wild norway
TRANSCRIPT
Wild Norway – Unlocking the potential by working together
Today’s Agenda
• Strategic challenges & vision• Branding issues• Who are the potential visitors?• Key market segments• Why work together & how• How to take Wild Norway forward• Case Study – Nature’s Best, Sweden
Strategic Development Challenges
• Broadening the Audience• Price• Creating a year-round destination• Adventure tourism infrastructure• Quality ,knowledge & expertise• Brand, Positioning and Visibility• Marketing, Sales Distribution & PR
Establishing a VisionVision – Establish Trondelag as the premier
adventure & outdoor destination in Norway.
Mission – Establish a stronger market position in the international market place, converting interest into sales.
Target – To meet the needs of high value travellers through improving quality standards, by enhancing products and by creating new networks.
Develop – a) the brand; b) knowledge; c) infrastructure.
Focus – Deliver a range of products that meet market demands; create an inspiring and targetted on-line presence; widen sales distribution channels.
Manage – The infrastructure to enhance the quality of the experience.
What’s your Brand DNA?Knowing what you stand for
People make decisions based on how they feel about a place – people, culture, products, built & natural environment. A reflection of the true ’spirit’ of the place. You need to appeal to their emotion.
Being distinct & memorable raises the chances of a destination making it on to the travellers shortlist.
This is where a strong destination brand, or competitive identity can make a difference. A destinations appeal has to be stronger than its competitors in target markets.
Without a clear brand you risk being a ’me too’ destination that fails to differentiate itself from others or inspire potential visitors
Your brand should be based on your values- what’s Wild Norway’s DNA?
VALUES
STRONG MYTICAUTHENTICKGENEROUS INNOVATIV
E
Engage & Inspire Your Tribe
Synergy with national goals• Despite being a small segment of the
market wildlife and wildlife watching opportunities add to the image and attractiveness of Tondelag & Norway.
• Outdoor activities, beautiful scenery, and a quality environment create positive perceptions and make the destination as a whole more appealing and adds diversity to the experience.
• Wild Norway will support Norway’s ”Powered by Nature” branding and enhance the destination’s positioning for thematic, active and sustainable tourism.
Cooperationinternally, regionally, nationally & cross boarder
Adventure Branding
City Hip, Outdoor Savvy
Be Visible, Be Sexy & Be Profitablecollaborate with outdoor industry partners
Bespoke, Luxurious, Active
Tell the story with multi-media
Who are the visitors?• Local & domestic market• Overseas – leisure & MICE• Primary & Secondary
Motivations for Adventure Travellers
• Demographics – adventure activities transcend socio-economic groups, age and gender.
Hybrid Consumer• Increasingly sophisticated consumers
require blending high quality accommodation and cuisine with low-budget access.
• Tech savvy & conduct extensive on-line research
• Adventure & outdoor markets defy traditional segmentation.
• Independent holidays more in demand than packages.
• Demand for unique customized experiences.
• They want it all – activity, luxury, authenticity and high levels of service at a perceived value for money level.Stats: ATTA European snapshot Feb 2010
Active Seniors• Increasing influence of the 45-64
year old age group.• 60 is the new 40• Seek multiple experiences• Consider non-competitive soft
adventure activities that couples can do together
• Want local interaction• Control 80% of the luxury market• 1 in 5 go on 3 holidays or more a
year• Off-season travel potential
Popular Activities• Walking & hiking• Cycling & mountain biking• Sea kayaking & canoeing• Sailing• Fishing & Shooting• Climbing & Trekking• Wilderness trips & training• Wildlife watching, birding
& photography• Winter
• Soft Adventure – represents a substantial % of trips worldwide. More likely to try a range of activities & destinations. Increasing number of participants are women as well as seniors and enjoy combined walking and wildlife experiences.
• Hard Adventure – High risk activities that require a high level of specialist skills. Small, highly focused market.
