Tourism is firmly establishing itself as a vital pillar of the Norwegian economy. As we witness a remarkable resurgence—one that indicates new heights in value creation—the resilience and adaptability of this sector shine brightly, especially after the challenges posed by the pandemic. Aase Marthe J. Horrigmo, the director of tourism at Innovation Norway, commented on this progress, highlighting its significance.
Value creation refers to the cumulative outcome of companies’ operating profits, salary expenses, and depreciation, with figures adjusted for inflation to the year 2024.
Northern and Southern Norway Leading Growth
While Eastern and Western Norway account for a substantial 76 percent of tourism’s overall value creation, it is Southern and Northern Norway that have shown the most pronounced growth rates, at 18 and 11 percent, respectively. This geographic expansion in tourism suggests a move towards a more balanced distribution of economic benefits. Notably, Northern Norway experienced the highest growth in absolute terms, adding over NOK 1.4 billion to the economy.
– These statistics highlight that tourism generates value across the entire nation, extending well beyond the major urban areas. For many communities, tourism stands as one of the most crucial industries, remarked Horrigmo.
Broad Growth Across Sectors
Each segment of the tourism industry demonstrated growth in 2024, encompassing transport, accommodation, catering, communication, and cultural entertainment.
The transport sector remains paramount, responsible for 40 percent of the total value creation in tourism. Conversely, catering leads the way in employment, with nearly half of all jobs in tourism found in this sector.
– The growth across all facets of tourism underscores its extensive reach—from restaurants and hospitality to cultural attractions and transport. This industry not only creates jobs nationwide but also enhances Norway’s export revenues, noted Horrigmo.
Strong Position, Yet Fierce Competition
Despite these record-setting achievements in value creation, Innovation Norway cautions that challenges persist.
– The tourism sector faces intense global competition and is navigating significant transformations related to climate change and technology. It is imperative that we bolster the industry’s profitability. For Norway to maintain its competitive edge, strategic investments are essential—particularly in marketing our country as a travel destination and developing sustainable, year-round tourism that isn’t solely concentrated in peak seasons. To alleviate pressure on popular locations and natural habitats, we must distribute growth more evenly across different places and times of year, said Horrigmo.
Norwegian Tourism in 2024
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Value Creation: NOK 120.6 billion (+11% from 2019)
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Employees: 242,000 (+2% from 2019)