Norway's Position As a Holiday Destination

NORWAY’S POSITION AS A HOLIDAY DESTINATION - 2018

INNNOVASJON NORGE

Introduction 3

Market share 4

Main findings 5

Profile of markets 7

Data and methodology 68

2 © Pete Oswald / Visitnorway.com INTRODUCTION © Mattias Fredriksson/Fjord Norway

BACKGROUND DATA AND READING GUIDELINES

This publication looks into Norway’s brand as a holiday destination in the seven The results are based on data from the year 2018, collected from the ongoing Innovasjon European markets that are included in the ongoing Innovasjon Norge tracking. Norge tracking in seven European countries: Norway, Sweden, Denmark, England, The purpose is to provide an overview of Innovasjon Norge’s target groups in Germany, France and Netherlands. In some charts, the development is displayed, in the different countries. Who are they? What are their travel habits? How do which case there is drawn upon earlier year’s data – earliest being from October 2012. they perceive Norway as a holiday destination? What can be done in order to convince them that Norway is worth visiting? On some pages, the countries are compared to an average. This is the average for all foreign markets except the country in question. For example, the results of ‘England’ are The aim is thus to give insights on how to appeal to the Innovasjon Norge target compared to the average of the result from Sweden, Denmark, Germany, France and the groups in the seven important markets. The knowledge is essential to maintain Netherlands. This also means that Norway is compared to an average for the six foreign and improve Norway’s position as an attractive holiday destination as a markets. destination that tourists are aware of and perceive as an exciting place to go for their next holiday. MARKET SHARE NORWAY SWEDEN Nature: 82% Nature: 69% This map provides an overview of the size of the Northern light : 46% Northern light : 32% four main target groups across the seven Alpine: 32% Alpine: 21% countries that Innovasjon Norge is tracking. Culture: 63% Culture: 56% Generally the Nature target group is the largest in all foreign markets, however, as can be seen, this is very much due to the size of the culturally DENMARK motivated group, which itself hovers around a share of 50-60% of active holiday travelers. Nature: 65% Northern light and Alpine are the two smallest Northern light : 25% target groups with market shares ranging from ENGLAND Alpine: 16% 25-50%. Culture: 54% Nature: 74% DEFINITION OF TARGET GROUPS Northern light: 56% The target groups are defined as active travelers who Alpine: 31% NETHERLAND would travel abroad in order to have certain Culture: 60% experiences. For the select experiences associated with Nature: 68% each target group, see the table below. Northern light : 33% Dramatic and wild nature, and beautiful scenery, Hiking, Fishing, Cycling, Local art, Alpine: 19% Nature culture and lifestyles, Clean and unspoiled Culture: 57% nature

Outdoor activities such as going dog sledding, staying in an ice hotel or seeing the northern Northern Light lights, Alpine skiing, Snowboarding, Cross- FRANCE GERMANY country skiing Alpine skiing, Snowboarding, Cross-country Nature: 63% Nature: 68% Alpine skiing Northern light : 48% Northern light : 36% Culture Local art, culture and lifestyles Alpine: 30% Alpine: 23% Culture: 51% Culture: 57% 4 MAIN FINDINGS ENGLAND, DENMARK, NETHERLANDS AND FRANCE

ENGLAND DENMARK NETHERLANDS FRANCE

The characteristics of the Dutch is on par with The French group is travels less often, is a About four out of ten are between 36 and 55 More than four in ten Danes are over 56 the average across other foreign markets. little younger and more often have no years old. More than half has no children. years old and three in four have no children. About a third is between 18 and 35 years old children. They are motivated by wild and They are primarily motivated by wild They are motivated by local art, culture and and a quarter are above 56 years old. They beautiful scenery, and clean and unspoiled TARGET GROUP unspoiled nature, big cities and local art, lifestyles and big cities, but overall Less are interested in big cities, local art, culture nature as well as local art, culture and culture and lifestyles. Seven out of ten says interested in outdoor activities compared to and lifestyle and unspoiled nature They are lifestyle.. They are motivated by all Outdoor they are interested in outdoor activities. average across other foreign markets. also more interested in cycling than average, activities compared to the average of other but less so in other outdoor activities. markets – including skiing, hiking and cycling.

TOP OF Fjords, the northern lights, beautiful scenery, Nature, skiing, mountains, fjords, expensive, Nature, fjords, mountains, northern lights, Fjords, nature, open wide landscapes, MIND cold, snow, cold snow, cold northern lights and beautiful scenery

Spectacular natural scenery Spectacular natural scenery Spectacular natural scenery Spectacular natural scenery Natural phenomena Spectacular mountains Hiking Natural phenomena Spectacular mountains Spectacular fjords Spectacular fjords Spectacular fjords BRAND New and interesting experiences Hiking Natural phenomena Best place to experience northern lights VALUES Wide variety of ski in ski out Good cycling Attractive offers for a holiday Attractive offers for a holiday

NORWAYS NORWAYS BRAND Less crowded skiing destinations Sustainable alternatives Less crowded skiing destinations Wide selection of slopes Good cycling Cuisine and local specialties Family friendly skiing Less crowded skiing destinations Good angling Less crowded skiing destinations Wide variety of ski in ski out Good cycling

The visitors are especially likely to say that it Danes that have visited Norway are more The Dutch tourists that have visited Norway French visitors are especially more likely to is easy to plan a trip to Norway and that there likely to say that the country has welcoming and the potential Dutch tourists that have not INSIDERS AND say that Norway have attractive offers for a are less crowded skiing destinations, locals and that it is easy to plan a trip to visited Norway mostly disagree on Norway OUTSIDERS holiday and is a good place for cycling welcoming locals and attractive offer for a Norway compared to Danes that have not having attractive offers and if they have good compared to non-visitors. holiday compared to non-visitors. visited Norway. cuisine.

Norway's SoV is 5% - 9% over 2018, and is a Norway's SoV is between 9% and 14% in Norway's SoV is fairly steady throughout the Norway's SoV ranges between 7% and 11% in little higher in the winter than other times of 2018. It is especially high in the winter and year being 7% - 10% in most months of 2018. SOV 2018. The SoV is very stable across the whole the year. Norway’s SoV is the highest among months and in the it falls below that of more Norway is thus well ahead of the other Nordic year and barely changes. the Nordic countries. traditional summer holiday destinations. countries. 5 MAIN FINDINGS GERMANY, NORWAY AND SWEDEN

GERMANY NORWAY SWEDEN

Almost half of the German group is between 36-55 years old. Nine of out ten Norwegians have had a holiday in Norway or The Swedish target group travels more often than other They travel slightly less often than other foreign markets, but abroad more than 3 times in the past 3 years. They are foreign markets. They are also older with half being over 56 are more likely to visit Norway. Their motivation is primarily in motivated by experiencing big cities, local art, culture and years old. They are less likely to visit Norway, but has seen TARGET GROUP wild, clean and unspoiled nature and local art, culture and lifestyle and wild, unspoiled nature. Compared to foreign more adds for Norway than other foreign markets.They are lifestyle. They are more motivated by hiking, cycling and markets, they are more motivated by hiking and cross country primarily motivated by big cities, local art, culture and nature than the other markets. skiing. lifestyles and wild and beautiful scenery.

TOP OF Fjords, beautiful scenery,untouched nature, the northern lights Nature, mountains, northern lights, fjords, but also locations Nature, fjords, Hurtigruten, beautiful, expensive, mountains MIND and landscapes such as Lofoten, Nord-Norge, Vestlandet, Sørlandet and Oslo

Spectacular natural scenery Spectacular natural scenery Spectacular natural scenery Spectacular fjords Spectacular fjords Spectacular fjords Natural phenomena Good hiking Spectacular mountains BRAND Good hiking Spectacular mountains Good hiking VALUES Wide selection of slopes Wide range of sustainable alternatives Great cuisine and local specialties

NORWAYS NORWAYS BRAND Family friendly skiing Wide variety of ski in ski out Best place to experience the Northern Lights Less crowded skiing destinations Attractive offers for a holiday Wide variety of ski in ski out Wide variety of ski in ski out Less crowded skiing destinations Less crowded skiing destinations

Visitors and non-visitors especially disagree that it is easy to Most Swedish vacationers has visited Norway in the past. The Basically all Norwegians has vacationed in Norway. One could INSIDERS AND plan a trip to Norway and that Norway is easy to get to. ones that hasn’t, mainly disagree on whether it is easy to plan look at the locations in the associations to obtain a picture of OUTSIDERS Surprisingly, the visitors also evaluate skiing statements a lot a trip to Norway, if the locals are welcoming and if there is where. higher that non-visitors. interesting culture and history.

