4.4.2018

Visit Finland DACH 2018

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• Organization ready in June2018

VISIT FINLAND IS PART OF BUSINESS FINLAND • Business Finland is the Finnish

innovation funding, trade, investment, and travel promotionorganization, headquartered in Helsinki.

• Business Finland is fully owned bythe Finnish Government. Business Finland employs 600 experts in 40 offices globally and in 20 regionaloffices around Finland. Business Finland is part of the Team Finland network.

• www.businessfinland.com

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VISIT FINLAND IN DACH 2018Visit Finland works to develop Finland’s travel image and helps Finnishtravel companies to internationalize, develop, sell and market high-qualitytravel products.

Visit Finland cooperates with travel destination regions, businesses in thetravel industry, embassies and other export promoters.

This cooperation involves research, product development and, above all, marketing of leisure tourism to Finland from abroad.

• GSP DACH Jyrki OksanenAnu KoskiTaru Leppänen

• PR & Media DACHPetra Meyer

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FINLAND MOST DESIRED DESTINATION IN THE NORDICS 2020Finland gained its momentum finally in 2017 in the German market. 100 years celebration, travel industry recognition and increased resources pushed the volume to a 15 % growth.

2018 the outlook remain positive: 250.000 new empty flight chairs to fill mainly by Finnair, Easyjet enter Helsinki, Lufthansa increase frequencies.

New tactical strategy of Visit Finland and its partner regions drive bookings to summer and shoulder seasons.

• 2018 target + 15 % growth from DACH

• 1 million reg. overnights

• Double the volume of 2016 by 2025

Travel to Finland is boomingPlan to double volume until 2025Finland most desired destination of the Nordics at 2020

MEE started additional funding: double marketing 2018-2019

Germany chosen main marketSwitzerland 2nd tier

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D A CH DACH

Overnights in Finland 2014-2017

2014 2015 2016 2017

Finnland zieht erfolgreich Gäste aus Deutschland anDeutschland das zweitgrößte Herkunftsland

Im Jahr 2017 wurden 614 100 Übernachtungen von deutschen Gästen in Finnland registriert. Deutschland ist das zweitgrößte Herkunftsland nach dem benachbarn Russland.

Die Anzahl der deutschen Gäste an allen ausländischen Übernachtungen in Finnland ist 9,3 %.

Position von Deutschland:

• 2. in Übernachtungen (614 100)

• 4. in Reiseeinkommen(178 Mio €, 2016)

Quelle: Visit Finland, Statistics Service Rudolf

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2015 2016 2017

Übernachtungen, Anzahl Veränderung in Übernachtungen, %

131 831

74 111

91 040

47 310

76 596

20 883

75 289

91 413

0 50 000 100 000 150 000 200 000 250 000 300 000 350 000 400 000

Sommersaison 2017

Wintersaison 2016/2017

REGION HELSINKI ARCHIPEL SEENPLATTE LAPPLAND UND KUUSAMO

Lappland lockt deutsche Gäste im Winter an, die Hauptstadtregion und der Archipel im Sommer

Die meisten Übernachtungen wurden in der Hauptstadtregion registriert (34 %).

In der Wintersaison ist Lappland das beliebteste Reiseziel der Deutschen in Finnland. Die Zahl der Übernachtungen erhöhte sich in Lappland sowohl in der Winter- als auch in der Sommersaison(+12 % und +21 %).

In der Hauptstadtregion erhöhte sich die Zahl der Übernachtungen in der Sommersaison um 9 % und im Archipel um 16 %.

Übernachtung in einem Häuschen oder auf einem Campingplatz ist beliebt in der Seenplatte, deswegen ist die Zahl der Übernachtungen in dieser Region klein. Diese kleine Unterkunftsarten werden nicht in der Übernachtungsstatistik mitgezählt.

