 742,328 677,831 519,989 539,733 567,343 5% -35%
USA 330,727 315,436 315,376 303,279 303,199 397,801 425,295 7% 29%
Other Asia 154,269 165,183 194,350 212,297 257,614 287,063 364,921 27% 137%
France 291,826 318,280 309,784 301,197 285,525 301,889 326,866 8% 12%
China 70,694 68,133 91,715 93,532 161,878 176,767 287,153 62% 306%
Spain 313,766 245,638 253,607 194,069 174,862 200,441 253,590 27% -19%
Italy 228,275 222,540 200,287 166,257 164,254 191,390 196,785 3% -14%
Russia 130,434 172,811 186,401 198,201 211,805 181,196 108,086 -40% -17%
Japan 115,962 104,014 101,124 119,558 103,882 91,091 98,203 8% -15%
South Korea 40,609 38,008 45,272 62,167 57,042 56,825 71,381 26% 76%
Markets in which Innovation Norway invests in tourism
Norway
Total
Foreign
48,9%
17,5%
10,3%
53,4%
17,0%
10,6%
55,3%
17,6%
11,3%
57,5%
21,4%
13,6%
How likely is it that you will go on holiday in Norway in the next 12 months?
10 %
20 %
30 %
40 %
50 %
60 %
70 %
2015201420132012
10
20
30
40
50
60
70
2015201420132012
+18%
+22%
+32%
Source
Source
70%
60%
50%
40%
30%
20%
10%
2120
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2015 saw good growth from all the markets where Innovation Norway invests in tourism, apart from Russia, which declined by 40%. After many years of continuous growth in Russian guest nights, the trend turned in 2014 due to the financial crisis in Russia. The ruble is weak, and most people’s wages are lower, resulting in reduced spending power.
The number of commercial guest nights has increased by 10% from 2007 to 2015. In the same period, the number
of Norwegian guest nights has increased by 12% and the number of foreign gust nights by 6%.
Nevertheless, the number of commercial guest nights from several markets is still lower than it was before the financial crisis. The financial crisis started in mid-2008 and led to a decline in the number of foreign guest nights.
The repercussions of the financial crisis are still being felt in some markets
Source Statistics Norway
7%
5% 5%
19%
9%
5%
3% 3% 3% 3%
4% 4%
2% 2% 2%
10% 10%
9%
8%
6%
14%
0%
Change in Norwegian guest nights
Change in foreign guest nights
Change in commercial guest nights by month
0 %
2 %
4 %
6 %
8 %
10 %
12 %
14 %
16 %
18 %
20 %
Desem
ber
Novem
ber
Oktober
September
August
Juli
Juni
Mai
April
Mars
Februar
Januar
5
10
15
20
DesemberNovemberOktoberSeptemberAugustJuliJuniMaiAprilMarsFebruarJanuar
5%
1%
Statistics Norway
Change 2007–2015
Change 2014–2015
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Decem
ber
Novem
ber
October
September
August
July
June
May
April
March
February
JanuaryTotal
China
Spain
Other Asia
South Korea
United Kingdom
Other Europe
Japan
France
All foreign
USA
Netherlands
Sweden
Germany
Italy
Norway
Denmark
Russia
Change in commercial guest nights 2007–2015 and 2014–2015
-50 0 50 100 150 200 250 300 350
Russland
Danmark
Norge
Italia
Tyskland
Sverige
Nederland
USA
Utlandet i alt
Frankrike
Japan
Europa ellers
Storbritannia
Sør-Korea
Asia ellers
Spania
Kina
I alt
-50 0 50 100 150 200 250 300 350
Russland
Danmark
Norge
Italia
I alt
Tyskland
Sverige
Nederland
USA
Utlandet i alt
Frankrike
Japan
Europa ellers
Storbritannia
Sør-Korea
Asia ellers
Spania
Kina
306% 62%
137%
76%
62%
8% 12%
8%
8% 29%
5%
5%
5%
4%
3%
3%
1%
-40%
-26%
-14%
-14%
-35%
-15%
-19%
-7%
-17%
7%
20%
10%
12%
6%
27%
27%
26%
15%
14%
Germany, 18%
Sweden, 14%
United Kingdom, 9%
Denmark, 8%
Netherlands, 6%
USA, 5%
France, 4%
China, 3%
Spain, 3%
Italy, 2%
Russia, 1%
Japan, 1%
South Korea, 1%
Other countries, 23%
Statistics Norway
Composition of the foreign guest nights in 2007 and 2015
2007 2015Germany, 20%
Denmark, 12%
Sweden, 11%
Netherlands, 10%
United Kingdom, 9%
USA, 4%
France, 4%
Spain, 4%
Italy, 3%
Russia, 2%
China, 1%
Japan, 1%
South Korea, 0%
Other countries, 19%
The graph is sorted by the magnitude of the change 2014–2015
Source Source
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In 2015, there were 21.5 million hotel guest nights, which is an increase of 6% from 2014. The solid growth is largely due to the 13% increase in holiday overnight stays. The number of course and conference guest nights rose by 4%, while business traffic fell by 2% as a result of lower activity in the oil sector.
This means that in 2015, a total of 51% of all guest nights at hotels were holiday and leisure overnight stays. This is 6% more than in 2014, when the proportion was 48%.
Holiday and leisure traffic drove the growth at hotels
Change in hotel guest nights2014–2015
Composition of hotel guest nights by purpose in 2015The figures in brackets are the change from 2014
51% (+6%)
Course and conference
Business
Holiday and leisure
Total
13% (-)
36% (-8%)
Holiday and leisure
Business
Course and conference
Statistics Norway
Change in hotel guest nights (%)
-2 %
0 %
2 %
4 %
6 %
8 %
10 %
12 %
14 %
Kurs og konferanse
Yrke
Ferie og fritid
Totalt
0
2
4
6
8
10
12
14
16
18
20
Kurs og konferanseYrkeFerie og fritidTotalt
6%
13%
-2%
4%
Statistics Norway
For the first time since 2010, there was an increase in the number of foreign guest nights, in both the summer and the winter season. We have to go back to 2012 to find the same trend in Norwegian guest nights.
Both the winter and the summer season were good
Change in the number of commercial guest nights during the 2014–2015 winter and summer seasons
Total
Norway
Foreign
5%
4% 4%
9%
8%
3%
-2
0
2
4
6
8
10
12
14
UtenlandskeNorskeTotalt
1 %
2 %
3 %
4 %
5 %
6 %
7 %
8 %
9 %
10 %
SommersesongenVintersesongen
Guest nights per region
Eastern Norway, consisting of seven counties, had the most Norwegian and foreign commercial guest nights in 2015. Next came Fjord Norway, Northern Norway, Southern Norway and Trøndelag, as shown in the pie chart below.
Since there are most Norwegian guest nights during the course of a year, it is natural that all parts of the country have a majority of Norwegian guest nights. The region Fjord Norway, with a share of 35%, had the largest percentage of foreign guest nights, followed by Northern Norway with a share of 30%. Eastern Norway had a foreign guest nights share of 27%, and Trøndelag 18%. The region with the highest share of Norwegian guest nights is Southern Norway, where only 17% of all commercial guest nights were foreign.
Commercial guest nights broken down by region
11%
9%8%
23%
46%
Eastern Norway
Fjord Norway
Northern Norway
Southern Norway
TrøndelagWinter season Summer season
Source Source
14%
12%
10%
8%
6%
4%
2%
0%
-2%
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
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Winter season
Eastern Norway, Northern Norway and Trøndelag saw solid relative growth in Norwegian and foreign guest nights in the winter season.
Summer season In the summer season it was the fjord counties that saw the largest relative growth in foreign guest nights, while Northern Norway and Trøndelag achieved solid growth in the share of Norwegian guest nights.