Norway’s SoV is the second highest in Norway. Denmark's SoV Norway's SoV in Sweden is very stable at 9% to 10%. Norway’s Norway’s SoV is at a stable level - between 7%-10% in 2018, is higher throughout most of 2016. While Norway's SoV is 16%- SoV is ranking in the top half of all countries, but still SOV outranking both Nordic neighbors of Denmark and Sweden. 19% throughout the year. This in part due to the measure of outranked by Denmark, Sweden, Italy and on par with SoV domestically, so in reality Norway’s share might be higher. Germany, France and Iceland. 6 ENGLAND

7 © Christian Roth Christensen / Visitnorway.com ENGLAND

CHARACTERISTICS OF THE ENGLISH TARGET GROUP

The infographic below describes the characteristics of the English target group compared to the average of the remaining five foreign markets. The English target group is generally younger, more often children families and more likely to visit Norway. However, fewer has seen adds for Norway. They mainly associate Norway with the fjords, the northern lights, a beautiful scenery but being cold and snowy place to visit.

DEMOGRAPHIC CHARACTERISTICS England target group Average (foreign markets) PROBABILITY FOR VISIT AND RECALL

52% / 52% 39% / 39% 61% / 61% 5,7 / 4,8 14% / 23% Women 1-2 travels abroad 3 or more travels abroad Likely to visit Norway within 12 months Remember seeing an add for Norway in the past 3 years in the past 3 years

56% / 67% 21% / 16% 22% / 17% MOTIVATION FOR TRAVEL ON HOLIDAY ABROAD No children 1 child 2 or more children Wild nature, and beautiful scenery 75% 87% 35% / 29% 44% / 39% 21% / 33% Clean and unspoiled nature 85% 18-35 years old 36-55 years 56 years or older 76% Big cities 79%83% 15,2 / 14,3 ASSOCIATIONS TO NORWAY Local art, culture and lifestyles 81%81% Average years Outdoor activities 69% of education 41% Hiking 41%42% 46 000 – 57 000 Cycling 29%35% EUR Alpine skiing 23% 32% Median income Snowboarding 13% 26% Fishing 15% 23% Cross-country skiing 17%21% (N=5257) ENGLAND

HOW THE ENGLISH TARGET GROUP SEES NORWAY

BRAND TARGETS

The chart on the right shows the 100% England Average (foreign markets) 89% percentage that agrees or strongly agrees 86% 90% 84% 84% 82% that the brand characterize Norway. The 77% 77% 80% 71% bars display the percentage in England 68% 67% 66% 70% 65% 62% 62% 61% 59% that agrees and the red line show the 57% 56% average across the remaining foreign 60% 53% 50% 47% 46% 45% markets (Norway excluded). 50% 40% The English market tends to agree that 30% the brands characterize Norway, to a 20% higher degree than the foreign markets. 10% This is especially true for the brands of 0% ‘Exciting culture and History’, ’Best place to experience Northern lights’, ‘Exciting cities’ among others. The only two significant outliers are the brands of ‘Good hiking’ and ‘Good angling’.

(N=5257) ENGLAND

DEVELOPMENT IN BRAND TARGETS 2016 TO 2018

The chart shows the share that agrees or strongly agrees with the brand statements about Norway and their development from 2016 to 2018. As can be seen there is very little change from 2016 to 2018, but there is however a small trend that most brand statements are on the rise. This indicates a lot of consistency and potential positive trend in the English target group’s view of holidaying Norway.

DEVELOPMENT I BRAND TARGETS FROM 2016 TO 2018

89% 100% 84% 86% 2016 2017 2018 90% 84% 82% 77% 90% 88% 84% 85% 84% 83% 81% 75% 77% 71% 83% 80% 75% 74% 80% 73% 70% 68% 67% 66% 69% 68% 66% 66% 65% 62% 61% 62% 70% 66% 63% 64% 62% 59% 66% 63% 63% 62% 60% 60% 56% 56% 57% 54% 59% 59% 56% 56% 53% 51% 60% 56% 55% 54% 51% 48% 47% 47% 53% 50% 47% 45% 46% 50% 45% 45% 44% 40% 30% 20% 10% 0%

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” ENGLAND

VISITORS AND NON-VISITORS DIFFERENCE BETWEEN PERCENTAGE VISITORS THAT AGREE AND PERCENTAGE NON-VISITORS THAT AGREE Welcoming locals 23% The circle diagram illustrates that a quarter of the active Easy to plan a trip 22% tourists in the English target group have visited Norway before. Great cuisine and local specialities 19% The bar chart shows the difference in perception of Norway, Good cycling 19% between the people in the target group that have visited Less crowded skiing destinations 19% Norway before and the people in the target group who have not visited Norway before. In other words, these are brands on Good angling 18% which Norway outperforms the non-visitor’s expectations or fail Attractive offers for a holiday 18% to live up to expectations. Wide range of sustainable alternatives 15% All brands are more positive for the group that have visited Easy to get to 15% Norway the group that have not. This is an indication of great Wide variety of ski in ski out products 14% performance for Norway, but also reveals a discrepancy in Wide selection of slopes 13% perception of Norway and actual holiday in Norway. Family friendly skiing 13% It is especially ‘Welcoming locals’ and ‘Easy to plan a trip’ that Many exciting experiences in addition to skiing 13% are evaluated more highly. Good hiking 12% Exciting cities 12% ENGLISH TARGET GROUP WHO HAVE VISITED NORWAY A lot of snow is guaranteed 11% Exciting culture and history 11% Spectacular fjords 9% Best place to experience the Northern Lights 7% 25% Visitor New and interesting experiences 4% Spectacular mountains 4% Non-visitor 75% Natural phenomena 4% Spectacular natural scenery 1% 0% 5% 10% 15% 20% 25%

11 (N=5257) ENGLAND

SHARE OF VISITORS AGREEING WITH BRAND STATEMENTS

This figure shows the percentage that agrees or strongly agrees with the brand statements by visitors and non-visitors. The previous page showed what set the groups apart, while this page shows the absolute percentage of agreement for both groups.

PERCENTAGE THAT AGREES WITH THE STATEMENT SPLIT BY VISITOR AND NON-VISITOR

Non-visitor Visitor 100% 90% 89% 88% 88% 87% 88% 88% 90% 85% 83% 83% 85% 84% 82% 80% 77% 77% 74% 73% 75% 73% 73% 80% 70% 72% 69% 71% 70% 65% 63% 62% 65% 63% 59% 59% 58% 58% 61% 61% 60% 59% 60% 55% 52% 52% 50% 47% 50% 42% 41% 40% 40% 30% 20% 10% 0% ENGLAND

DEVELOPMENT IN KEY BRAND TARGETS SINCE 2012

The development since the beginning of the tracking is displayed the line chart across key performance brand indicators. For all five brand targets there is a slowly but steady increase in the perception of Norway having good offers on all brand targets. So even though the view of Norway is fluctuating there seems to be a small positive trend in the view of Norway on the five brand targets below.

DEVELOPMENT IN KEY INDICATORS

It offers new and interesting experiences* It has an exciting culture and history It has exciting cities It offers a wide range of sustainable alternatives It has great cuisine and local specialities

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” ENGLAND

DRIVERS FOR THE PROBABILITY TO VISIT NORWAY

Grouping the branding targets into five dimensions (see explanation on page 56) reveals an interesting pattern. In the chart the dimensions that appear, are the ones that have a statistically significant impact on the probability of visiting Norway. The vertical axis plots how many on average agree or strongly agree with the branding dimension, while the horizontal axis showed the standardized impact on the probability of visiting Norway. The results show that a large share of the target group agrees that Norway has impressive nature, but the perception of Norway as a place with interesting cultural experiences have the highest impact on the probability of going to Norway. Since this also has the lowest share of agreement, it should be prioritized as a area of improvement for the English market.

1,0

Impressive nature 0,8

Travel to Norway 0,6 Possible to do outdoor activities Cultural experiences

0,4

0,2 HOW MUCH DO THE TARGET TARGET THE DO GROUPMUCHAGREE HOW

0,0 0,00 0,05 0,10 0,15 0,20 0,25 0,30 IMPACT ON PROBABILITY OF GOING TO NORWAY (standardized correlation coefficient on axis) ENGLAND

SHARE OF VOICE IN ENGLAND

Below is an illustration of the development of Norway’s Share of Voice in months of 2018 in England compared with the Share of Voice for other markets. On average Norway has a decent share of the total voice, ranking in the top half of all countries. Across the months Norway’s share is basically constant, which is an indication of a strong and stable holiday brand.

DEVELOPMENT IN SHARE OF VOICE IN THE UK COMPARED TO OTHER COUNTRIES

100% Switzerland Denmark Sweden 7% 80% 8% 5% 7% 7% 9% 9% Austria 9% 8% 7% 8% 9% Norway Scotland 60% Italy France 40% Germany New Zealand Alaska 20% Canada Iceland

0% Finland January February March April May June July August September October November December 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 DENMARK

16 © Thomas Rasmus Skaug - visitnorway.com DENMARK

CHARACTERISTICS OF THE DANISH TARGET GROUP

The infographic below describes the characteristics of the Danish target group compared to the average of the remaining five foreign markets. The Danish target group is generally older, more often has no children and are generally less likely to visit Norway than other foreign markets. However, more has seen adds for Norway. They mainly associate Norway with Nature, Skiing, Mountains and fjords, but also expensive and cold.

