Visit Faroe Islands
ANNUAL REPORT 2016
Table of contents
2 - Visit Faroe Islands / Annual Report 2016
PREFACE
3
TOURISM 2016 IN NUMBERS
4
THE ECONOMIC SIGNIFICANCE OF TOURISM
10
TOURISTS: WHO THEY ARE AND WHERE THEY COME FROM
12
THE TOURISM STRATEGY
14
VISIT FAROE ISLANDS
18
THE TOURISM BRAND OF THE FAROE ISLANDS
20
VISIT FAROE ISLANDS CREATES MORE THAN DKK 370 MILLION IN MEDIA BUZZ
24
MEET THE STAFF
31
Preface 2016 was a good year for tourism in the Faroe Islands, especially compared to 2015, which was an unusually good year because of the Total Solar Eclipse. The number of bed nights increased, despite the exclusion of Airbnb bed night statistics (which the company refuses to disclose). The latest statistics show that turnover in tourism reached DKK 665 million in 2015, leaving us well ahead of our goal of reaching a turnover of DKK 1 billion by 2020. Although 2015 brought with it great media exposure, largely thanks to the Total Solar Eclipse, the press coverage of the Faroe Islands reached new heights in 2016, mainly because of the tremendous international media coverage of our Sheep View project. The project garnered two billion media impressions and an estimated DKK 300 million in PR value. Additionally, Visit Faroe Islands invited 262 media personnel in 2016, compared to 231 in 2015. This work would not have been possible if not for an exemplary co-operation between Visit Faroe Islands and the Faroese tourism industry. I would like to give a special mention to the national airline, Atlantic Airways, and the Gist & Vist concern, who both play a major role in carrying the financial burden of these media trips. Thank you very much! The number of followers on our social media channels has also increased within the past year, from 100,000 in 2015 to 250,000 in 2016. Our MICE team set up a new network of 80 tourism ambassadors from the Faroe Islands. This network consists of people who are in a position to attract meetings, conferences and events to the Faroes Islands. This work is now up and running. We are pleased to see that tourism in the Faroe Islands continues to develop and that the industry can now offer more opportunities to tourists – more hotels, more restaurants and more experiences. The interest in investing in tourism in the Faroe Islands has substantially
increased in the last few years. Atlantic Airways purchased its first Airbus 320 and two new helicopters, which will partially be used for trips for tourists. The number of tourists to pass through the airport set a new record, as did the number of people who travelled with the national ferry, Smyril Line. However, the number of visitors travelling with cruise ships halved because of the newly implemented and controversial whaling regulations. Now that we have succeeded in increasing tourism in the Faroe Islands, it is time for us to decide how tourism in the Faroe Islands should be organised in the future. I am delighted that the Ministry of Foreign Affairs and Trade has recently implemented a new tourism policy. This will allow us to make sure that the development of the Faroe Islands as a tourist destination will be sustainable. This report will give you a closer insight into Visit Faroe Islands’ work in 2016. We appreciate your hard work and great co-operation. Happy reading! Guðrið Højgaard Director, Visit Faroe Islands Annual Report 2016 / Visit Faroe Islands - 3
Tourism 2016 in numbers
Tourism 2016 in numbers In addition to bed night statistics, we now also have more comprehensive statistics which show the importance of tourism to the economy and the number of jobs it creates. Additional, we also have a more detailed insight into the type of tourists who visit the country. BED NIGHTS The number of bed nights increased from 159,167 in 2015 to 159,759 in 2016. As in previous years, Denmark accounts for the largest portion of bed nights by foreigners (46%). Most visitors come from countries that are geographically close to the Faroe Islands, but the number of visitors from other countries has increased. 86% of bed nights by foreigners are accommodated by hotels. 64% of bed nights are made in Suðurstreymoy. Visitors usually travel alone or in smaller groups on leisure trips. The statistics from Hagstova Føroya (Statistics Faroe Islands) do not include Airbnb statistics, because the company does not disclose these statistics. This is very unfortunate because this type of
4 - Visit Faroe Islands / Annual Report 2016
accommodation seems to have increased drastically in 2016, and a lack of these statistics means that the overall bed night statistics are not entirely correct. Everything points to the fact that the increase in total bed nights is, in fact, larger than stated above. Hagstova Føroya has gathered bed night statistics for the past four years and we can conclude that the arrows are pointing in the right direction. Despite 2015 being a special year because of the Total Solar Eclipse, which brought a large number of visitors, 2016 again set a new record for bed nights in the Faroe Islands. CRUISE The number of visitors who arrive with cruise ships has steadily increased for many years. But this number was halved in 2016 because of the newly
implemented and controversial whaling regulations. 29,082 visitors arrived with cruise ships in 2016, compared to 61,227 in 2015. The number of ships in 2016 was 42 compared to 71 in 2015. Additionally, 14,792 employees were on board the ships in 2016, compared to 28,751 in 2015. Many of the cruise ship’s employees choose to set foot on the islands while the ships are docked. The numbers of visitors (including employees) was 43,874 in 2016, compared to 89,978 in 2015. The majority of cruise ships were docked in Tórshavn in 2016, and the majority of visitors in 2016 came from the UK, Germany, the USA, the Netherlands, Canada and Australia.
