Vision and target groups

Visit Norway has the ambition to be the best online source of inspiration for travel to and in Norway. We want to make it easy and desirable for tourists to choose Norway, through many inspiring articles, attractive offers, sustainable options and easy planning.

In short, Visit Norway should give travellers plenty of reasons to go to Norway, and stay longer.

How do we promote Norway?

Visit Norway should promote the entire country, all year long. We aim to spread tourism both geographically and seasonally. We want to encourage travelling during low season, as some places can get crowded during high season.  

The Norwegian nature and some exceptional natural phenomena are our greatest assets. However, Visitnorway should show tourists that there is more to Norway than beautiful nature and outdoor activities. Great food, culture and hospitality are additional aspects that make Norway stand out as a more interesting option compared to other countries with stunning nature. These additional advantages should inspire travellers to stay longer and explore more.

Visit Norway should encourage travellers to opt for sustainable, responsible and safe ways of travelling, in line with our strategy for sustainable and responsible tourism. 

Our tone of voice reflects how we write to promote Norway.

Who is our target audience?

Visit Norway aims to address different motivations to come and explore the country. Some travellers want to explore new areas or look for new experiences in nature, culture, local life, food and traditions. Others mainly want to enjoy themselves and spend time with friends or family. Some travellers want to escape the daily rat race and calm down during their trip. Others want to re-energise, challenge themselves, or broaden their horizons.

Our target groups are divided into nine segments with a corresponding colour code:

1. Adventures in a world of natural beauty (dark green)

2. Broadening my cultural horizon (light green)

3. Sharing and caring (brown)

4. Social immersion (yellow)

5. Playful liberation (orange)

6. Energy (red)

7. Extravagant indulgence (purple)

8. Escape (blue)

9. Control (black)

Here you can read more about the segments what they represent (in Norwegian only):

Today, by far the biggest group of travellers that come to Norway are “Adventurers in a world of natural beauty”. One very important goal for Visit Norway is to attract more travellers from the other segments, by creating more targeted and specific content.