DEMOGRAPHIC CHARACTERISTICS England target group Average (foreign markets) PROBABILITY FOR VISIT AND RECALL

51% / 52% 35% / 40% 65% / 60% 4,1 / 5,1 25% / 20% Women 1-2 travels abroad 3 or more travels abroad Likely to visit Norway within 12 months Remember seeing an add for Norway in the past 3 years in the past 3 years

76% / 63% 11% / 18% 12% / 19% MOTIVATION FOR TRAVEL ON HOLIDAY ABROAD No children 1 child 2 or more children Local art, culture and… 81%82% 35% / 29% 24% / 43% 42% / 29% Big cities 81% 18-35 years old 36-55 years 56 years or older 80% Wild nature, and beautiful… 70% 78% 13,8 / 14,6 ASSOCIATIONS TO NORWAY Clean and unspoiled nature 65% 80% Average years Hiking 35% of education 43% Outdoor activities 26% 49% 67 000 – 80 000 Alpine skiing 17% 26% EUR Cycling 16% Median income 33% Cross-country skiing 9% 19% Fishing 9% 18% Snowboarding 7% 17% (N=5368) DENMARK

HOW THE DANISH TARGET GROUP SEES NORWAY

BRAND TARGETS

The chart on the right shows the 100% Denmark Average (foreign markets) percentage that agrees or strongly agrees 89% 88% 90% 86% 86% that the brand characterize Norway. The 76% 76% bars display the percentage in Denmark 80% that agrees and the red line show the 70% 63% 59% 58% average across the remaining foreign 60% 53% 52% 50% 48% 46% 46% markets (Norway excluded). 50% 43% 39% 40% The Danish market tends to agree less 30% 29% 29% 29% 30% 24% than other foreign markets, that the 20% brands characterize Norway. Among the 20% top four brands there is no difference, 10% however it is clear that anything below is 0% generally rated lower than foreign markets – maximum difference being ‘Great cuisine’ and ‘Sustainable alternatives’.

N=5368 DENMARK

DEVELOPMENT IN BRAND TARGETS 2016 TO 2018

DEVELOPMENT I BRAND TARGETS FROM 2016 TO 2018

91% 100% 90% 89% 89% 88% 2016 2017 2018 88% 87% 86% 80% 76% 90% 89% 88% 86% 86% 77% 76% 80% 76% 74% 67% 64% 60% 70% 63% 57% 58% 54% 53% 59% 53% 57% 50% 52% 59% 47% 60% 49% 50% 48% 45% 39% 52% 46% 47% 45% 45% 43% 46% 50% 45% 43% 41% 38% 29% 29% 43% 34% 31% 27% 40% 30% 28% 27% 24% 29% 20% 30% 30% 27% 25% 24% 22% 19% 20% 21% 18% 10% 0%

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” DENMARK

VISITORS AND NON-VISITORS DIFFERENCE BETWEEN PERCENTAGE VISITORS THAT AGREE AND PERCENTAGE NON-VISITORS THAT AGREE

The circle diagram illustrates that three quarters of the active Welcoming locals 30% tourists in the Danish target group have visited Norway before. Easy to plan a trip 25% The bar chart shows the difference in perception of Norway, Spectacular fjords 23% between the people in the target group that have visited Spectacular mountains 20% Norway before and the people in the target group who have Easy to get to 20% not visited Norway before. In other words, these are brands on Natural phenomena 19% which Norway outperforms the non-visitor’s expectations or fail Good hiking 19% to live up to expectations. Spectacular natural scenery 19% All brands are more positive for the group that have visited Exciting culture and history 17% Norway the group that have not. This is an indication of great performance for Norway, but also reveals a discrepancy in Good angling 16% perception of Norway and actual holiday in Norway. Family friendly skiing 15% It is especially ‘Welcoming locals’, ‘Spectacular fjords’ and ‘Easy New and interesting experiences 13% to plan a trip’ that are evaluated more highly amongst visitors. Wide selection of slopes 12% Exciting cities 12% DANISH TARGET GROUP WHO HAVE VISITED NORWAY Attractive offers for a holiday 10% Many exciting experiences in addition to skiing 10% A lot of snow is guaranteed 9% Best place to experience the Northern Lights 9% 24% Wide range of sustainable alternatives 6% Visitor Less crowded skiing destinations 6% Good cycling 5% 76% Non-visitor Wide variety of ski in ski out products 5% Great cuisine and local specialities 4%

0% 10% 20% 30% 40% 20 N=5368 DENMARK

SHARE OF VISITORS AGREEING WITH BRAND STATEMENTS

PERCENTAGE THAT AGREES WITH THE STATEMENT SPLIT BY VISITOR AND NON-VISITOR

Non-visitor Visitor 100% 94% 93% 91% 92% 90% 81% 81% 80% 75% 72% 71% 69% 66% 70% 61% 61% 62% 64% 57% 57% 58% 60% 50% 50% 49% 48% 49% 46% 50% 42% 41% 42% 40% 39% 39% 37% 36% 30% 40% 30% 30% 30% 32% 25% 27% 26% 25% 30% 24% 22% 21% 21% 20% 15% 10% 0% DENMARK

DEVELOPMENT IN KEY BRAND TARGETS SINCE 2012

The development since the beginning of the tracking is displayed the line chart across key performance brand indicators. For all five brand targets there is a slowly but steady increase in the perception of Norway having good offers on all brand targets. So even though the view of Norway is fluctuating a lot, there seems to be a small positive trend in the view of Norway on the five brand targets below.

DEVELOPMENT IN KEY INDICATORS

It offers new and interesting experiences* It has an exciting culture and history It has exciting cities

It offers a wide range of sustainable alternatives It has great cuisine and local specialities

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” DENMARK

DRIVERS FOR THE PROBABILITY TO VISIT NORWAY

Grouping the branding targets into five dimensions (see explanation on page 56) reveals an interesting pattern. In the chart the dimensions that appear, are the ones that have a statistically significant impact on the probability of visiting Norway. The vertical axis plots how many on average agree or strongly agree with the branding dimension, while the horizontal axis showed the standardized impact on the probability of visiting Norway. The results show that a large share of the target group agrees that it is easy to travel to Norway and it is possible to do outdoor activities. However, the lowest share is Norway as a destination for cultural experiences , but it has the highest impact on the probability of going to Norway. It should be prioritized as a area of improvement for the Danish market.

1,0

0,8

0,6 Possible to do outdoor activities

Travel to Norway

0,4 Cultural experiences

0,2 HOW MUCH DO THE TARGET TARGET THE DO MUCHGROUPAGREE HOW

0,0 0,00 0,02 0,04 0,06 0,08 0,10 0,12 0,14 0,16 0,18 IMPACT ON PROBABILITY OF GOING TO NORWAY (standardized correlation coefficient on axis) DENMARK

SHARE OF VOICE IN DENMARK

Below is an illustration of the development of Norway’s Share of Voice in months of 2018 in Denmark compared with the Share of Voice for other markets. On average Norway has a decent share of the total voice, ranking in the top five amongst of all countries. Across the months Norway’s share is largely constant, but with a small but notable increase in February 2018. Generally this is an indication of a strong and stable holiday brand.

DEVELOPMENT IN SHARE OF VOICE IN DENMARK COMPARED TO OTHER COUNTRIES

Switzerland 100% Switzerland Denmark Denmark Sweden Sweden 7% 7% 80% 8% 5% 9% 8% 7% 7% 9% 9% Austria 8% Austria 9% Norway Norway 11% 11% Scotland 12% 11% 10% 9% 10% 11% 12% 13% Scotland 60% 14% 11% Italy Italy FranceFrance 40% GermanyGermany NewNew Zealand Zealand AlaskaAlaska 20% CanadaCanada IcelandIceland

0% FinlandFinland January FebruaryFebruary MarchMarch AprilApril MayMay JuneJune JulyJuly AugustAugust SeptemberSeptember OctoberOctober NovemberNovember DecemberDecember 2018 2018 20182018 20182018 20182018 20182018 20182018 20182018 20182018 20182018 20182018 20182018 NETHERLAND

25 © Christian Roth Christensen / Visitnorway.com NETHERLANDS

CHARACTERISTICS OF THE DUTCH TARGET GROUP

The infographic below describes the characteristics of the Dutch target group compared to the average of the remaining five foreign markets. The Dutch target group is generally younger, but has similar trends in relation to having children. They are less likely to visit Norway, but actually sees more adds from Norway than other foreign Markets. They mainly associate Norway with the nature, fjords, northern lights, beautiful landscapes and mountains, but some also mention it being cold and snowy.

