The purpose of the competition is to enter into a contract with one tenderer who can carry out new and updated segmentation surveys for marketing Norway as a holiday destination. Overall, Innovation Norway needs updated insight into the motivation segments, attitudes towards travelling on holiday abroad and barriers to travel as well as consumers' attitudes towards sustainability and other consumer trends. Furthermore, the tenderer must provide updated insight into Merkevaren Norge's position and competitive situation.
The purpose of the competition is to enter into a contract with one tenderer who can carry out new and updated segmentation surveys for marketing Norway as a holiday destination. Overall, Innovation Norway needs updated insight into the motivation segments, attitudes towards travelling on holiday abroad and barriers to travel as well as consumers' attitudes towards sustainability and other consumer trends. Furthermore, the tenderer must provide updated insight into Merkevaren Norge's position and competitive situation.
Innovation Norway will contribute to increased value creation in the tourism industry within a sustainable framework and work on profiling Norway as a year-round travel destination. We work towards the tourism industry with network building, expertise, advice and financing. Working with the Norway brand is an important part of this. In the work to market Norway as a holiday country and develop the Norwegian tourism product, it is crucial to have a good understanding of the target group. After two years of the pandemic and climate change being in the spotlight, it is important for us to update the existing insights. What changes have occurred in the market since last we set our goals?
Meanwhile, we are coming out of two years of pandemic, there is a war and it is likely that several European markets are heading into a recession. Innovation Norway's own Travel Barometer in six European markets has shown us that interest in travelling for a holiday abroad changes in line with changes in the environment. Therefore, it is important to try to isolate "temporary noise", even though uncertainty and economic downturn may be the new normal.