A C C E L E R A T I N G S M A R T S U S T A I N A B I L I T Y F O R D E S T I N A T I O N S

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1 A C C E L E R A T I N G S M A R T S U S T A I N A B I L I T Y F O R D E S T I N A T I O N S T H E N A T I O N A L P E R S P E C T I V E # A T W S

2 INGUNN SØRNES ANN HEIDI HANSEN BÅRD JERVAN SPECIAL ADVISOR I n n o v a t i o n N o r w a y PROJECT MANAGER N o r d l a n d C o u n t y C o u n c i l CLUSTER MANAGER I n n o v a t i v e E x p e r i e n c e s

3 M EET YOUR PRESENTER INGUNN SØRNES SPECIAL ADVISOR S u s t a i n a b l e t o u r i s m I n n o v a t i o n N o r w a y #ATWS2018

4 B a c k g r o u n d Increased need for a structured way of addressing sustainability in tourism which tasks? Increased need of tools when the destination organisations are engaging more in management how to perform? Increased need of smarter cooperation and co-creation on tourism - local government, tourism industry, local community and others who to involve? Photo: Christian Roth Christensen / Visitnorway.com

5 D e s t i n a t i o n n e e d s Stewardship in cooperation Monitoring performance #ATWS2018 Photo: Terje Rakke / Nordic Life AS - Visitnorway.com

6 Social Tourism is positive for local residents - Only when planned and performed in an inclusive way Photo: Christian Roth Christensen / Visitnorway.com Photo: CH visitnorway.com Economy Tourism provides jobs and income locally - Only when tourism spending supports local economy Ecology Tourism benefits from nature and cultural resourses - Only when stewardship of resources is based on long term conservation Photo: Frode Ueland / visitnorway.com

7 «S u s t a i n a b l e d e s t i n a t i o n» Solution A national tool for destination management Photo: Thomas Rasmus Skaug / visitnorway.com STANDARD WORKING PROCESS TOOLS TRAINED ADVISORS DATABASE ASSESSMENT NETWORK PR and VISIBILITY #ATWS2018

8 # A T W S «S u s t a i n a b l e D e s t i n a t i o n» 5 Main topics A. Commitment local authorities B. Commitment tourism industry C. Nature and cultural resources (planet) D. Social issues (people) E. Economic issues (profit) Total 42 criteria and 104 indicators GSTC recognized standard 2018 Photo: Thomas Rasmus Skaug / Visitnorway.com

9 # A T W S «S u s t a i n a b l e D e s t i n a t i o n» Smart process Tools to every step, local project leader/external advisor Phase I Commit and involve Analyze status Plan of Action Phase II Implement actions Analysis and documentation Integrate and revise Plan of Action Submit Photo: CH visitnorway.com

10 # A T W S Photo: amanda1205/foap/visitnorway.com Learnings A NATIONAL CERTIFICATION SCHEME DOES: Make destination management more targeted Motivate private/public cooperation Develop smart networks BUT: Challenge the financing model in destination organisations Challenge competence and mandate at local authorities Communicating of a process is challenging

11 # A T W S Where now? National organisation provide tools open for all * systematic approach * involved national stakeholders * funding * attention * recognition 2018: *15 destinations certified *15 destinations to finish 2019/2020 *all destinations will re-certify 2019: *new business model *coordinated to other tools *build for further growth Photo: Gaby Bohle - Visitnorway.com

12 # A T W S P H R A S E O F T H E D A Y We are not doing this just to be awarded, we do this for the future of our destination - Georg Sickelschmidt, CEO Visit Lyngenfjorden Photo Worldwanderlustphotography/Foap/visitnorway.com

13 #ATWS

14 A C C E L E R A T I N G S M A R T S U S T A I N A B I L I T Y F O R D E S T I N A T I O N S T H E R E G I O N A L P E R S P E C T I V E # A T W S

15 # A T W S

16 M EET YOUR PRESENTER ANN HEIDI HANSEN PROJECT MANAGER V i s i t o r M a n a g e m e n t P i l o t P r o j e c t N o r d l a n d C o u n t y C o u n c i l #ATWS2018 Photo: David Kinsella/

17 S m a r t S u s t a i n a b i l i t y t h r o u g h V i s i t o r M a n a g e m e n t Regional tourism strategy: The sustainable development of adventures in Nordland involves us ensuring the preservation of nature, culture and the environment, while at the same time strengthening local quality of life and social values, and local control and commitment Challenge: small communities coping with an increasing numbers of visitors Started Pilot Project on Visitor Management ( ) Participants: The Lofoten Islands Vega municipality Svartisen glacier

18 # A T W S Perspective Sustainable visitor Landscape and environment management Local communities Business/Markets

19 A t t h e h e a r t of Visitor management Value creation for community and customer Smart destination development Responsible marketing Customer experience quality Comfortable carrying capacity #ATWS2018 Photo: Terje Rakke/

20 S e c t i o n 1 OBJECTIVE VALUE CREATION FOR THE COMMUNITY #ATWS2018 Photo: Christian Bothner/

21 # A T W S S m a r t d e s t i n a t i o n d e v e l o p m e n t W h y d o we w a n t t o u r i s m? Are we asking the right questions? The method of Persistent Enquiry: 1. Why do we need them? 2. What have we got? 3. Where and when do we want them? 4. Who do we want to invite in our home? 5. How do we get them? Cillian Murphy, The Loop Head Peninsula Photo: Terje Rakke/