Annual Report 2016 / Visit Faroe Islands - 5
Tourism 2016 in numbers
Bed nights, grouped by country of origin and type of accommodation Country
Hotel
B & B
Denmark
46,690
780
5,003
512
52,985
595
Faroe Islands
29,168
224
9,210
6,511
45,113
1,463
3%
Norway
11,704
194
624
49
12,571
-209
-2%
Germany
5,794
504
900
1,558
8,756
644
8%
Other European countries
6,010
137
396
944
7,487
-411
-5%
Iceland
5,987
223
223
6,433
159
3%
Great Britain
4,923
140
189
435
5,687
-940
-14%
Sweden
4,717
109
151
163
5,140
416
9%
USA
3,025
96
104
114
3,339
148
5%
Italy
1,748
130
179
262
2,319
83
4%
The Netherlands
1,443
91
182
470
2,186
355
19%
France
1,155
70
308
405
1,938
-820
-30%
Spain
1,326
39
88
15
1,468
313
27%
Asia
1,111
5
128
30
1,274
621
95%
Finland
1,034
18
8
19
1,079
-744
-41%
Australia and New Zealand
556
36
4
23
619
-59
-9%
Other parts of North America
424
32
47
503
19
4%
Greenland
311
26
373
-195
-34%
South America
144
Central America / Caribbean Middle East Other parts of Africa
4
Total
150
39
35%
149
-92
-38%
20
3
141
5
4%
45
3
48
-9
-16%
1
1
-2
-67%
127,481
2,633
17,851
Bed nights, grouped by type of accommodation and month 2016/01
Hotel
3,529
11,794
159,759
7,722
9,428 13,475 17,535 21,359 18,925 11,911
B & B
17
181
261
569
917
557
126
-47 -100% -740 -100% 592
0%
2016/02 2016/03 2016/04 2016/05 2016/06 2016/07 2016/08 2016/09 2016/10 2016/11 2016/12 5,277
Private
1%
6
Not listed
Type
%
2
Oceania Total
Diff. 15/16
96
47 118
Africa
36
Private Camping
8,342
6,444
Total Diff. 15/16
3,534 127,481
5
8%
2,633
-24%
244
412
554
729
1,538
2,612
7,372
2,342
870
617
305
256
17,851
-20%
Camping
1,477
720
385
260
621
1,854
2,759
2,641
607
220
167
83
11,794
-21%
Total
5,250
6,409
8,678
10,598 15,895 22,570 32,407 24,465 13,514
9,184
6,916
3,873 159,759
0%
6 - Visit Faroe Islands / Annual Report 2016
Bed nights, grouped by location and month Location
2016/01 2016/02 2016/03 2016/04 2016/05 2016/06 2016/07 2016/08 2016/09 2016/10 2016/11 2016/12
South Streymoy
Total.
