Silhouette looking at sunset from mountain peak on Kvaløya
Rebecca Skoog

Our guidelines for text and images

Here you will find our guidelines for text and images for products and partner presentations published on Visit Tromsø-Region’s website and other platforms. These guidelines apply both when submitting new content and when making later updates.

Forms for submitting new products and updating existing content can be found at the bottom of this page.

Text

Title

  • The title should be short, precise and descriptive. Where possible, we recommend a maximum of 35 characters, including spaces.

  • Prices, group sizes, included services and other practical information should not be included in the title.

Introduction

  • The introduction should be no more than 160 characters, including spaces. It should briefly describe the experience and preferably include relevant keywords that make the product easier to find through search engines.

Language and content

  • All text for product and partner presentations must be provided in both Norwegian and British English.
  • The text should be accurate, informative and easy to understand. Describe the product or business as guests can realistically expect to experience it, and make it clear what is included and what guests can expect.
  • Natural phenomena, weather conditions and encounters with wild animals cannot be guaranteed. The text must therefore not imply that such experiences are certain.

Neutrality

  • Visit Tromsø-Region presents its partners in a neutral manner. We therefore do not approve subjective or unsupported claims such as “the best in town”, “the original”, or similar wording that promotes one provider above others.

Sustainability claims

  • Claims relating to sustainability and environmental impact must be specific, accurate and verifiable. General terms such as “sustainable”, “environmentally friendly”, “green” and “climate-friendly” must not be used unless it is clearly stated what the claim refers to and what evidence it is based on.
  • For Visit Tromsø-Region to describe a supplier or product as sustainable or environmentally friendly, the supplier must be certified through an environmental certification scheme approved by Innovation Norway.

Images

Number and format

  • We do not accept video material for product presentations or partner pages.
  • Partner presentations for activity providers should include one image in 1440 × 560 pixels format.
  • All other presentations should include between three and five images.
  • For activities and bookable products, we recommend an image size of 1200 × 800 pixels.
  • For shops, attractions, restaurants and other non-bookable presentations, we recommend the following formats:

         - Main image: 1440 × 560 pixels

         - Additional images: 1200 × 800 pixels

  • Images should be optimised for web use and preferably not exceed 300 KB per image. Larger image files may result in longer loading times and affect both the user experience and visibility in search engines.
  • Images should be in landscape format, of good quality and free from text, logos, watermarks or decorative borders.

Image content

  • They should show:

         - The actual experience

         - Relevant surroundings and the correct season

         - Appropriate clothing and required safety equipment

  • Heavily edited, manipulated or AI-generated images are not accepted.

Safety

  • Images must not promote, normalise or encourage risky or irresponsible behaviour.
  • We do not approve images showing, for example:

         - People on the edge of cliffs or other exposed mountain areas

         - Ski touring or other skiing without the necessary safety equipment, including a helmet

         - Boat activities without the required life jacket or flotation suit

Nature and wildlife

  • Images should show responsible behaviour in nature and respect for wildlife. People should maintain a safe distance from wild animals and follow local rules and recommendations.

Alcohol advertising

  • All images must comply with applicable Norwegian legislation, including the Marketing Control Act and the Alcohol Act.

  • The prohibition on alcohol advertising may also apply to images featuring alcohol when used to market activities, restaurants, accommodation and other tourism experiences. Images that do not comply with the regulations will not be published.

Rights, consent and credits

  • The business is responsible for ensuring that it holds all necessary rights to any image material submitted or otherwise made available for publication by Visit Tromsø-Region. This includes usage rights, copyright and any necessary consent from people shown in the images.

  • Visit Tromsø-Region assumes that all necessary rights and consents have been obtained before material is submitted or otherwise made available for publication. Visit Tromsø-Region is not responsible for missing rights or consents, or for any infringement of copyright.

  • If the photographer should be credited, the photographer’s name must be provided when the images are submitted.

Images featuring works of art

  • When using images in which works of art are visible, the necessary rights must have been cleared. As content from Visit Tromsø-Region is also published on Visit Norway’s websites, permission must also cover publication there.
  • Works by artists represented by BONO are covered by Visit Norway’s agreement with BONO. For other works of art, the business must obtain permission directly from the artist or another rights holder.

Use of submitted images

  • In accordance with the booking agreement, Visit Tromsø-Region may use submitted images in the general marketing of the Tromsø region as a destination.
  • Images may be cropped and adapted for different formats and channels. Wherever possible, we credit both the business and the photographer, provided the necessary information has been supplied.

If you have your own Citybreak licence

  • Images are transferred automatically from your iTicket account.
  • If you would like to use different images or image formats on Visit Tromsø-Region’s website than in your own channels, you can send these to us separately. We can also assist with cropping and compression.

Responsibility and editorial rights

  • The business is responsible for ensuring that all product information is accurate and up to date. Please inform us of any changes to content, prices, availability, practical information, requirements, included services or contact details.
  • Visit Tromsø-Region has editorial responsibility for the content published on our platforms and may edit, shorten, restructure and adapt text and images. We do this to ensure that the content is accurate, up to date, searchable and easy to understand, complies with accessibility requirements and contributes to a consistent presentation of the destination.
  • Content that does not meet these guidelines may be returned for correction or rejected.

Forms for new products and updates

Choose the form that applies to your business and booking solution. Click here to find out more about how to submit new products or update existing ones.

Activity providers

Products managed through Visit Tromsø-Region’s Citybreak licence

Activity providers with their own Citybreak licence

Activity providers using Zaui

Activity providers with non-bookable products

Other businesses and content types

Questions?

If you have any questions or need help with text, images or product updates, please contact us at [email protected].