Travel companies are noticing a surge in interest in lesser-known destinations like Norway, Cape Verde, and Morocco following their participation in the World Cup. The tournament has sparked curiosity among viewers, prompting many to explore these countries further. Marc Sison, the vice-president of Central and Northern Europe at Goway Travel, has observed an increase in client inquiries about Norway’s Viking history and culture after the World Cup matches.
The exposure generated by the World Cup has led to a significant boost in online traffic to travel agency Nordic Visitor’s Norway destination pages during Norway’s knockout matches. Willow Wood, the digital public relations lead at Nordic Visitor, noted a spike in traffic during Norway’s games against Brazil and England. This increased visibility, according to Wood, is invaluable and difficult to replicate through traditional marketing efforts.
The attention garnered by the World Cup has translated into tangible results for the tourism industry in Norway. Airbnb reported a 15% rise in searches for accommodations in Norway compared to the previous year, while Hurtigruten, a Norwegian cruise company, experienced a 110% surge in bookings from Canadian tourists during the tournament.
Aase Marthe J. Horrigmo, the director of Visit Norway, emphasized the importance of capitalizing on this newfound interest to promote sustainable tourism practices and showcase the diverse offerings of the country beyond its natural landscapes. She highlighted the need for collaboration among various stakeholders to ensure a seamless experience for visitors and to prevent overcrowding during peak seasons.
Similarly, Cape Verde and Morocco have also witnessed a surge in interest due to their World Cup performances. Christian Wolters, president of Intrepid Canada, noted an increased curiosity in Cape Verde among travelers, while Christa Kucey, the Honorary Consul of the Kingdom of Morocco for B.C., highlighted the positive impact of the tournament on Morocco’s tourism industry.
As these countries continue to attract global attention, the focus remains on fostering meaningful connections with visitors and showcasing the rich cultural heritage and hospitality that make them unique destinations. The World Cup has proven to be a powerful platform for promoting tourism and driving interest in these diverse and vibrant countries.