In a 2006 survey of the most popular World Heritage sites, Norway's western fjords emerged as the winner. in competition with other prestigious UNESCO sites, such as the Great Wall of China, Galapagos, the pyramids of Egypt, Grand Canyon, Angkor Wat and Machu Picchu.
The "Destination Scorecard Stewardship" survey was organized by National Geographic Traveler and National Geographic Center for Sustainable Destinations. Detailed questionnaires were sent out to a panel of international experts who were asked to rank and reward places that have successfully managed to safeguard the characteristics for which the sites were originally granted World Heritage status by UNESCO.
Such efforts, according to National Geographic, reflect the spirit of geotourism, which National Geographic defines as "tourism that sustains or enhances the geographical character of the place being visited – its environment, culture, aesthetics, heritage, and the well-being of its residents."
"We are surprised and thrilled to be given such a vote of confidence from National Geographic's expert panel," said Terje Devold, at the time director of Fjord Norway, the regional tourism association.
"At the same time, we see it as a challenge. Last year Norway's tourism authorities signed the National Geographic tourism charter as the first European country to do so, making geotourism an important platform for destination development in Norway. The top Destination Stewardship rating is a stimulus to protect and nurture those qualities that make the Norwegian fjords so magnificent not only for visitors but also for those who live there."
The other Norwegian locale on the survey, Bryggen and its adjacent Bergen neighbourhoods, also scored well, with a 10th-place rank that put it in the group called "Destinations Doing Well." Survey panellists evaluated not only the World Heritage sites, but also the surrounding areas that constitute each travel destination as a whole.
"This seems to confirm that Norwegians tend to take excellent care of their places compared to the rest of the world. These are skills that leaders in other places would do well to study and adapt to their own situations," says Jonathan B. Tourtellot, Director, Center for Sustainable Destinations, National Geographic Society.