Quelle: Visit Finland, Statistics Service Rudolf

205 942 34 %

97 47916 %

138 350 23 %

166 70227 %

38%62%

1 Tag14 %

2 Tage12 %

3 Tage16 %

4-5 Tage23 %

6+ Tage35 %

DAUER DER REISE

Sonstige (z.B. eigenes Häuschen)7 %

Mietwohnung (inkl. Airbnb)8 %

Campingplatz, Miethäuschen11 %

Bei Freunden und Verwandten30 %

Hotel/Motel44 %

UNTERKUNFTSART

404 400 deutsche Gäste im Jahr 2016

42 % waren das erste Mal in Finnland

Quelle: VisitorSurvey 2016

Deutsche Gäste in Finnland

Geschäftsreise29 %

VFR33 %

Einkaufen1 %

Urlaubsreise26 %

Sonstige Reise (z.B. Studium)11 %

REISEZWECK

Reiseeinnahmen / Top-5-Länder

1. Russland2. Schweden3. Estland

4.Deutschland5. China

Die Reiseeinnahmen durch deutsche Gäste erhöhten sich um

3 % im Vergleich zum Vorjahr.

Der Anteil von den Reiseeinnahmen durch Deutsche an Gesamtreiseeinnahmen beträgt 7,5 %.

Reiseeinnahmen durch deutsche Gäste in Finnland (Mio €) und deren Anteil an Gesamteinnahmen durch ausländische Gäste

160172

1785,9 %

7,5 % 7,5 %

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Product themes

SLOW FINLANDRegional Food &

Beverages”

AIR-SEA PRODUCTS

Focus: Archipelago

COTTAGE 2.0.Focus:Lakeland

FLY & DRIVE: TOURING

with relevantthemes

Cottage 2.0. – updatedcottage holiday product & service offering. Co-op withregions (focus: Lakeland) and sales channels in product development and SP

SlowFinland - reason to cometo Finland, spearhead messagesand customer promises to b2b and b2c audiences.

AIR&SEA PRODUCTS –updated Fly&Sail product & service offering. Close co-op with regions (focus: Archipelago) and saleschannels in productdevelopment and sales

FLY&DRIVE: THEME TOUR TRIPS – Regional theme toursper target group. Nature(Outdoors & FinRelax), Culture, Food, Sauna, etc. Tailored per region based on the national conceptframework

Ecosystems & target groups

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SLOW

FINLAND

”Regional Food

& Beverages”

AIR-SEA

PRODUCTS

Focus:

Archipelago

COTTAGE

2.0.

Focus:Lakeland

TOURING

including alla

relevant

themes

Authentic Lifestyle &

comfort seeker, and

nature explorer

City Breakers

Nature Wonder Hunter,

Activity Enthousiast and

Nature Explorer

• Media events Hamburg, PR at ITB• Media trips: focus on quality media and tv pro

Volume, trips?• Meetings with the media in Germany• Team Finland media cooperation• Cross promotions with other BF colleagues

PR & Media work (preliminary plan)

• Main product: fly & drive touring Holidays with Themed Tours. Focus on Nature, Culture, Wellbeing tours(incl. special local food and/oraccommodation themes)

• 2-5 days at destination aroundregional service hubs

• Increasing air accessibility enables more variation

Activity Enthousiast and Nature Explorerecosystem & Touring experiences

CarriersCar rentals

Regions Accommodation

ToursServices

PRMarketing

X-overProduct

Development

Tour operators OTA

Touring

• Main product: Cottage holidays• Cottage 2.0 is the new generation

cottage holiday combined with moreguaranteed services and range of nature and culture experiencesavailable.

• Focus on fly & drive weekstays• Activities and services available in

"hubs" like resorts or cities

14Authentic Lifestyle & Comfort Seeker and Nature Explorer ecosystem & Cottage 2.0. experiences

CarriersCar rentals

Regions Cottage rentals

Tours & Services

PRMarketing

X-overProduct

Development

Tour operatorsOTA

Self catering specialists like booking.com,

Airbnb

Cottage 2.0

• ITB 2018 7.-11.3.2018 more info & registration here, • Finland Workshops are in Köln 9.10.2018 and Zurich 11.10.

