“Compare & Compete”

Developing Saimaa’s

International Potential

E. Schaller, Finpro Consultant

Saimaa Summit Tourism Savonlinna, 19 September 2013 Limited version, not comprehensive

International travellers are a good opportunity for capacity

utilisation and prolonging the season

30/09/2013 2 © Finpro

0

50,000

100,000

150,000

200,000

250,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Seasonality of Demand 2012

National Overnight Stays International Overnight Stays

Source: Statistics Finland 2012 South Karelia & Etelä-Savo

www.schoolholidayseurope.eu (incl. maximum lengths of various federal states, approximate indication)

,

Germany

Netherlands

UK

France

Russia

Summer holidays

key international

markets

International travellers have driven Saimaa’s growth

0

200,000

400,000

600,000

800,000

1,000,000

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

International Overnight Stays National Overnight Stays

30/09/2013 3 © Finpro

Source: Statistic Finland, South Karelia & Etelä-Savo (all accommodation establishments > 20 beds)

So far growth is driven only by Russia, while the EU seems to

be off track…

30/09/2013 4 © Finpro

Source: Statistic Finland 2012, South Karelia & Etelä-Savo (all accommodation establishments > 20 beds)

0

100,000

200,000

300,000

400,000

500,000

600,000

2002 2012

International Overnight Stays 2002 vs. 2012

EU Russia Other

Saimaa’s international growth drivers

30/09/2013 5 © Finpro

Target groups insights

Internationally targeted products

Joint international sales & marketing

actions

Map: Finpro

Target group’s needs have changed, tailored products match

consumer trends

30/09/2013 6 © Finpro Picture: E.Schaller

Quality

Higher Guest Expectations

Wellness,

Health & Slow Down

Sustainability Authenticity

Being Active

&

Appeal of Nature

Saimaa’s international growth drivers

30/09/2013 7 © Finpro

Target groups insights

Internationally targeted products

Joint international sales & marketing

actions

Map: Finpro

Internationally targeted products – in a nutshell

30/09/2013 8 © Finpro

Developed & bookable products

Service & brand promise

Customised business concepts to client’s needs

Fulfilment of higher guest expectations

Spa concepts fulfilling

international standards

Tailored packages

Extension of season

Sustainability at business and

destination level

Long term sustainable destination

development

Products to experience country,

nature, unique ambience

Marketing unique highlights “being

proud and shout it out”

Innovative and

active product

development

Nature experience

vs. scenery view

Nature utilisation

Picture: E.Schaller

Saimaa’s international growth drivers

30/09/2013 9 © Finpro

Target groups insights

Internationally targeted products

Joint international sales & marketing

actions

Map: Finpro

Have you heard about Saimaa / Savonlinna?

30/09/2013 10 © Finpro

“???”

“Sounds Italian!”

“Is it a company?”

“Something to eat?”

Source: selected responses from 25 random selected interviewees in Germany (aged 25-65), not

representative

Clear profile development instead of being everything for

everyone

30/09/2013 11 © Finpro

“Saimaa?”

“Culture & unlimited nature activities in

Europe’s biggest lake district!”

USP

Pictures: E.Schaller

Saimaa’s international growth drivers

> Summary

30/09/2013 12 © Finpro

Target groups insights

Internationally targeted products

Joint international sales & marketing

actions

High potential future

growth via

international

travellers & season

extension

“Modern humanists”

“Best agers”

“Nature enthusiasts”

Clear profile

Distribution channel

management

Development of

international B2B

network

Joint efforts with

local B2B networks

to put Saimaa “on

the map”

Map: Finpro

Take-off Saimaa 2030

30/09/2013 13 © Finpro

Saimaa today

Being an Europe wide well known and visited lake district destination

Pictures: E.Schaller