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The main challenges facing leisure-time tourism in Norway

Svalastog, Sondre
Research report
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forskrapp_137_08_hil.pdf (1.255Mb)
URI
http://hdl.handle.net/11250/144877
Date
2008
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  • Lillehammer Forskningsrapport [74]
Abstract
In the period after the Second World War, that part of Norwegian tourism industry which is

exposed to competition has gone from being an industry with increasing competitiveness1 to

being an industry with rapidly declining competitiveness. The competitiveness reached its

highest point in 1966. In that year, the export value was 120% of the import value. In 2007,

the export value was only 30% of the import value.

The most important export markets for Norwegian tourism are the same today as they were at

the end of the 19th century: Great Britain, Germany, USA, Sweden, Denmark, and the

Netherlands. In other words, the adjacent markets remain the most important.

At first sight, this may seem surprising. The aeroplane has shortened distances and globalized

the tourist industry. The growth in prosperity in every part of the world has enabled new large

groups of people to travel internationally, and an enormous simplification of the rules about

visas, passports and money transfer, beside other time-space shrinking technologies, has

greatly simplified intercontinental transfers.

The principal explanation of the development in the Norwegian tourist industry has three

aspects:

1. Competition has increased greatly. New, large-scale and competent suppliers have

emerged in every part of the world. The global supply has increased more quickly than

the demand. The large-scale producers are active product developers who invest

heavily in the creation of new demand.

2. The growth in prosperity in Norway has been exceptionally high in the last two

decades. The growth in purchasing power means that most Norwegians can make their

choices on a global basis.

3. At the same time, Norwegian tourism industry has been left behind, both in an

academic and in a professional sense.
Publisher
Høgskolen i Lillehammer
Series
Forskningsrapport / Høgskolen i Lillehammer;137

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