Due to increased demand the format shift to a more classic workshop. The event starts with lunch and ends with networking afterfixed appointments in the afternoon. Registration here• Imex Frankfurt 15.-17.5.• RDA Group Travel Fair in Cologne 3.-4.7.2018• Mega Fam trips and workshop in Finland 2018• Trade newsletter is available for trade news

B2B actions

• Visit Finland Product Manual is the basic tool for steering production and marketingto our campaign regions and partners. We make themed and regional productportfolios, which give easy access for sales channels to a what can be done and what the cost is for a Finland trip. www.visitfinland.com/productmanual

• Case: Turku has own landing page at the product manual: http://www.finland-product-manual.com/turku-region.html

• The manual is free of charge for finnish producers of packages. Visit Finland hashas own content management setting up and finalizing the products. We charge 47 Euros per hour for editing texts and pictures.

• Further information: Eeva Tamminen-Laube, eeva@nordicatravel.net

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Visit Finland product manual

Expedia-kampanja 03-05/2018

Case WikingerReisenMediamix on & offlineOut of home giant posters ja digital screens in 8 cities: Berlin, Hamburg, München, Cologne, Stuttgart, Düsseldorf, Hannover, Leipzig. Hyper local tarketing & display advertisingExample competitionInfluencer trip, fam trip for retail Investment in new production for 2019

Campaign reach 2,2, million consumers

Main products Turku: Wandern und mehr: Finnlands SchärenInselhüpfen im finnischen Schärenmeer

4/4/1818

OUTDOOR-FANS

AUFGEPASST!

Finnlands Schären & Åland-Inseln

Erlebe mit Wikinger Reisen

aktiv die Schärengärten – Wandern,

Kajak- und Radfahren.

• 12-tägige geführte Aktivreise

• Maritime Kultur der Schärenbewohner

• Flug, Transfers, Übernachtungen,

Verpfl egung, Programm und deutschsprachige Wikinger-Reiseleitung

ab 2.698 €

Jetzt informieren:www.wikinger.de/fi nnland

Bildnachweis: © Julia Kivelä | VisitFinland.com

Mega Light

Case FeelgoodReisen (A&S, F&D)Feelgood Reisen is the partner tour operator of Finnlines in Germany. They produce a set of touring products for especially motorcyclists and have expanded to outdoor products in 2017 Main actions: Set of consumer fairs and events including CMT and free Munich.On and offline advertizing

Main products: Finnlands schöne SchärenSchöne Schäre mit Rad

Other campaignsVisit Finland has negotiated numerous other partner campaigns. On the right a list of the campaigns where Turku is as a part of the production and campaign

The partner campaigns marketing budget excluding all personal and agency costs is 1.095.000 euro

• Travel Audience, A&S, M2.0, F&D• SRG, A&S, F&D• Berge & Meer, A&S, F&D• Ferry Know How, A&S• Highländer Reisen, A&S, M2.0, F&D• Zonista, F&D, A&S• Novasol, M2.0• Interhome, M2.0• Studiosus Reisen, A&S • Nordic Holidays, A&S, F&D • Ruefa Reisen, A&S, F&D• Mare Balticum, A&S, F&D• Glur Reisen, A&S, F&D, M2.0• Tallink Silja Line, A&S

Brand campaign

Consumer events• Grüne Woche food theme,

cooperation Food from Finland, FFF• Kultur aus Finnland, Mannheim

area, Culture Institute Team Finland 2018• 2019 Vienna?• 2020 Zürich?

X over-campaigns• Lieferello campaign together with FFF• Citti Campaign together with FFF• Film Industry projects: Matti und Sami

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FeinschmeckerspecialFeinschmecker is the leading gourmet food magazine in Europe

Visit Finland has created a part of the content with the regions in a 28 page Finland Special coming out 3.2018

Turku pages ->

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KIITOSTHANK YOU

4.4.2018