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Naturbasert turisme tar av

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For første gang er norsk naturbasert reiseliv kartlagt. Det er anslagsvis 3000 slike reiselivsbedrifter i Norge, og hele 1000 av dem er i Nord-Norge.

– Det er tydelig at det har skjedd en endring i hva turistene ønsker seg. Mens det tidligere holdt å observere, skal det nå klatres, dykkes, fiskes og oppleves, sier forsker Stian Stensland ved Norges miljø- og naturvitenskapelige universitet (NMBU) på Ås.

Ved NMBU har de gjennomført den første kartleggingen av naturbasert reiseliv i Norge. Den viser blant annet at lønnsomheten har økt de siste tre årene, samtidig som mye av det øvrige reiselivet i Norge sliter.

I følge undersøkelsen omsetter naturbasert reiseliv for om lag tre milliarder kroner i året i Norge. Da er bare bedrifter som mot betaling tilbyr guidede turer eller tilrettelagte aktiviteter i naturen, tatt med.

 På safari

Reiselivssjef Lena Nøstdahl i NordNorsk Reiseliv AS bekrefter at turismen har endret seg mot det mer aktive.

– Bussturismen har falt kraftig de siste årene. Nå vil turistene kjenne opplevelsene på kroppen. De vil ta del i den mektige naturen, bli kjent med kulturen og smake den lokale maten, sier hun..

Hvalsafari, havørnsafari, snøscootersafari og nordlyssafari er noen av de mange eksotiske utfluktene det er blitt flere av de siste årene.

Reiselivssjefen mener også at det lønner seg økonomisk sett.

– Turister som ønsker å delta på utflukter og aktiviteter legger som regel igjen mer penger enn de tradisjonelle bussturistene, sier Nøstdahl.

I spørreundersøkelsen kom det inn svar fra om lag 700 naturbaserte bedrifter. Av disse var over 50 prosent i en oppstarts- eller vekstfase.

– Arrangørene av disse turene og opplevelsene har funnet en nisje som er lønnsom. Det skaper optimisme, sier forsker Knut Fossgard ved NMBU.

Bedriftene som er med i undersøkelsen er gjennomgående små og har en gjennomsnittsomsetning fra naturbasert reiseliv på rundt én million kroner i året. Mange er også enkeltmannsforetak med kun én ansatt.

Nøstdahl mener det er gode muligheter for vekst.

– Ser vi på økningen de siste årene, tror jeg vi sitter på en gullgruve. Vi vet fra andre undersøkelser at Norge og Nord-Norge har alle muligheter til å bli ledende innen denne formen for turisme, sier Nøstdahl.

Ikke i mål

Selv om mange er godt i gang med å tilrettelegge for den nye etterspørslen, er det et stykke igjen før Nord-Norge er i mål, i følge reiselivssjefen.

– Det kreves en omstilling i hele næringen. Økt profesjonalisering, høyere kvalitet, bedre service og bedre logistikk og tilgjengelighet er noe av det som må forbedres, sier Nøstdahl.

Knut Fossgard mener også det må et løft til for å utnytte de mulighetene Nord-Norge har.

– Det hjelper godt at aktører som Innovasjon Norge og Skogtiltaksfondet lager utviklingsprogrammer for norsk reiselivsvirksomhet. En proff næring kombinert med god markedsføring er avgjørende for at turistene skal velge nettopp Norge, sier Knut Fossgard.

OM UNDERSØKELSEN

  • Undersøkelsen ble gjennomført våren 2013 som en del av forskningsprosjektet ”Naturbasert reiseliv, Bedrifter, kompetanse og rekruttering” ved NMBU, Norges miljø- og biovitenskapelige universitet.
  • Prosjektet er finansiert av Innovasjon Norge og Skogtiltaksfondet.
  • Undersøkelsen er den første i sitt slag som kartlegger naturbasert reiseliv i Norge.
  • 684 bedrifter deltok i den landsomfattende undersøkelsen.
  • Resultatene fra undersøkelsen publiseres i en rapport fra NMBU i mai.

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FLERE SAKER


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