the barents tourism feasabiliy study 2014 · elisabeth heyerdahl refsum and cand. scient. elise...

Prepared by Heyerdahl Refsum AS on behalf of

The Northern Norway Tourist Board and The Norwegian Barents Secretariat

The Barents Tourism Feasabiliy Study 2014

«Travel industry collaboration between Northern Norway and Northwest Russia»

Final version November 14th 2014

Preface

The initiative for the pre-project “Travel industry collaboration between Northern Norway and Northwest Russia” was taken by the Northern Norway Tourist Board in the autumn of 2013. They are the project owner together with the Norwegian Barents Secretariat.

In 2013 the very first Barents Tourism Action Plan, (BTAP) was developed. The BTAP was produced in cooperation with the Barents Euro-Arctic Joint Working Group on Tourism (JWGT) as a part of Barents tourism development project BART.

This is the background for the long term objectives this pre-project.

The Barents Feasibility Tourism Study 2014 is one of the activities in the pre-project. The Steering group decided to concentrate the study on the traffic potential to the Barents region via intermediaries (tour operators etc.) rather than the individual traveller. They also emphasized that the survey should result in new knowledge about the market potential of tourism in the Barents region from the Asian countries located by the Pacific ocean (such as China, Japan and South Korea).

On behalf of the Steering group the Northern Norway Tourist Board asked Project manager Elisabeth Heyerdahl Refsum and Cand. Scient. Elise Aasen from the Norwegian consulting company Heyerdahl Refsum, to be responsible for the Barents Tourism Feasibility Study 2014.

The Steering group wants to express their warm gratitude to the respondents answering the questionnaire and the experts taking part in the in-depth interviews.

Arkhangelsk, October 23rd 2014

Project owners:

The Norwegian Barents Secretariat Northern Norway Tourist Board, Alta office

Steering group:

Olga Gorelova Government of the Arkhangelsk Region, Agency for Tourism and International Cooperation of the Arkhangelsk Region

Markus Karlsen Finnmark County Council

Anna Popova Murmansk County Tourism Board

Kai-Erik Breivoll Nordland County Council

Svetlana Ivanova Murmansk Business Development Agency

Julia Seljeseth Troms County Council

Claus Bergersen (observer) The Barents secretariat

Max Saltykov, chairman – Project Manager Northern Norway Tourist Board

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Table of contents Executive summary ....................................................................................................... 1

1 Introduction ............................................................................................................ 3

1.1 Objectives ........................................................................................................................... 3 1.2 Methodology ...................................................................................................................... 3

Part A – Facts ................................................................................................................. 6

2 The respondents and their companies ..................................................................... 6

2.1 Respondents ....................................................................................................................... 6 2.2 Core business ..................................................................................................................... 7 2.3 Products ............................................................................................................................. 8 2.4 About the clients ................................................................................................................ 9

Part B – Barents as a tourist destination ........................................................................ 13

3 Knowledge of the Barents region ........................................................................... 13

3.1 The knowledge of the Barents region .............................................................................. 13 3.2 The extent of organized tours to the Barents region ....................................................... 15 3.3 Clients’ reasons for travel to the Barents region ............................................................. 16

4 The Barents region as an international tourism destination .................................... 20

4.1 Combining trips to Russia and Norway ............................................................................ 20 4.2 The Barents region in combination with tours to other regions ...................................... 21 4.3 Include tours to Sweden and Finland as part of the Barents experience ........................ 23

5 Partners and marketing activities ........................................................................... 24

5.1 Search for partners and target groups ............................................................................. 24 5.2 Activities to boost tourism in the Barents region ............................................................ 24 5.3 Interest in joint ventures in the Barents region ............................................................... 25

Appendix 1 Respondents ............................................................................................. 26

Appendix 2 In-depth interviews ................................................................................... 27

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Executive summary • Background: The very first Barents Tourism Action Plan (BTAP) was developed in 2013 in cooperation with the Barents Euro-Arctic Joint Working Group on Tourism (JWGT) as a part of Barents tourism development project BART1. This is the background for the long term objectives of this pre-project “Travel industry collaboration between Northern Norway and Northwest Russia”: To successfully develop further cross-border tourism and travel industry collaboration between Northwest Russia, Northern Norway and the rest of the Barents region through:

1. Making the Barents region more attractive to visitors, thus promoting economic growth and social wellbeing.

2. Develop the Barents region as a joint “umbrella” with a strong profile for innovative product development, marketing, distribution and sales on overseas markets (Asia etc.)

• Objectives: The Barents Tourism Feasibility Study 2014 is a main activity in the pre-project to develop cross-border tourism. The survey will:

1. Help identify what travel intermediaries think of the potential for tourism in the region. 2. Find out if there might be interest in developing package tours to the region under a Barents brand. 3. See if combining visits to both Northwest Russia and Northern Norway as a “once in a lifetime trip”

might be a good idea. 4. Find out if people may be interested in tours to the Swedish and Finnish parts of the Barents region

as well as the Norwegian and Russian ones.