DEMOGRAPHIC CHARACTERISTICS England target group Average (foreign markets) PROBABILITY FOR VISIT AND RECALL

51% / 52% 40% / 39% 60% / 61% 4,7 / 5,1 25% / 20% Women 1-2 travels abroad 3 or more travels abroad Likely to visit Norway within 12 months Remember seeing an add for Norway in the past 3 years in the past 3 years

64% / 66% 17% / 16% 18% / 17% MOTIVATION FOR TRAVEL ON HOLIDAY ABROAD No children 1 child 2 or more children 86% Big cities 79% 83% 32% / 29% 43% / 39% 24% / 32% Local art, culture and lifestyles 81% 18-35 years old 36-55 years 56 years or older 82% Clean and unspoiled nature 76% 68% 15,1 / 14,3 ASSOCIATIONS TO NORWAY Wild nature, and beautiful scenery 79% 42% Average years Cycling 27% of education 39% Outdoor activities 47% 21% 40 000 – 50 000 Hiking 46% 19% EUR Alpine skiing 26% Median income 16% Snowboarding 15% 15% Fishing 16% 13% Cross-country skiing 19%

(N=5297) NETHERLANDS

HOW THE DUTCH TARGET GROUP SEES NORWAY

BRAND TARGETS

The chart on the right shows the 100% Netherland Average (foreign markets) precentage that agrees or strongly agrees 88% 90% 85% that the brand characterize Norway. The 83% 82% 81% 81% bars display the percentage in the 80% 69% 68% Netherlands that agrees and the red line 70% 67% 65% 64% 60% show the average across the remaining 60% 55% 50% foreign markets (Norway excluded). 49% 50% 46% 46% 46% 44% 44% 41% 41% 40% The Dutch market tends to stay around 40% the average rate of agreement amongst 30% foreign markets across most brand values. 20% This only outliers where the average 10% foreign markets agree more than the 0% Dutch, is in relation to the skiing attributes, such as ‘Family friendly skiing’, ‘A lot of snow is guaranteed’ and ‘Wide selection of slopes’. In contrast though, agreement with ‘Angling’ and ‘Northern lights’seem to be sligtly more prevalent in the Netherlands.

N=5297 NETHERLANDS

DEVELOPMENT IN BRAND TARGETS 2016 TO 2018

The chart shows the share that agrees or strongly agrees with the brand statements about Norway and their development from 2016 to 2018. As can be seen there is very little change from 2016 to 2018, and there’s generally a constant and stable rate of change. This indicates a lot of consistency and stable brand position in the Dutch target group.

DEVELOPMENT I BRAND TARGETS FROM 2016 TO 2018

100% 88% 84% 85% 2016 2017 2018 88% 81% 83% 85% 90% 88% 83%83% 81% 82% 83% 81% 80% 81% 80% 67% 69% 68% 65% 66% 81% 67% 68% 68% 61% 56% 68% 68% 65% 66% 63% 70% 64% 53% 65% 64% 60% 55% 50% 45% 59% 47% 60% 54% 51% 49% 45% 47% 46% 41% 50% 45% 45% 46% 41% 46% 44% 46% 50% 48% 41% 43% 41% 45% 44% 44% 45% 40% 45% 41% 40% 40% 30% 20% 10% 0%

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” NETHERLANDS

VISITORS AND NON-VISITORS DIFFERENCE BETWEEN PERCENTAGE VISITORS THAT AGREE AND PERCENTAGE NON-VISITORS THAT AGREE

Great cuisine and local specialities 27% The circle diagram illustrates that more than a quarter of the active tourists in the Dutch target group have visited Norway before. Welcoming locals 24% The bar chart shows the difference in perception of Norway, Attractive offers for a holiday 22% between the people in the target group that have visited Norway Easy to plan a trip 21% before and the people in the target group who have not visited Wide range of sustainable alternatives 21% Norway before. In other words, these are brands on which Norway Less crowded skiing destinations 18% outperforms the non-visitor’s expectations or fail to live up to expectations. Wide selection of slopes 17% All brands are more positive for the group that have visited Norway A lot of snow is guaranteed 17% the group that have not. This is an indication of great performance Family friendly skiing 17% for Norway, but also reveals a discrepancy in perception of Norway Easy to get to 17% and actual holiday in Norway. Wide variety of ski in ski out products 16% It is especially ’Great cuisine and local specialties’, ‘Attractive offers Exciting cities 16% for a holiday’, ‘Welcoming locals’ and ‘Easy to plan a trip’ that are evaluated more highly. Many exciting experiences in addition to skiing 15% Good cycling 15% DUTCH TARGET GROUP WHO HAVE VISITED NORWAY Exciting culture and history 14% Good angling 9% Spectacular mountains 8% Best place to experience the Northern Lights 8% 28% New and interesting experiences 7% Visitor Spectacular fjords 7% Non-visitor Good hiking 6% 72% Natural phenomena 6% Spectacular natural scenery 3%

0% 5% 10% 15% 20% 25% 30% 29 N=5297 NETHERLANDS

SHARE OF VISITORS AGREEING WITH BRAND STATEMENTS

PERCENTAGE THAT AGREES WITH THE STATEMENT SPLIT BY VISITOR AND NON-VISITOR

100% 91% Non-visitor Visitor 87% 89% 88% 86% 86% 87% 90% 83% 81% 80% 79% 78% 79% 77% 79% 77% 80% 74% 72% 70% 68% 70% 65% 65% 64% 62% 60% 59% 59% 57% 58% 60% 60% 53% 55% 54% 52% 53% 49% 46% 50% 42% 42% 41% 41% 40% 38% 36% 36% 40% 35% 30% 20% 10% 0% NETHERLANDS

DEVELOPMENT IN KEY BRAND TARGETS SINCE 2012

The development since the beginning of the tracking is displayed the line chart across key performance brand indicators. For all five brand targets there is a lot of fluctuation early on, but recent years has seen a more stable and consistent constant trend. The performance doesn’t fluctuated across the different months.

DEVELOPMENT IN KEY INDICATORS

It offers new and interesting experiences* It has an exciting culture and history It has exciting cities It offers a wide range of sustainable alternatives It has great cuisine and local specialities

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” NETHERLANDS

DRIVERS FOR THE PROBABILITY TO VISIT NORWAY

Grouping the branding targets into five dimensions (see explanation on page 56) reveals an interesting pattern. In the chart the dimensions that appear, are the ones that have a statistically significant impact on the probability of visiting Norway. The vertical axis plots how many on average agree or strongly agree with the branding dimension, while the horizontal axis showed the standardized impact on the probability of visiting Norway. The results show that a large share of the target group agrees that Norway has impressive nature, but the perception of Norway as a place with interesting cultural experiences and being easy to travel to, have the highest impact on the probability of going to Norway. Since these also rank the lowest on agreement, it should be prioritized as a area of improvement for the Dutch market.

1,0

Impressive nature 0,8

0,6 Travel to Norway

Cultural experiences 0,4

0,2 HOW MUCH DO THE TARGET TARGET THE DO GROUPMUCHAGREE HOW 0,0 0,00 0,02 0,04 0,06 0,08 0,10 0,12 0,14 0,16 0,18

IMPACT ON PROBABILITY OF GOING TO NORWAY (standardized correlation coefficient on axis) NETHERLANDS

SHARE OF VOICE IN NETHERLANDS

Below is an illustration of the development of Norway’s Share of Voice in months of 2018 in the Netherlands compared with the Share of Voice for other markets. On average Norway has a decent share of the total voice, ranking in the top five countries. Across the months Norway’s share is basically constant, though with slight increases in June and November, although the differences are so small it might be noise. Generally, though, Norway seems to be a strong and stable holiday brand in the Netherlands.

DEVELOPMENT IN SHARE OF VOICE IN NETHERLANDS COMPARED TO OTHER COUNTRIES

Switzerland 100% SwitzerlandSwitzerland Denmark DenmarkDenmark Sweden SwedenSweden 7% 7% 80% 8% 5% 9% 8% 7% 7% 9% 9% Austria 8% AustriaAustria 9% 7% 8% 7% Norway 8% 7% 9% 10% 7% NorwayNorway 7% 8% 10% 9% 11% 11% Scotland 12% 11% 10% 9% 10% 11% 12% 13% ScotlandScotland 60% 14% 11% Italy ItalyItaly FranceFranceFrance 40% GermanyGermanyGermany NewNewNew Zealand Zealand Zealand AlaskaAlaskaAlaska 20% CanadaCanadaCanada IcelandIcelandIceland

0% FinlandFinlandFinland January FebruaryFebruary MarchMarch AprilApril MayMay JuneJuneJune JulyJulyJuly AugustAugustAugust SeptemberSeptemberSeptember OctoberOctoberOctober NovemberNovemberNovember DecemberDecemberDecember 2018 2018 20182018 20182018 20182018 201820182018 201820182018 201820182018 201820182018 201820182018 201820182018 201820182018 FRANCE

34 © merethe/Foap/Visitnorway.com FRANCE

CHARACTERISTICS OF THE FRENCH TARGET GROUP

The infographic below describes the characteristics of the French target group compared to the average of the remaining five foreign markets. The French target group is generally younger, more often children families and more likely to visit Norway. However, fewer has seen adds for Norway than in other markets. They mainly associate Norway with the fjords, nature, open wide landscapes, the northern lights and being beautiful.

