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 efforts of businesses and local stakeholders in Svalbard, it has succeeded in creating a strong tourism product that is becoming increasingly popular. Through its strategic focus on sustainable and responsible tourism – which combines the promotion of the destination with the protection of Svalbard’s unique environment – it has contributed to the development of authentic experiences in the Arctic region, benefiting visitors, businesses and residents alike.
How is it applied?
Visit Svalbard AS is a Destination Management Organisation (DMO) operating in the Svalbard Islands of Norway, within the Arctic Circle. The organisation was established following an initiative by the Svalbard Tourism Board, a Norwegian trade association representing companies directly or indirectly involved in tourism in the Svalbard Islands. The organisation was set up to promote Svalbard as a leading and best-preserved travel destination in the Arctic, through controlled and sustainable development that takes into account and respects nature and local cultural traditions, whilst providing support to both visitors and local tourism entrepreneurs.
The organisation began its work when the growing importance of tourism to the local economy and the need for a coordinated development strategy were recognised. 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 growing number of visitors, led to the organisation’s establishment in 2001. In 2024, the organisation had 10 full-time employees (7 administrative staff, 1 project manager, 2 tourist information centre staff). It also had 72 member companies and organisations (companies in the alternative tourism, catering and hospitality sectors, and other organisations), which annually receive and display the “Member of Visit Svalbard” quality mark. These members fund the organisation’s activities, the platform and the “Visit Svalbard” brand, and in return benefit from the promotion it provides. The organisation is run by the members themselves, through General Assemblies and joint planning frameworks, with the Svalbard Master Plan for 2030 serving as the key planning and management tool.
The organisation’s main aim is to achieve the optimal balance at the destination, whilst the philosophy on which it seeks to develop is summarised in the 4R model, i.e. “the right numbers of the right guests in the right place at the right time”. Through its actions, the organisation seeks to prioritise markets and visitors that consistently contribute to the highest level of local value creation with the lowest environmental footprint; in other words, it aims for high performance with low impact.
Today, Visit Svalbard AS is responsible for the overall marketing of tourism on the islands. The organisation’s activities include the annual provision of tourist information (in print or digital form), the running of the tourist information and promotion centre, the conducting of statistical studies on tourism, the implementation of various development projects and the coordination of measures aimed at protecting and promoting the environment, ensuring the safety of residents and visitors, and developing the various potentials of the region and local communities.
In addition to the above, the development of the Svalbard tourism product proceeded along two main lines:
Creation of a distinctive logo and visual identity
The organisation designed a logo to provide a holistic visual identity for the Svalbard Islands’ tourism offering. Tourism is the second-largest source of income for Svalbard and is based on the vision of environmentally friendly living and travel. The aim of its tourism industry is to make the islands the best-preserved wilderness area in the Arctic. This is summarised and visualised through the use of the polar bear, one of the islands’ major tourist attractions.
Establishment of the Visit Svalbard platform/network
The Visit Svalbard website is a comprehensive online portal where anyone interested in visiting the Svalbard Islands can find information to help plan their trip. Through the website, member businesses and organisations showcase the services or products they offer in separate, specially designed sections. The site provides information on:
- Outdoor Activities, Culture, Outdoor Equipment Shops, Vehicle Hire
- Events on a variety of topics
- Accommodation
- Dining and special culinary experiences
- Other information, ranging from maps and how to get to Svalbard to details about the area’s environment, local communities, articles and the culture that visitors are interested in.
In addition, as part of an effort to provide personalised services to website visitors, the “Activity planner” option is available. With an easy-to-use menu and by selecting the appropriate filter options, interested visitors can use this feature to quickly and easily find out what activities are available in the area, when they take place, their level of difficulty, their duration and which organisations offer them.
Furthermore, each member of “Visit Svalbard” is presented in detail, with information on the services and products they offer, how to find them, customer reviews, photos and a link to each member’s individual page, from which an activity can be booked.
It is worth noting that a restricted area has been set up for members of the organisation to facilitate internal networking and the sharing of information.
Another important initiative is the creation of the “Member of Visit Svalbard” label, a quality label that demonstrates to business and organisational customers that Visit Svalbard members are part of a coordinated and culturally cohesive tourism effort and industry in the Svalbard Islands. At a time when the tourism sector is attracting an increasing number of visitors who prioritise quality and authenticity, this label helps travellers to make informed choices. It also reflects a specific responsibility and philosophy on the part of the tourism provider.
The label may only be used by active and financially responsible members of Visit Svalbard. These members have demonstrated 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 providers of products and services who are 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 enjoy authentic experiences within the Arctic Circle. Nature and wildlife enthusiasts, adventure travellers, and those interested in winter and night-time tourism are among the target visitor groups identified by the organisation.
When did it apply?
The organisation Visit Svalbard AS was founded in 2001.
Results
Although there are no recent figures for tourism in Svalbard, it is important to note that the “Visit Svalbard” platform appears to be the most important source of information for prospective visitors. It currently ranks third in Google searches, whilst the relevant page on TripAdvisor ranks fourth (the official page of the Norwegian Tourist Board ranks fifth). Furthermore, Visit Svalbard also has a significant social media presence, 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 the network.
Other information
The official website of Visit Svalbard AS is: https://en.visitsvalbard.com/