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Polish travellers are increasingly searching for flights to Norway, and internet users are checking information about the country on Google in huge numbers.
According to Google Trends, the number of searches for the keyword “Norwegia” has risen by as much as 200 per cent year on year. The data from the tourism market are even more telling. Analysis by Kiwi.com shows that the average daily number of searches for flights from Poland to Norway between 1 and 20 July was 32.3 per cent higher than a year earlier.
Yet the trend is global. The English keyword “Norway” has been searched on Google 300 per cent more often this year. Airbnb, meanwhile, has recorded a 15 per cent increase in searches for accommodation in Norway between 11 June and 12 July compared with the same period last year.
Haaland proves a magnet for millions of internet users
Norway’s image success is driven above all by its national team and its biggest star, Erling Haaland. Analysis by the Institute of Media Monitoring shows that during the World Cup the striker recorded the biggest growth in Instagram followers of any player at the tournament – an increase of 31.9 million users.
Today the Norwegian is the fourth most popular active footballer in the world on social media, behind only Cristiano Ronaldo, Lionel Messi and Kylian Mbappé. In terms of the number of interactions generated on Instagram during the tournament, he ranked third.
Experts point out that the way he communicated played a key role. Instead of professionally choreographed content, Haaland posted short behind-the-scenes videos from the national team camp, showed everyday situations and took a relaxed, self-deprecating approach to his own image.
“An increase of almost 32 million followers in such a short time is above all the result of the Norwegian’s sense of humour and authenticity. Internet users reward organic virality, behind-the-scenes access and people who keep a healthy distance from themselves. These elements mean that short videos spread rapidly online, generating spectacular reach,” says Tomasz Lubieniecki, head of the Media Reports Department at the Institute of Media Monitoring.
Vikings conquered the internet
The second element that drew the attention of internet users was the Norwegian fans. The distinctive gesture of collective “rowing”, performed in stadiums by thousands of supporters sitting one behind another, quickly became one of the symbols of the tournament.
Videos showing crowds of people mimicking the movements of rowers spread across social media, and the players themselves joined in the fun. The viral trend quickly moved beyond the stadiums and could be seen on city streets and in public transport.
This was complemented by the Norwegian team’s consistent visual identity. Shirt numbers stylised as Nordic runes, a dominant red colour and constant references to Viking symbolism created a distinctive message that fitted well with the image of the team and of Haaland himself.
Sport influences tourists’ decisions
Norway’s growing popularity has not been confined to social media. Wikipedia has also recorded a clear increase in interest. The highest traffic came on 11 July, when Norway played its World Cup quarter-final against England.
According to analysts, what is particularly significant is that the rise in searches has started to translate into concrete consumer decisions.
“We can see a clear link here between the sporting event and consumers’ purchasing and travel decisions. The key point is that the spikes in search engines and on Wikipedia were reflected in Airbnb’s business data and in analyses of the Polish tourism market. This shows how online virality can build reach that has real value for the image and economy of an entire country” stresses Tomasz Lubieniecki.
The Norwegian case shows that major modern sporting events are becoming much more than just competition on the pitch. When the emotions of fans, social media and authentic heroes of the action are skilfully harnessed, they can effectively build a country’s brand, boost its recognition and encourage tourists to plan trips.