DEMOGRAPHIC CHARACTERISTICS England target group Average (foreign markets) PROBABILITY FOR VISIT AND RECALL

51% / 52% 50% / 37% 50% / 63% 5,2 / 4,9 19% / 22% Women 1-2 travels abroad 3 or more travels abroad Likely to visit Norway within 12 months Remember seeing an add for Norway in the past 3 years in the past 3 years

54% / 67% 21% / 15% 24% / 16% MOTIVATION FOR TRAVEL ON HOLIDAY ABROAD No children 1 child 2 or more children 90% Wild nature, and beautiful scenery 74% 34% / 29% 42% / 39% 24% / 32% Clean and unspoiled nature 84% 18-35 years old 36-55 years 56 years or older 76% 80% Local art, culture and lifestyles 82% 79% 15,0 / 14,3 ASSOCIATIONS TO NORWAY Big cities 80% Average years Outdoor activities 67% of education 41% 58% Hiking 38% 36% 26 000 – 39 999 Alpine skiing 22% 30% EUR Cross-country skiing 15% Median income 24% Cycling 31% 23% Fishing 15% 22% Snowboarding 14%

(N=2666) FRANCE

HOW THE FRENCH TARGET GROUP SEES NORWAY

BRAND TARGETS

The chart on the right shows the France Average (foreign markets) 100% 92% 88% percentage that agrees or strongly agrees 86% 85% 90% 82% that the brand characterize Norway. The 80% 79% 75% bars display the percentage in France that 80% 74% 73% 71% 67% 67% agrees and the red line show the average 70% 65% 64% 61% 60% 59% across the remaining foreign markets 58% 58% 57% 60% 51% (Norway excluded). 50% 38% The French market tends to agree that the 40% brands characterize Norway, to a higher 30% degree than the foreign markets. This is 20% especially true for the brands of ’Best 10% place to experience Northern lights’, ‘Natural phenomena’, ‘Guaranteed snow’, 0% ‘Sustainable alternatives’, ‘Exciting cities’, and even brand values related to skiing.

N=2666 FRANCE

DEVELOPMENT IN BRAND TARGETS 2016 TO 2018

DEVELOPMENT I BRAND TARGETS FROM 2016 TO 2018

92% 2016 2017 2018 100% 92% 89% 87% 86% 90% 88% 85% 86% 80% 82% 80% 90% 87% 84% 80% 82% 76% 79% 75% 74% 83% 80% 79% 75% 75% 74% 73% 68% 80% 74% 73% 71% 67% 65% 65% 74% 72% 69% 68% 67% 64% 63% 62% 60% 58% 70% 67% 67% 64% 65%65% 62% 62% 61% 61% 61% 58% 59% 59% 60% 58% 54% 60% 58% 57% 57% 57% 53% 51% 38% 50% 38% 40% 36% 30% 20% 10% 0%

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” FRANCE

VISITORS AND NON-VISITORS DIFFERENCE BETWEEN PERCENTAGE VISITORS THAT AGREE AND PERCENTAGE NON-VISITORS THAT AGREE

Attractive offers for a holiday 28% The circle diagram illustrates that only one in six of the active Easy to plan a trip tourists in the French target group have visited Norway before. 26% Less crowded skiing destinations 25% The bar chart shows the difference in perception of Norway, between the people in the target group that have visited Norway Good cycling 25% before and the people in the target group who have not visited Wide selection of slopes 20% Norway before. In other words, these are brands on which Norway Easy to get to 20% outperforms the non-visitor’s expectations or fail to live up to expectations. Great cuisine and local specialities 20% All brands are more positive for the group that have visited Norway Welcoming locals 19% the group that have not. This is an indication of great performance Exciting cities 19% for Norway, but also reveals a discrepancy in perception of Norway Many exciting experiences in addition to skiing 17% and actual holiday in Norway. Wide variety of ski in ski out products 16% It is especially ‘Attractive offers for a holiday’, ‘Easy to plan a trip’ Family friendly skiing 16% and ‘Less crowded skiing destinations’ that are evaluated more highly. Good angling 16% A lot of snow is guaranteed 13% DUTCH TARGET GROUP WHO HAVE VISITED NORWAY Wide range of sustainable alternatives 12% Spectacular mountains 11% Good hiking 11% 16% Exciting culture and history 11% New and interesting experiences 6% Visitor Spectacular fjords 5% Non-visitor Best place to experience the Northern Lights 3% 84% Natural phenomena 2% Spectacular natural scenery 0%

0% 5% 10% 15% 20% 25% 30% 38 N=2666 FRANCE

SHARE OF VISITORS AGREEING WITH BRAND STATEMENTS

PERCENTAGE THAT AGREES WITH THE STATEMENT SPLIT BY VISITOR AND NON-VISITOR

92% Non-visitor Visitor 100% 92% 90% 91% 88% 86%89% 85%89% 87% 89% 88% 85% 89% 90% 82% 84% 82% 83% 81% 78% 77% 79% 79% 75% 80% 73% 71% 71% 70% 73% 74% 73% 74% 72% 64% 63% 70% 62% 61% 58% 58% 59% 57% 55% 54% 53% 60% 47% 50% 40% 34% 30% 20% 10% 0% FRANCE

DEVELOPMENT IN KEY BRAND TARGETS SINCE 2012

The development since the beginning of the tracking is displayed the line chart across key performance brand indicators. For all five brand targets there is a stable and constant trend, which indicates a strong and consistent holiday brand for Norway.

DEVELOPMENT IN KEY INDICATORS

It offers new and interesting experiences* It has an exciting culture and history It has exciting cities

It offers a wide range of sustainable alternatives It has great cuisine and local specialities

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” FRANCE

DRIVERS FOR THE PROBABILITY TO VISIT NORWAY

1,0

Impressive nature 0,8

Travel to Norway Cultural experiences 0,6 Ski Possible to do outdoor activities

0,4

0,2 HOW MUCH DO THE TARGET TARGET THE DO GROUPMUCHAGREE HOW 0,0 0,00 0,05 0,10 0,15 0,20 0,25

IMPACT ON PROBABILITY OF GOING TO NORWAY (standardized correlation coefficient on axis) FRANCE

SHARE OF VOICE IN FRANCE

Below is an illustration of the development of Norway’s Share of Voice in months of 2018 in France compared with the Share of Voice for other markets. On average Norway has a decent share of the total voice, ranking in the top half of all countries. Across the months Norway’s share is basically constant, which is an indication of a strong and stable holiday brand.

DEVELOPMENT IN SHARE OF VOICE IN FRANCE COMPARED TO OTHER COUNTRIES

Switzerland 100% SwitzerlandSwitzerlandSwitzerland Denmark DenmarkDenmarkDenmark Sweden SwedenSwedenSweden 7% 9% 7% 6% 9% 7% 80% 8% 9%5% 9% 8% 9%8% 8%7% 7% 9% 11% 9%9% Austria 8% 9% 8% AustriaAustriaAustria 9% 7% 8% 7% Norway 8% 7% 9% 10% 7% NorwayNorwayNorway 7% 8% 10% 9% 11% 11% Scotland 12% 11% 10% 9% 10% 11% 12% 13% ScotlandScotlandScotland 60% 14% 11% Italy ItalyItalyItaly FranceFranceFranceFrance 40% GermanyGermanyGermanyGermany NewNewNewNew Zealand Zealand Zealand AlaskaAlaskaAlaskaAlaska 20% CanadaCanadaCanadaCanada IcelandIcelandIcelandIceland

0% FinlandFinlandFinlandFinland January FebruaryFebruary MarchMarch AprilApril MayMay JuneJuneJuneJune JulyJulyJuly AugustAugustAugust SeptemberSeptemberSeptember OctoberOctoberOctober NovemberNovemberNovember DecemberDecemberDecemberDecember 2018 2018 20182018 20182018 20182018 201820182018 201820182018 201820182018 201820182018 2018201820182018 2018201820182018 2018201820182018 GERMANY

43 © Mattias Fredriksson/Fjord Norway GERMANY

CHARACTERISTICS OF THE GERMAN TARGET GROUP

The infographic below describes the characteristics of the German target group compared to the average of the remaining five foreign markets. The German target group is generally younger, more often without children and more likely to visit Norway. About one in five has seen adds for Norway which on par with the other foreign markets. They mainly associate Norway with nature, fjords, the northern lights, landscapes and unspoiled nature.