Statistics Norway
Commercial guest nights per region and change from 2014
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
SørlandetTrøndelagNord-NorgeFjord NorgeØstlandet
SørlandetTrøndelagNord-Norge-9
-6
-3
0
3
6
9
12
15
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
15%
-3%
6%
8%
9%10%
-5%
-8%
1%
5%
Norwegian guest nights
Foreign guest nights
Change in Norwegian guest nights (%)
Change in foreign guest nights (%)
30%
25%
20%
15%
10%
0%
-5%
-10%
16%
14%
12%
10%
8%
6%
4%
2%
0%
-2%
-4%
Commercial guest nights per region and change from 2014
Statistics Norway
Norwegian guest nights
Foreign guest nights
Change in Norwegian guest nights (%)
Change in foreign guest nights (%)
1 000 000
2 000 000
3 000 000
4 000 000
5 000 000
6 000 000
TrøndelagNord-NorgeSørlandetFjord NorgeØstlandet
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
TrøndelagNord-NorgeSørlandetFjord NorgeØstlandet -4%
-2%
0%
2%
4%
6%
8%
10%
12%
-4 %
-2 %
0 %
2 %
4 %
6 %
8 %
10 %
12 %
14%
16%
5%
3%
6%
1%
6%
-3%-3%
7%
10%10%
Commercial guest nights Change ChangeCommercial guest nights
Source Source
Eastern Norway Fjord Norway Northern Norway Southern Norway
Eastern Norway Fjord Norway Southern Norway Northern Norway
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MORE FOREIGN tourists combined with Norwegians’ willingness to pay ensured high tourism expenditure in 2015.
4. Expenditure linked to trips in Norway
Figures from the Tourism Survey show that tourists who had at least one overnight stay in commercial accommodation or on Hurtigruten had an estimated expenditure of NOK 68.6 billion in connection with their trip in Norway. This is an increase of 13% or NOK 8.1 billion compared with 2014, when expenditure was estimated to be NOK 60.4 billion.
Norwegian tourists’ expenditure increased by 10% or NOK 4.4 billion, while foreign tourists’ expenditure increased by 21% or NOK 3.7 billion. Of the total increase in expenditure of NOK 8.1 billion, NOK 6.3 billion can be attributed to holidaymakers and NOK 1.8 billion to people on business trips.
The increase is due to several factors Around 40% of the increase can be attributed to Innovation Norway’s expansion of the Tourism Survey to include tourists on Hurtigruten. They are in addition to people staying in commercial accommodation, as used in previous surveys. However, not all of the increase in tourism expenditure in 2015 can be explained by the expansion of the sample population. The increase in volume of tourists and higher average daily expenditure meant total expenditure among all tourists, both holiday/leisure travellers and business travellers, was higher.
Norwegians spend the most money in Norway The average daily expenditure among Norwegian holidaymakers was NOK 1,355 in 2014. In 2015 this figure had risen to NOK 1,425. If we also include tourists who
travelled on Hurtigruten, average daily expenditure rises to NOK 1,450. Foreign holidaymakers had an estimated average daily expenditure of NOK 1,730 in 2014, which fell to NOK 1,665 in 2015. However, if we include foreign tourists on Hurtigruten, average daily expenditure rises to NOK 1,855.
Not surprisingly, it is Norwegians who spend the most money in Norway, on both business and holiday/leisure travel. Norwegians accounted for 69% of the total expenditure. The expenditure figures shown here are for tourists who stayed in commercial accommodation and/or on Hurtigruten. Tourists who only stay in private accommodation or accommodation that is not included in the official statistics are not included in the figures here. The figures here cover about half of the expenditure that is included in the tourism satellite accounts published by Statistics Norway, but they nevertheless provide a very good indication of trends in Norwegian tourism.
Total expenditure among all tourists, both holiday/leisure travellers and business travellers, was higher.
”
Kayak on the Hjørund FjordTomasz Furmanek Visitnorway.com
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Of the total expenditure of NOK 68.6 billion, NOK 34.5 billion was expenditure related to holiday and leisure travel. This is 23% more than in 2014.
”Source
The figures in brackets are the share in 2014The 2015 Tourism Survey, Innovation Norway
Expenditure of tourists who stayed in commercial accommodation and Hurtigruten in 2015
NOK 68.6 billion broken down into four-month periods Most of the expenditure was in May, June, July and August.
Distribution of expenditure estimates by markets
Total
Norwegians
Foreigners70,000,000,000
60,000,000,000
50,000,000,000
40,000,000,000
30,000,000,000
20,000,000,000
10,000,000,000
Total tourism expenditure Holiday and leisure travel expenditure Business travel expenditure
0
10
20
30
40
50
60
70
80
ForretningsreiseFerie- og fritidreiseTotalt turismeforbruk
10 000 000 000
20 000 000 000
30 000 000 000
40 000 000 000
50 000 000 000
60 000 000 000
70 000 000 000
ForretningsreiseforbrukFerie- og fritidsreiseforbrukTotalt turismeforbruk
13%
10%
23%
21% 13%
45%
6%
8%
- 2%
1st four months 2015 25% (26%)
2nd four months 2015 47% (46%)
3rd four months 201528% (29%)
Market ExpenditureExpenditure per holiday Daily expenditure
Expenditure per holiday per person
Daily expenditure per travel party
Norway NOK 21,810,000,000 NOK 22,990 NOK 1,450 NOK 7,875 NOK 4,230
Sweden NOK 915,000,000 NOK 25,870 NOK 1,455 NOK 6,175 NOK 6,085
Denmark NOK 645,000,000 NOK 32,465 NOK 1,100 NOK 7,490 NOK 4,765
Germany NOK 2,490,000,000 NOK 47,255 NOK 1,500 NOK 21,575 NOK 3,285
Netherlands NOK 465,000,000 NOK 43,720 NOK 920 NOK 14,920 NOK 2,690
United Kingdom NOK 1,290,000,000 NOK 48,600 NOK 2,510 NOK 20,180 NOK 6,050
USA NOK 1,080,000,000 NOK 72,160 NOK 3,220 NOK 32,985 NOK 7,040
France NOK 705,000,000 NOK 82,050 NOK 2,780 NOK 35,040 NOK 6,505
Switzerland NOK 555,000,000 NOK 68,030 NOK 1,905 NOK 30,340 NOK 4,270
Other Europe NOK 1,875,000,000 NOK 52,350 NOK 1,740 NOK 17,170 NOK 5,305
Outside Europe NOK 2,655,000,000 NOK 63,860 NOK 2,715 NOK 22,505 NOK 7,710
Total foreign holidaymakers NOK 12,675,000,000 NOK 56,790 NOK 1,855
NOK 19,825
NOK 5,315
Total all holidaymakers NOK 34,485,000,000
The expenditure estimates are based on people who stayed in commercial accommodation.The 2015 Tourism Survey, Innovation Norway
The results for 2015 are not directly comparable with those for 2014, as the sample population has been expanded to include Hurtigruten in 2015.The 2015 Tourism Survey, Innovation Norway
The arrows indicate the change from 2014
Source Source
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Daily expenditure of NOK 1,450 Norwegian holidaymakers.
Daily expenditure of NOK 1,855 Foreign holidaymakers.
Expenditure is influenced by activity preferencesThe average daily expenditure of a Norwegian holidaymaker was NOK 1,450 in 2015, but the survey found relatively large differences in expenditure based on which activities the individual tourist partakes in or plans to do. For a tourist who answered ”experience the Northern Lights”, daily expenditure is approximately NOK 2,631
kroner. Tourists who answered ”experience the night life” and ”test my limits” also have a much higher average daily expenditure of NOK 1,785 and NOK 1,733 respectively. At the other end of the scale we find respondents who said they were planning to visit amusement parks. This group had an average daily expenditure of NOK 1,058, which is 27% less than average for the survey population as a whole.
Wide spread in expenditureThere are greater differences in foreign holidaymakers’ daily expenditure in Norway according to activity preferences than among the Norwegian holidaymakers. In 2015, average daily expenditure was NOK 1,855, but among the tourists who answered that they had been or planned
to go dog sledding, daily expenditure was NOK 2,667, and daily expenditure among the respondents who said they wanted to go to concerts and festivals was NOK 2,636. At the other end of the scale we find the respondents who answered ”salt water fishing”. Here, the average daily expenditure was NOK 901.
