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2 TOURISM IS A GROWING SOURCE OF EXPORT REVENUE AND A SIGNIFICANT EMPLOYMENT PROVIDER IN FINLAND TOURISM HAS A MULTIPLIER EFFECT ON OTHER SECTORS. 1 EURO IN TOURISM ADDS 56 CENTS VALUE TO THE OTHER SECTORS. OVERNIGHT STAYS (6.7 MILLION) OF FOREIGN VISITORS IN 217: 21.9 MILLION OVERNIGHT STAYS AT FINNISH ACCOMMODATION America 6% Russia 12% Other countries 13% EU-28 53% Foreign overnight stays 31% Asia Domestic overnight stays 69% 8.3 MILLION FOREIGN VISITORS IN FINLAND IN 217 SPENDING PER VISIT IN China EUR 1, Spain EUR Belgium EUR France EUR India EUR USA EUR South Korea EUR Japan EUR Australia EUR Canada EUR 516 BREAKDOWN OF CONSUMPTION BY FOREIGN VISITORS IN 217 Other countries 33% Russia 24% China 17% Japan 3% Estonia 4% Sweden 8% UK 4% Germany 6% Visit Finland Statistics Service Rudolf, Statistics Finland

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4 US Market Volume Population: 325 million people Outbound travel from USA: 113 million arrivals to all destinations in % compared to 216 Ø Europe s share of US outbound travel is 27 % Ø Finland s share of US outbound travel is,2% Travel expenditure (total outbound travel from USA): 112 billion EUR US visitor rankings in Finland No. 7 in overnights in 217 (268 7, +) No. 6 in travel receipts in 217 ( 169 million, +23%) Share of overnights by regions 217 Spending per trip 598 Expenditure (billions)* Forecast for Global outbound travel and Expenditure from USA to foreign countries 2% 9% 9% 8% 9% 5% 6% 5% 5% 4% 4% *Speding by residents on travel in foreign countries. Expenditure (billions) Arrivals (s) USA overnights in Finland % 14% % 15% 1% 5% Arrivals (s) 1-1% % 71% 9% 1% 9% 5-6% % -1% Source UNWTO/Statistics Finland/Eurostat/IMF Balance of Payments, Visit Finland Visitor Survey 217, Visit Finland Statistics Service Rudolf, Statistics Finland

5 US Overnights in Finland Winter and Summer 217 Winter (Nov-Apr): 82 9 (+12%) Summer (May-Oct): (+18%) USA % % 6 6% % 2% High winter season (12-2) Spring season (3-5) High summer season (6-8) Autumn season (9-11) 1% 1% 1% 2% 2% 1% 4% 1% 4% 1% 2% 65% 1% 4% 75% Sources: Visit Finland Statistics Service Rudolf, Statistics Finland

6 US overnights in Finland Seasonal overnights in 217 Year 217 Whole Finland No. of US overnights in Finland vs. 216 Winter (Dec-Feb) % Spring (Mar-May) % Summer (Jun-Aug) % Autumn (Sep-Nov) % Rovaniemi 44% Inari/Saariselkä 23% Sodankylä 13% Kuusamo/Ruka 6% Kittilä/Levi 5% US overnights in Finland by season in 217 Turku 28% Oulu 18% Vaasa 9% Tampere 4% Jyväskylä 18% Kuopio reg. 6% Helsinki 85% Sources: Visit Finland Statistics Service Rudolf, Statistics Finland

7 US visitors in Finland 45 US overnights in Finland by month 5% US overnights by monthly change % % % 25 2% % 1 % 5 January February Ma rch April Ma y June July August September October November December -1% -2% January February March April May June July August September October November December Sources: Visit Finland Statistics Service Rudolf, Statistics Finland

8 USA Nordic countries' share of American overnights 217 Development of American overnights Iceland % Denmark % Finland % Sweden % Norway % American overnights, change % Change 217/16 Average annual change Denmark Finland Norway Sweden Iceland 45% 4 36% 25% 34% % 8% 4% 1% 9% Denmark Finland Norway Sweden Iceland