• Methodology and response: Heyerdahl Refsum AS was hired to conduct the study in May 2014. The online questionnaire was sent by e-mail to the whole population of 125 companies in early June. It was followed up by two reminders. Of a population of 125 in 8 countries, 27 (22 %) respondents from 7 countries replied (9 Russian, 13 Norwegian, 1 Chinese, 1 Japanese, 1 Korean, and 1 Swedish company). To ensure confidentiality in the analyses the respondents were divided into three groups: 1. Russia, 2. Norway, and 3. Asia. As a result of the modest response some additional information was gathered through in-depth interview with 6 experts. Respondents and experts are listed in appendices 1 and 2.

• The respondents cover many business areas. 17 of the 27 are International Tour Operators, 9 are Tour operators, several are DMC (Destination Management Company), MICE, Activity companies, Coach or Guide companies, or Cruise agents. They sell a variety of product packages: Leisure travel for groups, individuals or families, Special interest tours, Roundtrips - nature & heritage, Excursions, Northern lights adventures. Each company also offer on average 10 destination products: Roundtrips, Outdoor activities, Northern Lights, Safari, Hiking, Architecture, art and culture, Cruise day trips etc. Geographical markets: The respondents’ main markets are Norway, Europe outside the Nordic countries and Russia followed by Asia, North and South America, Finland, and Sweden.

• Knowledge of the Barents region: The three respondent groups (Russia, Norway and Asia) had clients from all markets; approximately 50 % of the respondents believe their clients have heard of the Barents region, and it seems like the term “Barents region” is known primarily within the region itself. Comments from the in-depth interviews with the experts supported these results with statements such as “Completely unknown – nobody knows or uses the term ‘The Barents region’ in Asia. What’s being used is ‘The Arctic region’, and this includes Northern Norway, Spitsbergen, Northern Finland and Northern Sweden. Russia is not viewed as part of the Arctic.” “Not known as a tourist destination, only known as geographical term. One thinks of the countries, not the regions, even if the Finnish region

1 Public-Private Partnership in Barents Tourism funded by European Union Kolarctic ENPI CBC program. http://www.barentsinfo.org/barentstourism

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http://www.barentsinfo.org/barentstourism

Lapland is well known, but that’s due to the fact that the Finns have been extremely clever.” “The Barents region is not known outside Arkhangelsk, Murmansk and Northern Norway”, “The Barents region is closely connected with Willem Barents, the Barents Sea and Barentsburg in Spitsbergen”, “Murmansk and the Kola Peninsula belong to the Barents region, but not Arkhangelsk – that’s the capital in the White Sea region.”

• 74 % of respondents have organised tours to this region. They thought their clients’ most important reasons to come were Northern lights, midnight sun and nature. The respondents’ own positive characteristics of the region were nature and activities, followed by Northern lights, accommodation, culture, and adjectives like unique and untouched. Their negative characteristics were accommodation and infrastructure, as well as transportation, long distances, and expensive. Main comments from the experts were “Limited selection of products and knowledge in the distribution channels in Asia”. “Limits in infrastructure; accommodation, transportation, (air, train, bus) – long distances, difficult to get around”. “Lack of organization of the tourism products – a reputation in Asia for being very strenuous. Lack of information. Lack of attractions. Remote areas. Negative news about Russia.”

• The Barents region as an international tourist destination: A majority of the respondents, 71 %, agree that “Northwest Russia and Northern Norway are so far away from major international markets (Asian etc.) that there might be an interest in combining visits to both countries as ‘a once in a life time trip’”. 92 % also agree that there is “a market for international tourism (from Asia and other markets) to Northwest Russia and Northern Norway as part of tours to other destinations in Russia and Northern Europe.” When asked which gateways they believe are the most popular when travelling to the Barents region, the results show that Helsinki is considered the most attractive gateway (93 %), followed by Oslo 60 %, St Petersburg 47 % and Stockholm 40 %. There is less interest in Moscow and Copenhagen.

• Partners and marketing acitvities : To boost tourism in the Barents region, almost 90 % of the respondents preferred study trips, followed by press/media trips (83%), marketing support (77 %). Advertising off/online gets 67 % and travel fairs 61%. Comments: “Say Lapland”, “Need joint Product Manuals and web pages”, “Flights Tromsø – Murmansk – Arkhangelsk and Oslo – St Petersburg”.

• Interested in joint ventures: A majority (83 %) of the respondents who replied to the questionnaire were positive to being contacted regarding joint ventures.

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1 Introduction The very first Barents Tourism Action Plan, (BTAP) was developed in 2013. The BTAP was produced in cooperation with the Barents Euro-Arctic Joint Working Group on Tourism (JWGT) as a part of Barents tourism development project BART2 .

This is the background for the long term objectives of the pre-project “Travel industry collaboration between Northern Norway and Northwest Russia”: To successfully develop further cross-border tourism and travel industry collaboration between and Northwest Russia, Northern Norway and the rest of the Barents region through:

• Making the whole Barents region more attractive to visitors and thus promoting economic growth and social wellbeing

• Develop the Barents region as a joint umbrella with a strong profile for innovative product development, marketing, distribution and sales on overseas markets (Asia etc.)