Daily expenditure according to activity (undertaken or planned). Norwegian holidaymakers
Daily expenditure according to activity (undertaken or planned). Foreign holidaymakers
-40 % -20 % 0 % 20 % 40 % 60 % 80 % 100 %
Besøke fornøyelsesparkerSykle
Besøke nasjonalparkerGå langrenn
Gjøre sportsaktiviteter (klatre, kite, paragliding, etc.)Kjøre alpint/stå på snowboard
Fiske i saltvannFiske i ferskvannOppleve naturen
Gå turer på over 2 timerSlappe av
Besøke kunstutstillinger/museerVære sammen med andre
Oppleve fjelleneOppleve lokal historie og legender
Besøke historiske bygninger/stederHa det moro
Oppleve fjordeneGå på restaurant
Spise lokal mat og drikke lokale drikkevarerOppleve lokal kultur og levemåteVære med på idrettsarrangement
Gå på konserter/festivalerOppleve tradisjoner og nasjonale fester
Gå toppturerSightseeing
ShoppeTeste mine grenserOppleve nattelivet
Oppleve nordlyset*
* Only 2–3% of the Norwegian tourists said they planned to experience the Northern Lights.The 2015 Tourism Survey, Innovation Norway The 2015 Tourism Survey, Innovation Norway
82%23%
20%16%
13%13%
10%8%
6%4%
2%2%1%1%
-1%-2%-2%
-4%-6%-6%
-9%-9%-11%
-15%-16%-17%
-21%
-21%-25%
-27%
-60 -50 -40 -30 -20 -10 0 10 20 30 40 50
Fiske i saltvannFiske i ferskvann
Padle kajakk/kanoSykle
Kjøre alpint/stå på snowboardGå turer på over 2 timer
Gå langrennTeste mine grenser
Gå toppturerGjøre sportsaktiviteter (klatre, kite, paragliding, etc.)
Delta på skiskoleBesøke nasjonalparker
Oppleve fjelleneHa det moro
Slappe avOppleve naturen
Være sammen med andreOppleve fjordene
Oppleve lokal kultur og levemåteBesøke historiske bygninger/steder
Gå på restaurantBesøke kunstutstillinger/museer
Spise lokal mat og drikke lokale drikkevarerOppleve tradisjoner og nasjonale fester
Oppleve lokal historie og legenderShoppe
SightseeingOppleve nattelivet
Kjøre snøscooterOppleve nordlyset
Gå på konserter/festivalerKjøre hundeslede
-60 % -40 % -20 % 0 % 20 % 40 %
Fiske i saltvannFiske i ferskvann
Padle kajakk/kanoSykle
Kjøre alpint/stå på snowboardGå turer på over 2 timer
Gå langrennTeste mine grenser
Gå toppturerGjøre sportsaktiviteter (klatre, kite, paragliding, etc.)
Delta på skiskoleBesøke nasjonalparker
Oppleve fjelleneHa det moro
Slappe avOppleve naturen
Være sammen med andreOppleve fjordene
Oppleve lokal kultur og levemåteBesøke historiske bygninger/steder
Gå på restaurantBesøke kunstutstillinger/museer
Spise lokal mat og drikke lokale drikkevarerOppleve tradisjoner og nasjonale fester
Oppleve lokal historie og legenderShoppe
SightseeingOppleve nattelivet
Kjøre snøscooterOppleve nordlyset
Gå på konserter/festivalerKjøre hundeslede
60 %
44%
40%32%
26%19%18%
15%
10%
15%
10%
14%
10%5%
2%0%
-3%-4%
-11%-11%
-12%-14%-14%
-15%-15%
-16%-17%
-22%-23%
-31%-45%
-51%
42%
Source Source
Experience the northern lights*Night life
Test my limitsShopping
SightseeingPeak walking
Experience traditions and national celebrationsGo to concerts/festivals
Participate in sports eventsExperience local culture and ways of lifeEat local food and drink local beverages
Go to restaurantsExperience the fjords
Have funVisit historic buildings/sites
Experience local history and legendsExperience the mountains
Spend time with othersVisit art exhibitions/museums
RelaxHiking (more than two hours)
Experience natureFresh water fishing
Salt water fishingDownhill skiing/snowboarding
Sports activities (climbing, kiting, paragliding, etc.)Cross country skiing
Visit national parksCycling
Visit amusement parks
Dog sleddingGo to concerts/festivals
Experience the northern lightsDrive a snowmobile
Night lifeSightseeing
ShoppingExperience local history and legends
Experience traditions and national celebrationsEat local food and drink local beverages
Visit art exhibitions/museumsGo to restaurants
Visit historic buildings/sitesExperience local culture and ways of life
Experience the fjordsSpend time with others
Experience natureRelax
Have funExperience the mountains
Visit national parksTake part in a skiing course
Sports activities (climbing, kiting, paragliding, etc.)Peak walking
Test my limitsCross country skiing
Hiking (more than two hours)Downhill skiing/snowboarding
CyclingKayaking/canoeingFresh water fishing
Salt water fishing
-40% -20% 0% 20% 40% 60% 80% 100% -60% -40% -20% 0% 20% 40% 60%
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MORE TOURISTS visited Norway in 2015 than in 2014, and the vast majority of them were very satisfied with their stay.
5. Holiday-makers in 2015
Regardless of where the tourists come from, they would highly recommend a holiday in Norway to others.
”
Oslomarka, SkjennungenTerje BorudVisitnorway.com
At the same time, the average length of a holiday in Norway decreased slightly, the average age was higher, the share of first-time visitors increased, and both Norwegian and foreign holiday and leisure travellers undertook fewer activities than in 2014.
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Average holiday lasts one weekThe average length of a holiday in Norway was 7.1 days in 2015, which is half a day shorter than in 2014. This means that the increase in commercial guest nights in 2015 is not due to the tourists staying longer, but rather that more people came to Norway compared with 2014.
Stay length increased from many marketsThe reason for the reduction in average stay length in 2015 is that the average length of Norwegians’ holidays in Norway decreased from 5.6 to 5.4 days. There was also a decrease in average length of stay among tourists from large volume markets such as Sweden, Denmark, and some
countries outside Europe, while British, French, American, German and ”Other Europe” tourists stayed in Norway longer in 2015. This means that a foreign tourist’s average length of stay increased by over one day from 9.6 days in 2014 to 10.7 days in 2015.
Dutch and Germans stay longestDutch tourists had an average of 16 guest nights on a holiday in Norway, while the average for German tourists was 14 guest nights. The French and Americans are also high on the list of foreigners who had a long holiday in Norway in 2015.
The average tourist is one year olderThe average age of people who holidayed in Norway rose from 47.6 years in 2014 to 49 years in 2015. The age of the Norwegian tourists increased by more than one year, as did the average age of the foreign tourists. Both the Norwegian and the foreign holidaymakers were older, and the summer tourists were older than the winter tourists. While the summer tourists’ average age was 50.3 years, the winter tourists were over four years younger on average, which can be ascribed to skiing activities. Among the winter tourists, we also distinguish between people who come to Norway to ski and people who come to experience Northern Norway and the northern lights. The average age of ski tourists was 44 years, while the average age of Northern Norway tourists was 54 years. The age of the ski
tourists is fairly similar across the markets, while there is much greater variation in the age of people who holiday in Northern Norway. Despite the more diverse age range, the average age in this group is still consistently higher per market than among the ski tourists.
