Destination Development: The White BookManager Audun Pettersen

Reykjavik 14.04.2011

1Foto: CH/Innovasjon Norge FF

Agenda• Our role in Norwegian Tourism• Background: Why the need for a destination development

tool?• The White Book: What, How and by Whom?• Advice from a Norwegian perspective

Foto: CH

/Innovation Norw

ay

33

Our role in NorwegianTourism

4

Innovation Norways services to the Tourism Industry

Promotional services

Competenceservices Advisory

services

Networking services

Financing services

5

Background: Why the need for a

destination development tool?

• 400 Municipalities• 250 Municipalises with

Tourism as a prioritised

area• 249 Tourist Information

Centres• 140 Destination

Management Companies

6

Results

1.Product and organisational focus, not market orientated

2.Fragmented sales and marketing

3.Numerous small units with limited resource

4.Low degree of refining

5.Few professional investors/capital resources

Tourism Development is like producing a car….

Car

I see clearly how the car should look like….

At the factory we put the car together…

Who wants to buy the car?

11

If you don`t know where you are, it doesn`t matter where you are going……

Unknown poet

About being market orientated

Two directions in Destination Development : Corporate VS. Community

”The Ski Company”

=The destination

Ski liftsAccommodation

Catering

Shops (retail)Transportation

BookingTO/TA

Ski rental

Restaurants

Booking

The destination=

A variety of different businessWorking towards the same objective

Ski liftsAccommodation

Catering

Shops (retail)Transportation

BookingTO/TASki rental

Restaurants

BookingEtc

Our Tool Box• The White Book• The Strategy Process• A pool of External Advisors• Web• $£€

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Main players in the community model

Field of conflicts

Field of harmonise

Public sector on the different levelsState Regional Local

AccommodationServiceActivities

Local culture and other Entertaiment industries

Retail Transportation

Property investors Land owners

Financial institutions

OrganisationsSpecial interest

The

process

15

The destination development plan

Pre-study

Main project

From wordsto

action

Evaluation/monitoring

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The destination development plan

• Main products today• Which resources do we

have today• Planned new products• Main markets today• Trends• Who are the main

players today• SWOT

Pre-study

17

The destination development plan

Main project

What shouldWe do be for

Whom?

MainProducts

?

WhichMarkets?

Impacts?

Finance?Etc..

Etc..Etc..

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Action!

From wordsto

action

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The framework

• Based on a strategic approach (masterplan) • Details can be discussed later…..• Revision when it is necessary – not a 5 years

Russian plan • The plan will not be more worth than the will to

go through it Foto

: C.H

/Innovasjo

n N

org

e

The Story so far…

Beitostølen

Narvik

Hovden

GeiloGaustablikk

Vrådal

Skeikampen

Norefjell

Tyin/Filefjell

Golsfjellet

LyngenKarasjok

Lakselv

Lofoten

KirkenesAlta

Nordkapp

The best we have seen…

www.whistler2020.ca

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Advise…

Foto: Johan Wildhagen/Innovasjon Norge

Work in progress…• Revision of ”The White Book”• A ”Woodpeckers manual”/Practical Guide for Activities • Will be organised as Wiki, see www.innovasjonnorge.no/reiseliv

23

Foto

: CH

/Innovatio

n N

orw

ay

Audun Pettersen

Twitter.com/aupet

Consumer: www.visitnorway.com

Trade: www.innovasjonnorge.no/reiseliv

Trade blog: www.visitnorway.org

youtube.com/visitnorwaycom

w twitter.com/visitnorway

Takk fyrir!