Valuable promotion for Norway
Foreign media’s interest towards Norway as a tourist destination rose considerably last year. The Norwegian Tourist Board Innovasjon Norge has estimated the advertisement value from newspaper and journal coverage to more than 386 million NOK.
- This kind of media coverage is significant in making Norway known to potential tourists abroad, since Norway is still an unknown tourist destination to many foreigners, says Minister for Trade and Industry Sylvia Brustad.
On top of newspaper and journal coverage come several television programs picturing Norway as an excellent destination. The largest effect came from BBC’s documentary about Joanna Lumley’s search for the northern lights.
- The documentary led to a quadrupling of requests to the cruise line Hurtigruten’s sales office in London, Brustad says.
