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, whilst almost one-in-ten visits are primarily to watch sports
  • 40% of holiday visitors are travelling with their spouse or partner
  • More than four-in-five visitors from Norway are making a repeat trip to Britain
  • 87% of departing visitors say they were made to feel either ‘very’ or ‘extremely’ welcome in Britain
  • It is not unusual for October to November to be the quarter of the year generating the most visits

Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went on Guided Tour

Global context

International tourism expenditure (US$bn)15.8
Global rank for international tourism expenditure21
Number of outbound visits (m)11.1
Most visited destinationSweden

Key demographic and economic data

Population (m)5.2
GDP per capita (US$)74,853
Annual average GDP growth over past decade (%)1.3
Annual average GDP growth in the past year (%)1.7

Inbound visits to Britain

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Access to Britain from Norway

Weekly aircraft departures241
Weekly seat capacity35,066
Airports with direct routes in Norway12
Airports with direct routes in Britain14
  • Virtually all visits to Britain are by air with ferry links having ceased in recent years
  • The bulk of airline seat capacity is from Oslo to London although numerous airports in Scotland and North West England enjoy direct access from Norway
  • Multiple airlines compete for the market from Norway to Britain

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


Norway market profile

Read about the preferences of Europeans towards tourismPublished March 2015

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

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

Exchange rate

1 GBP = 11.0489 NOK

As of 26 April 2017

Retrieved from the Bank of England