In 2007, the Norwegian government introduced “Sustainable Norway 2015”, to increase awareness on sustainable tourism.
Sustainable tourism is a vision we strive to reach, that gives us a base of values and a clear direction on tourism development.
Tourism in Norway
Norway is a country of outstanding natural beauty – dramatic waterfalls, crystal clear fjords, majestic mountains, captivating wilderness and spectacular glaciers. Norwegian tourism therefore relies on this unspoilt and beautiful landscape to encourage people to visit, and because of this we are constantly working to improve and increase the sustainability within travel and tourism.
Sustainable Norway 2015
A baseline in sustainable tourism is a conscious and consistent effort on all matters concerning the environment, social matters and local prosperity. This must be a vital ingredient in building a stronger economy in tourism. For the part of Norway, it also includes how Norwegian tourism is keen to present itself. We do want to invite guests to authentic and local culture, food and history offered by welcoming and responsible hosts. These hosts carry out their work in conjunction with their local community in order to offer visitors a memorable Norwegian experience.
To achieve this there is strong need for perspectives that are more holistic – and include more stakeholders. And there is a need to build on history and at the same time renew and step into more innovative approaches that bring tourism into the new green economy.
Increased sustainability in tourism – the process
In the strategy for increased sustainabillity in tourism by involving the industry, Innovation Norway has had the following processes:
Defining the framework with definitions and goals together with the Hospitality Association in Norway, built on UN-WTO goals and the understanding of sustainable tourism.
Building competence and involvement by inviting important stakeholders in the tourism sector: transport, accommodation, adventure, food, family park/alpine, sales and marketing.
Increasing the number of environmental certified businesses. This helps industry to systemize and increase their environmental performance, social responsibility and practise.
To meet the need for more knowledge on sustainable practice, Innovation Norway established courses on sustainable tourism.
The process resulted in a Plan of Action for increased sustainability in travel and tourism. The responsibility for the actions and goals is split between the government, Innovation Norway and the tourism industry with their member organisations.
Leading destinations
As an important part of Sustainable Norway 2015, Innovation Norway started up test-destinations (pilot destinations). The pilot destinations are a defined destination covering a municipality – or several municipalities that are treated as a common marketing area.
From 2009 Innovation Norway have worked with 4 pilot tourism destinations that on strategic and systematic implementation of sustainable tourism practices into their management and local tourism development. They represent different maturities in their tourism development: different sizes, different tourism markets and products. Together they give a good picture of Norwegian tourism.
They went into a 3 year project period working to increase the commercial potential in sustainable tourism. Their mandate is to develop commercial concepts of sustainable tourism, to increase the sustainability in the destination and to involve and integrate their development in the work of the Destination Management Organization.
The sustainable tourism pilot destinations
Vega is a harsh living settlement on a archipelago with over 6500 islands close to the Arctic Circle. It is included on UNESCOs World Heritage List for its traditions and unique way of living.
Trysil is the largest ski resort in Norway, offering fantastic winter sport opportunities, but also great nature adventures in summertime. A local biomass industry provides energy resources to the area.
Lærdal is a small town idyllically situated by a fjord, offering tradition and rest for visitors. A salmon river flows nearby and the destination offers a variety of hiking trails with spectacular architecture.
The mining town of Røros is one of Europes oldest settlements of traditional wooden houses. Also on UNESCOs World Heritage List, visitors are always captivated by its beauty, unique atmosphere, culture and local cuisine.