1.1 Objectives The main objectives of this survey are:

1. Acquire new knowledge from travel intermediaries on their views on the potential of tourism to Northwest Russia, Northern Norway and the Barents region as an entity.

2. Estimate the interest in the development of package tours combining Northwest Russia and Northern Norway under a Barents brand.

3. Test the hypotheses that Northwest Russia and Northern Norway are so remote from international markets that there might be an interest in combining visits to both countries in this region – “a once in a life time trip”.

4. To find out if there is a demand for tourism products in the Finnish and Swedish part of the Barents regions and not just Northwest Russia and Northern Norway.

1.2 Methodology

1.2.1 Questionnaire

In May 2014, the Norwegian consulting company Heyerdahl Refsum AS was hired to conduct the study. It made a draft of the survey by the end of May 2014 and it was tested and commented on by the following tourism professionals:

• Max Saltykov, Northern Norway Tourist Board and Olga Gorelova, Agency for Tourism and International Cooperation of the Arkhangelsk Region. Both members of The Steering Group.

• Russian participants, primarily tour operators, taking part in the Workshop in Murmansk May 15th – 17th 2014, as part of Northern Recreation 2014

• Three Norwegian tourism experts; part of the network of Heyerdahl Refsum AS

2 Public-Private Partnership in Barents Tourism funded by European Union Kolarctic ENPI CBC program. http://www.barentsinfo.org/barentstourism

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http://www.barentsinfo.org/barentstourism

1.2.2 Respondents

The target groups for this survey were:

• Tour operators in Russia, Norway and international markets that are already selling, or are interested in starting to sell, package tours and other tourist products to Northwest Russia, Northern Norway and the Barents region from international markets, incl. Asia

• Incoming operators in Norway, Sweden, Finland and Russia that are already handling incoming traffic from international clients and markets

• The contact information was put to the disposal of the survey by:

• From the national database in Russia via: - The Government of the Arkhangelsk Region, Agency for Tourism

and International Cooperation of the Arkhangelsk Region and the Murmansk County Tourism Board

• Participants at the Norway Travel Workshop 2014 in Alta via The Northern Norway Tourist Board

• Virke, the Enterprise Federation of Norway

The population and the response are presented in the table below:

Respondents’ country of origin Population Response

Russia 58 9

Norway 26 13

Asia: China, Japan, Korea, Taiwan 31 4

Others: Finland, Sweden 10 1

In total 125 (100 %) 27 (22 %)

Table 1 – Response

The online questionnaire was sent by e-mail to the whole population of 125 companies in early June 2014. It was followed up by two reminders: at the end of June and the beginning of August.

The final response was 27 respondents, 22 % of the 125. The respondents are listed in Appendix 1. The response could have been better, and especially from such markets as Asia and Russia the results cannot be seen as representative but as indications only. It is reasonable to assume that this is connected both to the timing (peak season) and the political situation at the time.

Due to the fact that there is only 1 respondent from each of the 4 Asian countries (China, Japan, Korea, Taiwan), the results from these 4 will be analysed as one group; “Asia”. This to secure confidentiality. The responses from Sweden and Finland were low with only 1 respondent from Sweden. Again, to ensure confidentiality, we have left the Swedish respondent out of replies grouped into respondents groups (“Norway”, “Russia” and “Asia”). The response from Norway is higher; 50 %. The reasons for this could be both the fact that the Northern Norway Tourist Board is a well-known partner and that Heyerdahl Refsum AS worked closely with many of the Norwegian tour operators in a similar survey last year3 which the operators themselves initiated.

3 Incoming 2013. Heyerdahl Refsum AS on assignment for Virke, the Enterprise Federation of Norway, Northern Norway Tourist Board, NCE Tourism-Fjord Norway and Innovation Norway

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In-depth interview with some experts

As a result of the modest response, the project management proposed to get some additional information through 6 in-depth interviews with both tourism professionals and experts on the Barents region. These interviews were based on some of the question in the questionnaire to facilitate a comparison with the result of the survey. Respondents and experts are listed in appendix 1 and 2 respectively.

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Part A – Facts

2 The respondents and their companies 2.1 Respondents The location of the respondent companies’ head office and branch offices are listed below.

Russian companies

Norwegian companies

Asian companies: China, Japan, Korea, Taiwan

Others: Finland, Sweden

Head offices

− Moscow (3) − Arkhangelsk (2) − Murmansk − Kirovsk − Kotlas − Solovki island

− Oslo (4) − Bergen (2) − Haugesund − Voss − Beitostølen − Holmestrand − Tønsberg − Lillehammer − Hammerfest

− Beijing, China − Osaka, Japan − Seoul, South Korea − Taipei, Taiwan

− Stockholm, Sweden

Branch offices

− Kirkenes, Norway

− Oslo, Norway

− Stockholm, Sweden (3) − Tromsø, Norway − Fredrikstad, Norway − Umeå, Sweden − Vaasa, Finland − Köln, Germany − Braunschweig, Germany − Luxembourg,

Luxembourg

− Tokyo, Japan − Taichung, Taiwan − Tainan, Taiwan − Kaoshiung, Taiwan

− Sweden − China

Table 2 – Head offices and branch offices (27 of 27 respondents)

Comments:

The head offices: Both the Russian and the Norwegian respondents have their head offices outside of the capital, and the Norwegians also have branch offices in several countries. One reason for this is that some of the Norwegian participants are part of a Scandinavian group of companies.

