Disney-movie brings more Americans to Norway
Disney’s animated film Frost, which was inspired by Norway, has led to an explosion in American tourism to Norway. In the period of January to March the traffic of American tourists to Norway increased by 37 percent compared to the same period in 2013. Frost used the Norwegian fjords and mountains as “location,” and was opened by a Sami song when it premiered in movie theatres around Christmas time last year.
Disney invested NOK 895 million to produce the movie, and has collected ticket revenues of a whopping NOK 7,28 billion. That brings Frost in at fifth place of the movies with the highest revenue of all time.
The movie was also a big success in Norway, with more than 500.000 tickets sold.
At the same time, the movie is having a positive effect for the tourism industry. According to Innovation Norway, the number of tourists from the U.S. to Norway increased by 37 percent between January and March this year compared to the same period in 2013, and the Americans’ searches for airfares to Norway online have increased by 153 percent.
“There is no doubt that the increase in interest for Norway as a travel destination among Americans is to a great degree influenced by Frost,” says Travel Industry Director Per-Arne Tuftin in Innovation Norway to Aftenposten.
According to Tuftin, Norway’s national tourism organization, VisitNorway, has spent a total of NOK 6 million on marketing in the U.S. in connection to the movie. This includes banners on large screens in Times Square, TV ads and ads published in print media and online, showcasing the Norwegian fjords and mountains that are featured in the movie.
A lot of the growth in visitors comes through Norwegian’s new routes to the U.S., but other American travel agents also report that there has been a considerable increase. Last year the Americans had 303.000 overnight stays in Norway, and this number is expected to increase significantly in 2014.