Sweden. Swedish Visitors in Finland Statistical Trends and Profile

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1 Sweden M A R K E T R E V I E W Swedish Visitors in Finland Statistical Trends and Profile

2 STATISTICS ON SWEDISH TOURISM IN FINLAND STATISTICAL TRENDS 3 Registered overnights 4 Number of visitors and length of stay 5 Tourism by season 6-7 Overnights by destination area 8 Destination areas by season 9 Other countries visited during the trip 10 Nights spent in the Nordic countries 11 VISITOR PROFILE 12 Purpose of the trip 13 Expenditure per trip to Finland 14 Activities and experiences in Finland 15 Types of accommodation 16 MARKET POTENTIAL 17 Volume of outbound travel 18 Money spent on travelling abroad and in Finland 19 SOURCES AND MORE INFORMATION 20 2

3 STATISTICAL TRENDS

4 SWEDEN IS THE 2nd MOST IMPORTANT MARKET FOR FINLAND BY THE NUMBER OF OVERNIGHTS registered overnights* from Sweden in Number of nights spent Sweden Share of foreign overnights 20% 10 % of all foreign overnights Average annual change of % overnights % per year ( ) and +3 % in % * Incl. hotels, motels, hostels, youth hostels, holiday villages and camping sites with at least 20 bed places or caravan pitches with electrical connection points. SOURCE: STATISTICS SERVICE RUDOLF 4

5 OVERNIGHT AND SAME-DAY VISITORS FROM SWEDEN TO FINLAND 4-5 days 18% Length of stay 6+ days 16% No overnight stay 28% visitors altogether from Sweden in % of all foreign visitors of which were overnight and same-day visitors and Helsinki Airport transit passengers 3 days 19% 2 days 19% Two thirds of Swedish visitors stayed overnight in Finland 28 % did not stay overnight in Finland: 13 % same-day visitors 15 % transit passengers 10 % were first-time visitors Average duration of trip was 2,9 nights SOURCE: VISIT FINLAND VISITOR SURVEY

6 MAJORITY OF OVERNIGHTS IN THE SUMMER Winter season (11-04) Summer season (05-10) Winter share % Summer share % 80% Swedish overnights in 2015 in Finland, share: % 60% 50% 40% 30% 20% 10% 0% Summer 69 % overnights Winter 31 % overnights More than two thirds of overnights from Sweden was registered in the summer season in Winter season has slightly grown its share compared to summer during the last decade. In 2015, the number of overnights increased by 5 % in the winter and by 2 % in the summer. 6 SOURCE: STATISTICS SERVICE RUDOLF

7 TOURISM BY SEASON High summer season months (June-August) were the most typical months for the Swedish to stay in Finland. They accounted for 45 % of the entire year s overnights in Number of nights has slightly grown particularily in other than high summer season months compared to Swedish overnights in Finland by month 2014 and TOP 3 months, percentage of yearly overnights: July 22 % August 13 % June 10 % Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec SOURCE: STATISTICS SERVICE RUDOLF 7

8 MOST SWEDISH OVERNIGHTS IN ARCHIPELAGO AND COASTAL AREA Number of Swedish overnights and share by destination area % % % % 8 SOURCE: STATISTICS SERVICE RUDOLF

9 DESTINATION AREAS BY SEASON Share of total overnights 100% Number of overnights Lapland summer, % 90% Lapland winter, % 80% Lakeland summer, % 70% 60% 50% 40% 30% 20% 10% 0% Lakeland winter, % Coast and archipelago summer, % Coast and archipelago winter, % Helsinki summer, % Helsinki winter, % Overnights winter Overnights summer Archipelago and coastal as destination area has maintained its over 50 % share of Swedish overnights in Finland over the last ten years.the shares of Lapland and Helsinki area have increased a bit, while coastalarea has lost its share. Summer was more popular tourist season than winter in all other areas except in Lapland. SOURCE: STATISTICS SERVICE RUDOLF 9

10 OTHER COUNTRIES VISITED DURING THE TRIP 23 % of Swedish visitors who travelled to Finland, also visited another country during their trip Total trips Baltic countries Nordic countries Norway Denmark Iceland Estonia Latvia Lithuania Russia 0 % 1 % 0 % 3 % 0 % 0 % 2 % Most often some other than a European country was visited Other European countries 5 % Other countries 14 % 10 SOURCE: VISIT FINLAND VISITOR SURVEY 2015

