Bergen?

Abstract Semiotic landscapes have been documented widely. However, many analyses focus on visible cues and production, and do not investigate soundscapes and the perception of both visual and auditory signs. The present study aims at filling this research gap. It presents an ethnographic investigation of the semiotic landscape of arrival in Bergen, Norway. The focus is on the welcome sign outside the airport and the soundscape of the city-bound tram. Data stem from a questionnaire distributed to international and domestic travelers, and an auto-ethnographic account by the author. The analysis shows that a distinct welcome to Bergen, presented as a unique destination, is created in a multisensory way. This welcome is mostly performative, as is often the case in tourism, but creates a very distinct and memorable sense of place for travelers. Altogether, the study emphasizes the importance of multiple means of meaning making in semiotic landscapes.