What is B2B?
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The goal of Innovation Norway's B2B efforts is to market Norway as a travel destination towards tour operators, incoming operators, and travel agencies.
We work actively to get them to:
Include trips to Norway in their programmes
Increase the number of products they sell through their programme (product development)
Increase the sale of trips to Norway through their channels
Incoming operators
Customers are primarily tour operators / travel agencies
Some also work directly with end customers
May work in multiple markets
Primarily sell Norway as a destination = “Norway experts”
Suppliers: Norwegian travel companies
Tour operators
Foreign companies
Customers are: travel agencies/ end customers
As a rule, they target the market in which they are located
Sell Norway and other destinations.
Suppliers: Norwegian travel industry companies and/or incoming operators
Travel agencies
Customers: end customers or companies
As a rule, they target the market in which they are located
Sell Norway and many other destinations.
Suppliers: incoming operators and tour operators
Advantages of working B2B
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You gain a big sales force that's out selling your company to its customers/consumer - without needing to be present in the market and without necessarily needing to know the local culture and many different languages
You can reach different customer groups/segments according to which operator you are working with
You gain valuable market knowledge about guest/customer expectations
Valuable input/feedback on product development, which helps you have an attractive product
Gain contacts in the markets in which you work, which helps you if/when you wish to go out and present your product yourself - and gives you a fantastic network
Links you to a network of expertise together with other Norwegian suppliers
Where do you find your customers?
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Workshops
Innovation Norway organises all the workshops where you can have sales meetings with customers.
These can be in both local or international markets, such as NTW.
Other players also host workshops in which the Norwegian travel industry can take part, for example Nordic Collective and ECT.
B2B fairs
Local fairs are organised in the markets, as well as international B2B fairs, such as ITB Berlin and WTM London. Innovation Norway usually takes part in the local fairs in the markets in which we are represented. This is decided annually. If it is decided to take part, we can invite you to participate at the stand.
Viewing trips and sales trips are also good platforms to utilise.
Where and how you should start
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As a new player, you should start by looking at IN's activities. These will ensure:
• That you reach carefully selected and serious customers
• Market insight
• That you get help to connect with relevant customers