9 USA 35 American overnights in the Nordic countries, winter season (Dec-Apr) American overnights in the Nordic countries, summer season (Jun-Aug) Denmark Finland Norway Sweden Denmark Finland Norway Sweden Corresponding seasonal overnights not available for Iceland Change of American overnights by season 217/16 Winter (Dec-Apr) Summer (Jun-Aug) 42% 39% 31% 22% 18% 18% 9% 1% Denmark Finland Norway Sweden Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Statistics Sweden, Norway and Denmark 9

10 US internet searches regarding Finland American internet searches and overnights by month Searches 216M1 216M2 216M3 216M4 216M5 216M6 216M7 216M8 216M9 216M1 216M11 216M12 217M1 217M2 217M3 217M4 217M5 217M6 217M7 217M8 217M9 217M1 217M11 217M12 Overnights American overnights and internet searches regarding Finland Online searches by Americans regarding Finland January February Ma rch April Ma y June July August September October November December Seasonality of travel-related Internet searches Sources: Visit Finland Statistics Service Rudolf, Statistics Finland, Digital Demand, MyStay

11 US visitors in Winter (Nov-April) Transit 13 % PURPOSE OF TRAVEL Other reason 7 % Study or training 7 % Holiday trip 35 % A US traveler spends on average 873 per trip during winter. 25% Age group 26% US visitors activities and interests, Winter (Nov-April) Experienced during the trip Finnish culinary experiences Buildings, castles, monuments, museums Other winter activities and experiences Walking, hiking, camping in nature Interested but did not experience during the trip 14% 29% 5% 46% 46% 25% 18% 22% Business trip 15 % Immediate family (household with kids) Extended family (with family members outside the Visiting friends or relatives 23 % TRAVEL COMPANY Alone Spouse/Partner only Group of friends Other company 9% 1% 5% 18% 52% 6 days or more 54 % Duration 1 day 14 % 14% 2 days 12 % 3 days 5 % 4-5 days 15 % Camping area, hostel or rented cottage 5 % Rental flat (incl. Airbnb) 8 % 12% Accommodation Friends or relatives 22 % 7% over 64 Other 7 % Hotel or motel 58 % Finnish sauna Cultural events National parks Shopping Winter sports Finnish summer cottages Other outdoor activities Concerts and music festivals Sport events 12% 3% 5% 1% 3% 25% 17% 15% Biking, mountaing biking 2% 22% Family destinations Wellness services and treatments 13% 5% 5% 4% 32% 23% 24% 15% 24% 33% 31% 4% Note: the figures on this slide are not definite but directional figures. Winter N=15 Source: VF Visitor Survey 217

12 US visitors in Summer (May-Oct) PURPOSE OF TRAVEL Study or training 3 % Other reason 8 % Business trip 13 % Transit 13 % Visiting friends or relatives 18 % Holiday trip 45 % A US traveler spends on average 397 per trip during summer. 13% 25% Age group 2% 15% 15% 12% over 64 US visitors activities and interests, Summer (May-Oct) Experienced during the trip Buildings, castles, monuments, Finnish culinary experiences Walking, hiking, camping in nature Finnish sauna Other winter activities and 2% Shopping National parks Interested but did not experience during the trip 17% 37% 31% 47% 45% 43% 61% 21% 17% 15% 3% 19% TRAVEL COMPANY Duration Accommodation Other outdoor activities 24% 12% Alone Immediate family (household with kids) Spouse/Partner only Group of friends Extended family (with family members outside the Other company 3% 14% 18% 24% 24% 27% 6 days or more 31 % 4-5 days 23 % 1 day 8 % 2 days 21 % 3 days 17 % Rental flat (incl. Airbnb) 4 % Other 9 % Camping area, hostel or rented cottage 17 % Friends or relatives 31 % Hotel or motel 39 % Cultural events Winter sports 1% Finnish summer cottages Biking, mountaing biking Concerts and music festivals Family destinations Sport events 12% 11% 1% 14% 6% 14% 6% 27% 8% 4% 6% 14% 24% Wellness services and treatments 3% 8% Note: the figures on this slide are not definite but directional figures. Summer N= 213 Source: VF Visitor Survey 217

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