New analysis tool will boost the tourism industry in Troms

Visit Tromsø-Region and Capia are now developing a new analysis tool that will give the business sector and authorities a better overview of the tourism industry in Troms. The analysis tool will pave the way for data-driven management, planning and sustainable destination development.

The initiative, which is being financed by Troms County Authority, expands on work supported by the Tromsø Municipality’s future fund and “Samfunnsløftet”. Troms is the first region to develop such a solution.

The objective is to provide the region with a solid and long-term knowledge base for planning, management and sustainable development of the tourism industry.

Real-time insight will strengthen the industry

The work originally started as a tourism register for Tromsø Municipality. The initial objective was to gain an overview of tourism actors in the municipality. However, the need for enhanced knowledge quickly turned out to be much broader. Consequently, in 2025, the ambitions of the project were expanded into a tourism monitoring portal for the entire Troms County.

The analysis tool collects key figures in real time from public sources such as the Brønnøysund Register to private data such as bookings, visitor numbers, employment, economy and sustainability, and will provide a better understanding of developments in the county.

Land-use mapping for knowledge-based and sustainable decisions

The tourism industry is growing and contributes to jobs and attractive local communities. However, this growth is also creating pressure on nature and infrastructure.

An important part of the monitoring platform is the comprehensive mapping of relevant areas, which involves collecting and analysing information on the use of nature and visitor areas. This mapping will provide municipalities and planning authorities with a new basis for assessing the capacity, vulnerability, strain and any needs for adaptation.

Better decisions – for industry, management and supervision

The monitoring portal will make it easier to follow developments in the industry, study economic trends, value creation and ripple effects, as well as assess sustainability and pressure on nature. It will strengthen public planning, supervision and the companies’ own decision-making processes by:

• Following developments in volume and activity
• Analysing value creation and employment
• Measuring natural pressure and capacity
• Supporting planning, prioritisation and supervision
• Providing companies with data-driven decision support

Enhanced data will also strengthen efforts to combat workplace crime and provide a more fact-based basis for public debate about tourism.

Multiple user groups – effects for industry and society

The tourism monitoring portal is being developed to benefit three main sectors:

• For planning authorities, it will serve as a basis for decision-making for land-use management, infrastructure and long-term planning.
• For supervisory authorities, it will provide a better overview in real time of the participating companies and access to data that can help uncover dubious and fraudulent activities.
• For business actors, the monitoring portal will provide insight into market developments/forecasts, activity levels and economic development that strengthens innovation, collaboration and profitability.

The new platform will provide a better basis for decision-making, increased profitability and smarter use of resources. It will strengthen efforts to combat workplace crime, promote sustainability and increase opportunities for knowledge sharing throughout the county. Research and education institutions will also gain access to solid data sources that will improve education and research about and for the tourism industry.

For more information, please contact project manager Inger-Lise Brones at Visit Tromsø-Region.