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Sustainable Tourism

The Case of North Cape, Norway

April 2013
Project LLP nr. 10-EIP-RO BUCURES 09

The STR1 Team

Aline Stefens Belgium

Razvan-Gabriel Popa Romania

Claudio Jardim Portugal

Nicolas Derudder Belgium

Jorg Helsen Belgium

Susan Searing UK

Marion Nelles Germany
Project LLP nr. 10-EIP-RO BUCURES 09

But why Mageroya?

Source: tourismontheedge.com
Project LLP nr. 10-EIP-RO BUCURES 09

Content

• • • • • • • • •

Europe's northernmost tip

Motivation
Problem Definition

Methodology
The a priori perception and reinventing a brand

Current situation
SWOT analysis Sustainable Action Plan - To be Conclusions
Project LLP nr. 10-EIP-RO BUCURES 09

Europe's northernmost tip

• • • •

The Northernmost point of Europe “the far end of the world”
The place of the northern lights of aurora borealis Harsh conditions providing „natural“ tourist „selection“ Acknowledged in 1553, by Steven Borough First tourists: 1664

The North Cape, part of Mageroya Island

Source: panoramio.com

Project LLP nr. 10-EIP-RO BUCURES 09

Motivation
Is it because Mageroya has...

Exotic locations with great beaches? All arctic-night-long open discos?

Great weather?
Project LLP nr. 10-EIP-RO BUCURES 09

Motivation
OR maybe because it is..

Simply great... ...but tourists are dissatisfied

* Mageroya Island photos from http://www.flickriver.com/places/Norway/Finnmark+Fylke/Kam%C3%B8yv%C3%A6r/

Project LLP nr. 10-EIP-RO BUCURES 09

Problem Definition
Why are tourist dissatisfied?

1. Declining Tourism inflow because of lack of infrastructure, insufficient

accommodation, insufficient touristic attractions and high admission feesa
2. Short tourist season (May to July) - crowded and commercially exploited area, affecting communities and local ecosystems 3. Long travel distances

aKristian

& Jacobsen, 2000
Project LLP nr. 10-EIP-RO BUCURES 09

Disciplinary Diversity
Social and Cultural Sciences Susan (Geography) Aline (Geography) Environment and Earth Sciences Razvan (Geology) Jorg (Ecology & Wastes) Claudio (Environmental Studies) Marion (Biology)

Sustainable Tourism
ST as part of SD = (nature + community + economy) * legislation

Economics Nicolas (Economics)
Project LLP nr. 10-EIP-RO BUCURES 09

Marion

Susan

Razvan

Aline

Sustainable Tourism

Nicolas

Claudio

Jorg

Project LLP nr. 10-EIP-RO BUCURES 09

Sustainable Tourism

Project LLP nr. 10-EIP-RO BUCURES 09

Methodology
Analysis

Information from statistics and literature

Identifying issues

Reaching conclusions

Defining Sustainable Development Plan

Project LLP nr. 10-EIP-RO BUCURES 09

Current situation

Midnight sun & northern lights Special geological & geographycal landscape
Supply

Sami culture and traditions

High Biodiversity, sensitive arctic unique wildlife

Infrastructure (airport, port, roads)

Project LLP nr. 10-EIP-RO BUCURES 09

Geography – The a priori perception

Special geological & geographycal landscape

Geology – Reinventing a brand

Project LLP nr. 10-EIP-RO BUCURES 09

Midnight sun & northern lights

Source: flickr.com

23rd June – Midsummers’ Eve Celebration 14th May – 29th of July – Midnight Sun

Project LLP nr. 10-EIP-RO BUCURES 09

Sami culture and traditions

Source: superstock.com

Project LLP nr. 10-EIP-RO BUCURES 09

Infrastructure (airport, port, roads)

Honningsvag Skipsfjorden Kamoyvaer Skarsvag

Project LLP nr. 10-EIP-RO BUCURES 09

High Biodiversity, sensitive arctic unique wildlife

Bird Safaris in Gjesvaer Hunt a seal???

Source: cruise-europe.org

Source: tripadvisor.com

Source: nordnorge.com

Source: birdwatchireland.ie

Project LLP nr. 10-EIP-RO BUCURES 09

Current situation
Infrastructure need improvements

Number of visitors declining, stagnation phase is passed

Decent marketing strategy needed

New accommodations

Demand

Eco-auditing systems needed

Support more active attractions

Increased carrying capacity needed and decoupling from environment
Project LLP nr. 10-EIP-RO BUCURES 09

S(strengths)WOT
Location: a priori perception as the „end of the world“, must see Education: most inhabitants speaks english, good communication Transportation Infrastructure: harbour, airport and roads Sami culture: the existence of local indigenous people Biodiversity and natural environment: low human impact High prices: tourist selection Businesses: potential of adaption, creativity and flexibility

High percentage of renewable energy use ~ 61%
Natural phenomena: Aurora Borealis, Midnight Sun

Project LLP nr. 10-EIP-RO BUCURES 09

SW(weaknesses)OT
Tourist expectations: discontented expectations (expensive, far, crowded in summer – vs – remoteness, unspoiled scenery) Seasonal tourism: flexibility required (tourist + tourist industry).

Long travel times: drawback for tourists + higher energy consumption
Infrastructure: insufficient accommodation No national park on Mageroya: need of extra protected areas High prices and high admission fees Small and medium enterprises (SME’s): creative entrepreneurship needed, lack of investments Closed roads during winter season.
Project LLP nr. 10-EIP-RO BUCURES 09

SWO(opportunities)T
Fish industry: sensibilisation (local people + tourists) Cruise tourism: increase of taxes only for cruise, to reduce environmental impact Roads: decrease taxes on roads and acces tunnel Marketing strategy: way to promote and catalyse sustainable tourism New businesses and activities: designed and promoted by local government Summer and winter sports

Project LLP nr. 10-EIP-RO BUCURES 09

SWOT(threats)

Infrastructure improvement: necessary for further development Global Economical destinations crisis: competition from cheaper holiday

Competition: loss of market share to other regions Exploitation of the Sami culture: loss of authenticity.

Increasing Cruise Tourism: increase of pollution (oil, bildge water, garbage, aerosols)
Pressure on environment: increased pressure due to tourism

Project LLP nr. 10-EIP-RO BUCURES 09

Sustainable Action Plan
Travel & Transport Promotion of bikes, electrical buses, ports providing electricity for cruising ships Active and sustainable attractions Cycle routes, and outdoor sports such as kayaking and

Winter attractions Planetarium, Museum of Sami culture, Winter sports, sledding

Starting Point Unique experience & location, nature, Sami culture, northern lights, environmental awareness

diving; fishing tourism

Developing infrastructure Accomodation, eco-lodges

e.g. Aquarium Hotel

Project LLP nr. 10-EIP-RO BUCURES 09