Again, the results must only be taken as indication since the number of respondents for Russia and especially from Norway are higher than those from Asia.

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2.2 Core business The respondents were asked what they considered to be their core business.

Figure 1 –Type of Tourism Company - main business. (27 of 27 respondents).

The result reflects the variety in business models as most respondents chose several types, on average 2 types each, and 2 respondents checked 7 options. “Tour operator” is the main category for 17 of 27 respondents (63 %). Followed by “International incoming tour operators” 9 (33 %), “Travel agent” and DMC both 7 (26 %).

The results are similar to the survey Heyerdahl Refsum AS made in 20134, and confirm that the intermediaries work with several business models. There may be several reasons for this; in several areas of the travel industry there is a diversification in tasks; the traditional distribution channels have been under pressure for many years due to the increasing competition from the OTAs (Online Travel Agents) as Booking.com, Expedia etc.

4 Incoming 2013. Heyerdahl Refsum AS on assignment for Virke, the Enterprise Federation of Norway, North Norway Tourist Board, NCE Tourism-Fjord Norway and Innovation Norway

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2.3 Products

2.3.1 Product packages

The respondents were asked what type of product packages they offer.

Figure 2 – What type of tourism products do you offer? (27 of 27 respondents).

On average the respondents checked off 6 packages; “Leisure travel for groups” was checked by 21 of 27 respondents (77 %), followed by 19 “Leisure travel for individuals” (70 %), “Special interest Tours” and “Round trips – nature & heritage”, both 17 (63 %). 2 respondents answered “Other” and mentioned “Hiking trips” and “Active tours”.

2.3.2 Destination products

The respondents were also asked which destination products they offer, and on average each respondent offers 10 different products:

Figure 3 – What type of tourism destination products do you offer? (27 of 27 respondents).

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The most popular destination products are “Roundtrips – nature & heritage”; 21 of 27 respondents (78 %). “Outdoors activities, such as walking, hiking” and “Northern Lights” were chosen by 17 of 27 (63 %), followed by “Safari, nature & wild life” and “Walking and hiking” both 16 (59 %) and “Architecture, art and culture” 15 (56 %).

Other comments:

• Roundtrips to learn about history, culture etc. in the area we visit.

Comments from the in-depth interviews with the experts:

All six agreed that the most important destination products in the Barents region are:

• Fishing, and primarily salmon fishing • Architecture, art and culture. The Pomor history and the Solovetsky islands (Solovki) were

mentioned by several

Three of the experts also agreed that the following products are very important

• “Roundtrips – nature & heritage” • Safari, nature & wild life”

2.4 About the clients

2.4.1 Geographical markets

Where do the respondents’ clients come from? When asked to enter their most important countries, regions or cities, the respondents replied:

Figure 4 – From which geographical markets do your clients originate? Enter the most important countries, regions or cities.

(26 of 27 respondents).

Note that “Europe” in this question does not include Norway, Sweden, Finland and the European part of Russia. Norway, Europe and Asia are the most important markets for the respondents.

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The countries and regions in Figure 4 are shown in Table 3 below, with a further specification of the clients’ home towns, regions and countries:

Clients’ origin

Country/region Hometown/region/country

Norway (15 respondents have Norwegian clients)

- Oslo (10) - Troms (9) - Nordland (7) - Finnmark (6)

Comments: “All of Norway” (2), “Western part of Norway”, ”Jotunheimen National Park and around there”.

Europe (14 respondents have European clients)

- France (10) - Italy (10) - Great Britain (9) - Germany (8) - Spain (7) - Belgium (4) - The Netherlands (4)

Comments: Switzerland (2), Austria, “Whole Europe”.

Russia (12 respondents have Russian clients)

- Moscow (11) - Saint Petersburg (8) - Murmansk (3) - Arkhangelsk (3) - Karelia (1) - Komi (1) - Nenets (0)

Comments: Kirov, “Many other cities”.

Asia (9 respondents have Asian clients)

- China (5) - Japan (2) - South Korea(1)

Comments: Taiwan, Singapore, India.

North and South America (9 respondents have American clients)

- USA (9) - Canada (7)

Comments: Latin America, Brazil. “What about Australia, South Africa?”

Finland (8 respondents have Finnish clients)

- Helsinki (7) - Lapland (5) - Oulu (2) - Kainuu (1)

Sweden (7 respondents have Swedish clients)

- Stockholm (6) - Norrbotten (1) - Västerbotten (0)

Comment: “All Sweden”.

