The Communication Pledge – promoting Norway responsibly

The Communication Pledge – promoting Norway responsibly

Norway's destinations and Innovation Norway/Visit Norway have agreed on nine shared principles for how Norway is marketed. Use them to set realistic expectations, spread visits across seasons and regions, and give your clients authentic experiences that also benefit local communities.

Join the pledge

Destinations, tourism businesses and other partners who promote Norwegian tourism are welcome to join. Use the principles in your own communication, and show your support by signing up on the Communication Pledge page.

One voice for Norway

The Communication Pledge is a joint initiative from the destinations in the Norwegian Travel Cluster and Innovation Norway Tourism. It gives everyone who promotes Norway a shared national framework for how we present Norwegian destinations and build the Norway brand.

The idea is simple. When destinations, tourism businesses and international partners tell the same honest story about Norway, the message becomes stronger. Good promotion should help create places that are great to visit, great to live in and worth protecting for future generations.

Why it matters to the travel trade

You are often the first to shape your clients' picture of Norway. What you promise in a brochure, itinerary or sales conversation affects how they travel, when they come and how satisfied they are when they get home. Clear, credible information means:

• Clients who arrive well prepared and have realistic expectations.
• Fewer disappointments and complaints, and more repeat bookings and recommendations.
• Trips that travel beyond the best-known hotspots and outside the peak season.
• More value for the local communities your clients visit.

Putting the principles into practice

• Show the real Norway. Use real stories and images that match what clients will actually experience. Be honest about seasons, daylight, weather and distances.
• Think beyond the peak season. Suggest shoulder and winter seasons, lesser-known regions and longer stays with time to explore.
• Prepare your clients. Share practical advice on safe travel in nature, on the roads and at sea. You'll find ready-to-share safety videos and tips here in the Toolbox.
• Make sustainability claims you can back up. Promote certified, eco-friendly products, and avoid vague green claims you can't document.
• Be inclusive. Show the diversity of travelers and hosts, and give clear information about accessibility.