Fjord Norge AS/Fjord Norway is the official tourist board of Western Norway. It is marketing the region as an adventure travel destination, developing areas in which they consider themselves competitive such as ski, hike and bike.

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As part of a fund, Fjord Norway develops both concepts and products with the goal to change the entire way of communicating towards segments. Fjord Norway is no longer targeting consumers based on geographics but is instead thinking cross-border with a focus on segments.

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By supporting their planning process, Fjord Norway is pushing them through the funnel to a final decision making and booking. The commercial value that this brings is really at the centre of this approach rather than considering to drive website visitor. This is, however, a dramatic change in mindset, wanting true value, so a conversion, rather than much bigger numbers of consumers that were reached and attracted to the website.

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Fjord Norway recognises that the biggest challenge for destinations is to move away from simply creating awareness to measuring their own success by creating measurable results for their industry. Kristian Jørgensen stresses the importance of destinations thinking less about themselves but more about others and how to bring value and success to their partners and industry. This clear shift in mindset questions the commercial value of destinations for the future.