Summer seasonAverage holiday tourist 50.3 years Norwegian: 50.1 years Foreign: 50.9 years
Winter seasonAverage holiday tourist 46 years Norwegian: 45.4 years Foreign: 47.2 years
Length of stay Age
The results for 2015 are not directly comparable with those for 2014, as the sample population has been expanded to include Hurtigruten in 2015.The 2015 Tourism Survey, Innovation Norway
0 5 10 15 20Sverige
NorgeDanmark
StorbritanniaLand utenfor Europa
Europa ellersUSA
Gjennomsnitt for utenlandske turisterFrankrikeTyskland
NederlandGjennomsnittsturist
4 8 12 16 20
Sverige
Norge
Danmark
Storbritannia
Land utenfor Europa
Europa ellers
USA
Gjennomsnitt for utenlandske turister
Frankrike
Tyskland
Nederland
Gjennomsnittsturist7,1
7,6 16,3
14,1 14,4
14,1 12,6
11,4 10,7
9,6 10,3
9,8 9,9
8,6 8,3
8,7 8
6,8 6,8
7,9 5,4 5,6
4,2 5,2
0 10 20 30 40 50 60
Land utenfor Europa
Europa ellers
Danmark
Sverige
Norge
Nederland
Gjennomsnitt for utenlandske turister
Frankrike
Storbritannia
Tyskland
USA
Gjennomsnittsturist
10 20 30 40 50 60
Land utenfor Europa
Europa ellers
Danmark
Sverige
Norge
Nederland
Gjennomsnitt for utenlandske turister
Frankrike
Storbritannia
Tyskland
USA
Gjennomsnittsturist49
47,6 56,4
53 55,2
51 53,2
47,6 51,8
44,3 49,6
48 48,8
50,948,7
47,5 47,7 47,8
46,8 48,6
44,9 43,7 44,3
46,5
2015
2014Average tourist
Netherlands
Germany
France
Average for foreign tourists
USA
Other Europe
Countries outside Europe
United Kingdom
Denmark
Norway
Sweden
Average tourist
USA
Germany
United Kingdom
France
Average for foreign tourists
Netherlands
Norway
Sweden
Denmark
Other Europe
Countries outside Europe
2015
2014
The results for 2015 are not directly comparable with those for 2014, as the sample population has been expanded to include Hurtigruten in 2015. The average age applies to tourists over the age of 18 as children are not included as interview subjects. This means that any children in the travel party are not included when calculating averages. The 2015 Tourism Survey, Innovation Norway
Average ageAverage number of guest nights
Days Years
Source Source
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Source Source
A good mix of first-time visitors and repeat visitors is a sign of a healthy tourism sector. In 2015, 56% of the foreign holiday tourists had holidayed in Norway before, while 44% were holidaying in Norway for the first time. This is an increase of 5% from 2014. Most first-time visitors were from countries outside Europe, and among the American tourists, there were 6% more first-time visitors than in 2014. There were also 6% more first-time visitors from Germany, while the share of first-time visitors from major markets such as Sweden and Denmark decreased.
Fewest first time visitors from DenmarkSome 92% of the Danes who holidayed in Norway in 2015 were repeat visitors. The majority of the Danes who visited Norway in 2015 came in the winter season. 83% of them visit Norway every third year or more frequently, they have an average age of 46 years and usually come to Eastern Norway for a skiing holiday.
Tourists were very satisfied with their holiday in Norway in 2015. The average satisfaction score was 8.7 on a scale from 1–10, where 1 is very dissatisfied and 10 is very satisfied.
Improved results from many overseas marketsOn the whole, the tourists from most markets rated their holiday in Norway more highly than the tourists in 2014 did. British, American and Danish tourists in particular are more enthusiastic in 2015, while Swedish and German tourists gave their holidays a slightly lower rating. Despite increased satisfaction from several markets, the average
satisfaction score of 8.7 is unchanged from 2014. This is because two-thirds of all holidaymakers in Norway are Norwegians, and their satisfaction score was 8.7, unchanged from 2014.
The Tourism Survey also shows that regardless of where the tourists come from, they would highly recommend a holiday in Norway to others. Americans would recommend Norway as a holiday destination to the greatest degree, followed by Norwegians, who would highly recommend a holiday here in Norway to others.
Larger share of first-time visitors in 2015 Satisfaction with the holiday in Norway
The results for 2015 are not directly comparable with those for 2014, as the sample population has been expanded to include Hurtigruten in 2015. The 2015 Tourism Survey, Innovation Norway
The results for 2015 are not directly comparable with those for 2014, as the sample population has been expanded to include Hurtigruten in 2015. The 2015 Tourism Survey, Innovation Norway
First-time visitors Satisfaction
0 10 20 30 40 50 60
Danmark
Sverige
Tyskland
Nederland
Europa ellers
Storbritannia
Frankrike
USA
Land utenfor Europa
Total utenlandske turister
10% 20% 30% 40% 50% 60% 70% 80%
Danmark
Sverige
Tyskland
Nederland
Europa ellers
Storbritannia
Frankrike
USA
Land utenfor Europa
Total utenlandske turister44%
42%
80%73%
69%65%
61%58%
48%
34%
14%
8%9%
18%
36%
43%39%
57%
54%53%
7,8 8,0 8,2 8,4 8,6 8,8 9,0 9,2
Nederland
Tyskland
Land utenfor Europa
Sverige
Frankrike
Europa ellers
Gjennomsnitt for utenlandske turister
Norge
Danmark
Storbritannia
USA
Gjennomsnittsturist
7,8 8,0 8,2 8,4 8,6 8,8 9,0 9,2
Nederland
Tyskland
Land utenfor Europa
Sverige
Frankrike
Europa ellers
Gjennomsnitt for utenlandske turister
Norge
Danmark
Storbritannia
USA
Gjennomsnittsturist8,78,7
8,79,1
8,78,7
8,6
8,6
8,68,5
8,5
8,58,8
8,48,9
8,58,6
8,78,5
8,48,5
8,68,4
8,2
Share of first-time visitors Average satisfaction
2015
2014Total foreign tourists
Countries outside Europe
USA
France
United Kingdom
Other Europe
Netherlands
Germany
Sweden
Denmark
Average tourist
USA
United Kingdom
Denmark
Norway
Average for foreign tourists
Other Europe
France
Sweden
Countries outside Europe
Germany
Netherlands
2015
2014
First-time visitors
Satisfaction
9,6 10,0
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The tourists who holidayed in Norway in 2015 undertook fewer activities than those who visited in 2014. Both Norwegian and foreign holidaymakers reported fewer activities when they were asked what they had done or planned to do on their holiday in Norway. Nevertheless,
there were more Norwegian holidaymakers who answered that they intended to experience the fjords, experience the mountains, go fresh water fishing, go downhill skiing, and visit historic buildings and sites. When Norwegians holiday in their own country they generally want to relax, spend
time with others, experience nature and have fun. Among the foreign tourists, there was an increase in the number of people who wanted to experience the northern lights, go dog sledding and go to concerts and festivals. There were also more respondents who said they wanted to eat local
food and drink local beverages, visit historic buildings, experience the fjords and relax.
