The Norwegian government is determined to develop the country's tourism industry, but it will do so carefully. Recent legislation suggests that new developments should offer stable workplaces and economically viable tourism companies, while focusing on the environment.
Norway's main strengths are its natural beauty and the growing adventure tourism market. It comes highly recommended as the Norwegian fjords have been voted the best natural attraction in the world; the archipelago of Lofoten is ranked as the third best island destination in the world, and an Arctic safari from Kirkenes made the top 25 best new adventure travel trips in National Geographic Adventure magazine. Yet, the country's attractions are still not well known, particularly outside Europe, so the government is investing in promotional activities.
Increasing productivity
The most recent strategy to increase tourism was launched in December 2007. Its main objectives were greater wealth creation and productivity in the tourism industry; sustainable rural communities through year-round jobs in tourism; and making Norway a sustainable destination. From 2000-2006, international tourism arrivals to Norway registered an average growth of 4.1 per cent per year, reaching almost four million international tourists in 2006. The figure has been rising slowly. According to Statistics Norway, foreign tourists had more than 7.9 million overnight stays in Norway in 2010. Figures for guest nights at hotels, camp sites and holiday dwellings hit 28.5 million. Germans were the highest percentage of visitors at 21 per cent. A total of 6.6 million international tourists visited Norway last year, a report by the Institute of Transport Economics said.
In terms of wealth generation, the World Travel and Tourism Council (WTTC) suggest that tourists spent 106 billion kroner (Dh74 billion) in Norway last year, of which 31 billion kroner was generated from foreign tourists.
Investment dropped from its peak in 2006, but is on the rise again, with travel and tourism expected to attract capital investment of 11.9 billion kroner this year, rising by 2.4 per cent per annum to 15 billion kroner in 2021. WTTC's Norway report predicts the direct contribution of travel and tourism to GDP is expected to be 25.5 billion kroner (1 per cent of total GDP) in 2011, rising by 3.7 per cent per annum to 36.7 billion kroner (1.1 per cent) in 2021.
For rural employment, the report claims the industry will support 32,000 jobs in 2011 (1.3 per cent of total employment). However, this figure is only expected to rise to 34,000 jobs by 2021.
DEALS
Beyond the fjords
Arctic adventure
Head to the Arctic circle for a top adventure travel experience with snowshoeing, skiing, ice fishing and more. Prices from around Dh6,000/person. www.arctic-adventure.no
Summer cycling
Spend time in the beautiful Lofoten Islands, and live in traditional fishermen's wood cabins. Activities include kayaking, cycling and whale watching. Prices start Dh3,500/person. www.magnetic northtravel.com