DEMOGRAPHIC CHARACTERISTICS England target group Average (foreign markets) PROBABILITY FOR VISIT AND RECALL

50% / 52% 43% / 38% 57% / 62% 5,4 / 4,8 20% / 21% Women 1-2 travels abroad 3 or more travels abroad Likely to visit Norway within 12 months Remember seeing an add for Norway in the past 3 years in the past 3 years

69% / 64% 17% / 16% 14% / 18% MOTIVATION FOR TRAVEL ON HOLIDAY ABROAD No children 1 child 2 or more children 88% Clean and unspoiled nature 75% 30% / 30% 46% / 38% 24% / 32% Local art, culture and lifestyles 83% 18-35 years old 36-55 years 56 years or older 81% 78% Wild nature, and beautiful scenery 77% 69% 14,0 / 14,6 ASSOCIATIONS TO NORWAY Big cities 82% Average years 58% Hiking 38% of education 46% Cycling 27% 42% 40 000 – 52 999 Outdoor activities 46% 22% EUR Alpine skiing 25% Median income 20% Cross-country skiing 17% 17% Fishing 16% 16% Snowboarding 15%

(N=5313) GERMANY

HOW THE GERMAN TARGET GROUP SEES NORWAY

BRAND TARGETS

The chart on the right shows the 100% 92% Germany Average (foreign markets) percentage that agrees or strongly agrees 89% 88% 88% 90% 85% that the brand characterize Norway. The 80% 80% 76% 75% 74% bars display the percentage in Germany 70% 70% that agrees and the red line show the 70% 66% 66% 66% 65% 65% 61% 59% average across the remaining foreign 60% 54% markets (Norway excluded). 47% 50% 47% 44% 38% The German market tends to agree that 40% the brands characterize Norway, to a 30% higher degree than the foreign markets. 20% This is especially true for the brands of 10% ‘Exciting culture and History’,’Best place 0% to experience Northern lights’, ‘Exciting cities’ among otheres. The only small outliers are the brands of ‘Easy to get to’ and part of the skiing brands.

N=5313 GERMANY

DEVELOPMENT IN BRAND TARGETS 2016 TO 2018

The chart shows the share that agrees or strongly agrees with the brand statements about Norway and their development from 2016 to 2018. As can be seen there is very little change from 2016 to 2018 and there is a generally stable trend. This indicates a lot of consistency and strong brand in the German target group’s view of holidaying Norway.

DEVELOPMENT I BRAND TARGETS FROM 2016 TO 2018

92% 100% 92% 90% 89% 89% 2016 2017 2018 90% 89% 88% 88% 81% 85% 90% 89% 87% 87% 81% 76% 76% 76% 85% 80% 76% 76% 74% 72% 72% 68% 67% 80% 75% 75% 72% 71% 71% 67% 66% 67% 74% 70% 70% 67% 65% 66% 65% 66% 63% 61% 70% 66% 65% 66% 65% 63% 62% 56% 61% 59% 55% 51% 50% 60% 59% 49% 54% 50% 49% 46% 42% 50% 47% 47% 44% 41% 40% 38% 30% 20% 10% 0%

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” GERMANY

VISITORS AND NON-VISITORS DIFFERENCE BETWEEN PERCENTAGE VISITORS THAT AGREE AND PERCENTAGE NON-VISITORS THAT AGREE

Easy to plan a trip 22% The circle diagram illustrates that more than a quarter of the active Wide variety of ski in ski out products 20% tourists in the German target group have visited Norway before. Less crowded skiing destinations 18% The bar chart shows the difference in perception of Norway, Attractive offers for a holiday between the people in the target group that have visited Norway 18% before and the people in the target group who have not visited Easy to get to 18% Norway before. In other words, these are brands on which Norway Wide selection of slopes 16% outperforms the non-visitor’s expectations or fail to live up to Family friendly skiing 15% expectations. Wide range of sustainable alternatives 15% All brands are more positive for the group that have visited Norway the group that have not. This is an indication of great performance Welcoming locals 14% for Norway, but also reveals a discrepancy in perception of Norway Many exciting experiences in addition to skiing 13% and actual holiday in Norway. A lot of snow is guaranteed 13% It is especially brands related to skiing, ‘Attractive offers for a Exciting cities 12% holiday’ and ‘Easy to plan a trip’ that are evaluated more highly. Good cycling 10% Great cuisine and local specialities 10% DUTCH TARGET GROUP WHO HAVE VISITED NORWAY Good angling 8% Spectacular mountains 7% Exciting culture and history 7% Best place to experience the Northern Lights 5% 28% New and interesting experiences 3% Visitor Good hiking 3% Non-visitor Natural phenomena 3% 72% Spectacular fjords 2% Spectacular natural scenery 1%

0% 5% 10% 15% 20% 25% 47 N=5313 GERMANY

SHARE OF VISITORS AGREEING WITH BRAND STATEMENTS

PERCENTAGE THAT AGREES WITH THE STATEMENT SPLIT BY VISITOR AND NON-VISITOR

92% Non-visitor Visitor 100% 91% 89%91% 90% 90% 87% 87% 84%87% 85% 86% 90% 80% 81% 79% 78% 76% 79% 76% 79% 79% 80% 73% 73% 72% 73% 70% 68% 67% 66% 70% 62% 62% 61% 61% 63% 58% 58% 56% 57% 58% 57% 60% 50% 52% 50% 42% 42% 39% 40% 33% 30% 20% 10% 0% GERMANY

DEVELOPMENT IN KEY BRAND TARGETS SINCE 2012

The development since the beginning of the tracking is displayed the line chart across key performance brand indicators. For all five brand targets there is a slowly but steady increase in the perception of Norway having good offers on all brand targets, but in recent years the trend has been more stable and constant. So even though the view of Norway is fluctuating there seems to have been a small positive trend in the view of Norway which has stabilized in recent years.

DEVELOPMENT IN KEY INDICATORS

It offers new and interesting experiences* It has an exciting culture and history It has exciting cities

It offers a wide range of sustainable alternatives It has great cuisine and local specialities

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” GERMANY

DRIVERS FOR THE PROBABILITY TO VISIT NORWAY

Grouping the branding targets into five dimensions (see explanation on page 69) reveals an interesting pattern. In the chart the dimensions that appear, are the ones that have a statistically significant impact on the probability of visiting Norway. The vertical axis plots how many on average agree or strongly agree with the branding dimension, while the horizontal axis showed the standardized impact on the probability of visiting Norway. The results show that only two dimensions are significant for the German target group: Cultural experiences and Travel to Norway. They are both at the level of agreement, but travel to Norway has a significantly higher impact on the probability of visiting. Both dimensions, though, should be prioritized as a area of improvement for the German market.

1,0

0,8

0,6 Cultural experiences Travel to Norway

0,4

0,2 HOW MUCH DO THE TARGET TARGET THE DO GROUPMUCHAGREE HOW 0,0 0,14 0,15 0,15 0,16 0,16 0,17 0,17

IMPACT ON PROBABILITY OF GOING TO NORWAY (standardized correlation coefficient on axis) GERMANY

SHARE OF VOICE IN GERMANY

Below is an illustration of the development of Norway’s Share of Voice in months of 2018 in Germany compared with the Share of Voice for other markets. On average Norway has a decent share of the total voice, ranking in the top half of all countries. Across the months Norway’s share is basically constant, which is an indication of a strong and stable holiday brand.

DEVELOPMENT IN SHARE OF VOICE IN GERMANY COMPARED TO OTHER COUNTRIES

Switzerland 100% SwitzerlandSwitzerlandSwitzerland Denmark DenmarkDenmarkDenmark Sweden SwedenSwedenSweden 7% 9% 7% 6% 9% 7% 80% 8% 9%5% 9% 8% 9%8% 8%7% 7% 9% 11% 9%9% Austria 8% 9% 8% AustriaAustriaAustria 9% 7% 8% 7% Norway 8% 7% 7% 9% 10% 7% 9% NorwayNorwayNorway 8% 8% 8% 8% 8% 8%9% 10% 9% 10% 11%8% 11% 7% 10% Scotland 12% 11% 10% 9% 10% 11% 12% 13% ScotlandScotlandScotland 60% 14% 11% Italy ItalyItalyItalyItaly FranceFranceFranceFrance 40% GermanyGermanyGermanyGermany NewNewNewNew Zealand Zealand Zealand AlaskaAlaskaAlaskaAlaska 20% CanadaCanadaCanadaCanada IcelandIcelandIcelandIcelandIceland

0% FinlandFinlandFinlandFinland January FebruaryFebruary MarchMarch AprilApril MayMay JuneJuneJuneJune JulyJulyJuly AugustAugustAugust SeptemberSeptemberSeptember OctoberOctoberOctober NovemberNovemberNovember DecemberDecemberDecemberDecember 2018 2018 20182018 20182018 201820182018 201820182018 201820182018 201820182018 201820182018 2018201820182018 2018201820182018 2018201820182018 NORWAY

CHARACTERISTICS OF THE NORWEGIAN TARGET GROUP

The infographic below describes the characteristics of the Norwegian target group compared to the average of the six foreign markets. The Norwegian target group is typically older than foreigners, they travel more often abroad than foreigners and they are naturally a lot more likely to visit Norway for a holiday within the next 12 months. Similarly, they have naturally seen a lot more adds for holidaying in Norway. They mainly associate a holiday in Norway with nature, mountains, northern lights and fjords. They also mention locations such as Lofoten, Nord-Norge, Vestlandet, Sørlandet, Oslo etc.

