Title – Name
Visit Svalbard AS
Scope / Sector / Industry
Tourism destination management network
Country / Region
Norway, Svalbard Islands
Why is it good practice?
Visit Svalbard AS is a good example of a destination management network as through the collective effort of businesses and local stakeholders in Svalbard, it has managed to create a strong tourism product that is becoming increasingly popular. Through its strategic focus on sustainable and responsible tourism, which combines the promotion of the tourist destination with the protection of the unique environment of Svalbard, it has contributed to the development of authentic experiences in an Arctic region, benefiting visitors, businesses and residents alike.
How is it applied?
Visit Svalbard AS is a Destination Management Organization (DMO) operating in the Svalbard Islands of Norway in the Arctic Circle. The organization was established as a result of an initiative by the Svalbard Tourism Board, a Norwegian interest organization for companies directly or indirectly involved in tourism in the Svalbard Islands. The purpose of its establishment was to promote Svalbard as a leading and best-preserved travel destination in the Arctic, through controlled and gentle development that takes into account and respects nature and local cultural traditions, while providing support to both visitors and local tourism entrepreneurs.
The organization began to operate when the growing importance of tourism to the local economy and the need for a coordinated development strategy were recognized. The Svalbard region has long attracted interest due to its unique landscape, rare ecosystem, and history of Arctic exploration. However, until the 2000s, tourism in the region was limited and more spontaneous.
The gradual development of tourism infrastructure and services, as well as the need to manage the increasing number of visitors, led to the establishment of the organization in 2001. In 2024, the organization had 10 full-time employees (7 administrative staff, 1 project manager, 2 tourist information center employees). It also had 72 member companies-organizations (companies in the alternative tourism, catering, hospitality and organizations sectors), which annually receive and bear the “Member of Visit Svalbard” quality mark. The above members finance the action, the platform and the “Visit Svalbard” brand, receiving the benefits of promotion through it. Its administration is carried out by the members themselves, through General Assemblies and joint planning frameworks, with the most important planning and management tool being the Svalbard Master Plan for 2030.
The organization’s main goal is to achieve the optimal balance in the destination, while the philosophy on which it seeks to develop is summarized in the 4R figure, i.e. “the Right volumes of the Right guests in the Right place at the Right time”. The organization seeks with its actions to give priority to markets and visitors that consistently contribute to the highest local value creation with the lowest footprint, i.e. it aims for high performance with low impact.
Today, Visit Svalbard AS is responsible for the overall tourism marketing of the islands. Among the organization’s activities are the annually provision of tourist information (printed or digital), the operation of the tourist information and promotion center, the carrying out of statistical studies on tourism, the implementation of various development projects and the coordination of measures aimed at the protection and promotion of the environment, the safety of residents and visitors, as well as the development of the various potentials of the region and local communities.
In addition to the above, for the development of the Svalbard tourism product, it proceeded in two main directions:
Creation of a distinctive logo/visual identity
The organization designed a logo to give a holistic visual identity to the Svalbard Islands tourism product. Tourism is the second largest source of income for Svalbard and is based on the vision of environmentally friendly living and travel. The goal of its tourism industry is to make its islands the best preserved wilderness area in the Arctic. This is summarized and visualized by the use of the polar bear, one of the islands’ major tourist attractions.
Creation of the Visit Svalbard platform/network
The Visit Svalbard website is a comprehensive online portal in which any interested visitor to the Svalbard Islands can find material for their visit. Through it, its member businesses/organizations showcase the services or products they provide in separate, specially designed sections. The page provides information about:
- Outdoor Activities, Culture, Outdoor Equipment Stores, Vehicle Rentals
- Events of various interest
- Accommodation
- Dining and special culinary experiences
- Other information, from maps and ways to get to Svalbard to information about the area’s environment, local communities, articles and the visitor’s desired culture.
In addition, as part of an effort to provide personalized services to website visitors, the “Activity planner” option is given. With an easy-to-use menu and by using the right filter options, the interested visitor can, through this specific option, quickly and easily find what they want to do in the area, when, with what degree of difficulty, what duration and which company is offered.
Furthermore, each member of “Visit Svalbard” is presented in detail, with information on what services and products they provide, how to find them, customer reviews, photos and a link that refers to each member’s separate page from which an activity can be booked.
It is worth mentioning that a closed area has been created for members of the organization for the purpose of their internal networking and information.
Another important initiative is the creation of the “Member of Visit Svalbard” label, a quality label that shows business/organization customers that Visit Svalbard members are part of an organized and culturally shared tourism effort and industry in the Svalbard Islands. At a time when the tourism product is gaining more and more quality and authenticity-conscious visitors, this label helps to make it easier for travelers to make good choices. It also represents a specific responsibility and philosophy on the part of the tourism product provider.
The label can only be used by active and financially aware members of Visit Svalbard. These members have proven through their activities the high quality of their services and products, that they operate with the safety of their customers and the environment of the islands in mind, and that they are responsible suppliers of products and services familiar with local conditions and traditions.
Where is it applied?
The “Visit Svalbard” initiative is aimed at those who wish to experience the unique natural environment of the Svalbard Islands and have authentic experiences in the Arctic Circle. Nature and wildlife enthusiasts, adventure travelers, winter tourism and night tourism are indicative visitor groups targeted by the organization.
When did it applied?
The organization Visit Svalbard AS was founded in 2001.
Results
Although there are no recent data for tourism in Svalbard, it is important to note that the “Visit Svalbard” platform seems to be the most important source of information for future visitors. Initially, it appears in 3rd place in Google searches, while the relevant page on TripAdvisor is in 4th place (the official page of the Norwegian Tourism Organization is in 5th place). In addition, Visit Svalbard also has a significant presence on social media with 81,000 followers on Facebook (73,000 “Likes”) and 130,000 on Instagram.
The above data demonstrates the very significant comparative advantage that network members have over those who have not yet joined it.
Other information
The official website of Visit Svalbard AS is: https://en.visitsvalbard.com/
