Nature based tourism product development Experience from the Westfjords of Iceland

1. Nature based tourism product developmentExperience from the Westfjords of Iceland The 14th Nordic Symposium in Tourism and Hospitality Research Hótel Djúpavík – http://www.djupavik.com • Kjartan Bollason M.A. Environmental Science and Project Manager Holar University College Kjartan Bollason

2. Outline • The Northern Periphery Project and its objectives • What is nature based tourism? • Guiding principles for nature based tourism • Methods • Networking • Workshops • Type • Structure and content • Emphasis – communicating ideas, creating uniqueness • Learning from others - examples • Concluding remarks Kjartan Bollason

3. Northern Periphery Project’s objectives The project has three main goals: • To develop a model for integrating market knowledge on nature-based tourism, in order to have better informed product development and appropriate marketing activities • To strengthen the quality and environmental attributes of the nature based tourism product in the Northern Periphery area, and thereby contribute to sustainable product development • To develop knowledge, build networks, and encourage innovation, best practice, business development and a sustainable ethic in nature-based tourism Kjartan Bollason

4. Northern Periphery Project - Partners • Westfjord's Development Agency • Holar University College - Rural Tourist Department • Project's time period 2004 -2006. • Participating countries: North-Norway, North-Sweden, Highland and Islands of Scotland and West fjords, Iceland Þingeyri Kjartan Bollason

5. Participating companies in the Westfjords Dýrafjörður • 9 tourist companies • Hnjótur museum – culture and nature based + also participates in Northern Coastal Experience/NORCE • Hlunnindasýningin/Exhibition on use of natural resource - culture- and food based + NORCE • Together the companies offer: • Accommodation, walking/hiking, bird watching, boat trip, fishing, swimming pool, kayak trips, bus transport, horse back riding, guided walks, natural hot baths, snowmobiling Kjartan Bollason

6. What is nature based tourism (NBT)? • Nature is the central focus for the tourist. Especially the issue of experiencing nature first hand. • Example: • Walking/hiking • Cross country skiing • Kayaking/canoeing • Horseback riding Meråker, Norway Reykjanes, Ísafjarðardjúp Kjartan Bollason

7. NBT – focus is on nature • Also includes travelling with motorized vehicles such as cars and boats. • The vehicle is though not the focus of travelling but the means to arrive at a destination/site of interest. • Main focus on any type of experience that brings the traveller in closer contact with nature. Haukadalur – Dýrafjörður Kjartan Bollason

8. Guiding principles for nature-based tourism • Respect for both nature and community. • Emphasis on sustainability in the daily operation of companies, applying environmental management to businesses. • Environmental interpretation. • Code of conduct, e.g. WWF Code of conduct for Arctic Tour Operators • Local people get real benefits and participate in decision making. • Have a niche/uniqueness. • Emphasis on quality Jökulfirðir Kjartan Bollason

9. Methods – networking • Companies network within own region and across countries • Acquire new and relevant knowledge from the experience of other companies • Municipalities also learn form other municipalities: • Public transport on sea • Measuring direct and indirect economical benefits of tourism • Marketing strategies and choosing your focus group • Diffusion of knowledge and benefits to the community as a whole Grunnavík, Jökulfirðir Kjartan Bollason

10. Workshops • Heydalur – 2 day workshop • Korpudalur and Ísafjördur – Workshop + Conference on research and tourism – how scientific research can inform NBT product development • Transnational Workshop (TNW) in Bodo, Norway – October 2004 • Upcoming TNW in Glencoe, Scotland – October 2005 • Last TNW in Sweden – March/April 2006 Korpudalur Kjartan Bollason

11. Workshops - Structure and content Example Heydalur – 2nd workshops, nov. 2004 • Define companies uniqueness and their regions. • Study environmental and quality management • Guided walk around Heydalur, looking at potential there and examine what each company can offer. • Marketing – use of websites - role models, use of brochures • How companies cooperate/are cooperating in the West fjords • Marketing research in the West fjords – lecture from West fjord Development Agency • Marketing – your focus group!? • Guiding principles of nature based tourism Kjartan Bollason

12. Workshops - Methods and emphasis • Discussions • Lectures – with emphasis on showing Best Practice, • Studying brochures • On-site walks • Dining together! –people comfortable in their own surroundings, at ease, can then be more creative and be stimulated by the environment Lunch at Grunnavík Kjartan Bollason

13. Workshops - Methods and emphasis • The idea behind on-site workshops is that of “experience tourism”, i.e. experience first hand • Learn how others run their tourism businesses, e.g. how to cope with the “weather”-factor • These methods beneficial for the kind of product development this project is all about Grunnavík, “moving bridge” Kjartan Bollason

14. Methods – Storytelling to create uniqueness • Developing each companies uniqueness – what is their story? • Storytelling as an important way to achieve uniqueness • What is unique about the company, area, product • To make the uniqueness clear you have to tell a story/connect the product with a story • To tell your own story, matter of authenticity Grunnavík, storytelling! Kjartan Bollason

15. Learning about new and successful approaches Conferences and recreation Brandö Konferens & Fritidsby. North-Sweden Kjartan Bollason

16. Learning from companies from different regions or countries but similar challenges/environment Sailing Northern Light Charters. Scotland Kjartan Bollason

17. Learning from others – On direct and indirect economical benefits Brochure from Landsdelsutvalget, Bodo in North-Norway Kjartan Bollason

18. Concluding remarks • NBT product development is about making a product that evolves around experiencing nature first hand • The product must be based on sustainable guiding principles. • Participating companies key component in developing nature based tourism products • They need an effective way of getting practical information on how to do things that are relevant to their business and their surroundings. Heydalur Kjartan Bollason