Places away from crowds, famous well-known locations and cultural heritage main motivators (NBI) • Family segment – e.g. self-catering cottage breaks could appeal to this growing segment • Youth – educational travel, language schools • Seniors or 55+ − themed, touring and activity holidays for ageing population with large disposable incomes • Touring – individual/group as trade and media say Norwegians explorers • Promotion of football, shopping, music – football, in particular, could lead to frequent visits (IPS and GfK)