A promotional campaign devised to boost Norway as an attractive spot for outdoor leisure activities has been put on hold. The move came following concerns that a mass exploitation of the country’s “allemannsretten” rights – the legal privilege Norwegians have to camp, ski, swim, and stroll without encumbrances or heed to land ownership – for tourism could threaten ecological conservation efforts.
This legal principle forms the crux of ‘friluftsliv’, or an outdoor lifestyle, a defining characteristic of Norway’s cultural fabric given its terrain. However, this strategy to broadcast these advantages to a global audience has faced severe backlash. Regional heads of tourism fear this might incite a wave of unregulated movement and camping, causing undue strain on the surroundings.
Innovation Norway, a state-owned entity, had aimed to bring to the limelight the aspect of Norwegian culture linked to the use of nature, spearheading the campaign by emphasizing outdoor activities.
However, given the overtourism issues already being encountered in the northern and western parts of Norway, many have called for a temporary halt to the campaign. They suggested holding off until a thorough evaluation of the potential implications on commercial tourism could be made, leading to the standstill by Innovation Norway.
The Nordic region has gained popularity this summer among tourists in search of cooler destinations, as temperatures soared in southern Europe. While tourism departments aim to leverage this uptick in interest, several voices in Norway have called for restraint.
Stein Ove Rolland, the CEO of the Fjord Norway tourism agency, remarked, “We unquestionably advocate for visitors to bask in our natural environment. Nevertheless, we want this through sustainable, well-organised offerings, conveyed by trained professionals in the tourism sector, to ensure that our remarkable environment can serve both the local community and tourists for years ahead.
“Promoting outdoor activities to an ever-increasing global vacation and leisure sector can be hazardous, as it might lure more individuals wanting to venture solo into delicate natural areas. This runs the risk of accelerating natural wear and tear, amplified littering, and might even necessitate rescue missions.”
With the escalating interest in Norway as a tourist hub, there has been a surge in incorrectly parked camper vans, littering, and “general natural wear and tear”. Cases of tourists straying and necessitating search missions in the mountain ranges have also amplified.
Dag Terje Klarp Solvang, the General Secretary of the Norwegian Trekking Association, has reported an increase in international tourists this year. He considers hiking as a “highly sustainable form of tourism” but emphasised that the country needs to be adequately prepared to accommodate the influx. According to him, without due preparations, the increased tourist presence could potentially harm nature and local communities near popular spots.
Aase Marthe Horrigmo of Innovation Norway, on suspending their campaign, revealed that there had been concerns about the rise in tourism in vulnerable areas and the handling of visitors at sought-after locations. The decision to halt was made to continue conversations with county municipalities and destination businesses that opposed the idea, ensuring their apprehensions were fully considered and understood. The suspension also resulted from missing the spring window for filming due to these discussions.
She highlighted that the importance of promoting responsible behaviour amongst tourists in Norwegian nature. While encouraging people to come to Norway for its remarkable experiences and making lifelong memories, she also advocated for respecting and caring for the country’s distinct nature. She assured that discussions with the travel industry would continue.
On a similar note, Bente Lier, General Secretary of the Norsk Friluftsliv outdoor recreation organisation, stated that welcoming tourists is crucial, however, protection of nature with a solid strategy for handling tourists before they are invited is equally important. She said, “This comprises a cogent plan for their management including where to direct them based on our capacity, how to engage with them, and how to introduce them to nature.” She made it clear that inviting thirty guests while only having provisions for four is impractical.
She further emphasised the need for “allemannsretten” or roaming rights that come with the responsibility of respecting nature. She pointed out that Norwegians learn this fundamental lesson from an early age, which might not be the case for international tourists. She imparted, “Briefly, we ought to leave no trace. It’s something we are taught as children here in Norway by our families and schools, but this might not be as evident to many of our overseas visitors.”