Fewer activities in 2015
Activities among Norwegian holidaymakers Activities among foreign holidaymakers
The results for 2015 are not directly comparable with those for 2014, as the sample population has been expanded to include Hurtigruten in 2015.The 2015 Tourism Survey, Innovation Norway
The results for 2015 are not directly comparable with those for 2014, as the sample population has been expanded to include Hurtigruten in 2015. The 2015 Tourism Survey, Innovation Norway
0 10 20 30 40 50 60
Kjøre hundesledeKjøre snøscooterDelta på skiskole
Gå på teater, ballett eller operaforestillingerOppleve nordlyset
Oppleve tradisjoner og nasjonale festerPadle kajakk/kano
Være med på idrettsarrangementBesøke nasjonalparker
Teste mine grenserOppleve lokal kultur og levemåte
Gå toppturerOppleve lokal historie og legender
Besøke fornøyelsesparkerSykle
Fiske i saltvannSightseeing
Besøke kunstutstillinger/museerGå langrenn
Oppleve nattelivetGå på konserter/festivaler
Fiske i ferskvannOppleve fjordene
Kjøre alpint/stå på snowboardBesøke historiske bygninger/steder
Gjøre sportsaktiviteter (klatre, kite, paragliding, etc.)Gå turer på over 2 timer
Oppleve fjelleneShoppe
Spise lokal mat og drikke lokale drikkevarerGå på restaurant
Ha det moroOppleve naturen
Være sammen med andreSlappe av
10% 20% 30% 40% 50% 60%
Kjøre hundesledeKjøre snøscooterDelta på skiskole
Gå på teater, ballett eller operaforestillingerOppleve nordlyset
Oppleve tradisjoner og nasjonale festerPadle kajakk/kano
Være med på idrettsarrangementBesøke nasjonalparker
Teste mine grenserOppleve lokal kultur og levemåte
Gå toppturerOppleve lokal historie og legender
Besøke fornøyelsesparkerSykle
Fiske i saltvannSightseeing
Besøke kunstutstillinger/museerGå langrenn
Oppleve nattelivetGå på konserter/festivaler
Fiske i ferskvannOppleve fjordene
Kjøre alpint/stå på snowboardBesøke historiske bygninger/steder
Gjøre sportsaktiviteter (klatre, kite, paragliding, etc.)Gå turer på over 2 timer
Oppleve fjelleneShoppe
Spise lokal mat og drikke lokale drikkevarerGå på restaurant
Ha det moroOppleve naturen
Være sammen med andreSlappe av
58%58%
49%49%45%
44%44%
45%
31%
38%39%
35%28%
35%23%
16%
18%22%
23%
17%
12%18%
16%10%
11%8%
8%
8%
9%9%9%
9%
10%7%
7%
7%
14%13%
7%7%
6%5%
4%
4%
4%
4%5%
2%
2%
2%2%
2%1%
1%1%1%1%1%
0%
3%3%
3%
6%
6%
6%6%
10%10%
11%
15%
2015
2014
2015
2014
0 10 20 30 40 50 60 70
Kjøre snøscooterVære med på idrettsarrangement
Gå på teater, ballett eller operaforestillingerBesøke fornøyelsesparker
Delta på skiskoleGå langrenn
Fiske i ferskvannKjøre hundeslede
Oppleve nattelivetPadle kajakk/kano
SykleTeste mine grenser
Gå toppturerGå på konserter/festivaler
Oppleve tradisjoner og nasjonale festerKjøre alpint/stå på snowboard
Fiske i saltvannOppleve nordlyset
Gjøre sportsaktiviteter (klatre, kite, paragliding, etc.)Oppleve lokal historie og legender
Besøke nasjonalparkerOppleve lokal kultur og levemåteBesøke kunstutstillinger/museer
Være sammen med andreShoppe
Gå turer på over 2 timerGå på restaurant
SightseeingOppleve fjellene
Ha det moroSpise lokal mat og drikke lokale drikkevarer
Besøke historiske bygninger/stederOppleve fjordene
Slappe avOppleve naturen
10% 20% 30% 40% 50% 60% 70%
Kjøre snøscooterVære med på idrettsarrangement
Gå på teater, ballett eller operaforestillingerBesøke fornøyelsesparker
Delta på skiskoleGå langrenn
Fiske i ferskvannKjøre hundeslede
Oppleve nattelivetPadle kajakk/kano
SykleTeste mine grenser
Gå toppturerGå på konserter/festivaler
Oppleve tradisjoner og nasjonale festerKjøre alpint/stå på snowboard
Fiske i saltvannOppleve nordlyset
Gjøre sportsaktiviteter (klatre, kite, paragliding, etc.)Oppleve lokal historie og legender
Besøke nasjonalparkerOppleve lokal kultur og levemåteBesøke kunstutstillinger/museer
Være sammen med andreShoppe
Gå turer på over 2 timerGå på restaurant
SightseeingOppleve fjellene
Ha det moroSpise lokal mat og drikke lokale drikkevarer
Besøke historiske bygninger/stederOppleve fjordene
Slappe avOppleve naturen
66%65%
58%55%
49%
48%47%
46%45%
44%44%
43%40%40%
36%36%
33%33%
28%28%
25%22%
22%18%
19%16%
15%
14%9%
9%
9%9%
7%6%
6%
6%
6%
5%5%
5%2%
5%
5%4%
3%3%3%
2%2%2%
1%1%
4%
4%
9%9%
7%
12%
12%11%11%
10%10%
21%21%21%
24%28%
37%38%
Source Source
RelaxSpend time with others
Experience natureHave fun
Go to restaurantsEat local food and drink local beverages
ShoppingExperience the mountains
Hiking (more than two hours)Participate in sports activities (climbing, kiting, paragliding, etc.)
Visit historic buildings/sitesDownhill skiing/snowboarding
Experience the fjordsFresh water fishing
Go to concerts/festivalsNight life
Cross country skiingVisit art exhibitions/museums
SightseeingSalt water fishing
CyclingVisit amusement parks
Experience local history and legendsPeak walking
Experience local culture and ways of lifeTest my limits
Visit national parksParticipate in sports events
Kayaking/canoeingExperience traditions and national celebrations
Experience the northern lightsVisit theatres, ballet or opera shows
Take part in a skiing courseDrive a snowmobile
Dog sledding
Experience natureRelax
Experience the fjordsVisit historic buildings/sites
Eat local food and drink local beveragesHave fun
Experience the mountainsSightseeing
Go to restaurantsHiking (more than two hours)
ShoppingSpend time with others
Visit art exhibitions/museumsExperience local culture and ways of life
Visit national parksExperience local history and legends
Participate in sports activities (climbing, kiting, paragliding, etc.)Experience the northern lights
Salt water fishingDownhill skiing/snowboarding
Experience traditions and national celebrationsGo to concerts/festivals
Peak walkingTest my limits
CyclingKayaking/canoeing
Night lifeDog sledding
Fresh water fishingCross country skiing
Take part in a skiing courseVisit amusement parks
Visit theatres, ballet or opera showsParticipate in sports events
Drive a snowmobile
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In addition to being asked about how satisfied they were with their holiday in Norway overall, the tourists were also asked to rate their satisfaction with various aspects of their holiday and whether they would recommend a holiday in Norway to others.
In addition to how tourists evaluate the various parts of the holiday, it is also worth looking at how a good or poor evaluation of individual aspects affects the overall satisfaction. Analyses show that the dimension that has the greatest impact on overall satisfaction for Norwegian and foreign tourists alike is degree of hospitality. Satisfaction is
explained 16% by hospitable locals. Other important aspects are good attractions and sights and good food and local specialities. Attractions and sites are slightly more important for foreign tourists, while for Norwegian holidaymakers, good food and local specialities has slightly greater significance.
What makes a good holiday Satisfaction
Satisfaction with various aspects of their holiday and whether they would recommend a holiday in Norway to others.
What leads to good overall satisfaction
The 2015 Tourism Survey, Innovation NorwayThe 2015 Tourism Survey, Innovation Norway
0 1 2 3 4 5 6 7 8 9
Prisnivået
Pris i forhold til kvalitet
Tilgangen til gode matopplevelser og lokale spesialiteter
Utvalg av pakkereiser
Aktivitetsmuligheter
Attraksjoner og severdigheter
Reise i Norge
Gjestfriheten til lokalbefolkningen
Planlegge reise
Anbefale Norge som feriedestinasjon
Anbefale Norge som feriedestinasjon
Prisnivået
Pris i forhold til kvalitet
Tilgangen til gode matopplevelser og lokale spesialiteter
Utvalg av pakkereiser
Aktivitetsmuligheter
Attraksjoner og severdigheter
Reise i Norge
Gjestfriheten til lokalbefolkningen
Planlegge reise
Samlet tilfredshet
Anbefale Norge som feriedestinasjon8,6
8,9
8,68,7
8,48,8
8,48,2
8,28,3
8,17,9
8,18,3
7,67,2
7,2
6,37,1
7,6
4,35,5
Utvalg av pakkereiser
Pris i forhold til kvalitet
Tilgangen til gode matopplevelser og lokale spesialiteter
Aktivitetsmuligheter
Attraksjoner og severdigheter
Gjestfriheten til lokalbefolkningen
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Prisnivået
Utvalg av pakkereiser
Planlegge reise
Pris i forhold til kvalitet
Tilgangen til gode matopplevelser og lokale spesialiteter
Reise i Norge
Aktivitetsmuligheter
Attraksjoner og severdigheter
Gjestfriheten til lokalbefolkningen
0 2 4 6 8 10 12 14 16 18
Prisnivået
Utvalg av pakkereiser
Planlegge reise
Pris i forhold til kvalitet
Tilgangen til gode matopplevelser og lokale spesialiteter
Reise i Norge
Aktivitetsmuligheter
Attraksjoner og severdigheter
Gjestfriheten til lokalbefolkningen
16%16%
13%
13%
13%
12%
12%
11%
11%
11%11%
10%
9%8%
8%6%
11%10%
Norwegian and foreign tourists agree on what makes a good holiday.
