Evaluation of visitor management and the tourism potential of National Parks in Oppland

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1 Evaluation of visitor management and the tourism potential of National Parks in Oppland Bill Taylor

2 Who is this guy?????

3 Central Scotland Recreation and Countryside management Cornwall, SW England

4 Yorkshire Nature Conservation NW Scotland Beinn Eighe National Nature Reserve

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7 Heritage Interpretation

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10 Wildlife Tourism in Australia

11 Nature Based Tourism

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13 Heritage and Communities

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15 On my Own!

16 Interpretive and Communication Strategy for Scottish Operations Interpretive Strategy for 7 Stanes Mountain Biking Network

17 Nature Based Tourism Strategy for the Outer Hebrides Nevis Visitor Interpretation Strategy

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19 Nature, Heritage and Activities Destinations Towns and Cities Events and festivals Business Tourism

20 Adventure and Nature Based Tourism 34% of all tourism spend in Scotland (Scottish Tourism Alliance 2012) Fastest growing sector in travel industry worldwide

21 Bill Me

22 Some Context

23 Think of the visitor journey. Keep in Touch Inspire Look/ Book Visit Book Travel/ Book

24 Create Tourism Experiences? Experiences are all about engaging visitors and connecting with them in a personal and memorable way..through your place, your heritage and your community

25 Selling to the Experience Seeker Experience the differences rather than the similarities Authentic, unique and personal experiences they can talk about Chance to participate in the culture and lifestyle. Value for money and balance benefits with costs. Opportunity to learn something new.

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27 Brand Norway attractive, unique and relevant Before their visit - visitors will have easy access to interesting, spectacular and helpful content and services making it easy for them to choose Norway.

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29 .. the foundation of competing internationally. basis of everything the brand does a guide for everybody developing or selling based on its spectacular nature and natural treasures. but nature on its own is not enough.

30 move from - nature alone passive observation remote and isolated nature & culture active participation inhabited, approachable and accessible

31 Vision: By 2018, Norway will have a sustainable travel and tourism industry that succeeds in attracting nature-loving explorers who seek accessible and strong experiences in spectacular nature

32 Unique Selling Points: - Spectacular fjords, coast and natural phenomena - Fresh seafood and coastal specialities - Nature-based activities - Thriving coastal culture Brand values: Fresh Real Adventurous Open-minded This is encapsulated in NORWAY POWERED BY NATURE

33 quality and uniqueness says something about me discerning person who demands more from my holiday. everything is so accessible...explore extraordinary nature, experience a thriving culture..enjoy exciting local food.. makes my holiday complete. makes me feel part of nature. a priceless adventure.

34 Target Group: Explorers - travelling to explore new territories; nature, culture, local life, food and traditions... to gain new energy and broaden their horizons

35 Demographic changes and an ageing population Grand parents and grand children Childfree and singles baby boomers Controlling 80% of luxury travel Controlling 50% of all discretionary income Growing old Disgracefully

36 Hotel Guest Nights 2013 (000s) Norwegians 14,700 Foreign 5,100 Sweden 701 Germany 566 UK 508 Most valuable global outbound market Scandinavia is identified by Germany as a region with greatest growth potential Norwegian share of the German market is 1%

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38 UK Target Markets Affluent Southern Explorers Younger Domestic Explorers Mature Devotees Affluent Active Devotees

39 2.3m Households

40 1.4m Households

41 Cost of Living and Exchange Rates N Kroner against GBP N Kroner against Euro

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44 Tourism is Oppland s most important export industry and one of the country s most important tourist counties. It is full of great experiences and activities, based on tradition and breathtaking scenery.

45 Any Questions or comments?