Popular Outdoor Activities
Supply & Demand
• Direct bookers• DMC business• FITs through tour
operators• Self guided through
tour operators• Guided special interest
leisure groups• Active MICE groups
• Leisure – incidental holiday activities & active short breaks
• Samplers, Learners, Dabblers, Enthusiasts
• Thematic travel• MICE – Wild Norway can enhance
the appeal of Trondheim and Röros
• Sporting events & competitions to help drive large attendence and broader based destination benefit
Self GuidedImportant and growing segment
Signature Trails & Routes
Hike & Bike
Active Meetings & Incentives
Building a successful adventure & outdoors destination
• The need for a destination audit• What are the supply chain issues• Need to cater to consumer travel needs & ensure they’re met• The need to develop adventure hubs / clusters either destination or thematic
specific supported by on site expertise and resources• Invest in Product Club mechanisms• Research & develop Signature Routes & trail systems as drivers of image &
growth• Develop strategic planning built around the client journey• Establish quality control, sustainability & knowledge up-lift mechanisms• Design a comprehensive travel trade development strategy• Develop and promote a compelling brand for outdoor & adventure tourism to
Trondelag• Invest for the long haul
Identifying Key NeedsDevelopment Needs• Improved access & support systems• Create adventure infrastucture• More local guides & improved
interpretation• Differentiate markets between enthusiast
and casual• Create local ambassadors through
knowledge up-lift• Make wildlife & outdoors more accessible
and user friendly• Develop fun, comfort & care as part of the
experience• Improve business practices• Focus on seasonal strategies• Develop outdoor & adventure hubs
Visitor Needs• Highlight cultural, heritage & scenic
resources as a counterpoint to core wildlife & outdoors product
• Focus on customer care, friendliness & welcoming attitiude
• Promote authenticity and the quality of local food & drinks
• Emphasis safety, security, regulation, environment, sustainability, English speaking
• Create or implement service quality schemes and indicators
• Information for visitors, signage, waymarked trail systems & mapping
Product Development PartnershipsProduct Themes
The Canadian Tourism Commission had identified outdoor tourism, culture tourism, winter tourism and cuisione tourism for specific attention in terms of product development. The selection of these clusters is based upon an assessment of market demand, industry needs, and Canada’s existing/potential to satisfy the demand. These clusters align with CTC marketing priorities.
Switzerland Mobility
Activity focused accommodations
Thematic Adventure Hubs
Why work together and develop Outdoor & Adventure Hubs
Tourism clusters can work collectively for:• Improved destination knowledge and cross selling• Improved cooperation within the product ’supply chain’• Easier to attract the interest of the travel trade• Collective packaging, collateral & marketing materials• Wider expertise & skill pool• Enable a range of stakeholders to share costs in developing
travel to the destination• Easier & wider representation in the media through focused
and coordinated PR message
HOST AND KNOWLEDGE LIFT
- Education of 350 employees in more than 90 companies
1. Host coursing
2. Knowledge lift• History: World heritage and region / Circumference• About each other – to make good sellers!
3. Copper card – a self study
Foto: Ålen Skisenter, Eivind Moen, 2* Terje Rakke/ Nordic Life/ Innovasjon Norge, Roar Øhlander og Arne Tønset/ Alaskan Husky Tours
COPPER CARD
Quality & Sustainability’For the long haul’
How can Wild Norway be succesful for the long haul?
• Membership Organization or Quality Label?
• Destination development project?• Destination Management
Company (DMC)?• Adventure Tourism Portal with a
booking function? • An organization that establishes a
leading nature based brand for Trondelag while supporting entrepreneurs so they can create and deliver world class experiences.
• Entrepreneurial journey - move from a lifestyle choice to a profitable and sustainable business.
• Improve access to resources through collaboration.
• Broaden the range of activities on offer.
• Improve standards and safety issues.• Move towards a greater
commitment to sustainable tourism.• Develop a coherent adventure &
outdoors brand for Trondelag & Norway.
Wild Scotland
Successful Local Models
Case Study – Nature’s Best
Sales Distribution Channels
Establishing travel trade relationships is critical
Product Customer
Product Retailer Customer
Product DMC / Inbound Retailer Customer
The Product OwnerDespite being Britain’s best-known specialist wildlife tour operator and having sent large numbers of tourists to countries all over the world for 24-years, Sweden had never featured in our range of destinations until 2008.
It was then that we came across Neil Rogers, an Englishman living in Sweden with an infectious passion for Scandinavia, its wildlife and its magnificent wilderness regions.
Neil’s enthusiasm, knowledge of Sweden and Norway, and huge experience in understanding the international tourism market, have single-handedly transformed our business to Scandinavia.
He has brought us a great range of invaluable local contacts through whom, with Neil’s guidance, Naturetrek has been able to develop a large and ever-expanding range of wonderful tours and destinations in Sweden and Norway.
We are indebted to Neil for his drive and expertise in the area of Scandinavian tourism. He is an enormous asset and source of guidance to anyone in the tourism, travel and hospitality sector. Don’t work without him.
David Mills, Managing Director, Naturetrek Ltd.
