Challenge
Innovation Norway Tourism Department works actively to strengthen Norway’s competitiveness and ensure the sustainable development of the tourism industry. A central part of this work is establishing a shared knowledge base for Norwegian tourism that provides up-to-date insights into target groups, travel habits, and travel intentions across markets, as well as Norway’s position as a travel destination. For Innovation Norway, it is particularly important to understand developments in selected markets in order to effectively market Norway as a destination and support local destination companies in positioning themselves in those markets.
Approach
Consumer behavior and travel interest are constantly changing, and market uncertainty - driven by economic fluctuations, climate change, and geopolitics - affects both planning and priorities. To remain relevant and present in the right markets at the right time, Innovation Norway needs continuously updated knowledge about current travel motivations and barriers. It is also crucial to understand how Norway is perceived compared to other destinations, and which associations, expectations, and sustainability considerations influence the decision to visit Norway or alternative destinations.
Resolution
The Travel Barometer provides insights into how travelers from Sweden, Denmark, Germany, the Netherlands, England, and France plan their holidays, what they associate with Norway, and how many are considering a trip there. The study also explores the motivations that drive different traveler segments—such as ski tourists, northern lights tourists, and city tourists—as well as the role sustainability plays in their decisions. The results are actively used to inform and strengthen Norway’s positioning in the competition for the tourists of the future.
