Making Norway: Norwegian values to entice travellers

– My greatest hope for Norway is that we will be able to take care of one another. That we will continue to build this country and that we will feel that we are – despite our differences – one people.

With those words, H.M. King Harald V of Norway ended his speech at a garden party in 2016. The speech gained attention and is the inspiration behind a new series of films called Making Norway, presenting the breadth of Norwegian values and traditions, produced to create travel desire.

Value-based travel and social immersion

– King Harald V talked about modern Norway, about values that are important to the country, and who Norwegians are, says Bente Bratland Holm, director of Visit Norway.

– This project is about showcasing Norway and Norwegian values to inspire travellers to visit. Experience from other projects where we have focused on Norwegian values show that this creates travel desire. People travel to and buy products from countries they like, says Bratland Holm.

The King’s speech addressed the fact that the Norwegian society has experienced major changes in the past 25 years and that “being a Norwegian” must be constantly redefined. Three years after the speech by H.M. King Harald V, three Norwegian women with minority backgrounds reflect on the King's words and how it relates to modern Norway.

Watch The King’s Speech

Making Norway – typically Norwegian

The series of films showcase quirky Norwegian phenomenon. Imagine watching a seven-hour tv show of a train ride where nothing happens. It may sound odd, but Slow TV enthusiasts insist it soothes the soul. Since the beginning in 2009 slow tv has enticed viewers with, among other things, a clock for 24 hours, a 3-month live stream of a bird feeder, 134 hours of Hurtigruten’s trip up the Norwegian coast-minute by minute, and a 12- hour broadcast on the topic of firewood. Watch Slow TV

Nature makes Norway, defines its inhabitants and their way of life. In A Keyless Society the relationship with nature is being presented through a story of inclusive architecture and art.
Watch A Keyless Society

Taste the Picture show how the raw Norwegian climate, our history and people are essential for creating some of the worlds best produce. From the ocean to the forest, you can enjoy the landscape in every bite. Watch Taste the Picture

Here’s more on typical Norwegian phenomenon, such as “Kos”, celebrations, Vikings and Sami culture.