DEMOGRAPHIC CHARACTERISTICS England target group Average (foreign markets) PROBABILITY FOR VISIT AND RECALL

52% / 51% 11% / 37% 89% / 63% 8,3 / 4,9 42% / 21% Women 1-2 travels abroad 3 or more travels abroad Likely to visit Norway within 12 months Remember seeing an add for Norway in the past 3 years in the past 3 years

68% / 66% 14% / 16% 18% / 18% MOTIVATION FOR TRAVEL ON HOLIDAY ABROAD No children 1 child 2 or more children 85% Big cities 80% 20% / 29% 43% / 39% 37% / 32% 75% Local art, culture and lifestyles 81% 18-35 years old 36-55 years 56 years or older 72% Wild nature, and beautiful scenery 77% 68% 13,5 / 14,5 ASSOCIATIONS TO NORWAY Clean and unspoiled nature 77% 57% Average years Hiking 42% of education 34% Outdoor activities 45% 29% 73 000 – 83 000 Cross-country skiing 18% 23% EUR Cycling 30% Median income 21% Alpine skiing 25% 16% Fishing 16% 5% Snowboarding 15%

(N=5393) NORWAY

HOW THE NORWEGIAN TARGET GROUP SEES NORWAY

BRAND TARGETS

The chart on the right shows the 100% 98% 98% 98% 96% 94% Norway Average (foreign markets) percentage that agrees or strongly agrees 90% 82% that the brand characterize Norway. The 80% 78% 80% 76% bars display the percentage in Norway 72% 71% that agrees and the red line show the 70% 65% 65% 62% 60% average across the six foreign markets. 60% 56% 55% 50% 50% 50% 50% The Norwegian target group tends to 40% 32% agree that the brands characterize 29% Norway, to a higher degree than the 30% 17% foreign markets. This is especially true for 20% the brands of concerning landscapes, 10% nature and norten lights. Likewise Norwegians tende to agree that family 0% friendly skiing is more available, although the remaining skiing brand are rated lower.

N=5393 NORWAY

DEVELOPMENT IN BRAND TARGETS 2016 TO 2018

The chart shows the share that agrees or strongly agrees with the brand statements about Norway and their development from 2016 to 2018. As can be seen there is slight positive trend 2016 to 2018 which indicates slow and steady brand awareness domestically for Norway. However, the growth is not present across all brand statements, which leaves room for improvement.

DEVELOPMENT I BRAND TARGETS FROM 2016 TO 2018

98% 98% 98% 98% 97% 2016 2017 2018 100% 98% 98% 97% 96% 95% 97% 97% 95% 95% 94% 83% 83% 90% 80%80% 82% 78% 76% 79% 78% 72% 80% 75% 75% 72% 71% 72% 68% 70% 64% 60% 66% 65%65% 63%65% 62% 60% 70% 63% 58% 58% 60% 56% 57% 55% 60% 54% 54% 50% 50% 50% 49% 49% 48% 47% 42% 50% 45% 30% 36% 32% 40% 30% 30% 30% 26%29% 18%17% 20% 16% 10% 0%

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” NORWAY

DEVELOPMENT IN KEY BRAND TARGETS SINCE 2012

The development since the beginning of the tracking is displayed the line chart across key performance brand indicators. For all five brand targets there is a slow but steady increase in the perception of Norway having good offers on all brand targets. In recent years the trend has been more stable and consistent. There also seems to be less fluctuations in the brand target, than for the foreign markets.

DEVELOPMENT IN KEY INDICATORS

It offers new and interesting experiences* It has an exciting culture and history It has exciting cities

It offers a wide range of sustainable alternatives It has great cuisine and local specialities

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” NORWAY

DRIVERS FOR THE PROBABILITY TO VISIT NORWAY

Grouping the branding targets into five dimensions (see explanation on page 56) reveals an interesting pattern. In the chart the dimensions that appear, are the ones that have a statistically significant impact on the probability of visiting Norway. The vertical axis plots how many on average agree or strongly agree with the branding dimension, while the horizontal axis showed the standardized impact on the probability of visiting Norway. The results show that a large share of the target group agrees that Norway has impressive nature, but the perception of Norway as a place with interesting cultural experiences and being easy to travel to Norway have the highest impact on the probability of going to Norway. Since these also has the lowest share of agreement, it should be prioritized as a area of improvement for the domestic holiday market.

1,0 Impressive nature

0,8

0,6

0,4 Travel to Norway Cultural experiences

0,2 HOW MUCH DO THE TARGET TARGET THE DO GROUPMUCHAGREE HOW 0,0 0,00 0,05 0,10 0,15 0,20 0,25 IMPACT ON PROBABILITY OF GOING ON HOLIDAY IN NORWAY (standardized correlation coefficient on axis) NORWAY

SHARE OF VOICE IN NORWAY

Below is an illustration of the development of Norway’s Share of Voice in months of 2018 domestically compared with the Share of Voice for other markets. Naturally, Norway has one of the strongest SOV only outranked by Denmark’s share. However, this is also where the measure of SOV can create a distorted picture, since it only measures if a person has seen an add or not, not how many adds a person has seen. As a consequence, Norway’s share might be substantially higher in reality.

DEVELOPMENT IN SHARE OF VOICE IN NORWAY COMPARED TO OTHER COUNTRIES

0% FinlandFinlandFinlandFinlandFinland January FebruaryFebruary MarchMarch AprilApril MayMay JuneJuneJuneJune JulyJulyJuly AugustAugustAugust SeptemberSeptemberSeptember OctoberOctoberOctober NovemberNovemberNovember DecemberDecemberDecemberDecember 2018 2018 20182018 20182018 201820182018 201820182018 201820182018 201820182018 201820182018 2018201820182018 2018201820182018 2018201820182018 SWEDEN

CHARACTERISTICS OF THE SWEDISH TARGET GROUP

The infographic below describes the characteristics of the Swedish target group compared to the average of the remaining five foreign markets. The Swedish target group is a lot older, less often children families, and overall less likely to visit Norway. This is despite that a third of all the active tourists has seen adds for Norway. The Swedish mainly associate Norway with the fjords, nature and Hurtigruten.

DEMOGRAPHIC CHARACTERISTICS England target group Average (foreign markets) PROBABILITY FOR VISIT AND RECALL

58% / 51% 28% / 41% 72% / 59% 4,4 / 5,0 33% / 19% Women 1-2 travels abroad 3 or more travels abroad Likely to visit Norway within 12 months Remember seeing an add for Norway in the past 3 years in the past 3 years

73% / 64% 12% / 17% 15% / 18% MOTIVATION FOR TRAVEL ON HOLIDAY ABROAD No children 1 child 2 or more children 82% Big cities 80% 11% / 33% 39% / 40% 49% / 27% 79% Local art, culture and lifestyles 82% 18-35 years old 36-55 years 56 years or older 69% Wild nature, and beautiful scenery 79% 59% 13,7 / 14,6 ASSOCIATIONS TO NORWAY Clean and unspoiled nature 81% 37% Average years Hiking 42% of education 30% Outdoor activities 48% 23% 57 000 – 67 000 Alpine skiing 25% 16% EUR Cycling 33% Median income 13% Cross-country skiing 19% 10% Fishing 17% 3% Snowboarding 18%

(N=5668) SWEDEN

HOW THE SWEDISH TARGET GROUP SEES NORWAY

BRAND TARGETS

The chart on the right shows the 95% 95% Sweden Average (foreign markets) 100% 92% percentage that agrees or strongly agrees 90% 90% 86% that the brand characterize Norway. The 79% 76% bars display the percentage in Swedish 80% 70% 68% that agrees and the red line show the 70% 62% 59% average across the remaining foreign 60% markets (Norway excluded). 48% 50% 47% 46% 41% 40% 38% 40% 36% 36% 35% The Swedish market tends tobe on par 31% 27% with the foreign markets, although nature 30% and hiking ranks a bit higher than the 20% 12% foreign markets, and the cultural and 10% skiing brand statements rank a bit lower 0% than the foreign markets.