Diff. 15/16
2,336
3,313
5,645
6,953 10,424 14,683 20,316 15,329
9,350 6,160
4,756
2,723 101,988
Not in South Streymoy 2,914
3,096
3,033
3,645
9,136
4,164 3,024
2,160
1,150
57,771
2%
Total
6,409
8,678 10,598 15,895 22,570 32,407 24,465
13,514 9,184
6,916
3,873 159,759
0%
5,250
5,471
7,887 12,091
-1%
% of bed nights in hotels (whole country and in South Streymoy) Bed nights - room nights/rooms
90%
2013 Whole country 2014 Whole country
80%
2015 Whole country 2016 Whole country
70%
2013 South Streymoy
60%
2014 South Streymoy 2015 South Streymoy
50%
2016 South Streymoy
40% 30% 20% 10% 0%
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
% of bed nights in hotels (whole country and in South Streymoy) Room nights compared to rooms Location Whole country
Year
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec Average
2013
19% 31% 31% 39% 56% 71% 70% 63% 58% 37% 31% 17% 44%
2014
20% 30% 37% 33% 57% 69% 75% 64% 62% 35% 30% 18% 45%
2015
24% 29% 42% 38% 60% 77% 75% 75% 57% 41% 34% 16% 48%
2016
19% 30% 36% 51% 62% 79% 81% 76% 59% 40% 35% 18% 49%
South Streymoy 2013
20% 33% 36% 42% 62% 78% 77% 70% 68% 43% 35% 20% 49%
2014
21% 33% 45% 38% 67% 76% 86% 73% 71% 40% 34% 19% 51%
2015
26% 34% 52% 46% 71% 85% 80% 81% 63% 47% 36% 17% 54%
2016
18% 27% 39% 53% 66% 85% 85% 81% 66% 44% 37% 19% 52%
Annual Report 2016 / Visit Faroe Islands - 7
Tourism 2016 in numbers
Total number of bed nights
2013
2014
2015
2016
132,265
139,250
159,167
159,759
Bed night capacity, beds and rooms Beds and rooms in hotels, monthly capacity (beds or rooms * days of month) Capacity
Year
Beds
2013
26,505 23,604
Jan
Feb
26,133 25,290 26,133 25,590 28,117
Mar
Apr May Jun
Jul Aug Sep Oct Nov 28,241 27,060 27,931 27,150
28,055
Des
319,809
Total Diff.
2014
28,768 25,984
28,768 27,840 29,946 29,970 30,969
30,969 29,970 30,845 29,850
30,845
354,724 10,9%
2015
26,567 23,996
29,698 28,920 29,884 28,920 29,729
29,729 28,770 29,977 29,010
29,977
345,177 -2,7%
2016
30,442 28,478
30,442 29,460 30,597 29,850 30,845
30,845 29,850 30,969 29,130
30,101
361,009 4,6%
Rooms
2013
12,586 11,368
12,586 12,180 12,586 12,330 13,299
13,392 12,780 13,206 12,780
13,206
152,299
2014
13,175 11,900
13,175 12,750 13,640 13,770 14,229
14,229 13,770 14,167 13,710
14,167
162,682 6,8%
2015
11,656 10,528
13,640 13,230 13,671 13,230 13,981
13,981 13,530 14,074 13,620
14,074
159,215 -2,1%
2016
14,353 13,427
14,353 13,890 14,353 14,040 14,508
14,508 14,040 14,508 13,740
14,198
169,918 6,7%
Bed night capacity 2013 – 2015, beds and rooms in total 35,000 30,000 Beds 2013
25,000
Beds 2014 Beds 2015
20,000
Beds 2016 Rooms 2013
15,000
Rooms 2014 Rooms 2015
10,000
Rooms 2016
5,000
Jan
Feb
Mar
Apr
8 - Visit Faroe Islands / Annual Report 2016
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Number of cruise guests, crew members and total arrivals from 1999-2016 70,000
80
Passengers
Crew
Vessel
70
60,000
60
50,000
50 40,000 40 30,000
30
20,000
20
10,000
10 0
0 1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015 2016
Source: TAKS / Hagstova Føroya
For more statistics, visit www.visitfaroeislands.com/vinna
Annual Report 2016 / Visit Faroe Islands - 9
Tourism 2016 in numbers
The economic significance of tourism In 2014, at Visit Faroe Islands’ request, Hagstova Føroya began researching the economic influence of tourists’ expenditure in the Faroe Islands. Because of logistical time constraints, this data is approximately one year behind. Therefore, the numbers in this report are from 2015. The same statistics have been made every year since 2011. In 2015, Hagstova Føroya changed their method of gathering data which resulted in a slight reduction in the numbers.
