Northern Norway attractive for film tourism
A recent research report shows, among other things, that tourists are still drawn to Ylvingen thanks to the TV series Himmelblå. Liv Ask and Mathis Staale Mathisen are two of them. Photo: Ask and Mathisen / visithelgeland.com
"Himmelblå" went off the air in 2010, but the TV series still attracts summer tourists to Ylvingen. A new research report shows significant potential for film tourism in Northern Norway.
On behalf of the Northern Norwegian Film Commission, Nordland Research Institute by senior researcher
Karin Marie Antonsen mapped the capacity and potential for developing Northern Norway and Svalbard as a film destination.
– The study shows that the Northern Norwegian tourism industry is interested both in film and TV productions as a market and in developing sustainable film-based tourism, says Antonsen.
– At the same time, the study shows that the tourism industry in the north has until now made little strategic investment in film productions or in the development of film-based tourism.
But something is afoot. And "The Battle for Narvik" shows the way.
Developing experience products
In connection with the blockbuster film "The Battle of Narvik", a film tourism project has been established in Narvik under the leadership of the Narvik Center. Through this project, tourism stakeholders have developed a total of 18 bookable experiences related to the film.
– But the film has, as is well known, been plagued by bad luck. Due to Covid and the situation in Ukraine, the premiere has been postponed several times, now until December 2022, says Antonsen.
– It is therefore too early to say whether the film tourism project is a success.
But the Narvik project has already inspired others. The upcoming Nils Gaup film "Sulis" is also being promoted as a film tourism destination.
– The goal is to develop products through the fall of 2022 and be ready with bookable products in parallel with the marketing of the film itself, which will premiere either in mid-March or September 2023, says Antonsen.
Ready for premiere day
The potential is therefore abundant. So what does it take to succeed in truly establishing Northern Norway as an attractive film destination?
– Close collaboration between the tourism industry, the film industry and the public sector has been identified as an important success factor, says Antonsen.
– But investing in film tourism will depend on good structural frameworks for film production in Northern Norway. A strong film industry in the north will be important in order to attract larger productions to the region.
When it comes to developing film-based tourism, the report concludes with what people in Narvik and Sulis have already understood:
– It would be most appropriate to set up projects and networks around specific productions that are already planned or underway in the region, says Antonsen, who emphasizes that the tourism industry must also take the initiative if they want to achieve film-based tourism.
– The challenge is then to start the project early enough to set up collaboration and financing and be ready with products and marketing materials on premiere day.
