2. Agenda
• Ourrole in NorwegianTourism
• Background: Whytheneed for a
destinationdevelopmenttool?
• The White Book: What, How and by Whom?
• Advice from a Norwegianperspective
Norway
Foto: CH/Innovation
6. • 400 Municipalities
• 250 Municipalises with
Tourism as a prioritised
area
• 249 Tourist Information
Centres
• 140 Destination
Management Companies
6
7. Results
1.Product and organisationalfocus, not market orientated
2.Fragmented sales and marketing
3.Numeroussmallunitswith limited resource
4.Lowdegreeofrefining
5.Fewprofessionalinvestors/capitalresources
12. Two directions in Destination
Development : Corporate VS. Community
Ski lifts Ski lifts
Accommodation Accommodation
Catering Catering
Transportation Transportation
Shops (retail) Shops (retail)
”The Ski Company” The destination
= =
A variety of different business
The destination
Ski rental
Booking Working towards the same objective
Booking
TO/TA Ski rental TO/TA
Booking Etc
Booking
Restaurants Restaurants
13. Our Tool Box
• The White Book
• The StrategyProcess
• A pool ofExternalAdvisors
• Web
• $£€
14. Main players in thecommunitymodel
Public sector on the different levels
State Regional
Local
Retail Accommodation
Transportation Service
The
Activities
Property investors process
Land owners Local culture and other
Entertaiment industries
Financial institutions
Organisations Field of harmonise
Special interest
Field of
conflicts
14
16. The destination development plan
• Main productstoday
• Whichresources do we
have today
• Plannednewproducts
Pre- • Main markets today
study • Trends
• Who
arethemainplayerstoda
y
• SWOT
16
17. The destination development plan
Which What
Markets? should
We do
be for
Whom?
Main
project
Impacts?
Main
Products
?
Finance?
Etc..
Etc..
Etc.. 17
19. The framework
• Basedon a strategicapproach (masterplan)
• Detailscan be discussed later…..
• Revisionwhen it is necessary – not a 5
yearsRussian plan
• The plan will not be more worththanthewill to
gothrough it
Foto: C.H/Innovasjon Norge
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20. The Story so far…
Nordkapp
Kirkenes
Alta
Lakselv
Lofoten Lyngen
Karasjok
Narvik
Beitostølen
Tyin/Filefjell Skeikampen
Golsfjellet
Geilo
Gaustablikk Norefjell
Hovden Vrådal
22. Advise…
Foto: Johan Wildhagen/Innovasjon Norge
22
23. Work in progress…
• Revisionof ”The White Book”
• A ”Woodpeckersmanual”/Practical Guide for Activities
• Will be organised as Wiki, seewww.innovasjonnorge.no/reiseliv
Foto: CH/Innovation Norway
23