The goals of the tourism industry in Northern Norway are to expand the service- and product offering and to increase the volume of incoming tourists. Joint tourism products augment the quality and uniqueness of the activities and consequently attract more visitors. Therefore, it is crucial to intensify the cooperation among the regional actors and stakeholders and “develop a dialogue in order to be able to sell a cross-border product”.
The entrepreneurs request that the public sector supports joint product development actions. Norwegian entrepreneurs are familiar with work-related tourism and want to prioritize its development throughout the whole Barents Region in the future. Especially the incentive trips are prospectus and profitable. Since the sector is in a sophisticated level in Norway, the actors propose that the country could function as a hallmark and help to increase the trend of MICE-tourism in the whole Barents Region.