Due to a NOK 30 million budget cut in Innovation Norway Tourism budgets for 2026, it has been decided to discontinue the National unit for event tourism that focused on sport and cultural events. This means that several services, collaboration models, and offerings related to event tourism will now cease.
Consequences of the Closure
The discontinuation means that Innovation Norway will no longer:
· Carry out calculations of regional value creation using the event calculator
· Continue the mentoring scheme for event organizers
· Implement the planned competence program for organizers
· Participate in international meeting places and events
· Coordinate and connect actors across sports federations, organizers, destination companies, and the wider business community
· Publish reports and insights related to event tourism going forward
· Participate in Nordic or international networks or maintain membership in relevant international organizations
Background: Development of the Event Initiative (2009–2026)
2009–2012: Initiation and Foundation
The initiative for a national focus on event tourism originated as part of the “city project” in 2009. PwC carried out a preliminary study that resulted in a white paper on event tourism and the development of a calculator to measure regional value creation.
In 2012, the initiative was established under Norway Convention Bureau (NCB) as a business network financed by the major cities and Innovation Norway.
2016–2018: New Forms of Collaboration
When business network funding ceased in 2016, NCB and the major cities established the Event Initiative as a permanent part of NCB’s work. At the same time, NCB and the Special Sports Federations’ Association (SFF) entered into a collaboration to strengthen efforts related to international sporting events.
In 2018, NCB was incorporated into Innovation Norway Tourism as part of the B2B team. Innovation Norway was also tasked with developing a national event strategy, which was completed in December 2019.
2022–2026: National Resource Center and Nordic Collaboration
In December 2022, the initiative was established as a national unit for events, with the goal of attracting new events to Norway and strengthening expertise in the field. A cooperation agreement was also signed with the Norwegian Olympic and Paralympic Committee and Confederation of Sports, as well as destination companies.
From 2023, a Nordic collaboration was initiated with regular meeting arenas in Oslo, Stockholm, and Copenhagen through 2026.
Participants in the Event Initiative (2012–2026)
The following actors have participated throughout the years: VisitOSLO, Visit Bergen, Region Stavanger, Visit Lillehammer, Visit Trondheim / Trøndelag County Municipality, Visit Tromsø, Oslofjord Convention Center, Destination Haugesund & Haugalandet, Visit Bodø, Visit Østfold, and Visit Sørlandet.
Conclusion
The closure marks the end of an extensive and long-term effort to develop and professionalize Norwegian events and event tourism. Innovation Norway will ensure that relevant information is carried forward where possible and contribute to keeping affected stakeholders informed during the transition.