1. Evaluation of visitor management and the tourism potential of National Parks in Oppland Bill Taylor www.billtaylorassociates.co.uk bill@billtaylorassociates.co.uk

2. Who is this guy?????

3. Central Scotland Recreation and Countryside management Cornwall, SW England

4. Yorkshire Nature Conservation NW Scotland Beinn Eighe National Nature Reserve

7. Heritage Interpretation

10. Wildlife Tourism in Australia

11. Nature Based Tourism

13. Heritage and Communities

15. On my Own!

16. Interpretive and Communication Strategy for Scottish Operations Interpretive Strategy for 7 Stanes Mountain Biking Network

17. Nevis Visitor Interpretation Strategy Nature Based Tourism Strategy for the Outer Hebrides

19. Nature, Heritage and Activities Destinations Towns and Cities Events and festivals Business Tourism

20. Adventure and Nature Based Tourism ‘ 34% of all tourism spend in Scotland ’ (Scottish Tourism Alliance 2012) Fastest growing sector in travel industry worldwide

21. Me Bill

22. Some Context

23. Inspire Look/ Book Book Travel/ Book Visit Keep in Touch Think of the visitor journey….

24. Experiences are all about engaging visitors and connecting with them in a personal and memorable way….….through your place, your heritage and your community Create Tourism Experiences?

25. Selling to the Experience Seeker Experience the differences rather than the similarities Authentic, unique and personal experiences they can talk about Chance to participate in the culture and lifestyle. Value for money and balance benefits with costs. Opportunity to learn something new.

27. attractive, unique and relevant Before their visit - visitors will have easy access to interesting, spectacular and helpful content and services making it easy for them to choose Norway. Brand Norway

29. ….. the foundation of competing internationally. basis of everything the brand does a guide for everybody developing or selling based on its spectacular nature and natural treasures ………. but nature on its own is not enough.

30. remote and isolated inhabited, approachable and accessible move from - nature alone nature & culture passive observation active participation

31. Vision: By 2018, Norway will have a sustainable travel and tourism industry that succeeds in attracting nature-loving explorers who seek accessible and strong experiences in spectacular nature

32. Brand values: Fresh – Real – Adventurous – Open-minded This is encapsulated in NORWAY POWERED BY NATURE Unique Selling Points: - Spectacular fjords, coast and natural phenomena - Fresh seafood and coastal specialities - Nature-based activities - Thriving coastal culture

33. quality and uniqueness ……… says something about me discerning person who demands more from my holiday. everything is so accessible…...explore extraordinary nature, experience a thriving culture …..enjoy exciting local food ……………………………………….. makes my holiday complete. makes me feel part of nature. ………………………… a priceless adventure.

34. Target Group: Explorers - travelling to explore new territories; nature, culture, local life, food and traditions... to gain new energy and broaden their horizons

35. Grand parents and grand children Childfree and singles baby boomers Demographic changes and an ageing population Controlling 80% of luxury travel Controlling 50% of all discretionary income “ Growing old Disgracefully ”

36. Hotel Guest Nights 2013 (000s) Norwegians14,700 Foreign 5,100 Sweden 701 Germany 566 UK 508 Scandinavia is identified by Germany as a region with greatest growth potential Norwegian share of the German market is 1% Most valuable global outbound market

38. UK Target Markets Affluent Southern Explorers Younger Domestic Explorers Mature Devotees Affluent Active Devotees

39. 2.3m Households

40. 1.4m Households

41. N Kroner against GBP N Kroner against Euro Cost of Living and Exchange Rates

44. ‘Tourism is Oppland’s most important export industry and one of the country’s most important tourist counties. It is full of great experiences and activities, based on tradition and breathtaking scenery.’

45. Any Questions or comments?