New informational film aims to improve traffic safety for winter tourists

The Northern Norway Tourist Board is launching a new animated film designed to help ensure safer travel on Norwegian winter roads. Developed in collaboration with Trygg Trafikk and car rental companies, the film aims to provide international visitors with essential information about driving in challenging winter conditions.

This is a concrete and targeted initiative to reduce the number of traffic accidents involving foreign tourists, while also improving safety for all road users.
– Many of our visitors have never experienced winter driving before. That’s why we must do what we can to prepare them for the conditions they will encounter in the north. The film provides clear and easy-to-understand information in several languages, ensuring that the message truly gets through, says Trond Øverås, CEO of the Northern Norway Tourist Board.

Short, effective and accessible
The film is brief and to the point, covering key topics such as:

• That a road without a yellow centerline does not indicate a single driving lane
• The importance of using designated turnouts rather than stopping along the roadside
• That braking distances are significantly longer in winter

The film will be widely distributed to car rental companies, destination companies and other relevant tourism stakeholders via QR codes on posters, websites, and social media. It will be available in multiple languages, including Chinese and Japanese, and will be published on the Northern Norway Tourist Board’s YouTube channel and on other digital platforms tailored to different national audiences.

A broad collaboration for safer roads
– The police are seeing an increase in inquiries related to tourists’ behavior in traffic. We want everyone to travel safely on Norwegian winter roads, and the police support this initiative that offers training and information to tourists who will be driving, says business liaison officer Merethe Samuelsen of the Troms Police District.

Trygg Trafikk emphasizes the importance of the collaboration:
– This is a good example of how the tourism industry and public authorities can work together to strengthen traffic safety. By giving tourists a simple and effective introduction to Norwegian driving conditions, we can help prevent serious accidents, says Kari Vassbotn, district manager at Trygg Trafikk Nordland.

The car rental industry is an important part of the infrastructure in the north and a key factor in ensuring mobility, value creation and safe tourism throughout the region. In an area with long distances and limited public transport, rental cars are essential for making Northern Norway accessible, for tourists, locals and businesses alike.

But this is about more than transportation. It is about safety, responsibility and cooperation with local communities. When a car is rented out, it is sent into an Arctic landscape with demanding driving conditions. This places high expectations on the rental company, the driver and the local community. A car rental contract is not just a financial transaction — it is a responsibility for safety and sustainability.
– This film is a direct response to these experiences, and we hope it will contribute to safer travel on our roads, Øverås concludes.

For questions or comments, please contact:
CEO, Trond Øverås, Northern Norway Tourist Board, tel. +47 906 26 170
District Manager, Trygg Trafikk, Kari Vassbotn, tel. +47 450 24 405
Business Liaison, Troms Police District, Merethe Samuelsen, tel. +47 915 17 939

Video for download, click here
Website, click here
YouTube, click here
Poster, click here

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