Tourism Development Programme
Download as PPTX, PDF0 likes441 views
This document outlines Norway's role in tourism development and introduces a destination development tool called "The White Book". It discusses the fragmented nature of Norwegian tourism and the need for a coordinated approach. The White Book provides a strategic framework to help communities develop tourism in a harmonized way through establishing shared goals, products, markets and action plans. It emphasizes the importance of involving a variety of local stakeholders and taking a market-oriented approach focused on customer needs. The document concludes by noting the White Book is a work in progress and aims to provide practical guidance for destination development.
Tourism Development Programme
- 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
- 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 15
- 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 19
- 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 22
- 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 23
- 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