1. Markets & Segments
  2. Markets
  3. Norway

Norway

Norway

Visitor characteristics

  • There are considerably more male than female visitors from Norway for business and miscellaneous trips
  • About 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)
  • 98% of departing visitors say they were made to feel either 'welcome' or ‘very welcome' in Britain

Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

Measure2019
International tourism expenditure (US$bn)17.3
Global rank for international tourism expenditure23
Number of outbound visits (m)10.6
Most visited destinationSweden

Key demographic and economic data

Measure2019
Population (m)5.4
GDP per capita PPP (US$)71,013
Annual average GDP growth over past decade (%)1.5
Annual average GDP growth in the past year (%)1.2

Resources

Norway Market Profile (PDF, 2.81MB)

visitbritain_marketprofile_norway.pdf

Norway Market Snapshot (PDF, 272 KB)

norway_fact_sheet_august2019.pdf

Norway Aviation Profile (PDF, 416KB)

norway_aviation_profile_20190613.pdf

More resources

Find out where visitors from Norway to the UK reside in their own country (Excel, 212KB, Published 2013 and 2018)

annual_states_of_residence_2018_for_web.xlsx

Read about the preferences of Europeans towards tourism (PDF, 1.65MB, Published March 2015)

2015-3 Preferences of Europeans towards tourism_24.pdf

Find out what are perceived barriers to exploring beyond London for Norwegians (PDF, 904KB, Published July 2013)

2013-7 ‘Beyond London’ Research_7.pdf

Exchange rate

1 GBP = 12.6335 NOK

As of 26 March 2020

Retrieved from the Bank of England

Inbound visits to Britain from Norway

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Number of visits

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Total expenditure (GBP)

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Total nights spent

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Average spend per visit (GBP)

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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

Measure2019
Weekly aircraft departures223
Weekly seat capacity33,535
Airports with direct routes in Norway8
Airports with direct routes in Britain13
  • 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
  • In 2019, there were 223 weekly departures with an average seat capacity of 33,535
  • The current rate of Air Passenger Duty for visitors departing Britain for Norway is £13

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