Vision and target groups

Visitnorway should make it easy for tourists to choose Norway, through attractive offers, sustainable choices and making it easy to plan. The ambition is that the site should be the best site available for inspiration on Norway.

How do we promote Norway?

Nature and natural phenomena are our greatest assets, but Visitnorway should show tourists that there is more to Norway than beautiful nature and outdoor activities. Great food, culture and hospitality are add-ons that make Norway more interesting in competition with other countries that boast stunning nature.

How we write to promote Norway is reflected through our tone of voice.

Who are our target groups?

Our main target group is explorers. Their main motivation for travelling is to explore new territories; nature, culture, local life, food and traditions. They also want to gain new energy and to broaden their horizon. Explorers tend to be well educated, are seasoned travellers, technology savvy and travel without children.

Explorers are divided into two sub-segments:

  1. Active explorers
  2. Curious explorers

Active explorers tend to favour physical active experiences in nature such as hiking, cycling and fishing. They are usually found in markets close to Norway.

Curious explorers seek more cultural content in addition to nature experiences. They look to increase their cultural capital and favour sightseeing, round trips and city trips.