Responsible marketing in Visit Tromsø-Region

Real experiences, realistic expectations! 
For us at Visit Tromsø-Region, responsible marketing is about balancing our marketing efforts with realistic expectations and clear communication of information. In the destination company, we always strive to make our marketing truthful, ethical and in line with sustainable principles. 

But what does responsible marketing mean in practice, and how do we work with it? 

We portray experiences and activities realistically 

The Tromsø region is renowned for its spectacular nature experiences, and we are committed to communicating nature and activities in an authentic way. That's why we don't use images or videos that portray reality differently than it actually is. When it comes to the Northern Lights, one of our biggest draws, we are careful to avoid manipulated images or misleading information that creates unrealistic expectations. We emphasise that visibility depends on weather conditions - there is no guarantee of the Northern Lights. 

We should always keep in mind that the content we post can inspire our followers to do the same. That's why we need to be conscious of what we communicate through photos and videos. For example, we do not publish photos or videos of people standing or sitting on the edge of a cliff, activities on water without a buoyancy aid, skiing without a helmet, or hiking on days with high avalanche risk. The same applies to drone images taken in a prohibited zone (even if the image was taken legally with the correct permits), and camping and tenting that are not on paid or organised sites. 

We avoid greenwashing 

We are always conscious of how we communicate about the environment and sustainability and avoid giving a misleading impression of our sustainability work. We have signed the greenwashing poster, a guide consisting of ten principles for good and credible sustainability communication. 

We encourage the use of local operators and services 

We strive to ensure that tourism in the Tromsø region gives as much as possible back to the local community. That's why we always encourage visitors to choose local guides, activities, restaurants and services, all year round. In this way, we help to ensure that value creation remains in the region and creates year-round jobs and economic growth. 

We also have a strong focus on local food, highlighting restaurants and suppliers that use locally sourced ingredients and traditional flavours from the region. 

We listen to the local community 

We regularly conduct resident surveys, as feedback from the local community is essential for our improvement. Responsible marketing is a shared effort, and we work closely with our partners, authorities, and the local community to ensure that our work reflects responsibility and quality. 

We focus on universal design 

The information we share is universally designed so that it is easily accessible to everyone. Our websites fulfil all universal design requirements, so that the content can be used by everyone regardless of disability. It should also be easy to find information about experiences that are well adapted to different needs, and on our website we have a quality-assured article about accessibility in Tromsø that provides a useful overview of adapted offers and facilities. 

Why is responsible marketing important? 

Responsible marketing is about honesty and respect - both for guests and the local community. By presenting the Tromsø region realistically and providing correct and important information, we avoid disappointment and help visitors have an authentic experience. 

At Visit Tromsø-Region, we work to ensure that tourism is in harmony with nature, wildlife, the local community, business and the future. Sustainability is a common thread in everything we do, and this will be reflected in our marketing communication. 

In this way, we facilitate more satisfied visitors and a tourism industry that has the least possible conflict with the local community - something that we at Visit Tromsø-Region believe is at the heart of good tourism development 

Would you like to know more about how we work with responsible marketing or do you have suggestions for our work? Please contact Marketing Manager Rebecca Skoog by email.