Table 3 – Clients’ hometowns and regions (26 of 27 respondents)

14 respondents have clients from Europe, most from France or Italy (10). Many also say Great Britain (9), Germany (8) and Spain (7). Of the 9 respondents with clients from Asia, Chinese tourists are the largest client segment (5). Within each country, clients from the capitals are the largest groups.

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2.4.2 Who has clients from which country?

The survey also shows where companies within each respondent group (Norway, Russia, and Asia) have clients from:

Home country of clients

Country of respondents Finland Norway Russia Sweden Europe Asia North and

South America

Norway (13 respondents) 3 8 3 2 9 2 6

Russia (8 respondents) 3 5 8 4 4 2 2

Asia (4 respondents) 2 2 1 1 1 4 1

Table 4 – Home towns/regions/countries of respondents’ clients

(25 of 26 respondents)

Interestingly, all three respondent groups have clients from all the markets specified. All Asian respondents have as expected clients from Asia, and all Russian respondents have clients from Russia. 9 of 13 Norwegian respondents have clients from Europe, but “only” 8 of them work on the Norwegian market.

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2.4.3 Clients with specific requirements

To find specific information about the clients from various markets, the respondents were asked to choose one country and share their experiences about tourists from this country and their requirements.

Clients’ country of origin Requirements

Russia (7, incl. 5 Russian)

- The brochures and info in Russian. - Customized and private tours including soft adventures, gourmet

food based on local ingredients and traditions, off the beaten track experiences etc.

Norway (6 , incl. 5 Norwegian)

- Safety. Good excursions. 4 star hotels. Traveling in groups. - Norwegians are difficult to persuade to travel in their own country,

but those who do, enjoy it very much. It also seems they are very surprised and pleased with the good level of experiences and tourism services available.

- Easy access to the regions, good standard of accommodation, local food as well as other choices on the menu, interesting attractions where guests can learn about the area in an interactive way. Clients want to see and learn in an easily accessible and relaxing way.

Finland - They need a good tour leader, speaking their own language. They are

often interested in history and culture. They need a well-tailored programme with local cultural aspects.

China - Flexible suppliers.

Germany - Easy travel into the destination.

France - Visitors from France are very particular about food.

UK - Visitors from the UK tend to know a lot about history so you should be prepared.

Table 5 – Requirements of respondents’ clients


Guides and marketing material in the visitor’s own language seem to be vital. One cannot assume that everybody has a good knowledge of English. Food, culture and history are important.

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Part B – Barents as a tourist destination

3 Knowledge of the Barents region

Figure 5 – The provinces of the Barents region

3.1 The knowledge of the Barents region The respondents were asked if they thought their clients had heard of the Barents region.

Respondents’ countries of origin

Total Yes No

Norway 13 38 % (n=5) 62 % (n=8)

Russia 6 67 % (n=4) 33 % (n=2)

Asia 4 50 % (n=2) 50 % (n=2)

In total 23 48 % (n=11) 52 % (n=12)

Table 6 – Do you think your clients have heard about the Barents region as a tourist destination? (23 of 26 respondents).

The results are equal; approximately 50 % of the respondents believe their clients have heard of the Barents region.


• Completely unknown – nobody knows or uses the term “The Barents region” in Asia. What’s being used is “The Arctic region”, and this includes Northern Norway, Spitsbergen, Northern Finland and Northern Sweden. Russia is not viewed as part of the Arctic.

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• Not known as a tourist destination, only known as geographical term. One thinks of the countries, not the regions, even if the Finnish region Lapland is well known, but that’s due to the fact that the Finns have been extremely clever.

• The Barents region is not known outside Arkhangelsk, Murmansk and Northern Norway • The Barents regions is closely connected with Willem Barents, the Barents Sea and

Barentsburg in Spitsbergen • Murmansk and the Kola Peninsula belong to the Barents region, but not Arkhangelsk –

that’s the capital in the White Sea region

3.1.1 What have the clients heard of the Barents region?

Eight of the respondents who said their clients had heard of the Barents region made the following comments on what they thought their clients knew of the region.

Respondents’ country of origin Clients’ knowledge of the Barents region

Russia

- Northern lights, huskies, reindeer, Santa Claus, whales, fishing, North Cape

- Internet - Some know of the term... means geographical region

Norway

- That there is a visa free border crossing between Norway and Russia - Close to Russia. Wildlife - Northern lights, Sami people

Asia - Lapland

Table 7 – What do you think your clients have heard about the Barents region? (8 of 26 respondents).

According to these results, both from the survey and the experts, there are strong indications that the term “The Barents region” is primarily known within the region, and not outside it.