10 - Visit Faroe Islands / Annual Report 2016
REVENUE In 2015, the total amount tourists spent on services and general goods was DKK 665 million - a clear increase since 2011, when the amount was DKK 416 million. In four years, the numbers have increased by 60%. However, it is worth remembering that 2015 was a special year because of the Total Solar Eclipse. The analysis shows that 60% of the total amount was from international transportation and travel agencies. Around 14% was from hotels and other lodging, and 11% was a result of food and drink purchases. The remaining percentages are shared between domestic transportation, clothing sales, excursions and more. The value increase in tourism has grown from DKK 165 million in 2011 to DKK 235 million in 2015. This is an increase of 29.8%. We have also seen an increase in value added tax within the timeframe, as the
numbers have risen from DKK 19 million in 2011 to nearly DKK 30 million in 2015. JOBS IN TOURISM The incoming tourism in the Faroe Islands accounted for 470 job in 2015, compared to 412 in 2014 and 386 in 2011. These numbers are not all inclusive, as only the international transportation companies, travel agencies, hotels and lodging providers are accounted for. Restaurants, tour guides and other excursion providers, among others, are not yet included. Hagstova Føroya estimates that the total number of full time jobs within the industry (including the outgoing tourism sector) amounts to approximately 900.
increase, but one should remember that the country’s GDP has increased substantially within the same timeframe, compared to the incoming tourism. This is one reason why the increase in tourism is not reflected when calculated as a percentage of the country’s total GDP. EXPORT VALUE The Faroese tourism industry accounted for 7.3% of the all product and service exports in 2015. In 2011, this number was 6.1%. The total export of goods and services from the Faroe Islands in 2015 was DKK 9.124 billion. Tourism in the Faroe Islands accounted for DKK 665 million in exports in 2015.
GROSS DOMESTIC PRODUCT The incoming tourism has increased in relation to total GDP, from 1.2% in 2011 to 1.4% in 2015. This might seem like a small
Tourism revenue for 2011-2015 Group: Year
2011
2012 2013 2014 2015
1
International transportation and travel agencies
254
308
333
361
399
2
Hotels and other lodging
58
61
70
72
90
3
Food and drink purchaes
54
58
67
67
73
4
Domestic transportation
21
22
26
28
45
18
29
30 31
40
10
11
5 Excursions 6
Clothing sales
7 Other
7
8
3
5
5
10 6
8
Total estimated revenue
416
492 541 576 665
95% Confidence interval +
501
576
626
648
768
95% Confidence interval -
331
407
457
504
563
Source: Hagstova Føroya
Annual Report 2016 / Visit Faroe Islands - 11
Tourists: Who they are and where they come from
Type of visitors to the Faroe Islands Most typical types of travellers 22% Globetrotters travel a lot to various places in the world
14% Nature Lovers nature is their main attraction
11% Sightseers they spend their holidays visiting historical sites and take loads of photos
9% Culture Lovers They like cultural events, such as the grotto concerts
At Visit Faroe Islands (VFI), we don’t see the fact that the Faroe Islands are small and unknown as something negative; on the contrary, we see it as a strength in today’s travel market, where destinations are becoming more and more similar. Today, no matter where you travel, you are able to eat the same food, buy the same products from the same brands or do the same activities. But that’s not the case in the Faroe Islands. Our country is unique and special and we want it to continue being so, whilst we continu ously work on increasing the number of visitors and the amount of income from visitors. We have so much to offer visitors and the products on offer are constantly developing. In 2014 and 2015, Gallup Føroyar surveyed 747 visitors. The surveys were conducted as personal face-to-face interviews with visitors who spent at least one night in accommodation in the Faroe Islands (cruise guests and people
12 - Visit Faroe Islands / Annual Report 2016
who were only visiting for one day were not included). The aim of the surveys was to examine the leisure segment. As such, the surveys were conducted during the summer. This means that the surveys do not give a proper insight into visitors who visited for business purposes. Likewise, the survey does not give a proper insight into the proportion between leisure- and business visitors. The survey concluded that the main segment of people who visit the Faroe Islands includes knowledgeable and mature tourists who travel with a partner. A large majority are well educated, earn a higher than normal income and choose unusual travel destinations. As a whole, they are very satisfied with their experience in the Faroe Islands. They are open and want to experience nature. They look for travel destinations that do not have an overflow of tourists. They want to experience something special that touches the soul and mind.