22 # A T W S S m a r t d e s t i n a t i o n m a n a g e m e n t M e a s u r i n g w h a t m a t t e r s Tourism needs to be measured not by visitor numbers, but by its efficacy in creating prosperity, employment, a healthy environment and benefits to the destination Cillian Murphy, The Loop Head Peninsula Challenge: stop chasing volume, start chasing value! What would success look like in 20 years time? Photo: Emil Sollie Brixton Frames/

23 # A T W S S m a r t d e s t i n a t i o n d e v e l o p m e n t C a r r y i n g c a p a c i t y Holistic planning and regulations Community involvement Codes of conduct Doxeys Irridex Model: Doxey, G. (1975): A causation theory of visitor-resident irritants: methodology and research inferences in the impact of tourism Photo: Bård Løken/

24 S e c t i o n 2 OBJECTIVE VALUE CREATION FOR THE CUSTOMER #ATWS2018 Photo: Christian Bjørn Erik Bothner/ Olsen/

25 # A T W S R e s p o n s i b l e m a r k e t i n g F r o m M a r k e t i n g t o M a n a g e m e n t The customers are the new marketers! Competitive edge = experiential quality of destination Alignment from marketing to co-creation on the ground Holistic view on the customer journey! New roles for the DMOs? Photo: CH/

26 # A T W S R e s p o n s i b l e m a r k e t i n g W h o d o we i n v i t e? Visitor management includes marketing! Choose the right customers Reason-to-go and motivational based personas Pilot project: adding sustainability issues Photo: Kristin Folsland Olsen/

27 Photo: Terje Rakke/ Photo: Kristin Folsland Olsen/ # A T W S R e s p o n s i b l e m a r k e t i n g W h o d o we i n v i t e?

28 # A T W S R e s p o n s i b l e m a r k e t i n g W h a t d o we c o m m u n i c a t e? Before during after the visit Value based storytelling What do we want to say? Who are we talking to? Photo: Terje Rakke/

29 # A T W S P H R A S E O F T H E D A Y What Norway did with the oil industry is known world wide as the best model for taking an industry, regulating it and making sure the benefit helps the country. Which is what I m gonna suggest you can do with tourism as well. - Elizabeth Becker The author of «Overbooked» Photo: Øystein Lunde Ingvaldsen/

30 #ATWS Photo: Øystein Lunde Ingvaldsen/

31 A c c e l e r a t i n g S m a r t S u s t a i n a b i l i t y f o r D e s t i n a t i o n s T h e e n t e r p r i s e p e r s p e c t i v e # A T W S

32 INGUNN SØRNES ANN HEIDI HANSEN BÅRD JERVAN SPECIAL ADVISOR I n n o v a t i o n N o r w a y PROJECT MANAGER N o r d l a n d C o u n t y C o u n c i l CLUSTER MANAGER I n n o v a t i v e E x p e r i e n c e s

33 M EET YOUR PRESENTER B å r d J e r v a n C L U S T E R M A N A G E R I n n o v a t i v e E x p e r i e n c e s C l u s t e r office view #ATWS2018

34 TOURISM CLUSTER? a joint «Development Departement» with 60 partners in Northern Norway Hotels, lodges, ski resorts, tour operators, restaurants, food producers, DMO s, outdoor adventure companies, cultural attractions, museums, wildlife safaris, heritage centres, festivals, art galleries, historical vessels, ++ Universities, research institutes, development agencies and the public sector Membership fee s and public funding through the Norway Innovation Clusters Programme

35 Our «Eco System» Phenomenon s #ATWS2018

36 S U S T A I N A B I L I T Y Examples from action plan Planet: Facilitate for joint Eco Lighthouse Certification Make it easier to «Travel like the locals» Clean Up Initiatives People: Adapt development to the local societies Make use of local resources Stimulate local value creation Year round working places Profit: Increase customer value, and by that increase margins and prices Innovation that helps year round tourism

37 «Stimulate the Cluster Members to become an Eco Lighthouse (or similar)» «Reduce costs, based on several businesses doing the certification process together»

38 TRAVEL PASS Travel like a local «The push for a solution»

39 CLEAN UP the coast line! «teach the enterprises the best way to organize initiatives where tourists participates»

40 YEAR ROUND Conduct market research for new all weather/all season possibilities Stimulate innovation and local product development together with researchers Focus on reason-to-go potential Wildlife watching/safaris, Photo tourism, new outdoor activities, Travel like local/ local way of life, Art/Culture/festivals and Meal experiences/food tourism.

41 NEW KNOWLEDGE NEEDED Get the R&D findings out of the books and make it relevant to the businesses

42 SVINØYA, LOFOTEN 2 times nominated as Tourism Business of the Year in Norway «Building a year round menu of experiences made the difference» The Story of Lofoten was the mantra From 5 to 17 year round employees Enabled a long term business development strategi «We buy everything possible locally, and encourage all employees to settle in Lofoten»

43 # A T W S «I n n o v a t i v e E x p e r i e n c e s» L E A R N I N G S The core is the capability to co-create and deliver experiences with high customer value, in a sustainable way. Increased willingness to pay, Stronger reasons to go, and better market reach, Returns, loyalty and repeat guests, Deserved marketing in SoMe ( high customer value is the new marketing ). Meets the high value, low impact - aproach

44 # A T W S P H R A S E O F T H E D A Y «Tourism is like fire. It can cook your food, or burn your house down.»