Executive summary

Mission:
Increase value creation and sustainability for Norwegian tourism

Vision:
By 2018, Norway will have a sustainable travel and tourism industry that succeeds in attracting nature-loving explorers who seek accessible and strong experiences in spectacular nature

Our promise to the tourists:
The most dramatic and rich fjord and coastal experience in the world

Norway’s target group:
Explorers – Their main motivation for travelling is to explore new territories; nature, culture, local life, food and traditions. They also want to gain new energy and to broaden their horizons

Norway’s unique selling points:

  • Spectacular fjords, coast and natural phenomena
  • Fresh seafood and coastal specialities
  • Nature-based activities
  • Thriving coastal culture

Brand values:
Fresh – Real – Adventurous – Open-minded
This is encapsulated in the pay-off

This is encapsulated in the pay-off
NORWAY POWERED BY NATURE


PHOTO:
PAAL AUDESTAD/FJORD TOURS
CH/VISITNORWAY.COM
FRITHJOF FURE/VISITNORWAY.COM
CH/VISITNORWAY.COM

 

Brand Norway
Background
Executive summary
Key insights