Norway’s attempt to promote its great outdoors has hit a roadblock.
A state tourism campaign that was intended to “highlight the part of
Norwegian culture that is about using nature” has been dumped over fears
of overtourism and negative environmental impact.
Norwegians have the legal right to camp, swim, ski and walk freely in
nature, regardless of who the landowner is. This freedom to enjoy
outdoor life is entrenched in Norway’s culture.
But, as The Guardian reports, an initiative to extol these benefits
to international tourists has been opposed by regional tourism bosses
who say it could lead to a surge of unregulated traffic and camping,
putting too much pressure on the natural environment.
Stein Ove Rolland, the chief executive of tourism board Fjord Norway,
said, “We believe that marketing outdoor activities to a growing
international holiday and leisure market can be risky because it may
lead to more people wanting to explore vulnerable natural areas on their
own.
“This can result in wear and tear on nature, increased littering, and
could potentially lead to accidents and rescue operations.”