A TOURISM campaign promoting Norway as the ultimate outdoors destination has been side-lined due to environmental concerns.
State-sponsored Innovation Norway had started promoting the stunning Nordic countryside and its ‘Allemannsretten’ – a right-to-roam that allows people to wild camp, hike and enjoy the outdoors wherever and whenever they like. Allemannstretten goes hand-in-hand with the nation’s ‘friluftslivet’ lifestyle. Friluftslivet literally translates as ‘outdoor life’.
However, regional tourism chiefs have kicked back against the international campaign, fearing mass tourism may damage the countryside.
Some Norwegian tourist organisations urged the government to call a halt to the campaign and assess the impact it could have on northern and western areas of the country they claim are already suffering from the effects of over-tourism.
It is understood that two summers of very high temperatures across southern Europe have driven many holidaymakers to Nordic nations.
“We certainly want visitors to enjoy our nature, but we prefer it to happen through well-organised sustainable offerings provided by competent experienced companies within the tourism industry,” said Fjord Norway CEO Stein Ove.
“This is to ensure that our amazing nature can be enjoyed by locals and visitors for decades to come.
“We believe that marketing outdoor activities to a growing international holiday and leisure market can be risky because it may lead to more people wanting to explore vulnerable natural areas on their own.”
Several authorities have observed a spiralling number of motorhomes camping off-road, plus a rise in incidents of littering as well as the number of mountain rescue call-outs.
In a statement, Innovation Norway‘s Aase Marthe Horrigmo said concerns had been expressed “over increased tourism in vulnerable nature and the management of visitors in popular destinations”, adding the campaign would be paused to hear and understand regional views.
“It is important to encourage tourists to behave responsibly in Norwegian nature. We also want to inspire people to visit our country and discover amazing experiences that will create memories for life,” she added.
“We will continue the dialogue with the travel industry and believe this is a concept that will encourage potential tourists to embrace the philosophy behind friluftsliv and ultimately encourage them to treat our unique nature with care and respect.”
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