1. Norway as a travel destination

2. Norway’s location Tromsø Bodø Steinkjer Trondheim Ålesund Hermansverk Bergen Stavanger Kristiansand Arendal Tønsberg Sarpsborg Skien Drammen Oslo Molde Hamar Vadsø Lillehammer Tynset Tinn Førde Alta

3. Food & agriculture Travel & tourism Oil & gasHealth Energy & Environ- ment ICTSeafoodMaritime Culture & Leisure The most significant sectors in Norway’s economy

4. First, a few statistics!

5. Norwegian travel and tourism industry The travel and tourism industry accounts for 3.3 % of gross domestic product (GDP) and 6.6 % of total mainland employment The industry employed 159.400 people (equivalent to 132.000 full time) Foreign tourists had 8.4 million overnight stays in 2010

6. Vision In other words, an important industry!

7. COMMON ASSOCIATIONS OF NORWAY Common facts A small country (4,8mln people) Not a well known country; an even less well known travel destination Knowledge of Norway is low International competition is fierce NORWAY HAS BEAUTIFUL, MAGNIFICIENT AND CLEAN NATURE NORWAY IS COLD, EXPENSIVE, DARK AND FAR AWAY

8. Norway described by its citizens Fresh: healthy, new, unexplored, unspoiled, clean, refreshing, authentic Genuine: natural, real, authentic, honest Friendly: hospitable, empathic, sympathetic Innovative: creative, exciting, surprising, modern Short movie!-Norway in Motion NORWAY IS FRESH, GENUINE, FRIENDLY AND INNOVATIVE

9. The fjords and mountain landscape The mountains and wilderness The coast and coastal heritage Arctic Norway Attractions worth-visiting

10. Fjords and mountain landscape Beautiful, spectacular and dramatic nature Mighty mountains that drop straight down into the sea Waterfalls and glaciers Clear and vibrant colours Pure, clear and fresh air Villages snuggling between steep valleys, farms clinging tightly to the mountains Genuine and authentic

11. Mountains and wilderness Wide plains, mountain plateaus, rounded and beautiful formations Clear and vibrant colours Pure, clear and fresh air The endlessness of nature – untouched, clean and huge People use the mountains actively for work and play Activities, sports and tracking all year The warmth of the mountain cabin Genuine and authentic

12. Coast and coastal culture The long, long coast and the splendour of the islands Varied nature – the skerries and mountains that drop straight down to the sea Living fishing villages and coastal culture. Towns and commerce. Residents and workers Genuine and authentic Nature and its forces. Huge, powerful and “untamed” Fresh, pure and ever-changing

13. Arctic Norway Summer: Midnight sun - “white nights” – light, warm nights Arctic winter with lots of snow, dramatic weather, Northern lights, and blue, cold days Extremes of climate; changes from harmonious to wild Last wilderness in Europe with arctic fauna Wild, beautiful and jagged alps, magnificent mountains and fjords, glaciers, waterfalls and rivers A fight for survival; nature is king, shaping people and society Arctic art and culture; Sami people and Finnish Norwegians Excitement and adventure in safe and well organized settings

14. Norway’s advantages Fresh and clean air and water Magnificent, beautiful and varied nature Unique natural phenomena Modern people living in and with nature The feeling of experiencing the forces of nature on your body

15. -Endangered spieces: brown bears, polar bears, wolves, fin whales, sperm whales, blue whales, bowhead whales - Profusion of berries- blueberries, cranberries, cloudberries, moltebær Norwegian flora and fauna

16. 16 Norwegian Outdoor Activities

17. The Northern Lights

18. Northern lights Jaw-dropping, mystical moments Most frequent in late autumn, winter and early spring October, February and March are the best months for observations Highest frequency is between 6pm and 1am The best places are above the Arctic Circle Northern lights are to be associated with Norway Short movie!-Northern Lights

19. The midnight sun The duration of the midnight sun depends on how far north you are. At the Arctic Circle in you can see the midnight sun from 12 June to 1 July, at the North Cape from 14 May to 29 July, and at the North Pole the sun does not set for six months

20. Time for a break?

21. 21 Beautiful, grandiose and varied natural scenery The driving experience should exceed expectations Architect-designed stops and lay-bys International calibre art Information to enhance the experience National Tourist Routes in Norway turistveg.no LET US TAKE A LOOK AT SOME OF THEM THE NATIONAL TOURIST ROUTES IN NORWAY ARE EIGHTEEN BEAUTIFUL STRETCHES OF ROAD THROUGH THE BEST OF NORWEGIAN NATURE 18 National Tourist Routes

22. Norwegian Public Roads Administration From 1994 to 2016 total investments of NOK 2.05 billion A total of 1,600 kilometres 18 National Tourist Routes

23. BEAUTIFUL, GRANDIOSE AND VARIED NATURAL SCENERY EXCEED EXPECTATIONS ARCHITECT DESIGNED INTERNATIONAL CALIBRE ART

24. Now is not a bad time to ask Questions?

25. Thank you for your attention!