Presentation by Audun Pettersen, Innovasjon Norge for Icelandic Tourist Board 14.04.2011

1. DestinationDevelopment: The
White Book
Manager Audun Pettersen
Reykjavik 14.04.2011
1
Foto: CH/Innovasjon Norge FF

2. Agenda
• Ourrole in NorwegianTourism
• Background: Whytheneed for a
destinationdevelopmenttool?
• The White Book: What, How and by Whom?
• Advice from a Norwegianperspective
Norway
Foto: CH/Innovation

3. Ourrole in
Norwegian
Tourism
3

4. InnovationNorways services to
theTourism Industry
Financing
services
Promotional
services
Networking
Competence services
services Advisory
services
4

5. Background:
Whytheneed for a
destinationdevelopm
enttool?
5

6. • 400 Municipalities
• 250 Municipalises with
Tourism as a prioritised
area
• 249 Tourist Information
Centres
• 140 Destination
Management Companies
6

7. Results
1.Product and organisationalfocus, not market orientated
2.Fragmented sales and marketing
3.Numeroussmallunitswith limited resource
4.Lowdegreeofrefining
5.Fewprofessionalinvestors/capitalresources

8. Tourism Development is like producing a car….
Car

9. I see clearly how the car should look like….

10. At the factory we put the car together…
Who wants to buy the car?

11. Aboutbeing market orientated
Ifyoudon`t know whereyouare, it
doesn`t matter
whereyouaregoing……
Unknown poet
11

12. Two directions in Destination
Development : Corporate VS. Community
Ski lifts Ski lifts
Accommodation Accommodation
Catering Catering
Transportation Transportation
Shops (retail) Shops (retail)
”The Ski Company” The destination
= =
A variety of different business
The destination
Ski rental
Booking Working towards the same objective
Booking
TO/TA Ski rental TO/TA
Booking Etc
Booking
Restaurants Restaurants

13. Our Tool Box
• The White Book
• The StrategyProcess
• A pool ofExternalAdvisors
• Web
• $£€

14. Main players in thecommunitymodel
Public sector on the different levels
State Regional
Local
Retail Accommodation
Transportation Service
The
Activities
Property investors process
Land owners Local culture and other
Entertaiment industries
Financial institutions
Organisations Field of harmonise
Special interest
Field of
conflicts
14

15. The destination development plan
From words
Pre- Main
to
study project
action
Evaluation/monitoring
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16. The destination development plan
• Main productstoday
• Whichresources do we
have today
• Plannednewproducts
Pre- • Main markets today
study • Trends
• Who
arethemainplayerstoda
y
• SWOT
16

17. The destination development plan
Which What
Markets? should
We do
be for
Whom?
Main
project
Impacts?
Main
Products
?
Finance?
Etc..
Etc..
Etc.. 17

18. Action!
From words
to
action
18

19. The framework
• Basedon a strategicapproach (masterplan)
• Detailscan be discussed later…..
• Revisionwhen it is necessary – not a 5
yearsRussian plan
• The plan will not be more worththanthewill to
gothrough it
Foto: C.H/Innovasjon Norge
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20. The Story so far…
Nordkapp
Kirkenes
Alta
Lakselv
Lofoten Lyngen
Karasjok
Narvik
Beitostølen
Tyin/Filefjell Skeikampen
Golsfjellet
Geilo
Gaustablikk Norefjell
Hovden Vrådal

21. The best we have seen…
www.whistler2020.ca

22. Advise…
Foto: Johan Wildhagen/Innovasjon Norge
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23. Work in progress…
• Revisionof ”The White Book”
• A ”Woodpeckersmanual”/Practical Guide for Activities
• Will be organised as Wiki, seewww.innovasjonnorge.no/reiseliv
Foto: CH/Innovation Norway
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24. Takk fyrir!
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