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Norway

Norway

Visitor characteristics

  • There are considerably more male than female visitors from Norway for business and miscellaneous trips
  • Nearly half of all visitor spend comes courtesy of visiting for a holiday
  • More than four-in-five holiday visitors from Norway are making a repeat trip to Britain (excluding British nationals)
  • 94% of departing visitors say they were made to feel either ‘very’ or ‘extremely’ welcome in Britain

Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

Measure2016
International tourism expenditure (US$bn)15.9
Global rank for international tourism expenditure22
Number of outbound visits (m)10.1
Most visited destinationSweden

Key demographic and economic data

Measure2017
Population (m)5.3
GDP per capita PPP (US$)64,270
Annual average GDP growth over past decade (%)1.1
Annual average GDP growth in the past year (%)2.3

Resources

Norway market profile

visitbritain_marketprofile_norway.pdf

Read about the preferences of Europeans towards tourism. Published March 2015

2015-3 Preferences of Europeans towards tourism_24.pdf

Find out what are perceived barriers to exploring beyond London for Norwegians. Published July 2013

2013-7 ‘Beyond London’ Research_7.pdf

More resources

Find out where visitors from Norway to the UK reside in their own country. Published 2013

annual_states_of_residence_2016_for_web.xlsx

Norway market snapshot

norway_snapshot_sep17.pdf

Exchange rate

1 GBP = 10.9969 NOK

As of 9 April 2018

Retrieved from the Bank of England

Inbound visits to Britain

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Seasonality (Share of visits)

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Regional spread (Share of visits)

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Journey purpose (Share of visits)

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Sample size less than 30!
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What Norwegians think about Britain

  • The cultural product or service that Norwegians most highly associate with being produced in Britain is pop videos
  • 38% believe that a potential visit to Britain would be ‘exciting’
  • While highly associated with culture and heritage attributes, France is more closely linked with such measures than is Britain
  • Britain is more strongly associated with the statement ‘is good for High Street shopping’ than are leading competitors
  • Britain is not seen as a ‘romantic’ or ‘luxurious’ destination by Norwegians
  • One-in-four are keen on the idea of watching an English Premier League football match
  • Leading competitor destinations are more closely associated with the statement ‘food and drink is good value for money’ than is Britain
  • However, a week long holiday in Britain is expected to be less expensive than an equivalent holiday in leading competitor destinations such as France and Italy

Caring for visitors

  • Norwegians are very familiar with British culture, in particular Premier League football and British TV programmes
  • Cleanliness in accommodation is of importance to visitors from Norway
  • While there are many regional dialects in Norway, English is widely understood
  • Visitors from Norway are more likely than average to use a credit card while in Britain

The leisure & travel trade

  • The Norwegian trade can be roughly split into four categories of charter operators, business travel/MICE, online operators and retail travel agents with many companies offering a mix of the four services
  • The key centres for the travel trade are Oslo, Stavanger, Bergen and Trondheim
  • There is no distinct planning cycle so it is possible to do business year-round

Access to Britain from Norway

Measure2017
Weekly aircraft departures224
Weekly seat capacity32,963
Airports with direct routes in Norway8
Airports with direct routes in Britain14
  • Virtually all visits to Britain are by air
  • The bulk of airline seat capacity is from Oslo to London although numerous airports in Scotland and other parts of England also enjoy direct access from Norway
  • Multiple airlines compete for the market from Norway to Britain
  • The current rate of Air Passenger Duty for visitors departing Britain for Norway is £13

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