Competing for the Alpine Tourists

"It is said that Norwegians are born with skis on their feet, and that Norway is the cradle of skiing. However, almost no airline knows that we have large and well-developed ski destinations near Oslo Airport and Norway's capital, Oslo. The treasure is right outside the front door. Together with Alpinco, we’re going to tell the world about it," says Joachim Westher Andersen, Head of Hub Development at Oslo Airport.

Competing with the Alps
He explains that Avinor and Alpinco have entered into a strategic partnership aimed at increasing the number of ski tourists traveling from European markets to their ski destinations in Hafjell, Kvitfjell, and Oppdal.

"We’re noticing a growing interest and genuine curiosity about Norway as a ski destination from the airlines we've met over the past year. In recent months, we’ve had a very constructive dialogue with Alpinco, which operates the ski destinations Hafjell, Kvitfjell, and Oppdal. Now, both companies are focused on competing with the Alps and the Pyrenees, hoping to draw attention towards Norway and Eastern Norway. This could have very positive ripple effects for the ski destinations, and we believe it holds significant international potential," says Westher Andersen.

International Interest Grows
Alpinco is experiencing increasing interest from international markets and views a partnership with Avinor as both the right move and an exciting opportunity.

"More and more foreigners are discovering Norway as a ski destination. This represents a significant opportunity for the entire tourism industry during the winter season. With modern destinations, guaranteed snow, and seamless logistics, Alpinco aims to grow further in markets outside the Nordic region. In that regard, Avinor is a fantastic gateway and partner," says Jonas Bjørnerud, Commercial Director at Alpinco.

The Treasure of Eastern Norway
In recent years, Alpinco and other Norwegian destinations have invested billions in developing their offerings, and now they aim to ensure that more than just Nordic guests can enjoy the Norwegian mountain experience.

"Norway as a travel destination is not just about fjords and the Northern Lights. Norwegian ski destinations have made huge investments and developments over the past decade, and we’re now competing with major players in Europe. International ski guests will experience real winter and quality — this is what Hafjell, Kvitfjell, and Oppdal offer," says Bjørnerud.

Significant Value for the Tourism Industry
Together with Alpinco, Avinor will focus on key markets in Europe in the coming period. This will include dedicated discussions with various airlines and tour operators, as well as strategies for marketing winter tourism and ski destinations in Eastern Norway.

"We’ve already started this work and have a great dialogue with several airlines that are very interested in the Norwegian mountains in general, and Alpinco’s ski destinations in particular," says Martin Langaas, Head of Route Development at Avinor.

He explains that the goal of the partnership is to fill planes on existing routes during the winter season and make it more attractive for airlines to maintain frequency and route offerings during what would otherwise be a low season, with plenty of unused capacity at Oslo Airport.

"This is an initiative that brings significant value to the tourism industry in the Norwegian mountains, to the airlines, and of course to Avinor as a company. Interest in winter tourism is growing across Europe, and few places are better positioned to capitalize on this than the Eastern Norway region, with Oslo Airport as the hub," Langaas concludes.

Avinor is in positive discussions with several players and hopes to establish many similar partnerships in the future.

"The Norwegian mountains are filled with fantastic ski destinations, and our collaboration with Alpinco is just the beginning of something very exciting for all of Eastern Norway, especially in terms of the development of winter and ski tourism," concludes Joachim Westher Andersen.

Want to know more about the partnership between Alpinco and Avinor?
Alpinco:
Jonas Bjørnerud
Commercial Director
Alpinco
Phone: +47 93 05 37 33
Email: jonas@alpinco.no

Avinor:
Email: presse@avinor.no
Phone: +47 918 15 614