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This isn’t a typical start to a tourism advertising campaign.
“To be honest, I’m not coming here,” said one rather frustrated resident of the Norwegian capital of Oslo.
The narrator, a 31-year-old man named Halfdan, introduces the audience to the city and complains about its lack of pretentious, accessible art—like Edvard Munch’s The Scream (… “not exactly the Mona Lisa,” he points out)—and its accessibility.
As he spoke these words, he strolled through a quiet urban landscape, without lines, crowds, or fame. Selfie Insight.
“You can walk from one side of the city to the other in about 30 minutes,” he said. complain Halfdan.
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“Is this still a city?” he added.
Since its premiere in late June, the one-minute-and-45-second English ad video Attracted nearly 20 million viewsmuch to the delight of Oslo tourism officials.
Maybe we shouldn’t be surprised.
The campaign comes at a time when more and more tourists are starting to stray away from popular tourist routes.
Mass Tourism
Apparently, they are no longer willing to join the crowds of tourists to see the same sights and take the same photos to show their friends on social networks.
Most residents in tourist cities are also dissatisfied status quo.
Last month, a group of protesters opposed mass tourism Barcelona Spray water on some foreign tourists and Mallorcaa crowd of 20,000 city residents Protest against hordes of tourists They drove up the rents and turned their homes into playgrounds.
VeniceMeanwhile, a temporary tax on tourists and visitors is being introduced this year Amsterdam Plans have been announced to regulate the number of cruise ships carrying tourists to the city centre.
But Oslo seems to have a different type of tourist in mind.
August YofaldDirected the video and wrote the script, he said he was inspired by a vacation he took to Paris with his girlfriend.
Before leaving home, he set a goal:
“I told him that if he didn’t see the Eiffel Tower, the trip would be a success.”
The Oslo native, who turns 30 this month, is not alone.
He said young travelers don’t want the same vacations as their parents.
Instead, they seek experiences that are not designed for tourists.
“I don’t want Disney World. I want to sit at someone’s kitchen table and drink wine with a glass of milk,” he said.
Besides, he said, no one gets excited about taking photos of typical locations like the Leaning Tower of Pisa or the Blue Lagoon in Iceland.
“It’s getting a little stale. I think it’s getting boring and people are getting tired of it,” he said.
Tourists, on the other hand, want authenticity, a term he admits is difficult to define.
But the idea is not new.
Bloggers and PR people Elena Pasinger This trend is called Life experience rather than sightseeing (In Spanish, this is similar to “see life instead of sightseeing”).
He used this quote as the subtitle of his 2015 book The Creative Traveler’s Handbook (The Creative Traveler’s Handbook).
While traveling around the world, the Austrian native discovered that even everyday activities like shopping, taking a train ride or visiting a park popular with local families were appealing.
“I always avoid tourist traps I also went to the locals’ meeting points, where life takes place,” he pointed out.
“Maybe it’s more mundane, but because it’s a different culture, it’s very, very exciting,” he added.
The Oslo statement seemed to have the same purpose.
A “wonderful” event
Lauren A. Siegel, a professor and researcher in tourism at the University of Greenwich in London, called the event “Bright” And said this is a “Attractive trend” For those who have become disenchanted with online life.
He claims that Gen Z travelers who grew up with social media are curious about traveling without it.
“They’ve been around for a decade and naturally, the generations are changing,” he explains.
“People are getting a little tired of them.”
Siegel said they have begun to realize that social media has changed the travel experience.
“They offer a fascinating yet unrealistic vision of place. They create a disconnect with the culture around you. You’re missing something. When you’re constantly on your phone, there’s real blockage,” he said.
But when tourists forget about wanting to be liked or impress their friends, travel changes.
“You stop looking at your phone and you look up. All these great opportunities that we were missing appear. It’s a beautiful thing,” Siegel added.
This trend has been gaining momentum over the years.
In 2018, the city of Vienna capitalized on so-called Instagram fatigue with a tourism campaign urging visitors to “Undo hashtagA vacation away from your phone.
He said authorities were aware that visitors to the historic city were beginning to change. Helena SteinhardtThe Communications Director of the Vienna Tourist Board, was involved in the event.
“They come here, run from one place to another, pack up all day. Then they want to make videos and photos that look good. “Even when they are on vacation, they seem to be in a constant rush and stressed out.” Indian hemp.
The city’s solution is to urge tourists “Enjoy Vienna. Not #Vienna”and guides tourists to the city’s neighborhoods, away from its famous museums and palaces.
A few weeks ago, Steinhardt said a tourism colleague sent him a link to the Oslo video and noted that it hinted at themes discussed years ago in Vienna.
“Maybe we went too far,” he said.
But he had nothing but praise for the Norwegian ad: “It was a great job. Funny, enjoyable and very well executed.”
Oslo, a city of just over 1 million people that is sometimes considered the little sister of larger Scandinavian cities like Stockholm and Copenhagen, is enjoying the video’s success, however surprising it may be.
"We are a little confused," explain Anne-Signe FahlgrenMarketing Director of VisitOSLO.
“We doubt whether this kind of humor can really be understood.”
His theory is that the movement has touched The heartstrings associated with overtourism.
Like other professionals in the field, he has been watching how cities such as Barcelona, Venice and Amsterdam are struggling to maintain their popularity.
As for Oslo, they aren’t worried that the viral video will bring a flood of Instagram-obsessed tourists to the city.
“I don’t think this event will change things too much. Overnight,” he said.
Joe Falder agreed. He said he is now happy to draw attention to his hometown.
Traditionally, most visitors to Norway spend a short time in the cities before heading out into the countryside.
“It’s sad that they arrived in Oslo and then left,” he said. “They should have stayed longer.” (Yo)
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