25 % % GERMANY BUSINESS REPORT TOURISM GERMANY. billion. million. 72 million. ad impressions KEY FIGURES media value press results

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1 GERMANY KEY FIGURES million ad impressions 25 % growth in daily German travel expenditures in Norway BUSINESS REPORT TOURISM GERMANY million media value press results 16% growth in overnight stays 2.7 billion German travel expenditures in Norway 72 million social media impressions 334 campaign and project partners Innovation Norway, Postfach , Hamburg

2 INPUT/OUTPUT OUR EFFORTS LEISTUNG HAVE PAID OFF Beruntiur saperes sincius doluptaquae dus ne plam id molum aut quam nosaepel intios sunt, ut reium et, inia sequam dolorae et et modicie ndissequia alite esectat. Cae ea issi quia comnis re nimagnis ate exereca boribus andam, volutem intotae estint social media impressions 72 MILLION OUTPUT 8.8 MILLION business revenues Foto: Fjord Norway, Robin Strand INPUT 14 MILLION B U D G E T National 5.5 jobs International 0.9 jobs 334 campaign and project partners 193 customer projects contacts trained on Norway 194 MILLION SUMMER CAMPAIGN CULTURE PROJECT FISHING CAMPAIGN MEETINGS PROJECT (MICE) SKI CAMPAIGN HIKING CAMPAIGN SKI CAMPAIGN WORLD S LARGEST TRAVEL SHOW CYCLING CAMPAIGN PRESS PROJECT B2B PROJECT ITB NORTHERN LIGHTS CAMPAIGN 02 Kennzahlen Key figures Key figures 03 media value press results 504 MILLION ad impressions

3 BOOMING: OVERNIGHT STAYS AND VALUE CREATION Cruise business most visitors are from Germany German day visitors 0.85 million Average spending per German guest in each port 755 Foto: Jacek Rozycki Volume and growth market Germany German holidaymakers with the highest value creation 16 % increase in German overnight stays GERMANY ASIA 2.1 billion 1.1 billion + 16% SPAIN & ITALY 910 million % + 5 % SWEDEN FRANCE GREAT BRITAIN 675 million 675 million 575 million in millions USA 570 million Source: SSB NETHERLANDS 555 million Expenditures per country in summer season 2016 Source: Innovation Norway, Turistundersøkelsen Market development Market development 05

4 HIGHLIGHTS Lufthansa scheduled flight Frankfurt Tromsø Germany s leading airline opens its northernmost scheduled route as the direct result of our clear and active strategic positioning in Germany. Think Tank #Change4Destination Destination marketing is undergoing big changes and upheaval. We brainstormed with leading German marketing and online experts to define a visionary frameset. Guerilla Marketing Eurowings & Visit Oslo Hamburg s streets are clean, but not sterile. Thankfully. We used stencils and high-pressure cleaners to create advertising messages known as so-called clean stencils along the footpaths in busy and lively city districts, such as the HafenCity, for example. #DroneNorway Five winners of a competition among drone film-makers were invited to Fjord Norway in order to record spectacular videos of the unspoiled nature there valuable content for social media that has been viewed over 900,000 times already. Fotos: Bård Løken - Visitnorway.com, Innovation Norway, Hempfprigge, Svea Pietschmann/BTW BTW Tourism Summit Innovation Norway and the umbrella organisation for the whole German Tourism Industry, BTW, introduced a strategic partnership which was launched at its tourism summit in Berlin. The importance of the summit was reflected in the attendance of Chancellor Angela Merkel. 06 Highlights Highlights 07

5 COMMUNICATION RESULTS: GERMAN TEAM IN LEADING POSITION Variety of topics in the press work In addition to the classic tourism-related topics, cultural, culinary and economic topics also contribute to providing a holistic image of Norway in the media. 194 MILLION MEDIA VALUE Number of articles Bloggers and instagrammers on trips 15 Journalists on press trips Press contacts road show #Talents2Norway Young promising journalists brought to Trøndelag #Talents2Norway is our brand new concept to create strong relations between talented young journalists and influencers from the key market Germany to Norway. In 2016, we brought 11 of the very best, promising new journalists from Germany to Trøndelag. Fotos: Innovation Norway On location: Result: Ambitious reportage-course with the distinguished journalism trainer Peter Linden Individual researching right throughout Trøndelag 11 excellent reports, published in large German media Norway network of young influencers, that we will continue to expand To be continued in Sørlandet 2017, which will include a special focus on digital and multimedia-storytelling! 08 Press Press 09

6 AMONG PROFESSIONALS OUR VISION B2B and MICE activities 4 Sales visits 51 appointments 3 Workshops 114 participants 5 FamTrips 75 participants 1 Advisory board trip 7 participants 1,680 trained shipping clerks Pilot project culture tourism WE WILL CONTINUE DEVELOPING GERMANY AS THE BY FAR MOST IMPORTANT VOLUME- AND GROWTH-MARKET WITH THE HIGHEST VALUE CREATION POTENTIAL FOR NORWAY! Germany is the first market to approach the culture-tourism segment within a cooperation with a renowned culture communications agency. Explore market relevance 20 Norwegian cultural partners Product manual Norwegen Kultur Highlights distributed to more than 5000 multipliers and tour operators Strong presence at ITB with a booth at the CULTURE LOUNGE, a press conference and a culinary partnership 12 culture related press releases throughout the year The annual B2B workshop focused on culture tourism To be continued in 2017! Fotos: Innovation Norway, wungenz/foap/visitnorway.com CONCLUDING WORDS Manuel Kliese Director Innovation Norway Germany Tina Fraune Country Manager Tourism Germany Over the past two years we have been successful in establishing a new and strong market-specific profile in Germany. The pilot project for Norway in Germany proves that the new positioning of Norway with increased topics has certainly been worthwhile. We will also continue to pursue this in the future in order to fulfil our vision. The topics Sustainability, Digital Marketing, Strategic Positioning and Cultural Tourism will continue to accompany and excite us over the coming years! 10 B2B Outlook