”
Foreign tourists
Norwegian tourists
Recommend Norway as a holiday destination
Overall satisfaction
Trip planning
The hospitality of the locals
Travel in Norway
Attractions and sights
Activity options
Selection of package trips
Access to good food and local specialities
Price in relation to quality
Price level
The hospitality of the locals
Attractions and sights
Activity options
Travel in Norway
Access to good food and local specialities
Price in relation to quality
Trip planning
Selection of package trips
Price level
Foreign tourists
Norwegian tourists
Satisfaction
0,0 10,0
The graph is sorted by the foreign respondents’ ratings.
Source Source
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Innovation Norway conducts weekly surveys in Norway, Sweden, Denmark, the United Kingdom, Germany, the Netherlands, France and Russia, asking people about their perception of Norway as a holiday destination and likelihood that they will travel to Norway on holiday. Among other things, the respondents are asked to write down the first thing that comes to mind when they think of Norway as a tourist destination and holiday experiences in Norway. They are then asked to give their opinion on a number of statements related to holidaying in Norway.
Scenic NorwayThe strongest association that most people have to Norway is fjords. Many people associate Norway with nature, fjords, mountains, cold and the northern lights. Many
people also think of Norway as being a good place to pursue outdoor activities.
Improved ratings for city life, culture and history In 2015, 5% more respondents agreed with the statement that they could experience interesting culture and history on a holiday in Norway. There were also 5% more people who agreed that Norway is a place to experience exciting city life. More people regard Norway as a place for good food and local specialities than in 2014. At the same time Norway got a higher rating as a country with spectacular scenery and good opportunities to experience natural phenomena such as the midnight sun and northern lights, as well as offering excellent skiing, hiking and cycling.
FJORDS, MOUNTAINS AND NATURAL PHENOMENA top the list of things people associate with Norway.
6. Perceptions of Norway as a holiday destination
The Geiranger FjordTerje Rakke/Nordic LifeVisitnorway.com
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The category ”Other/Don’t know” consists of comments such as ”don’t know”, ”no comment” and other responses that are not given frequently enough to constitute a category in their own right.
The tag cloud and table are based on the following questions: ”What is the first thing that comes to mind when you think of Norway as a travel destination and holiday experiences in Norway?”
Perceptions of Norway as a holiday destinationTop-of-mind results on Norway as a tourist destination
Tracker Data 2014 and 2015, Innovation NorwayTracker Data 2015, Innovation Norway
0 5 10 15 20 25
Annet/Vet IkkeBergen
LaksRoadtrip/camping
VærDyreliv
Cruise/BåtRen/frisk luft
LofotenAvslapning/Rolig
OsloHurtigruten
FiskingUberørt natur
Spennende byer (inkl. spesi�kke byer)Vakkert landskap
LandskapDyrt
NordlysUtendørsaktiviteter
KaldtSnø
Ski/SnowboardVakker natur
FjellNatur
Fjorder
5% 10% 15% 20% 25%
Annet/Vet IkkeBergen
LaksRoadtrip/camping
VærDyreliv
Cruise/BåtRen/frisk luft
LofotenAvslapning/Rolig
OsloHurtigruten
FiskingUberørt natur
Spennende byer (inkl. spesi�kke byer)Vakkert landskap
LandskapDyrt
NordlysUtendørsaktiviteter
KaldtSnø
Ski/SnowboardVakker natur
FjellNatur
Fjorder21% 24%
17%14%
11%9%9%
5%7%
7%8%
6%6%6%
5%5%5%5%5%
5%6%
6%
4%
4%4%4%4%4%4%4%4%
3%3%
2%2%2%
2%
1%1%
1%1%1%1%1%1%1%1%1%1%1%1%
0% 21%20%
2015
2014FJORDSNATURE
MOUNTAINS
BEAUTIFUL NATURE
SKIING SNOWBOARDING
SNOW
COLD
OUTDOOR ACTIVITIES NORTHERN LIGHTS
EXPENSIVE
SCENERY
BEAUTIFUL SCENERY
EXCITING CITIES
UNTOUCHED NATUREFISHING
HURTIGRUTEN
OSLORELAXATION/PEACEFUL LOFOTEN
FRESH, CLEAN AIR
CRUISE/BOATS
WILDLIFE
WEATHER
ROADTRIP/CAMPING
SALMON
BERGEN
Source Source
FjordsNature
MountainsBeautiful nature
Skiing/snowboardingSnowCold
Outdoor activitiesNorthern lights
ExpensiveScenery
Beautiful sceneryExciting cities (including specific cities)
Untouched natureFishing
HurtigrutenOslo
Relaxation/PeacefulLofoten
Clean/fresh airCruise/boats
WildlifeWeather
Road trip/campingSalmonBergen
Other/Don’t Know
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A gapWhat people who have never been to Norway envisage they might experience on a holiday here is one thing; actual holidaymakers’ impressions are another. Here we have collated results from the Tracker Survey, showing what people think characterises a holiday in Norway, with results from the Tourism Survey, showing tourists’ satisfaction with the following aspects of their holiday in Norway: ”Access to good food and local specialities”, ”The hospitality of the locals”, ”Attractions and sights” and ”Activities”.
Lower expectations regarding culinary experiences, especially among tourists from the local markets As shown on the preceding pages, Norway is generally
perceived as a beautiful country with excellent opportunities for experiencing natural phenomena, and many people think Norway offers good opportunities for a range of activities. There is more variation in the responses regarding attractions and sights and access to good food, local specialities and hospitable locals. It is Swedes, Danes and Norwegians who are the most sceptical. However, the feedback from people who holidayed here in 2015 was the opposite: they were very satisfied with the attractions, sights, local hospitality, access to good food and local specialities. The latter category has the lowest average score across all the markets among potential visitors to Norway, but is rated highest by the people who have actually holidayed in Norway.
What characterises a holiday in NorwayIn order to find out what the target group thinks a holiday in Norway is characterised by, they are asked: ”The following statements may characterise a holiday in Norway. Indicate how well each statement corresponds to the impression you have of Norway.”
The response options are as follows: Completely agree, agree, neither agree nor disagree, disagree, completely disagree and don’t know. People who responded completely agree or agree are regarded as agreeing with the statement and are included in the statistics here.
Good food and local specialities
The 2015 Tourism Survey and Tracker Data 2015, Innovation NorwayTracker Data 2014 and 2015, Innovation Norway
Tourists’ rating of culinary experiences on holiday in Norway
Potential visitors’ assessment of the opportunities for good food and local specialities in Norway
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
Norway Denmark Sweden Germany United Kingdom
France Netherlands
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
NederlandFrankrikeStorbritanniaTysklandSverigeDanmarkNorge
What characterises a holiday in Norway
0 20 40 60 80 100
Det er gode muligheter for sykling
Det er gode matopplevelser og lokale spesialiteter
Det er et stort utvalg av bærekraftige alternativer
Det er spennende byopplevelser
Det er lett å bestille en hel ferie i/til Norge
Det er spennende kultur og historie
Det er opplevelser der som man ikke kan oppleve andre steder i verden
Det er lett å planlegge en reise i/til Norge
Det er gode muligheter for å gå på ski, stå på snowboard og lignende
Det er gode �skemuligheter
Det er lett å komme rundt i/til Norge
Det er nye og interessante steder
Det er gode muligheter for å gå tur i naturen
Det er mulighet for å oppleve naturfenomener som midnattssol eller nordlys
Det er en storslått natur
20% 40% 60% 80% 100%
Det er gode muligheter for sykling
Det er gode matopplevelser og lokale spesialiteter
Det er et stort utvalg av bærekraftige alternativer
Det er spennende byopplevelser
Det er lett å bestille en hel ferie i/til Norge
Det er spennende kultur og historie
Det er opplevelser der som man ikke kan oppleve andre steder i verden
Det er lett å planlegge en reise i/til Norge
Det er gode muligheter for å gå på ski, stå på snowboard og lignende
Det er gode �skemuligheter
Det er lett å komme rundt i/til Norge
Det er nye og interessante steder
Det er gode muligheter for å gå tur i naturen
Det er mulighet for å oppleve naturfenomener som midnattssol eller nordlys
Det er en storslått natur92%
89%85%
84%84%
80%75%
73%71%71%
68%68%
73%67%
67%
66%65%
64%
64%
64%57%
60%53%
50%
50%
49%49%
49%46%
45%
2015
2014
The greater focus on culture, history and city life in the marketing is paying off.
