Panic in Norway as it suddenly scraps plans to bring more tourists into the country

Norway has suddenly scrapped plans to bring more tourists in due to fear overtourism could overburden the country’s natural spaces. It has axed a major campaign aimed at promoting Norway as a holiday destination for outdoor lovers.

This comes after warnings that the country’s “right to roam” laws combined with mass tourism could lead to the destruction of natural spaces.

Norwegians have the legal right to camp, swim, ski and walk freely in nature, regardless of who the landowner is. This law, allemannsretten, is seen as foundational to national culture.

Innovation Norway, owned by the government, wanted to “highlight the part of Norwegian culture that is about using nature” by putting outdoor activities at the centre of the campaign.

But regional tourism bosses have said that international tourism could lead to unregulated traffic and camping, putting too much pressure on natural spaces.

Bosses in north and west Norway called for the campaign to be halted while they assess the potential impact of greater tourism in their area. Innovation Norway paused the initiative.

Stein Ove Rolland, CEO of tourism board Fjord Norway, told the Guardian: “We certainly want visitors to enjoy our nature, but we prefer it to happen through well-organised sustainable offerings provided by competent experienced companies within the tourism industry. 

“This is to ensure that our amazing nature can be enjoyed by locals and visitors for decades to come.

“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.”

Rescue operations to find tourists lost in the mountains have increased due to tourists coming unprepared.

Bente Lier, general secretary of outdoor recreation organisation Norsk Friluftsliv, said although it welcomed tourists to Norway, nature must be protected.

“We cannot invite 30 guests if the table is set for four,” she said. “It is important to know that with allemannsretten or roaming rights also comes the obligation to show respect to nature. 

“In short: we shall not leave any trace. This is something we learn in Norway when we are children – from family or at school – but it is not that obvious to many international tourists.”