INTERESTS AND BEHAVIOUR
AN OVERVIEW
97%
say they are satisfied or very satisfied with their trip to the Faroe Islands
BOOKING PROCESS • Most use an iPad/Smartphone to find information about the Faroe Islands: 67% said yes and 33% said no • Most had thought about visiting the Faroe Islands for quite some time: 52% considered the islands for more than a year. Most took a final decision between 3-6 months before the trip • Other dream destinations for visitors who visit the Faroe Islands include Iceland, Greenland, Norway and Scotland. All these destinations are known for their breath taking nature • Most do not book their trip through travel agencies or package deals: 55% said they book their trip themselves
68%
say they would like to or are certain to visit the Faroe Islands again
WHERE THEY COME FROM Most are from the Nordic countries:
48% of tourists that visit the Faroe
Islands during the summer are from the Nordic countries Most are people that live in large cities:
50% of visitors live in large cities 36% of visitors live in small cities 14% of visitors live in villages Most are people older than 45: 54% are 45 years old or older
21% are 25-34 years old 19% are 55-64 years old 18% are older than 65 16% are 45-54 years old 14% are 35-44 years old 10% are 18-24 years old
Most people think that nature is the most important part of their journey:
86% think that nature is important, 72% think that culture is important, 11% think that personal challenges are important Most want to get in touch with locals:
54% want contact with locals, 23% would rather observe from afar Most tell others about their trip while they are travelling:
61% used either social media or
conversations to show photos and tell others about the Faroe Islands Most visit the Faroe Islands for the first time:
75% have not been to the Faroe Islands before, 25% have been before Most visitors spend a few nights:
38% spend between 5-8 nights 31% between 2-4 nights 15% between 9-13 nights 15% longer than 14 nights It is worth mentioning that visitors during the summer tend to spend more nights in the Faroe Islands than visitors during other seasons. This is the reason why these numbers are higher than the average for the whole year. According to Hagstova Føroya, visitors spend approximately two nights on average.
Annual Report 2016 / Visit Faroe Islands - 13
The tourism strategy
The tourism strategy Worldwide tourism increase The tourism industry is one of the fastest growing industries in the world. According to WTO, the industry has had an annual growth of 4-5% over the past decade. This increase is expected to continue until 2020. Most of the countries surrounding the Faroe Islands have experienced a large increase within the same timeframe. We do not have precise statistics to confirm whether this is
14 - Visit Faroe Islands / Annual Report 2016
the case in the Faroe Islands as well. However, we know that the Faroe Islands have not attracted an equal amount of tourists compared to our neighbouring countries, and the local industry needs to stimulate growth in order to improve. The capacity of the hotels has not changed much since the mid-1980s, and, proportionally, the amount of guests is one of the lowest in Europe.
Despite this, the Faroe Islands show great potential as a tourist destination. The country’s uniqueness makes it the perfect experience for fussy travellers. But without more effective marketing strategies, the Faroe Islands are simply lost amidst the many other travel destinations. With this in mind, Visit Faroe Islands created a new strategy in 2013 where we partner with industry players to promote growth. THE STRATEGY EMPHASIZES THREE MAIN POINTS: 1. Focused marketing: All marketing by the industry will be coordinated through one joint brand 2. Framing: Creating the best possible framework for the industry. The legislation needs to be refined to create a safer framework and increased profit for the providers 3. Development: Ensure sustainable development, as well as facilitate product development, investments and education within the tourism industry
Annual Report 2016 / Visit Faroe Islands - 15
The tourism strategy
VISION Our vision is that tourism will be a new core industry to the Faroese economy. It should be sustainable and compliant with the needs of the Faroese people, the environment and the economy. Our goal is to double the value of tourism in the Faroe Islands and increase the revenue to no less than DKK 1 billion by 2020 LONG-TERM GOALS OF 2020 Together, we will place the Faroe Islands on the map as a unique, interesting and sustainable tourism destination 2015: · 140.000 total bed nights · + 200 places of employment (in comparison to the statistics of 2011) · DKK 600 million in revenue
16 - Visit Faroe Islands / Annual Report 2016
2020: · 200,000 total bed nights · + 450 places of employment (in comparison to the statistics of 2011) · DKK 1 billion in revenue Reaching revenue of DKK 1 billion by 2020 requires an average annual industry growth of 10-11%. Under current conditions, these goals are highly realistic. An increase in bed nights will increase the revenue within the industry, which in turn will create more employment opportunities in all areas of the industry; everything from tour guides, specialised tour planners, airline and sea carriers, hotels and restaurants to sales and marketing positions. Other related industries will also benefit from increased demand.