”
* Good increase from 2014 to 2015
Source Source
*
*
*
*
*
Spectacular scenery
Good hiking opportunities
New and interesting places
Easy to get around in/to Norway
Good fishing opportunities
Good opportunities for skiing, snowboarding, etc.
Easy to plan a trip to/within Norway
Experiences that you cannot find elsewhere in the world
Interesting culture and history
Easy to book a full holiday in/to Norway
Exciting city life
Broad range of sustainable options
Good food and local specialities
Good opportunities for cycling
Opportunity to experience natural phenomena such as the midnight sun or northern lights
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Activities
Hospitable locals in Norway
The 2015 Tourism Survey and Tracker Data 2015, Innovation NorwayThe 2015 Tourism Survey and Tracker Data 2015, Innovation Norway
Tourists’ rating of activities in Norway
Potential visitors’ assessment of activities in Norway
Tourists’ rating of attractions and sights on holiday in Norway
Potential visitors’ assessment of attractions and sights in Norway
Tourists’ rating of hospitable locals on holiday in Norway
Potential visitors’ assessment of whether the locals are hospitable in Norway
Attractions and sights in Norway
Trollstigen looking across to the IsterdalenØyvind Heen
Visitnorway.com
Source Source
Netherlands
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
NederlandFrankrikeStorbritanniaTysklandSverigeDanmarkNorge
0
10
20
30
40
50
60
70
80
90
100
NederlandFrankrikeStorbritanniaTysklandSverigeDanmarkNorge
Norway Denmark Sweden Germany United Kingdom
France Netherlands
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0
10
20
30
40
50
60
70
80
90
100
NederlandFrankrikeStorbritanniaTysklandSverigeDanmarkNorge
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
NederlandFrankrikeStorbritanniaTysklandSverigeDanmarkNorge
% % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % %
%
Norway Denmark Sweden Germany United Kingdom
France Netherlands
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0
10
20
30
40
50
60
70
80
90
100
NederlandFrankrikeStorbritanniaTysklandSverigeDanmarkNorge
10
20
30
40
50
60
70
80
90
100
NederlandFrankrikeStorbritanniaTysklandSverigeDanmarkNorge
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
NederlandFrankrikeStorbritanniaTysklandSverigeDanmarkNorgeNorway Denmark Sweden Germany United Kingdom
France
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
5150
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NORWEGIANS ARE TRAVELLING less, but spending more money when they do travel.
Divergent trendsStatistics Norway’s Travel Survey, which this report draws on, shows a decline in Norwegian guest nights in Norway, while the commercial guest nights statistics and the Tourism Survey show an increase. What does this mean? The Travel Survey includes all forms of accommodation, including places that do not have to report to Statistics Norway, such as spending the night with family and friends, Airbnb, cabin and holiday home rental, and private cabins. There was a decline in this type of accommodation in 2015, while Norwegians had 3% more overnight stays in commercial accommodation, which is reported to Statistics Norway.
In the first part of 2015, Norwegians travelled more than in the same period the previous year. Domestic travel increased by 7%, and the number of trips abroad increased by 20%. Business traffic increased, as did long holidays in Norway and abroad. In mid-2015 this trend slowed down, and compared with 2014 Norwegians undertook 9% fewer trips. There were 17.88 million holiday and leisure trips in 2015, a decrease of 7%. Norwegians undertook a million fewer holiday and leisure trips in their own country, while the number of holidays abroad fell by 250,000.
Increased spendingNorwegian spent NOK 129 billion on holidays and leisure travel in 2015. This is 4% more than in 2014 and represents an increase in expenditure of NOK 4.6 billion. Approximately NOK 4 billion of this was spent in connection with holidays abroad. In total, Norwegians spent nearly NOK 96 billion on overseas holidays in 2015. A significantly smaller share of the holiday budget was spent on holidays in Norway. This is very thought-provoking, since over half of all holiday trips were domestic. Norwegians spent a total of NOK 33 billion on holidays in Norway. This 2% increase corresponds to a NOK 68 million increase in expenditure. The greater growth is due to increased spending on longer holidays in Norway, with a duration of four nights or more.
Statistics Norway’s Travel Survey is a sample survey covering all forms of travel, i.e. domestic and international holiday/leisure travel and business travel with at least one overnight stay. In addition to commercial guest nights, which is accommodation in hotels, campsites, cabins and hostels, travellers may also spend the night in non-commercial accommodation.
7. Norwegians on holiday
Holiday and leisure travel
The Travel Survey, Statistics Norway
Holidays in Norway
Holidays abroad
Share of holidays in Norway
2 000 000
4 000 000
6 000 000
8 000 000
10 000 000
12 000 000
14 000 000
16 000 000
2015201420132012201120102009200820072006200520042003
2
4
6
8
10
12
14
16
2015201420132012201120102009200820072006200520042003
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
77%71% 71% 69%
63% 65% 67% 66%61%
56%60% 60%61%
Campsite at Munkebu in LofotenAlex ConuVisitnorway.com
Source
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
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Norwegians had 95 million overnight stays in connection with holidays and leisure travel in 2015, of which 55.4 million were on a holiday abroad and 40 million were on a holiday in Norway. This is a decline of 8% and 12% respectively, compared with 2014.
Over the last 12 years, Norwegians’ spending on holidays and leisure travel has increased by 158%, from NOK 50 billion in 2003 to NOK 129 billion in 2015. Most of this growth was abroad. While Norwegians have spent more money on holidays each year, the proportion spent on holidays in Norway has fallen from 43% in 2003 to 26% in 2015.
The Travel Survey, Statistics Norway The Travel Survey, Statistics Norway
Holiday and leisure overnight stays Holiday and leisure expenditure
0
10 000 000
20 000 000
30 000 000
40 000 000
50 000 000
60 000 000
70 000 000
20152014201320122011201020092008200720062005200420030 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
0
2 000 000
4 000 000
6 000 000
8 000 000
10 000 000
12 000 000
14 000 000
16 000 000
20042003
0
20 000 000 000
40 000 000 000
60 000 000 000
80 000 000 000
100 000 000 000
120 000 000 000
20152014201320122011201020092008200720062005200420030 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
43 %
36 % 36 %34%
31% 31%33%
31%28%
25%27% 26% 26%
Holiday overnight stays in Norway
Holiday overnight stays abroad
Share of holiday overnight stays in Norway
Expenditure in Norway
Expenditure abroad
Share of expenditure in Norway
64%
55% 56%52%
48% 49%51%
48%
43%
38%
44% 43% 42%
Decline in overnight stays Increase in expenditure
Source Source
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
120,000,000,000
100,000,000,000
80,000,000,000
60,000,000,000
40,000,000,000
20,000,000,000
0
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Norwegians’ growth in tourism expenditure among the highest in the world
The growth in Norwegians’ expenditure on overseas trips has put Norway in 15th place in the UNWTO ranking of markets with the greatest growth in tourism expenditure between 2006 and 2014.
Enormous increaseFigures from Statistics Norway show that Norwegians spent NOK 687 billion abroad between 2006 and 2014.
This corresponds to nearly NOK 137,400 per resident and includes both business travel and holiday/leisure travel. Norway’s high position in the UNWTO ranking reflects the strong economy in Norway, Norwegians’ great desire to travel and their willingness to pay. This is in spite of Norway only having a population of 5 million in the same period.
INNOVATION NORWAY is continuing its efforts to attract international congresses and ensure that Norway remains in the top 20 in the rankings.
The work to attract international congresses to Norway is aimed at both national academic and research communities and international organisations. For an international congress to be held in Norway, it must be hosted by Norwegians, so much of our work consists of contacting relevant researchers and professors in Norway and trying to motivate and convince them to apply to have ”their” congress held in Norway. Parallel to this, we also work on identifying relevant congresses and lobbying international organisations. This is long-term work, which is carried out by NCB (Norwegian Convention Bureau) on behalf of Innovation Norway and others.
