Presentation Akureyri 2016
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Transcript of Presentation Akureyri 2016
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DMOs role in building sustainability in destinationsIngunn Sørnes,Innovation Norway
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Innovation Norway
• The Governments most important instrument for supporting trade and industry
• Owned by Ministry of Trade, Industry and Fisheries, 51 %, and the County municipalities 49 %
• Targets mainly small and medium sized businesses
• Established by law with its own board
Offices in each county in Norway, head office in Oslo and offices in 30 countries
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4,1% GDP
151 mrdNOK
Tourism Consumption
27% foreign visitors
propotion of total tourism
consumption
1 of 15 jobs
The importance of tourism in Norway
Kilde: SSB
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Innovation Norways services to the Tourism Industry
Promotion Competence Advisory Network/Cluster Finance2015:
1300 industry customers
21,7 mill. visits Visitnorway
MNOK 902 press value
250 B2B-activities
2015: Loan & grants
NOK
338 mill
2015: 58 courses, 918
companies
2015:
35 business networks
2 ARENA
1 NCE
2015:
8 destinations branded «Sustainable destination»
«Destination Master Plans»
Market Advisory
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Challenges facing industry and destinations1. Short, delimited seasons2. Fragmented sales and marketing work3. Numerous small units with limited resources4. Relatively low degree of refining5. Few professional investors/capital resources
Foto: CH - visitnorway.com
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StandardDevelopment process
Approval systemNetwork of destinations
Click icon to add picture
• Continous process towards sustainability• Assisted by tools and surveys • Provide common platform for development • Demands cooperation between public/ private
stakeholders• Built on international standards
SUSTAINABLE DESTINATION
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A: Political commitment
B: Industry commitmentC: Environment, nature and cultureD: Social values and viabilityE: Economic viability
44criteria
108indicators
Standard «Sustainable tourism»
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Organize and involve
stakeholders
Commitment industry and
local government
Gap analysis and Plan of Action
Survey, measure and implement
Reporting and documenting
Maine tasks
Local interest
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DMO leadership – Sustainable Destination NTONational Branding
&Profiling
Regional DMO Regional Branding
&Marketing
Local DMO Destination
marketing and development
• Owns and run project• Ensure funding• Involve stakeholders • Run surveys• Communicates progress and results• Ensures continous focus and deliveries
Part-time projectleader, supported by trained advisers,
tools, a database,
national network
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Vega
LærdalTrysil
Røros
Setesdal
Geilo
Inderøy
SvalbardLyngenfjorden
Femund/EngerdalPre-project:• Lysefjorden• Geiranger• Lillehammer• Sälen, Sverige• Idre, Sverige
Destinations throughout the country
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Supports cooperation• Strengthens competence• Creates a common theme for
cooperation• Sustainable tourism into the local
Masterplans• Points out unique assets• Makes progress systematic• Makes sustainability more
operational
Overall effects
Phot
o: Ø
yvin
d He
en –
Visi
tnor
way
.no
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• Value to have a visible tool for sustainability (60%)• Sustainability a holistic and common responsibility (DMO + business)• The importance of a visible certification will increase the next 5 years (71%)
International Tour Operators viewsPh
oto:
Lei
f Joh
nny
Ole
stad
– V
isitn
orw
ay.c
om
Phot
o: A
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s Gje
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Visi
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Source: Innovation Norway Survey Touroperator June 2016
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Tusen takk!www.innovasjonnorge.no