Every year Innovation Norway issues the Travel Award to a person, company or network that has introduced an innovative tourism experience or further developed an existing tourism experience in an innovative way. The experience should have contributed to the tourism industry’s success and had a positive impact on Norway as a destination.

This year the jury chose to hand out the Reiselivprisen to Uteguiden, during Innovation Norway’s annual event “Kickoff reiseliv” in Oslo. The winner of this year’s prize is located in Ålesund and Stranda – providing daily and year-round activities to give its Norwegian and international guests unique experiences in the region.


– Uteguiden is a modern tourism company that offers experiences as more and more tourists want in Norway. In a sustainable way, they have created a stable full-year company, which creates jobs far beyond their own employees. Such tourism companies we want to have more of, says Minister of Industry Torbjørn Røe Isaksen.

Positive ripples

The winner of the Travel Award will receive a diploma, attendance at next year’s Norwegian Travel Workshop in Ålesund and NOK 250,000. The other two finalists, this year, were Beitostølen Resort / Destinasjonskirurgene and Loen Skylift receive every 50,000 kroner and free participation at NTW.

The three tourism companies nominated for the final of the year have all created many positive ripples, both locally, nationally and internationally. Uteguidens results were what we were most impressed with this year – and it is a young company that helps to set the direction for the future tourism industry in Norway. They do not compromise on sustainability, they deliver activities guests to Norway want and they dare to think new when it comes to filling nature with content. We hope the Tourism Price will give them an extra boost to invest at least as much in the coming years, says Tourism Director Bente Bratland Holm in Innovation Norway.