PRIORITIZING INTERNATIONAL MARKETING In order to meet our goals, most of our resources will be directed towards international marketing over the next few years. This will create a greater focus on marketing rather than product development. The high season is currently too short, and we need to extend it by selling the Faroe Islands as a year-round destination. This can be done by attracting more conferences and segments that work well with what our product has to offer. This will also better our chances of attracting the “right” tourists who are more profitable for the industry. The segments we are targeting can be found in all of the prioritized markets.
CHOICE OF MARKETS AND SEGMENTS The markets are split into A, B and C categories, with A being the main priority. · A-market: The Nordic countries, Germany, Great Britain · B-market: Benelux, Italy, Spain, France · C-market: The U.S., China, Japan,Russia, other European countries
All of our marketing efforts are now tied to our brand to reach the best possible outcome. This includes, but is not limited to: campaigns in the markets, topics in the media, websites, social media, events, presentations, as well as merchandise.
ng
All of our marketing is based on our new brand. First, we will prioritize the group with “low-hanging fruit, i.e. the areas that are most likely to already know of the Faroe Islands, thereby increasing the likelihood of attracting tourists quickly. Therefore, we will focus more on the Nordic countries than we have previously. All of the segments are included in the A market, meaning Consumers (B2C), Media, and Businesses (B2B). We will also work with MICE coordinators in certain parts of the A market. In the B market, we will primarily focus on collaborating with the media and other businesses. Minimal work will be done in the C market, although there will be some campaigns.
ti rke Ma
To acquire more details on our strategy, please contact Visit Faroe Islands.
aig
mp
ca
B2C
Campaigns A
ns
B2B
B2C
Events Exhibitions Workshops
Events Exhibitions
B
B2B
Brochures Newsletters Promotional products FAM tours Website C
MEDIA Press trips Press releases Newsletters Website
B2C
Brochures Social media Website
Annual Report 2016 / Visit Faroe Islands - 17
Visit Faroe Islands
Visit Faroe Islands Visit Faroe Islands’ objective is to coordinate and manage the marketing of the Faroe Islands as a tourist destination in order to increase tourism revenues.
MISSION Visit Faroe Islands’ mission is built on three pillars: The three c’s: • Consolidate, coordinate and campaign for the Faroe Islands as a tourist destination. • By working in conjunction with the members of the industry, VFI’s aim is to rebrand the Faroe Islands as a top tourist destination among target demographics. • VFI aims to be the go-to authority on all things tourism while driving the industry forward. STAFF Visit Faroe Islands currently has six full-time employees.
18 - Visit Faroe Islands / Annual Report 2016
BUDGET In 2016, Visit Faroe Islands had a budget of DKK 13.4 million. The money was spent as follows: • 9.3 million on international marketing. • 4.1 million on administration/ overhead/ payroll/local events in the Faroe Islands. As illustrated, approximately 2/3 of the budget was spent on international marketing, in accordance with the original objective. VFI was given an additional DKK 2.5 million to be distributed as grants: • 1.5 million to regional organization/ local information centres • 0.5 million to NATA (the North Atlantic Tourism Association) • 0.5 million to the ”krónu fyri krónu” grant
VISIT FAROE ISLANDS’ GOALS FOR 2016 Continual development of the third phase of the brand (Sheep View project) – complete Development of new website - complete Continual development of marketing to interest groups – complete More joint campaigns with Promote Iceland and Visit Greenland – complete Continual development of social media platforms – complete Create a MICE ambassador network - complete Meetings design for MICE network - complete Skills development for MICE network – complete Incorporate regional information centres into website – in progress
NEW BUDGET = NEW OPPORTUNITIES The larger budget has made all of this possible: • Entering many new markets • Extensive campaigns with the industry • Increased international PR • Increased digital marketing • Campaigns for interest groups: fishing, food, etc. • Campaigns for conference- and meetings groups • Development of new website • Development of new brand • First class media kit • New statistics = new compass
Director
Customer Service Content Bookkeeping
THE ORGANISATION OF THE STAFF of Visit Faroe Islands
Marketing (Leisure and PR)
Marketing (Business)
Marketing (Digital)
Annual Report 2016 / Visit Faroe Islands - 19
The tourism brand of the Faroe Islands
20 - Visit Faroe Islands / Annual Report 2016
The tourism brand of the Faroe Islands The aim of the brand is to unite the local tourist industry under one common message so that the Faroe Islands can stand stronger and become more visible as a tourist destination. This is one of the key aspects to making progress; to have a common identity that every marketing strategy is based on. The Faroe Islands needs to advance past being an unlabelled destination to become a unique and exciting possibility for our interest groups; a destination that people want to travel to sooner rather than later.
