Key figures for Norwegian travel and tourism 2015 - …€¦ · Key figures for Norwegian travel and tourism 2015 Innovation Report Norway . 3 innovasjonnorge.no 2 Record year for

Key figures for Norwegian travel and tourism

2015

ReportInnovationNorway

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

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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

98

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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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1110

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%

2524

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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


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


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


Frankrike

Storbritannia

Tyskland

USA

Gjennomsnittsturist

10 20 30 40 50 60

Land utenfor Europa

Europa ellers

Danmark

Sverige

Norge

Nederland


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


Netherlands

Norway

Sweden

Denmark

Other 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


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


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


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


USA

France

United Kingdom

Other Europe

Netherlands

Germany

Sweden

Denmark

Average tourist

USA

United Kingdom

Denmark

Norway


Other Europe

France

Sweden


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



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


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


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


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


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

innovasjonnorge.no

4140

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






Reise i Norge


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







0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Prisnivået


Planlegge reise



Reise i Norge




0 2 4 6 8 10 12 14 16 18

Prisnivået


Planlegge reise



Reise i Norge




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

4342

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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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4544

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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4746

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

4948

innovasjonnorge.no

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 %


0

10

20

30

40

50

60

70

80

90

100



France Netherlands

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0

10

20

30

40

50

60

70

80

90

100


10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

100 %


% % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % %

%


France Netherlands

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0

10

20

30

40

50

60

70

80

90

100


10

20

30

40

50

60

70

80

90

100


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

innovasjonnorge.no

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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5352

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

5554

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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.

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Publisher: Innovation NorwayISSN 1894-096XLayout: fetetyper.noPrinting: RK GrafiskThis report has been printed on environmentally-friendly paper.

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Key figures for Norwegian travel and tourism 2015 - …€¦ · Key figures for Norwegian travel and tourism 2015 Innovation Report Norway . 3 innovasjonnorge.no 2 Record year for