Together with the counties and the industry, we stand behind the following ten principles for developing a sustainable tourism industry in the region:
- No overtourism
- Climate-neutral industry
- Long stays
- Year-round jobs
- Maintain biodiversity
- Maintain cultural diversity
- Strengthened knowledge development and access to expertise
- Value creation growth
- Strengthened profitability and solidity
- Contribute to the sustainability of other sectors
Based on the 10 principles, we in Fjord Norway work strategically with five goals:
- Increase value creation in the Fjord Norway region for greater profitability and more year-round jobs in the industry
- Increase the tourism industry’s ripple effects on the region
- Contribute to guest satisfaction
- Contribute to resident satisfaction
- Contribute to reducing the climate footprint
To achieve these goals, we work according to the principle of responsible marketing and with measures that will:
- Contribute to guests who visit us staying longer
- Contribute to guests visiting the entire region and using more of the offers
- Contribute to year-round tourism and avoid overtourism in the high season
- Contribute to highlighting offers throughout the region
- Contribute to making green and sustainable offers better known and more accessible to guests
The key to increased sustainability in tourism is about developing year-round tourism. Better capacity utilization contributes to increased productivity and to higher operating margins and profitability. This will mean more attractive year-round jobs and will make the industry more attractive as an educational and career path. Tourism is a people-intensive industry, and much is about hosting, storytelling, and contact with guests. Increased expertise and stable labor will increase the quality in tourism and the pride in the profession. This is important, because Norwegian tourism must compete on meaningful experiences of good quality that explain the price level.
Fjord Norway consistently contributes in everything we do to developing year-round tourism. In industry work, this means inspiring new and existing tour operators to produce programs for the region with longer duration, at other times of the year, and to more places in the region.
In press and consumer marketing, we highlight more places, provide travel suggestions that connect destinations and experiences across the region. We carry out campaigns and “always-on activities” that aim to create travel desire and demand throughout the year, and that influence visitors to spend more time and money in the region and to come here outside the summer season as well.
Fjord Norway AS recognizes that the tourism industry still has challenges with parts of its environmental footprint. Many means of transport that bring guests to and around the region are still dependent on fossil fuels. At the same time, we see that more and more transport operators in the region are investing in and adopting means of transport based on renewable energy. Fjord Norway AS will be a driving force for regional and national authorities to facilitate and strengthen this positive development.
Fjord Norway AS has become an Eco-Lighthouse
We are proud to announce that Fjord Norway AS is certified as an Eco-Lighthouse! This is a recognition of the work we put into taking active environmental responsibility and contributing to the green transition.
The Eco-Lighthouse certification is a respected standard for businesses that want to work systematically with sustainability and environmental improvements. For us, this is about more than just a symbol – it is about a genuine desire to take responsibility and be part of the solution.
Through the process, we have mapped our climate footprint, improved our routines for energy, waste, and transport, and ensured that sustainability is now a natural part of our daily operations. This is an important step forward in our work to create a more responsible and future-oriented business.
Fjord Norway AS will promote Western Norway as a sustainable and profitable year-round destination. Through cooperation and social responsibility, we contribute to a sustainable development of tourism. The environmental policy supports the company’s strategy and applies both internally and in collaboration with partners.
Environment and Climate
Main goal: Reduce greenhouse gas emissions by 2030.
Measures:
- Replace travel with digital meetings where possible.
- Reduce and sort waste better.
- Choose environmentally friendly transport.
- Introduce energy-efficient solutions (as far as possible in rented premises).
The certification is not the end, but the beginning of a continuous journey. We look forward to sharing more with you going forward – and hope more will join the team for a greener future.
You can find our environmental policy here (in Norwegian).