say the brand has been very well received. The brand films have won numerous international awards. The concept is strong and the feedback shows that the brand conveys the right message for the recipients, thereby optimizing the marketing efforts.
On August 14th 2013, the new brand was revealed in the Nordic House, along with the first signature film. It’s safe to
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The tourism brand of the Faroe Islands
The fact is that more people visit the Galapagos Islands every year than the Faroe Islands. But the idea that the Faroe Islands are unspoiled and undiscovered really adds to their potential as a destination. This appeals to the tourists that want to explore their own, unique paths, rather than follow in the footsteps of others. Using the words “Unspoiled, Unexplored, Unbelievable”, and by adding the prefix “un” in front of the keywords in the description, we communi cate the notion that the Faroe Islands offer a new experience. This distinguishes the Faroe Islands from more popular places, thereby turning them into a unique and distinct destination. The new brand applies well across media platforms, translates well, and highlights all the Faroese seasons. USING THE BRAND Visit Faroe Islands is the owner of the brand while everyone else in the industry is invited to use it. By offering the brand “Visit Faroe Islands” to the tourism companies, we provide them with a tool to bolster their own initiatives, while maintaining their own individual identities. In addition to this, we encourage all Faroese people to use the brand in their spheres of influence, whether in meetings, as exchange students, in their digital lives, etc. A brand book in Faroese can be downloaded here: www.visitfaroeislands.com/vinna
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unlike
any other part of the Atlantic Ocean
Unstoppable
welcome to our 60 million year old theme park, called Mother Nature
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Visit Faroe Islands creates media buzz
Visit Faroe Islands creates more than DKK 370 million in media buzz
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The international press coverage for 2016 broke all records – again. The value of press coverage, as a result of press visits in 2016, has been estimated at DKK 370 million. A large portion of this is because of the Sheep View project, which received an enormous amount of coverage in international media. Visit Faroe Islands invited 262 international press to the Faroes Islands in 2016, compared to
231 in 2015, 162 in 2014, 100 in 2013 and 50 in 2012. Of the 262 in 2016, 55 were Instagrammers. The press that wrote about the Faroe Islands as a travel destination in 2016 came from many different countries, such as Denmark, Norway, Sweden, Finland, Australia, England, Scotland, Germany, Italy, Spain, Belgium, Holland, France, Switzerland and the USA.
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Visit Faroe Islands creates media buzz
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Unveil
the story of the islands
visitfaroeislands.com 28 - Visit Faroe Islands / Annual Report 2016
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Meet the staff at Visit Faroe Islands GUÐRIÐ HØJGAARD Director Mobile: 55 61 35 guri@visitfaroeislands.com
SÚSANNA SØRENSEN Leisure Marketing Manager & Press Officer Mobile: 55 61 38 susanna@visitfaroeislands.com
BÁRÐUR EKLUND Digital Marketing Manager
LEVI HANSSEN Content Manager & Press
Mobile: 55 61 37 bardur@visitfaroeislands.com
Mobile: 50 32 65 levi@visitfaroeislands.com
ANNLEYG LAMHAUGE MICE Marketing Manager Mobile: 55 61 36 annleyg@visitfaroeislands.com
Please feel free to contact us with any questions you might have about tourism in the Faroe Islands.
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Sniรฐ og uppseting: Sansir
Visit Faroe Islands Gongin 9 100 Tรณrshavn Tlf. +298 666 555 info@visitfaroeislands.com www.visitfaroeislands.com