Norway launches initiative to boost tourism exports

Norway takes measures to strengthen the industry and create sustainable jobs

The Norwegian government has launched an initiative aimed at boosting tourism exports. With an investment of 14 million NOK over the next two years, Norway plans to further enhance its position in the international tourism market. The goal is to strengthen the sector sustainably and create year-round jobs. These measures are part of the “Hele Norge exporterer” program, which supports companies across six industries in increasing their exports.

Tourism as a key industry

Tourism is Norway’s fifth-largest export sector. “Norway has enormous potential in tourism. With skilled and forward-thinking industry players, the government will work closely with the sector to increase exports,” said Minister of Industry Cecilie Myrseth. The goal is to implement a comprehensive tourism policy that supports the sustainable growth of the sector.

Innovation Norway takes the lead

From now on, Innovation Norway will be responsible for the tourism export investments. The Ministry announced a three-year investment plan to specifically support the industry and increase its visibility in international markets.

Three measures for success

• Targeted marketing investments
  Increasing Norway’s visibility in key markets will help spark travelers' interest and drive tourism.
• Stronger collaboration with the industry
  The tourism sector has requested more influence in marketing strategies. Together with Innovation Norway, the industry will decide which segments and markets will benefit from targeted marketing investments.
• Global Growth Program for tourism
  The introduction of a dedicated tourism program within the Global Growth Export Program will help the tourism sector succeed in new markets and increase sales in already established ones.

Long-term export goals

With the export reform launched in March 2022, Norway aims to increase exports outside of oil and gas by 50% by 2030. The National Export Council was established to advise the government on key export initiatives and ensure the successful promotion of the tourism sector.

More on Norway (in German).

Header: © Herbert Grambihler Unsplash