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3.2 The extent of organized tours to the Barents region The respondents were asked whether they had ever organized tours to the Barents region:

Respondents’ countries of origin Yes No Total

Norway 10 3 13

Russia 4 2 6

Asia 3 1 4

In total 17 (74 %) 6 (26 %) 23 (100 %)

Table 8 – Have you organized tours to the Barents region? (23 of 26 respondents)

A majority, 17 of the 23 respondents (74 %), have organized tours to the Barents region. Those organizing tours were asked to which countries and regions they have, or have had, tours. The table below shows their answers:

Have organized tours to these countries/regions

Countries of respondents

Number of respondents Finland Norway Russia Sweden

Norway 10 4 respondents: - Lapland (4) - Oulu (2)

10 respondents: - Nordland (10) - Finnmark (9) - Troms (9)

0 respondents 4 respondents: - Norrbotten (4) - Västerbotten (3)

Russia 4 2 respondents: - Lapland (2) - Oulu (1) - Kainuu (1)


3 respondents: - Arkhangelsk (3) - Karelia (3) - Komi (2) - Murmansk (1)

1 respondent: - Norrbotten (1) - Västerbotten (1)

Asia 3 3 respondents: - Lapland (3) - Oulu (1)


1 respondent: - Murmansk (1)

0 respondents

In total 17 (100 %)

9 respondents (53 %)




Table 9 – To which countries and regions in the Barents region have you organized tours? Multiple choice (17 of 26 respondents).

The table shows that tours are scattered over the listed areas. None of the Norwegian respondents to this question have tours to Russia and none of the Asian ones have tours to Sweden.

Comments:

• Finland: Tours through Lapland to Finnmark • Sweden: Tours through the area on the way to Lapland and Finnmark • Sweden: Kiruna

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3.3 Clients’ reasons for travel to the Barents region The respondents were asked to make a list of 5 important reasons why their clients might want to visit the Barents region. Their listed items are illustrated in the word cloud below. Words mentioned by many respondents are large; those only by a few are small.

Figure 6 – Make a list of up to 5 of the most important reasons why you think your clients want to visit the Barents region.


“Northern Lights” was mentioned most often by the 14 respondents (8 times), followed by “Midnight sun” and “Nature” (5 times each). The respondents’ answers indicate that these are the attractions they believe their clients find most attractive in the Barents region:

1. The Northern Lights 2. The Midnight sun 3. The Nature 4. Winter activities 5. The North Cape

Other comments:

In addition to the reasons illustrated in the word cloud,

• To visit a different destination for a change. • Northernmost infrastructure. • Safe to travel in own country. • See more of own country.

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3.3.1 Positive characteristics of the Barents region

In addition to the list of the of 5 important reasons the respondents thought were the main reasons why their clients might want to visit the Barents region (see previous page), the respondents were also asked to make a list of up to 3 positive characteristics they think of when the Barents region as a tourist destination is mentioned. Such as infrastructure, accommodation, activities, attractions etc. The results are illustrated in the word cloud below – large words were mentioned by many, smaller words by few.

Figure 7 – Make a list of up to 3 positive characteristics you think of when the Barents region as a tourist destination is mentioned (infrastructure, accommodation, activities, attractions etc.).


17 respondents replied; 9 from Norway, 5 from Russia, 2 from Asia, 1 from Sweden. There are no significant differences regarding which countries the respondents come from. Both “Activities” and “Nature” were mentioned by 9 of the 17 respondents (53 %). 4 answered “Unique”.

Nature and Activities are by far the most important reasons to visit the Barents region. “Nature” was described by adding adjectives such as wild, pure, beautiful, untouched, quiet and clean.

Their answers correspond with the factors they thought their clients focused on (see Figure 6), but the respondents focused more on the importance of nature and activities and less on the Northern light and the Midnight sun than their clients.

Other comments:

• A peaceful region without conflicts • Good level of services • Unique cultural mix • Extremely different from Asia • Famous hiking trail (King's Road) • Lofoten draws people anyway • Once in a lifetime experience

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3.3.2 Negative characteristics of the Barents region

The respondents were also asked to make their listing of up to 3 negative characteristics of the Barents region as a tourist destination (infrastructure, accommodation, activities, attractions etc.). The main points are illustrated in the word cloud below – large words were mentioned by many, smaller words by few.

Figure 8 – Make a list of up to 3 negative points you think of when the Barents region as a tourist destination is mentioned (infrastructure, accommodation, activities, attractions etc.).


17 respondents replied to this question. 9 from Norway, 5 from Russia, 2 from Asia, 1 from Sweden. There were no significant differences in the responses from the various countries/ regions. 10 respondents mentioned “Infrastructure”, 9 “Accommodation”. These were two of the four terms suggested in the survey question. The respondents made the following list of important negative characteristics they think of when the Barents region as a tourist destination is mentioned (infrastructure, accommodation, activities, attractions etc.