11 NIGHTS SPENT IN THE NORDIC COUNTRIES The number of Swedish overnights in neighbouring Nordic countries has stayed rather stable since Finland s share has remained at the level of one fifth over the last eight years. 60% 50% 40% 30% 20% Overnights in Nordic countries Denmark % Finland % Norway % Sweden % % % SOURCES: STATISTICS DENMARK/ FINLAND/ NORWAY/ SWEDEN 11

12 VISITOR PROFILE

13 PURPOSE OF THE TRIP Of trips made from Sweden, with Finland as the main destination, almost half were visits to friends or relatives. Purpose of the trip Other reason (studies, tours etc.) 16% Shopping trip 0% A fifth of trips to Finland were made for business and another fifth for leisure purposes. Leisure trip 19% trips with Finland as the main destination Visit to friends or relatives 46% Business trip 19% 13 SOURCE: VISIT FINLAND VISITOR SURVEY 2015

14 EXPENDTURE PER TRIP TO FINLAND Services 69% Products (shopping and food) 31% Transport 11% Travel budget by item Other (cultural, recreational Accommodation services etc.) 9% 5% 166 per trip 43 per day Shopping and food 31% Swedish visitors spent a third (31%) of their travel budget in Finland on products (shopping and food). Restaurants and cafes 22% Advance expenses 22% SOURCE: VISIT FINLAND VISITOR SURVEY

15 ACTIVITIES AND EXPERIENCES IN FINLAND What is interesting about and what was experienced in Finland Share of trips to Finland 40% 35% 30% 25% 20% 15% 10% 5% 0% 17% 20% Finnish sauna 9% 24% Finnish archipelago Interested in 10% 19% Finnish cultural attractions Interested and experienced during trip 5% 20% Summer activities on land (e.g. cycling, hiking, wildlife watching) 3% 18% Summer activities on the water (e.g. swimming paddling, sailing, cruises, fishing) 13% 8% Finnish culinary experiences (e.g. food) 0% 8% Wellness services and treatments Finnish sauna, archipelago and cultural attractions were found the most interesting experiences for Swedish visitors in Finland around one third were interested in them. Sauna, Finnish culinary experiences and cultural attractions, respectively, were the thing most often tried while visiting Finland. 15 SOURCE: VISIT FINLAND VISITOR SURVEY 2015

16 TYPES OF ACCOMMODATION Share of overnights Friends or relatives 52% Other (incl. flat or cottage owned by visitor) 33% A majority of Swedish visitors nights in Finland was spent with friends or relatives. Hotel or motel Rental flat (incl. Airbnb) Camping area, hostel or rented cottage 1% 1% 13% One third of the overnights were spent at other accomommodation type including flat or cottage owned by the visitor. 16 SOURCE: VISIT FINLAND VISITOR SURVEY 2015

17 MARKET POTENTIAL

18 VOLUME OF OUTBOUND TRAVEL Population 9,9 million people Outbound travel from Sweden: 13,9 million arrivals to all destinations in % compared to 2014 Europe s share of Swedish outbound travel is 84 %, Finland s share 4% SOURCE: CIA WORLD FACT BOOK, TOURISM ECONOMICS/ UNWTO AND NATIONAL TOURIST OFFICES (ESTIMATES) 18

19 SWEDEN IS NUMBER TWO TOURSIM SPENDER IN FINLAND Swedes spent EUR 15 billion on outbound travel in Swedish tourism expenditure in Finland has remained the same in 2015 compared to 2014 According to Finland s Tourism Balance, Swedish visitors left EUR 318 million* in Finland (13 % of total tourism income), which makes them the second biggest tourism spenders in Finland after the Russians. Travel receipts in Finland, EUR million Outbound travel spending, EUR billion *Tourism balance includes payments made for goods and services during the trip, in advance or afterwards, excluded is the international carriage of travellers Travel receipts in Finland, EUR million Outbound travel spending, EUR billion SOURCE: TOURISM ECONOMICS/ IMF BALANCE OF PAYMENTS, STATISTICS SERVICE RUDOLF 19

20 SOURCES AND MORE INFORMATION: TILASTOPALVELU RUDOLF STATISTICS SERVICE RUDOLF VISIT FINLAND VISITOR SURVEY NORDIC STATISTICS MARKET NEWS TRADE FOLLOW UP 20

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