Challenge
Southern Norway is one of the country’s most well-known and sought-after holiday destinations for both domestic and international tourists. While the region is primarily associated with summer holidays, it offers far more than sun, beaches and warm weather. Southern Norway has a vibrant cultural scene and rich gastronomy, along with a wide range of activities such as cycling, hiking, and fishing — also outside the summer season.
Approach
Visit Southern Norway needed deeper insights into the destination’s image, who their visitors are, and what barriers prevent travel outside the peak season. This knowledge was essential for developing and positioning the region as an attractive year-round destination.
Resolution
Based on a comprehensive survey among both Norwegian and international tourists, Epinion recommended that Visit Southern Norway build on its strong summer image and leverage the positive associations already linked to the destination. Since Southern Norway is not currently associated with winter experiences, a targeted branding effort should be launched. This can be achieved by highlighting the region’s unique year-round experiences and encouraging summer visitors to return during the off-season.
