Visit Vesterålen
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DESTINATION STRATEGY FOR VESTERÅLEN SUSTAINABLE GROWTH TOWARDS 2025 Andenes (101m) Bleiksøya Bleik Andøya Stave Kvalnes Nordmela Dverberg Anda Fyr Sellevoll 82 Bø Stø Åse Nyksund Åknes Risøyhamn Strengelvåg Harstad Gavlfjorden Andøya Andfjorden Myre Skogsøya Risøysundet Alsvåg Skjolde- Buksnesfjord hamn Øksnes Toftenes Holm Langøya Tinden Bremnes Hinnøya Kvæfjorden Forfjord Skipnes Dyrøya Hovden Nærøya Skjellfjord Nykvåg 821 82 Godfjorden Kråkberget Vik Frøskeland Sortlandsundet Ryggedalen 820 Maurnes Reka Jennestad Eidet (1612m) Holmstad 820 Langøya Sildpollen Sortland Straumsjøen Strand Straume Refsnes Skårvågen Flesnes Eidsfjorden Grønning Ringstad Guvåg Kleiva 85 83 Gullesfjorden Sigerfjord (2136m) Langøya 82 Gaukværøya Sortlandsundet Vinje Gjerstad Blokken Steine Litløya Sandnes Hinnøya Vesterålsfjorden 822 Skagen Våtvoll Stokmarknes Taen Hadseløya Hinnøya Gullesfjordbotn Hennes Møysalen Lekang Nasjonalpark Kaljord 82 Melbu 85 Hadselfjorden Hanøy (6300m) Kåringen E10 Tjeldsundet (210m) (1280m) Strønstad (1530m) (396m) Hinnøya (3340m) (1966m) Fiskebøl Austvågøya Laukvik Lødingen Øksfjorden E10 VESTERÅLSALPENE Trollfjorden Øksneshamn Rinøyvåg Hov Austvågøya Vestbygd Oddan Sildpollnes RaftsundetDiermulen Gimsøy Austnesfjorden Offersøy Bognes DOKUMENTET ER UTGITT AV: Svellingen Gårdsvatnet Risvær Visit Vesterålen - Rådhusgt.Gimsøystraumen 11 – 8400 Sortland VESTERÅLEN Torvadalshalsen (+47) 76 11 14 80 – [email protected] – visitvesteralen.comSvolvær Lyngvær Brettesnes russia VestvågøyaPRODUKTION • 1. edition. September 2019 • Project Manager: Astrid Berthinussen, Visit Vesterålen • Photo credits: Marten Bril, Østein Lunde Ingvaldsen, Reiner Schaufler, Sebastian Gouraud, Jonny Mazzilli, Kjetil Paulsen Gunnbjörg sweden Gunnarsdottir, Terje Rakke-Nordic Life, Espen Moretensen-esmefoto.no, Geir Higraff, Camilla Illmoni, Alf Oxem, Knut Hansvold, Skulpturlandskap Nordland, Eeke Nijam, Bjørn Eide, Tofoto, Dag Nordsveen, Visit Norway, nordnorge.com, askr.no finland Norway denmark 2 united kingdom poland germany france Contents Contents .........................................................................................................................................................................3 Preface ............................................................................................................................................................................4 Steering committee’s signatures ....................................................................................................................................5 Chapter 1 The Prelude – Sustainable Growth Towards 2025 .........................................................................6 Platform, potential, perspective, process .....................................................................................................................7 Chapter 2 – Destination development ..................................................................................................................8 Rationale ......................................................................................................................................................................9 Frameworks and definitions .........................................................................................................................................9 Time and scope ...........................................................................................................................................................9 Tourism and the adventure/experience segment ..........................................................................................................9 Methods and tools ......................................................................................................................................................10 Rooting and process ...................................................................................................................................................11 Organization ...............................................................................................................................................................13 Core activities ............................................................................................................................................................14 The Sustainable Destination Emblem - a subgoal in the destination process ............................................................15 Chapter 3 Vesterålen, facts and figures ..............................................................................................................18 Key figures and facts ..................................................................................................................................................19 Vesterålen’s tourism – a brief overview .....................................................................................................................19 What are the developmental characteristics? .............................................................................................................20 The Hurtigrute and cruise ships bring day visitors to Vesterålen ..............................................................................26 Chapter 4 Vision and Goals ..................................................................................................................................28 Vision – Sustainable growth towards 2025 ................................................................................................................29 Target goals 2025 – specification ...............................................................................................................................29 Vesterålen in its entirety, year-round ..........................................................................................................................30 New tourism as a cornerstone ....................................................................................................................................32 Chapter 5 Strategic Areas of Priority .................................................................................................................34 Northern-Norwegian Tourism Boars’s new branding strategy as the basis for market development ....................36 Target groups and their «reason to go» .....................................................................................................................36 Strategy for development of experiences, signature items and important meeting places ........................................39 Community development that fortifies strategy .........................................................................................................39 Food/meal-based experiences as an overall initiative ................................................................................................42 Enhanced communications and increased accessibility .............................................................................................42 Stimulate new enterprises .........................................................................................................................................45 Enhanced competence and professionalization .........................................................................................................45 Organization and ability to follow through ................................................................................................................49 VESTERÅLEN Organization for new, emerging tourism ...................................................................................................................49 russia Chapter 6 The Path to the Sustainable Destination Emblem .......................................................................50 Chapter 7 From words Words to Aaction – Phase 3 .......................................................................................54 sweden Brief description of Phase 3 in Destination development ..........................................................................................55 finland Transition from Phase 2 to Phase 3 ............................................................................................................................55 Norway Application, prioritization and organization Phase 3 .................................................................................................58 Action plans to be drawn up in phase 3 .....................................................................................................................58 Sources, references and adopted decisions ..................................................................................................................60 denmark united 3 kingdom poland germany france Preface Destination process Phase 2 for Vesterålen has been completed during the period October 2017 – May 2019. The desti- nation of Vesterålen is currently comprised of the five municipalities Andøy, Bø, Hadsel, Sortland and Øksnes, which are the initiators of this tourism strategy, also known as the Master plan. The destination company Visit Vesterålen is organized as an independent area of activity in the Vesterålen Regional Co- uncil and has been the project owner and responsible authority. The advisory firm Mimir AS has functioned as project management, represented by Ingrid Solberg Sætre and Bård Jervan. Sustainability is a cornerstone for the future development of Vesterålen as