Destination Branding
Tom Morgan
Head of Strategy | Partner and Owner
Date
11 November 2025
Date
11 November 2025
Sustainable Travel & Tourism, Investment & Community, Culture & Vitality
The ‘what & why’ of destination branding
Destination branding is about creating and promoting a unique and compelling identity for a city, region, or country; at its core representing the community and culture authentically. Growing in value beyond tourism marketing, to an increasing extent an identity within the local community as much as it is for those outside of it.
Importantly a destination brand carries forward the development strategy for a town or city, region or nation. Attracting key visitors, new residents, and in many cases investors. Generating economic benefits through the right kind of tourism, business development, and community growth.
Therefore, it’s easy to use the value of insights into destination branding across travel and tourism, events and hospitality, culture and creative industries, as well as trade and investment from tech to construction, universities and of course for municipalities.
Creating wider value
On the international stage Norway is an impressive destination brand; contributing 206 billion Kr annually to the national economy, and growing in strength. The fjords, along with arctic coastlines, and modern urbanism, are established icons and set the visitor expectations; frequently ranking in the top ten ‘bucket list’ destinations.
Astonishingly, of that 206 billion Kr, 168 billion Kr comes from domestic travellers (that’s 82%); including short and local vacations throughout the year. On top of this is the holiday home (cabin/cottage) property market; vital for large parts of the rural tourism economy, hospitality, culture and events businesses.
A time of transition
All of this is important as we are in a time of transition, with consumer interests and ethics shifting with the necessity of sustainable travel questioning the need for long haul flying. After the experiences of vacationing locally during Covid-19, matched with more frequent and shorter vacations rather than fewer and longer, the domestic market in Norway is booming. This time of transition is calling for innovation across the sector to stay on top of the opportunities.
The demand for change is fueled even more by the tourism industry’s commitment to cut 50% of climate emissions by 2030. The need to invest in creativity throughout the sector will be a valuable boost for many rural and local economies in line with the national strategy’s greener vision.
What Norway’s destination innovators say…
Chief Executive Officer/Director of Tourism at Visit Bergen
“A good city to live in is a good city to visit”
If you create a product or an experience tailor made for visitors, and visitors only, you are missing the point. In Bergen, we don’t want to develop and brand activities and experiences that are not relevant to the local population.
For Visit Bergen, the travel industry is not about tourists. For us, it’s about creating, developing and marketing good, profitable and sustainable experiences for all visitors - whether they come from afar or live locally. To us, residents and visitors are equally important. That is why we strive to accomplish our ambition every single day: We will make Bergen a better city to live in. Because a good city to live in is a good city to visit.
Yngve Hansen
Former Lifestyle Concierge, General Manager Bergen Børs Hotel, Head of Brand & Concept Developement De Bergenske
A new frontier in Norwegian hospitality: The new luxury is space – elements of exclusivity of access, to place, nature, people, knowledge and sustainability.
We see travellers wanting highly customised, private, authentic trips from people with insider knowledge. We combine cultural experiences in a breathtaking area with excursions that are off the beaten path; feeling relaxed in the knowledge you`re in safe hands. When people travel to our region they truly can switch off and enjoy the natural environment. Key words are local culture, world’s best seafood, safety and authentic experiences.
For me, I feel like I'm surrounded by luxury on a daily basis in Bergen – it offers a slower pace of life, relaxation, local quality food, fresh air, good climate and true happiness in stunning surroundings.
Chief Communications Officer at Fjord Norway
If it benefits one, it benefits many
"In unity, we all thrive on the West Coast, where nature's beauty meets vibrant urban life. Our success hinges on strong collaboration, and for sustainable tourism, we must boost year-round activity. Together, we ensure everyone benefits."
Director of Marketing & Communications at Britannia Hotel
A hotel as a destination in itself - bringing the world to Trondheim.
"Six years ago, we began an exciting mission: to revive a historic Grande Dame Hotel, transforming it into a five-star global gem in Trondheim. Our goal: to redefine five-star luxury in Norway and bring the world to Trondheim.
Reflecting on this journey, our love for travel and hospitality inspired us to push boundaries, comparing ourselves to the best globally. This innovation made our hotel a magnet for affluent international travelers and excited locals.
A Lonely Planet travel editor marveled at our use of local produce and Trøndelag seafood in our restaurants, and our cocktail menu's storytelling. When asked why we didn't use local soap, we explained: we're curating an international hotel experience, seeking the perfect balance that sets us apart locally and globally, drawing guests from both markets into our unique world."
Karianne Finne
Strategy and Business Developer, Former CEO of Ekstremsportveko, Myrkdalen & Director of Sales & Marketing at Norway’s best_
Resort branding in Norway – «back to basic»
"In destination marketing, authenticity is key—don't pretend to be something you're not. I focus on two customer segments: those with a clear destination in mind and those driven by specific interests.
My success strategy? Own regions and place names, harnessing their unique local qualities for a lasting edge. Then, I craft holistic concepts from product to market for niche segments, guided by deep target audience understanding.
Destination marketing is like life: be yourself, add some madness, and lots of good humour. It's not much more complicated than that."
Commercial Director at KUNSTSILO
Cultural magnetism
Kunstsilo, opening in spring 2024 in Kristiansand, will further establish our national position as a top cultural destination in Europe. The country's cultural sector is flourishing nationwide, attracting visitors of all ages and backgrounds to museums and galleries. Our cultural institutions play a vital role in shaping local identity, stimulating the economy, and fostering a sense of appreciation for history and diverse cultures. So collaboration across the sectors and communities is absolutely essential.
Proven around the world, by embracing statement architecture and hosting engaging events, modern cities and regions cultivate a strong sense of identity and destination value. At Kunstsilo our aim is to embody this spirit by providing inclusive experiences for all visitors, regardless of age or origin. And this fits with the national position as a destination. It means we all have to foster collaboration at the local, national, and international levels, connecting with others in our regions and around the globe.
Head of Sales & Marketing at Rosenborg Ballklub
The relationship between a football team brand and the city’s identity
"Rosenborg and Trondheim share a deep connection. When Rosenborg thrives, so does the town. We live, breathe, and succeed together. Even during tough times, the town rallies behind the club.
'Sammen kan vi oppnå alt'—together we can achieve everything, as our fans chant. Our rich history proves it, but football evolves. Like our team, we must adapt and work closer to excel, much like the relationship between Trondheim and Rosenborg today.
In the game we play, whether women or men, young or old, we play for the club, town, and ourselves. Success is sweeter with the love from the stands, making us Norway's biggest club regardless of scores. Our greatness lies in the eyes of our fans and the impact we create, emotionally and economically."
Sales & Marketing at VY Tog Vest
Branding of year-round products is important for Norway as a travel destination
"Over two centuries ago, English tourists sought Norway's wilderness, and today, our Norwegian fjords are hailed as 'The world’s most iconic destination' by National Geographic Traveler.
Brand-building around our fjords has thrived. 'Norway in a Nutshell' expanded our fame.
This legendary journey through UNESCO-protected landscapes offers eco-friendly, safe, and comfortable travel.
The challenge: 70% of tourism revenue comes in summer. In a sustainability-focused era, year-round, sustainable experiences are crucial. An active tourism sector, like 'Norway in a Nutshell,' exemplifies success.
Vy proudly contributes.
With Innovation Norway's 2023 plans, optimism abounds for Bergensbanen and 'Norway in a Nutshell.'
Brand building means staying relevant, unique, and profitable—like our nature and fjords for 200 years.
For Vestlandet's future success, collaboration, innovation, and brand building are vital to develop Norway as a destination!"