1. Accommodation 2. Infrastructure 3. Transportation 4. Long distances 5. Expensive

Other comments:

• Lack of French-speaking guide • Unknown – especially when using the name Barents (associates with cold) • Unprofessional suppliers • Unprepared for tourism • Not enough activities/attractions in many destinations to make an

overnight stay/stop worthwhile • Long distances, low level of services between towns • The Russian part of the Barents Region has some limits in infrastructure • Pollution in Russia

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• Nothing to do except ski • Is there anything to see? • Often poor ferry services • Accommodation – is it up to international standards? • Expensive services due to marginal competition • The infrastructure is weak, and the season is short. Must be prepared to meet closed doors,

both accommodation and restaurants • In the peak season it’s difficult to find rooms • Does the accommodation keep up to international standards? • Limited infrastructure, both regarding air, plane, train and bust. Difficult to get from A to B,

and distances are vast. • To travel without car is impossible (Northern Norway) • Limited number of products and competence in the distribution channels in Asia


• Limited selection of products and knowledge in the distribution channels in Asia • Limits in infrastructure; accommodation, transportation, (air, train, bus) – long distances,

difficult to get around) • Lack of organization of the tourism products – A reputation in Asia for being very strenuous • Lack of information • Lack of attractions • Remote areas • Negative news about Russia

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4 The Barents region as an international tourism destination The respondents were asked whether they agreed or disagreed with some predefined statements on tourism to the Barents region:

4.1 Combining trips to Russia and Norway

Statement 1: “Northwest Russia and Northern Norway are so far away from major international markets (Asian etc.) that there might be an interest in combining visits to both countries as 'a once in a life time trip’”.

Figure 9 – “Northwest Russia and Northern Norway are so far away from major international

markets (Asian etc.) that there might be an interest in combining visits to both countries as 'a once in a life time trip'." (17 of 27 respondents)

A majority of the respondents (12 =71 %) agree that there might be an interest in combining visits to both countries as “a once in a life time trip”.

Comments:

• I agree as to promoting the same culture, fishing tourism and other products which are not related to a specific country

• Visa required for Japanese nationals


• Yes, we have examples of Chinese tourists returning after a trip like that because they want to see more

• Yes, we can see this from China and South Korea and to a smaller extent from Japan. (And interestingly from Turkey, basically from Istanbul).

• That depends – we have the international routes passing above us, and we have big airports like Lakselv ready for use

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4.2 The Barents region in combination with tours to other regions

Statement 2: “There is a market for international tourism from Japan, China, South Korea and other international markets to Northwest Russia and Northern Norway as part of tours to other destinations in Russia and Northern Europe.”

Figure 10 – “There is a market for international tourism from Japan, China, South Korea and other international markets to Northwest Russia and Northern Norway as part of the tours

to other destinations in Russia and Northern Europe.” (14 of 27 respondents)

The respondents definitely agreed that there is a market for combined tours to the Northwest Russia and Northern Norway as part of the tours to other destinations in Russia and Northern Europe. 13 of 14 (93 %) answered “Yes”.

Comments:

• If the main goal is other destinations, then it’s not natural to include Northwest Russia and Northern Norway

• There are so many experiences here which are unique and exotic to foreigners

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The respondents who agreed with Statement 2 were also asked which of the following gateways they would consider the most attractive when travelling to the Barents region.

Gateway Response % of 15

Helsinki 14 93 %

Oslo 9 60 %

St Petersburg 7 47 %

Stockholm 6 40 %

Moscow 4 27 %

Copenhagen 3 20 %

In total 43

Table 10 – Which gateways do you think are the most popular when travelling to the Barents region (Northwest Russia and Northern Norway)?

Multiple choice (15 of 27 respondents).

Helsinki is considered the most attractive gateway (93 %), followed by Oslo (60 %), St Petersburg 47 % and Stockholm 40 %. There is less interest in Moscow and Copenhagen.

Comments:

• Rovaniemi, Luleå, Kiruna, Tromsø (1)


• Agree on the importance of Helsinki og Oslo, but several also mentioned Moscow • Murmansk and Tromsø are more for business people • The bus connection Kirkenes – Murmansk and a visitor visa is important.

This increases cooperation between tourism and trade.

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4.3 Include tours to Sweden and Finland as part of the Barents experience

Statement 3: “It is also important to include tours from international markets to the Barents region in Sweden and Finland.”

Figure 11 – “It is also important to include tours from international markets

to the Barents region in Sweden and Finland.” (15 of 27 respondents).

14 of 15 respondents, 93 %, agree that it is important to include tours from international markets to the Barents region in Sweden and Finland as well as Northwest Russia and Northern Norway.

Comments:

• I agree but I am not sure if only 1 market research can show if including Sweden and Finland will be in demand

• Differences in products/experiences that can be complementary in a round trip • Japanese have good impressions of Sweden and Finland • Should be a specific destination, it will increase attraction • Together we are stronger


• Yes, because the infrastructure in Finland is good, and Sweden has agro tourism combined with nature and culture

• Tourists from and via Finland and Sweden, also because of the transport connection from Stockholm/Helsinki to Northern Norway and Northwest Russia

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5 Partners and marketing activities 5.1 Search for partners and target groups At the end of the survey the respondents were asked if they knew of any operators, tourism suppliers or Research and Development institutions that might be interested in tourism in the Barents region. The information provided by the respondents with specific names etc. has been submitted to the Northern Norway Tourist Board.

