Why would you visit Oslo?

Who visits Oslo? Head of Tourism (Visit Oslo), Tor Sannerud, is skeptical to promote Oslo to young tourists. He claims the city is too expensive for young travellers, so he don't want to promote the city to a younger demographic. It is therefore pleasing to inform that the Internet has once again revealed perceived public opinion to be at best, biased.
As an active user of the travel community TripAdvisor, I was curious to take a look at my own city, Oslo, and see what other travellers thought of my not so elegant city. (TripAdvisor is the world's largest community Web site for travelers where you read other's experiences travelling the world).
In the picture below you see a list of the most popular attractions Oslo has to offer.



My personal hangout, Cafe Mono, on top of the list!? Rock bar of the year a few years ago, but being so unique that even foreigners see this as a Must experience was a bit of a surprise.
So in grave journalistic spirit I scooped down to Mono (perhaps for a glass as well..) and asked if they had a lot of visits from abroad. Indeed, the bartender claimed it to be in periods insanely many of "those foreigners". Even the well respected SüdDeutche Zeitung had dropped in to make a serious story on the bar. (It is a dark, no frills bar with excellent rock music).
Travel Guru Jens A. Risnæs said the following in an interview in Aftenposten (Norwegian newspaper) in July 2007. Youth are tomorrows former of the general opinion. In order to improve our reputation abroad, we need young people to come here. Why don't the tourist board acknowledge this obvious fact?
Risnæs is onto something. But will Head of Tourism Tor Sannerud and his colleagues listen to the existing storytellers? There are many who clearly has enjoyed the small unique experiences in Oslo. But you don't see them sitting outside the Viking Ship Museum asking retired Germans about what is good or not in Oslo. And unfortunately that's the storytellers Visit Oslo listens to.
So what can marketers learn from this? The answer to whom your potential customers is will not be found in selected surveys. In the same way as not finding the answer to whom the next major artist will be by reading the tabloids. If Steve Jobs used Visit Oslo's tactic, the iPhone would have ended as a what if exercise.
Internet is a great tool for marketers to listen to customers. The question is if you know where to listen. Visit Oslo would see new opportunities if they gave the forum at TripAdvisor a visit. Do you know where to listen for feedback on your brand on the net?

Published in Norwegian at Norvegiasyndromet in February 2008