The UIA (Union of International Associations) publishes annual statistics for international meetings around the world.
The list includes the number of international congresses and the various countries’ position in the international rankings. The final results for the 2015 congress year will be available in June 2016. The criteria for a congress being approved include having more than 50 delegates from a minimum of four nations and that the congress alternates from country to country each year.
Norway’s goal is to stay in the top 20 in the rankings, which we have managed in recent years after several years of targeted work. We had a slightly lower position on the list in 2014 than the previous year, but were still within target. The work to attract international congresses will continue with the same vigour.
8. The congress segment
International expenditureFrom 2006 to 2014, global expenditure on international travel increased by EUR 294 billion. This corresponds to average annual growth of 2.7%
-20
0
20
40
60
80
100
120
140
StorbritanniaJapanN
ew Z
ealandPolenM
exicoLibanonFinlandTyrkiaA
rgentinaItaliaD
anmark
Korea
Ukraina
TsjekkiaThailandN
ederlandIndonesiaC
olombia
Saudi-Arabia
Kuwait
Taiwan
SverigeBelgiaIndiaEm
irateneN
orgeM
alaysiaSveitsH
ong Kong
Qatar
FillipineneC
anadaA
ustraliaTysklandFrankrikeSingaporBrasilU
SARusslandK
ina135
30 21,6 17,4 10,510,510,3 10 9,1
8,77,4 7 76,86,76,56,46,3 64,9 4,7 42,82,82,31,8 1,6 1,51,51,51,5 1,4 1,4 1,31,3 1,1 1,1 1
-7,2-8,2
United K
ingdomJapanN
ew Z
ealandPolandM
exicoLebanonFinlandTurkeyA
rgentinaItalyD
enmark
Korea
Ukraine
Czech Republic
ThailandN
etherlandsIndonesiaC
olombia
Saudi-Arabia
Kuwait
Taiwan
Sweden
BelgiumIndiaU
nited Arab Em
iratesN
orway
Malaysia
Switzerland
Hong K
ongQ
atarPhilippinesC
anadaA
ustraliaG
ermany
FranceSingaporeBrazilU
SARussiaC
hina
* The figures for 2015 were not available when this report was printed.World Tourism Organization (UNWTO)
2008 2009 2010 2011 2012 2013 2014
Norway 157 164 188 187 184 196 166
Sweden 126 257 167 168 179 118 199
Denmark 146 173 144 134 188 134 148
Finland 183 175 161 163 179 175 178
2008 2009 2010 2011 2012 2013 2014
Norway 20 22 17 17 15 17 20
Sweden 23 14 18 19 16 25 17
Denmark 21 20 21 22 14 22 23
Finland 17 19 19 21 16 18 19
Developments in the number of international congresses in Norway for the period 2008–2014 compared with the other Nordic countries
Position in the international ranking
* The figures for 2015 were not available when this report was printed.UIA (Union of International Associations)Source Source
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9. Innovation Norway in brief
With a regional presence both in Norway and abroad, Innovation Norway is uniquely positioned to stimulate profitable business development based on the regions’ various preconditions and the opportunities within business and industry.
Innovation Norway has many clients, yet they all require us to contribute to long-term, sustainable value creation in Norway, and to work with companies, both individually and within networks.
Innovation Norway has a broad and complex social assignment, the core of which is to contribute to value creation throughout the whole of Norway by stimulating business development that is profitable from both a commercial and a socio-economic perspective.
Innovation Norway’s programmes and services are intended to create more successful entrepreneurs, more companies with growth potential and more innovative business clusters.
Our customer groups range from entrepreneurs, business ventures in the early start-up phase and small businesses
to large groups of companies with growth potential in all sectors and industries. Common to all the groups is that they see opportunities in making use of the expertise and assistance that Innovation Norway administers on behalf of a society that attaches importance to new, forward-looking business development.
With its nationwide network of offices, Innovation Norway is able to meet its customers in their business environment. Internationally, customers are served through our offices in the most important markets worldwide.
Innovation Norway is owned by the Norwegian Ministry of Trade, Industry and Fisheries (51%) and the county authorities (49%).
Tourism expenditure figures from the Travel Survey (Statistics Norway) vs. the Tourism Survey (Innovation Norway) The figures in the Travel Survey reveal much higher expenditure by Norwegian tourists in Norway than is shown in the Tourism Survey. This is because the Travel Survey includes trips with all forms of accommodation, both commercial and non-commercial, while the Tourism Survey only includes trips where tourists stayed in commercial accommodation and/or Hurtigruten.
Expanded population in 2015The figures from the Tourism Survey 2015 are not directly comparable with previous statistics, as Hurtigruten has been included in 2015.
10. Methods
INNOVATION NORWAY’S objective is to be the Norwegian State’s and the county authorities’ main instrument for achieving value-creating business development throughout the country.
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ARRIVAL: Holiday or business travel with at least one overnight stay.
COMMERCIAL GUEST NIGHTS: Overnight stays at hotels, campsites, cabin villages and youth/family hostels.
FOREIGNER: Person who lives outside Norway.
GUEST NIGHTS: Number of overnight stays during the trip.
HOLIDAY: Travel for which the main purpose is reported to be:• visiting family and friends• holiday and leisure travel, including skiing holidays• shopping LONG HOLIDAY: Four or more guest nights.
NON-COMMERCIAL ACCOMMODATION: Staying with friends and family Second home-tourism (e.g. own cabin) Other accommodation (e.g. tent outside a campsite, Airbnb)
NORWAY’S TARGET GROUP: When Innovation Norway markets Norway as a holiday destination,
we specifically target people who are interested in experiences that are typical to Norway; for example, wild, untouched nature, beautiful scenery or outdoor activities such as skiing, walking, sport fishing, cycling or dog sledding. Other examples include local culture, art and ways of life. In surveys such as the Tracker, the respondent must have travelled within the last three years and had at least one overnight stay not paid for by their employer.
REGIONS: Fjord Norway: 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.
REVPAR: Revenue per available room. Total room revenue is divided by the total number of available rooms, providing an indication of how good an
accommodation provider is at converting available rooms into revenue.
SHORT HOLIDAY: One to three guest nights.
SUMMER SEASON: The period from the beginning of May to the end of August.
THE TOURISM SURVEY: Innovation Norway conducts a nationwide, year-round survey where Norwegian and foreign holiday/leisure tourists and business travellers are interviewed at commercial accommodation providers and on Hurtigruten. Statistics Norway is responsible for selecting the accommodation providers and ports, while the analyses and reporting are conducted by Epinion AS. The reports can be found at innovasjonnorge.no/markedsdata
THE TRAVEL SURVEY: A sample survey conducted by Statistics Norway, the purpose of which is to map Norwegians’ travel habits in Norway and abroad.
TOURIST ARRIVAL: Includes figures for holiday, leisure and business travel with at least one overnight stay.
TOURISM SATELLITE ACCOUNTS: The purpose of the tourism satellite accounts is to describe the economic impact of tourism in a way that is comparable and consistent with other parts of the economy described in the national accounts. The tourism satellite accounts are an integral part of the annual national accounts and are compiled by Statistics Norway.
TOURIST/TOURISM: Person/activities of a person who travels and stays in places that are outside their ordinary place of residence, regardless of purpose, for a period of less than one year. People who are employed in the country they are visiting fall outside the scope of this definition.
TRACKER DATA: Innovation Norway conducts weekly surveys in the majority of the main markets in which Norway is marketed as a tourist destination. The survey is conducted among people in our target group in Denmark, Norway, Sweden, the United Kingdom, Germany, the Netherlands, Russia and France. The survey includes questions about
11. Definitionsthe likelihood of the respondent travelling to Norway and their perception of Norway as a tourist destination. At the same time, the survey also indicates whether the marketing work conducted is providing the desired results.
TRADE-WEIGHTED EXCHANGE RATE INDEX: A nominal effective exchange rate calculated based on the exchange rate of the Norwegian kroner against Norway’s 28 most important trade partners.
TRAVEL PARTY: Travel party means people travelling together with shared finances.
UNWTO: World Tourism Organization.
WINTER SEASON: The period from the beginning of January to the end of April.