• Knowledge of tour operators or international incoming operators in Murmansk, Arkhangelsk, St. Petersburg and Moscow Three Russian respondents made a listing of contacts and clients in China, Japan, South Korea and other international markets and/or Norway, Finland, Russia and Sweden.

• Knowledge of major tourism suppliers Two respondents (from Norway and Korea) confirmed that they knew of some major tourism suppliers (such as hotel chains, airlines, cruise lines etc.) who want to improve their tourism network and take part in joint ventures to develop innovative travel products in and across the Barents region.

• Knowledge of any Research and Development (R&D) institutions One Russian respondent listed some contacts whose details have been handed over to Northern Norway Tourist Board.

5.2 Activities to boost tourism in the Barents region The respondents were asked which kind of activities could help to make the Barents region an attractive tourist destination.

Suggested activities Yes Percentage of

18 respondents

Study trips 16 89 %

Press/media trips 15 83 %

Marketing support 14 77 %

Advertising off/online 12 67 %

Travel fairs 11 61 %

Table 11 – In your opinion, what kind of activities aimed at tour operators / the travel industry may help to make the Barents region an attractive tourist destination?

Multiple choice (18 of 27 respondents).

The majority of the respondents prefer “Study trips” (89 %), “Press/media trips” (85 %) and “Marketing support” (77 %). A little less attractive is “Advertising off/online” (67 %) and “Travel fairs” (61 %).

Comments:

• Events-related tourism supported by media is a possible way of making the Barents Region attractive

• Product development in destinations within Barents; to make more activities in destination available, especially in the Russian part. Products are mostly available as stand-alone items

• Communication with the distribution channels (sales)

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Some additional comments from the respondents when they were asked if they had any other proposals for what may boost the Barents region as a tourist destination:

• We must trust each other more • Say "Lapland" - it is cheaper to use established terms • I think a lot of people in the tourism business first of all need basic information about the

area. It's just a bit unknown what is open or not to the public. How easy it is to get there, what you can do there, where you can stay...

• Get tour operators on study tours and support their marketing if they end up with producing tours to the regions


• Start with the simple package tours - “A taste of the Arctic” for the target group “Soft adventure”

• Northern light tourism • The Sami culture is better known in Japan and South Korea than in China • We need a joint webpage • Far too little information about the tourism products, we need joint Product Manuals,

Facebook • Flights to Tromsø -–Murmansk – Arkhangelsk • Flights to Oslo – St. Petersburg

5.3 Interest in joint ventures in the Barents region The respondents were then asked if they may be contacted regarding joint business ventures with the tourism industry in the Barents region:

Nationality of respondents Yes No Total

Norway 8 2 10

Russia 5 0 5

Asian 2 1 3

In total 83 % (n=15) 17 % (n=3) 100 % (n=18)

Table 12 – Future interest in selling the Barents region. May we contact you regarding joint business ventures with the tourism industry

in the Barents region? (18 respondents of 27)

A majority (83 %) of the respondents answering were positive to be contacted regarding joint ventures. Their names have submitted to the Northern Norway Tourist Board.

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Appendix 1 Respondents

No Company Country

1 Active Travel Norway AS Norway 2 Best of Scandinavia Incoming AS Norway 3 Norske Bygdeopplevelser Norway 4 Terra Nova Scandinavia Norway 5 Heritage Adventures Norway 6 Travel Traders Norway 7 Elan Norway AS Norway 8 Haman Group Norway 9 Peer Gynt Tours AS Norway

10 Jarlsberg Reiser AS Norway 11 Nytt & Nyttig AS Norway 12 The Travel Designer AS Norway 13 Tide Reiser/Tide Buss Norway 14 SAMIKO Travel Company Russia 15 Severnaja Zvezda (Northern Star) Russia 16 Intourist-Arkhangelsk OOO Russia 17 Kola Expeditions Russia 18 Labirint Travel Company Russia 19 PRIVJET : Russian Travel Service Russia 20 Solovki-Tour, Ltd Russia 21 Scantravel Russia 22 A Tours Russia 23 Scandinavian Perspectives Sweden 24 Tripolers co China 25 Travel Gallery Co, Ltd. Japan 26 Circle World Travel Co., Ltd. (Uno) Tour) Taiwan 27 C.J.'s World Korea

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Appendix 2 In-depth interviews The following experts were interviewed in the beginning of September 2014.

No Name Position Company/ Organization

1 Claus Bergersen Advisor The Norwegian Barents Secretariat

2 Olga Philippenko Marketing director

Innovation Norway Russia

3 Alla Shishalova Advisor Murmansk Business Development

4 Olga Gorelova Deputy head of the Agency

Agency for Tourism and International Cooperation of the Arkhangelsk Region

5 Per Holte Marketing director

Innovation Norway Asia

6 Hans-Willhelm Steinfeldt

Advisor Corporate Communications (previously NRK – The Norwegian Broadcasting Cooperation)

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the barents tourism feasabiliy study 2014 · elisabeth heyerdahl refsum and cand. scient. elise...

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