N=5668 SWEDEN

DEVELOPMENT IN BRAND TARGETS 2016 TO 2018

DEVELOPMENT I BRAND TARGETS FROM 2016 TO 2018

100% 95%95% 95%95% 92%92% 90% 86% 2016 2017 2018 95% 94% 91% 90% 85% 90% 89% 79% 76% 85% 79% 76% 80% 77% 75% 68% 71% 68% 70% 62% 70% 66% 59% 60% 59% 59% 58% 48% 47% 60% 57% 45% 48% 47% 46% 42% 38% 37% 50% 46% 45% 40% 41% 38% 33% 44% 39% 38% 36% 36% 35% 40% 39%37% 36% 36% 36% 28%31% 33% 28%27% 28% 30% 26% 14% 13% 20% 12% 10% 0%

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” SWEDEN

VISITORS AND NON-VISITORS DIFFERENCE BETWEEN PERCENTAGE VISITORS THAT AGREE AND PERCENTAGE NON-VISITORS THAT AGREE

Welcoming locals 21% The circle diagram illustrates that nine in ten of the active tourists in the Swedish target group have visited Norway before. Easy to plan a trip 19% The bar chart shows the difference in perception of Norway, Exciting culture and history 13% between the people in the target group that have visited Norway Attractive offers for a holiday 12% before and the people in the target group who have not visited Easy to get to 12% Norway before. In other words, these are brands on which Norway Natural phenomena outperforms the non-visitor’s expectations or fail to live up to 11% expectations. Wide selection of slopes 10% All brands are more positive for the group that have visited Norway Spectacular fjords 9% the group that have not (the two negative values are due to A lot of snow is guaranteed 9% uncertainty). This is an indication of great performance for Norway, Family friendly skiing 9% but also reveals a discrepancy in perception of Norway and actual New and interesting experiences holiday in Norway. 8% Spectacular natural scenery 8% It is especially ‘Welcoming locals’, ‘Easy to plan a trip’ and ‘Culture and history’ that are evaluated more highly. Good hiking 7% Exciting cities 7% DUTCH TARGET GROUP WHO HAVE VISITED NORWAY Spectacular mountains 6% Good angling 6% Wide variety of ski in ski out products 5% 12% Many exciting experiences in addition to skiing 5% Wide range of sustainable alternatives 4% Visitor Less crowded skiing destinations 2% Non-visitor Great cuisine and local specialities 1% 88% Best place to experience the Northern Lights -1% Good cycling -3%

-5% 0% 5% 10% 15% 20% 25% 63 N=5668 SWEDEN

SHARE OF VISITORS AGREEING WITH BRAND STATEMENTS

PERCENTAGE THAT AGREES WITH THE STATEMENT SPLIT BY VISITOR AND NON-VISITOR

120% Non-visitor Visitor 96% 96% 92% 91% 100% 88% 87% 86% 87% 84% 80% 75% 76% 80% 71% 69% 71% 70% 64% 61% 64% 60% 49% 47% 45% 47% 38% 49% 48% 40% 40% 39% 38% 41% 35% 42% 38% 36% 33% 33%36% 33% 40% 32% 28% 31% 26% 23% 13% 20% 11%

0% SWEDEN

DEVELOPMENT IN KEY BRAND TARGETS SINCE 2012

DEVELOPMENT IN KEY INDICATORS

It offers new and interesting experiences* It has an exciting culture and history It has exciting cities

It offers a wide range of sustainable alternatives It has great cuisine and local specialities

*Question wording until the end of 2016 was :”It offers experiences that you cannot find anywhere else in the world” SWEDEN

DRIVERS FOR THE PROBABILITY TO VISIT NORWAY

Grouping the branding targets into five dimensions (see explanation on page 56) reveals an interesting pattern. In the chart the dimensions that appear, are the ones that have a statistically significant impact on the probability of visiting Norway. The vertical axis plots how many on average agree or strongly agree with the branding dimension, while the horizontal axis showed the standardized impact on the probability of visiting Norway. The results show that a large share of the target group agrees that Ski, Travel to Norway and possibility to do outdoor activities describes Norway. However, the highest impact on the probability of visiting is interesting cultural experiences, which also has the lowest share of agreement. It should be prioritized as a area of improvement for the Swedish group.

1,0

0,8

Travel to Norway 0,6 Possible to do outdoor activities Ski

0,4 Cultural experiences

0,2 HOW MUCH DO THE TARGET TARGET THE DO GROUPMUCHAGREE HOW 0,0 0,00 0,02 0,04 0,06 0,08 0,10 0,12 0,14 0,16

IMPACT ON PROBABILITY OF GOING TO NORWAY (standardized correlation coefficient on axis) SWEDEN

SHARE OF VOICE IN SWEDEN

Below is an illustration of the development of Norway’s Share of Voice in months of 2018 in Sweden compared with the Share of Voice for other markets. On average Norway has a decent share of the total voice, ranking in the top half of all countries, but still outranked by Denmark, Sweden, Italy and on par with Germany, France and Iceland. Across the months Norway’s share is basically constant, which is an indication of a stable holiday brand.

DEVELOPMENT IN SHARE OF VOICE IN SWEDEN COMPARED TO OTHER COUNTRIES

Switzerland 100% SwitzerlandSwitzerlandSwitzerlandSwitzerland Denmark DenmarkDenmarkDenmarkDenmark Sweden SwedenSwedenSwedenSweden 7% 9% 7% 6% 9% 7% 80% 8% 9%5% 9% 8% 9%8% 8%7% 7% 9% 11% 9%9% Austria 8% 9% 8% AustriaAustriaAustriaAustria 9% 7% 8% 7% Norway 8% 7% 7% 9% 10% 7% 9% NorwayNorwayNorwayNorway 8% 8% 8% 8% 8% 8%9% 10% 9% 10% 11%8% 11% 7% 10% Scotland 12%10% 10% 10% 11%10% 10% 9% 10% 11% 12%9% 13%9% 10% ScotlandScotlandScotlandScotland 60% 14% 10% 9% 10% 9% 11% 10% Italy ItalyItalyItalyItalyItaly FranceFranceFranceFranceFrance 40% GermanyGermanyGermanyGermanyGermany NewNewNewNewNew Zealand Zealand Zealand Zealand AlaskaAlaskaAlaskaAlaskaAlaska 20% CanadaCanadaCanadaCanadaCanada IcelandIcelandIcelandIcelandIcelandIceland Finland 0% FinlandFinlandFinlandFinland January FebruaryFebruary MarchMarch AprilAprilApril MayMayMay JuneJuneJuneJuneJune JulyJulyJulyJuly AugustAugustAugustAugust SeptemberSeptemberSeptemberSeptember OctoberOctoberOctoberOctober NovemberNovemberNovemberNovember DecemberDecemberDecemberDecemberDecember 2018 20182018 20182018 201820182018 2018201820182018 2018201820182018 2018201820182018 2018201820182018 2018201820182018 20182018201820182018 20182018201820182018 20182018201820182018 DATA AND METHODOLOGY

REDUCING THE BRAND VALUES TO FIVE MAIN DIMENSIONS

The grouping of the brand values SKIING DESTINATIONS: CULTURAL EXPERIENCES: on the impact-slides is based on a factor analysis. A look at the ▪ It offers a wide selection of slopes with different levels of difficulty ▪ It has exciting cities brand values reveals that many ▪ A lot of snow is guaranteed on a skiing holiday in Norway ▪ It has great cuisine and local specialties of them share characteristics ▪ It has an exciting culture and history ▪ It offers a wide variety of ski in ski out products which results in brand values ▪ It has welcoming locals ▪ It offers family friendly skiing being inter-correlated. ▪ It offers new and interesting experiences ▪ There are many exciting experiences on offer in addition to skiing/snowboarding Therefore, to test the effect on ▪ It offers a wide range of sustainable alternatives the likelihood of visiting Norway, ▪ It is less crowded in Norwegian skiing destinations the branding values has been reduced in dimensionality, by POSSIBLE TO DO OUTDOOR ACTIVITIES: IMPRESSIVE NATURE: merging similar brands together.

This is done through a factor ▪ It offers good cycling ▪ It has spectacular natural scenery analysis, which indicated that the ▪ It has spectacular fjords ▪ It offers good hiking 23 brand values could be ▪ It has spectacular mountains ▪ It offers good angling meaningfully reduced to five ▪ Offers an opportunity to experience natural phenomena central dimensions: Skiing ▪ It is the best place to experience the Northern Lights such as the midnight sun or the Northern Lights destinations, Cultural Experiences, Possible to do TRAVEL TO NORWAY: outdoor activities, Impressive nature and Travel to Norway. ▪ It is easy to plan a trip to Norway ▪ Norway is easy to get to ▪ There are attractive offers for a holiday in Norway DATA USED THIS PUBLICATION IS BASED ON THE FOLLOWING NUMBER OF INTERVIEWS

MARKET NUMBER OF INTERVIEWS

ENGLAND 5 257

DENMARK 5 368

NETHERLANDS 5 297

FRANCE 2 666

GERMANY 5 313

NORWAY 5 393

SWEDEN 5 668 Approximately 100 interviews are conducted per week per country, except for France, which is approximately 50 interviews per week. Interviews are geographically limited to the focus areas listed below:

England: Bedfordshire and Hertfordshire, Berkshire, Buckinghamshire and Oxford shore, Essex, Inner London, Outer London, Kent, Surrey, East and West Sussex France: Ile de France, Rhone-Alpes Germany: Baden-Wüttemberg, Bayern, Berlin, Hamburg Hessen, Niedersachsen, Nordrhein- Westfalen, Rheinland-Pfalz, Schleswig-Holstein Norway, Sweden, Denmark and The Netherlands: National coverage.

© Fredrik Schenholm - Visitnorway.com EPINION OSLO EPINION STAVANGER 71 BISKOP GUNNERUS GATE 14 KLUBBGATEN 4 0185 OSLO - NORWAY 4006 STAVANGER - NORWAY T: +47 90 17 18 99 T: +47 90 17 18 99 E: [email protected] E: [email protected] W: WWW.EPINION.NO W: WWW.EPINION.NO