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Spectacular landscape shot, showing a cruise ship going down a Norwegian fjord., awarded the world's best tourist site

Engaging and targeted content brings millions of visitors to Norway.


  • Content Strategy
  • Multilingual Content Production
  • Photo and video editing
  • Content Marketing
  • Analytics and SEO
  • Conversion Rate Optimization


  • Simpleview CMS
  • Stackla


  • Content Studio team, Oslo
  • Content Studio team, Krakow
Portrait of Elisabeth Arntsen Storaker.

“The day-to-day work we do with Visit Norway is inspiring because they have fully understood what digital content is all about.” Elisabeth Arntsen Storaker, Head of Content Studio, Making Waves Oslo

“They have fully understood what digital content is all about.”


The mission of Norway’s official travel portal is to inspire prospective visitors to easily discover Norway as a tourist destination. Since 2011, we have developed and produced content in 14 languages on a daily basis, with a broad team of Norwegian and international journalists, editors, SEO consultants, and photo editors. The website is a vital tool in Innovation Norway’s backpack when supporting one of the country’s largest and most important industries.

A person hiking on a snowy mountainside, with a fjord and the sunset in the background.

Our approach

The Visitnorway team and Making Waves work with daily and regular content updates, from site improvements, like content tagging and link maintenance editorial articles, to editorial articles that point out all exciting oddities at each destination. A clear strategy was put in place for categorising content into groups such as current affairs, top lists, reports, and destination focused content; ensuring a high quality user experience and to show that we’re so much more than just a cold, antisocial little country. Based on findings from extensive user research, focus was put at elevating thrilling cities, Norwegian cuisine, architecture, and design.

Two team members working together on on a computer screen.

The outcome is an award winning website. The site has received the prestigious HSMAI Gold Adrian Award and Travvies Website Awards and there’s an outspoken “look to Norway” admiration among the professionals in the international tourist industry. More than 15 million global users annually makes the website the most important marketing channel for tourism in Norway.

See for yourself at accessed on a laptop.

Our contribution

Engagement and optimisation

We optimise content-driven products that support personalisation and measurable business outcomes

  • Content strategy
  • Information architecture
  • SEO
  • Localised content
  • Analytics & user testing
  • CRO & personalisation

See more

Get in touch

Erik Jansson

+47 958 90 279