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DMOs role in building
sustainability in destinations
Ingunn Sørnes,
Innovation Norway
Innovation Norway
• The Governments most important instrument
for supporting trade and industry
• Owned by Ministry of Tra...
4,1%
GDP
151 mrd
NOK
Tourism
Consumption
27%
foreign visitors
propotion of total
tourism
consumption
1 of 15
jobs
The impo...
Innovation Norways services to the Tourism Industry
Promotion Competence Advisory Network/Cluster Finance
2015:
1300 indus...
Challenges facing industry and destinations
1. Short, delimited seasons
2. Fragmented sales and marketing work
3. Numerous...
Standard
Development process
Approval system
Network of destinations
• Continous process towards sustainability
• Assisted...
A: Political commitment
B: Industry commitment
C: Environment, nature and culture
D: Social values and viability
E: Econom...
Organize and
involve
stakeholders
Commitment
industry and
local government
Gap analysis and
Plan of Action
Survey, measure...
DMO leadership – Sustainable Destination
NTO
National Branding
&Profiling
Regional DMO
Regional Branding
&Marketing
Local ...
Vega
Lærdal
Trysil
Røros
Setesdal
Geilo
Inderøy
Svalbard
Lyngenfjorden
Femund/Engerdal
Pre-project:
• Lysefjorden
• Geiran...
Supports cooperation
• Strengthens competence
• Creates a common theme for
cooperation
• Sustainable tourism into the loca...
• Value to have a visible tool for sustainability (60%)
• Sustainability a holistic and common responsibility (DMO + busin...
Tusen takk!
www.innovasjonnorge.no
Presentation Akureyri 2016
Presentation Akureyri 2016
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Presentation Akureyri 2016

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Presentation Akureyri 2016

  1. 1. DMOs role in building sustainability in destinations Ingunn Sørnes, Innovation Norway
  2. 2. 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
  3. 3. 4,1% GDP 151 mrd NOK Tourism Consumption 27% foreign visitors propotion of total tourism consumption 1 of 15 jobs The importance of tourism in Norway Kilde: SSB
  4. 4. Innovation Norways services to the Tourism Industry Promotion Competence Advisory Network/Cluster Finance 2015: 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: 35business networks 2ARENA 1NCE 2015: 8 destinations branded «Sustainable destination» «Destination Master Plans» Market Advisory
  5. 5. Challenges facing industry and destinations 1. Short, delimited seasons 2. Fragmented sales and marketing work 3. Numerous small units with limited resources 4. Relatively low degree of refining 5. Few professional investors/capital resources Foto: CH - visitnorway.com
  6. 6. Standard Development process Approval system Network of destinations • 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
  7. 7. A: Political commitment B: Industry commitment C: Environment, nature and culture D: Social values and viability E: Economic viability 44 criteria 108 indicators Standard «Sustainable tourism»
  8. 8. 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
  9. 9. DMO leadership – Sustainable Destination NTO National 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
  10. 10. Vega Lærdal Trysil Røros Setesdal Geilo Inderøy Svalbard Lyngenfjorden Femund/Engerdal Pre-project: • Lysefjorden • Geiranger • Lillehammer • Sälen, Sverige • Idre, Sverige Destinations throughout the country
  11. 11. 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 Photo:ØyvindHeen–Visitnorway.no
  12. 12. • 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 views Photo:LeifJohnnyOlestad–Visitnorway.com Photo:AndersGjengedal–Visitnorway.com Source: Innovation Norway Survey Touroperator June 2016
  13. 13. Tusen takk! www.innovasjonnorge.no

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