Attracting tourists all year round challenges and opportunities in seasonality and responsibility

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1 Attracting tourists all year round challenges and opportunities in seasonality and responsibility Terhi Hook, product development manager, Visit Finland

2 Alatunniste teksti

3 Alatunniste teksti

4 Sustainable tourism in Finland Because of the natural resources the touristic image of Finland relies on nature. Thus, the main focus in measuring impacts of tourism is on ecological sustainability. Tourism, which has no negative impact on environment. The conservation of biodiversity. Ecological The protection of local culture Authenticity Equality Sosiocultural Economical Tourism that supports local economy, provides benefits to the surrounding society and acts with a long-term interest.

5 Finland is perceived as a country of nature The key attributes that tend to drive likelihood to visit this region are. (Visit Finland Brand Tracker study) Beautiful, natural landscapes Calming & relaxing wilderness retreats Peace, quiet & relaxation 5

6 Finnish icons in tourism TOP ATTRACTIONS Opinion about attributes related to Finland 1 / 2 1. Nature light phenomenon Very interesting Not very interesting To some extent interesting Not at all interesting I don t know 2. Nature in generall 3. Lakes Nature 4. Lapland 5. Archipelago Lakes Northern lights, Midnights sun Darkness in winter vs. lightness in summer Forests Lapland Archiplago Quietness Finnish Folklore, Kalevala

7 Finland is a country of nature Protected Areas is by far the most popular Brandtag for Finland, 26,9% of the total volume of Specific searches. Followed by Local Gastronomy and Winter Sports Group Protected Areas includes: Northern lights, Natural wonders, National Parks etc. Finland s digital demand: The online search keywords in 6/2014 6/2015 Top Brandtags Lähde: Bloom Consultingi: Finland s Touristic Demand. 7

8 8 Image of FINLAND: Nature, scenery, safety 21 unspoiled nature 20 stunning scenery 19 Interesting cities 18 Comfortable weather/climate 17 Guarantee of nice weather 16 Cultural attractions and events 15 Tasty local cuisine 14 Good value for money 13 Good service 12 Acceptable political and social situation 11 Environmentally friendly destination 10 Hospitable population 9 Personal safety 8 Great holiday accommodation 7 Suitable for holidays with children 6 Good bating/swimming possibilities 5 Good possibilities for hiking 4 Good possibilities for cycling 3 Good possibilities for winter sports 2 Unique destination 1 0 Question: Please tell me which of these characteristics do you think particularly apply to Finland? in % Basis: German-speaking population 14+ years in Germany who are aware of Finland as a holiday destination Source: Reiseanalyse 2016

9 Tourism in Finland and sustainability Nature is the main attraction in Finland The sensitive arctic nature global attention is also strongly following the situation in the arctic zone because of the climate change Need for ecological sustainability in Finland Culture is an underutilized/underrated strenght In Finland live Europe s only indigenous people; the Sami people Need for cultural sustainability in Finland Communication of sustainable issues to the consumers.

10 Nature tourism and sustainability The most important ecological sustainability aspects for Finland Waste sorting, recycling and decreasing of waste The company operates tourism services environmental friendly The company aims at decreasing energy and water consumption The company has an environmental programme The personnel is trained to environmental issues.

11 Culture tourism and sustainability Cultural tourism pays attention to all dimensions of responsible tourism not only cultural (also environmental and economical) In Finnish definition of cultural tourism the cultural sustainability is included as follows: "Cultural tourism involves producing tourism products and services and offering them on commercial grounds to locals as well as people from outside of the region in a manner that respects regional and local cultural resources. The goal is to create memorable experiences and opportunities to explore these cultural resources, to learn from them and to participate in them, thus facilitating the building of one's personal identity and increasing understanding of and appreciation for one's own and other cultures."

12 Culture tourism and sustainability in Finland The most important cultural sustainability aspects for Finland The protection of local culture; especially Sami, respect for the rights and culture of the indigenous people and the authenticity in culture products Wellbeing for the surrounding society, involvement of local community and interaction with local people Use of local labour Use of local food products Use of local products e.g. in in the hotel shop The locality and Finnish life style are visible in marketing Use of different local elements in tourism products (f.ex. Products around tear in the region where tear was an important good for trading)

13 Seasonality in Finnish tourism Nights spent in summer and winter season 2015, whole Finland OVERNIGHTS 2015, SHARE % Total foreign overnights 5,5 mio Winter 2,45 mio nights Summer 3,04 mio nights Winter 44 % Summer 56 %

14 Finland s winter strongest in Scandinavia Summer Winter 26% of all 11% of all Denmark Finland Norway Sweden Total overnights in Scandinavia 35,7 mio Finland s share 16%

15 Nights spent in the summer and winter season, share per country UK Germany Winter Summer

16 United Kingdom UK Summer (05-10) 2015 Overnights total % Winter (11-04) Overnights total % 5 % 65 % 5 % 25 %

17 Foreign Overnights per region in winter and in summer, share and change Helsinki region Åland Tampere region Lapland Turku region South Karelia

18 Challenges in seasonality and responsibility Lapland The issues in seasonality of tourism to consider in Lapland In Lapland Europe s only indigenous people. How to protect the local culture and rights of the indigenous people in mass tourism? Use of authentic local products and services -> Sami handicrafts Regional employment availability of local labour in ski resorts - the personnel comes from the Southern Finland in peak seasons Regional wellbeing does the welfare from tourism benefit the locals? Globalisation inside Finland - taxes and ownership - hotels or restaurant chains

19 Cultural sustainability and Sami culture The rights of the indigenous Sami people Preservation and right to their own livelihood - reindeer husbandry The involvement of indigenous also in business, not only as objects of attraction. Educating tourists about the Sami culture, livelihood, symbols and history -> Background and reasons for a strong Sami identity Use of Sami symbols like costumes and handicrafts in tourism Respectful use - not only for exotic experiences Dressing the Sami traditional costumes of non- Samis or in an inaccurate way Use of authentic handicrafts. Maintain the knowledge of local traditional handicrafts. Lähde.

20 Cultural sustainability issues in Finland When using culture in tourism, you also have to note the concrete cultural aspects f.ex. in land use. Important to increase the knowledge of the tourists about the local culture No negative impact on local way of life and source of livelihood because of tourism unless the locals decide so. Lähde.

21 Opportunities in seasonality Case Himos Opportunity to develope new products In winter season skiing destination, 5th biggest ski center in Finland In winter season marketing also for foreign tourists Summer season, pop music festivals and sportive summer activities like mountain biking, golf and frisbeegolf in summer season marketing only for Finnish tourists Alatunniste teksti

22 Month s share of yearly total nights spent Jämsä vs. Tampere Jämsä region / Himos Tampere

23 Opportunities in seasonality Case Syöte Opportunity new target groups Winter ski resort in the north for families Profiling itself in summer as mountain biking destination. Summer activities, national park Alatunniste teksti

24 Month s share of yearly total nights spent Iso-Syöte vs. Ylläs Iso-Syöte Ylläs

25 Alta Badia, South Tyrol, Northern Italy Summer marketing campaing to the ski tourists in winter Alatunniste teksti

26 Alta Badia, South Tyrol, Northern Italy Summer marketing campaing in the ski lifts to the ski tourists in winter Alatunniste teksti

27 INTERNATIONALIZATION CRITERIA of VISIT FINLAND QUALITY DEVELOPMENT SUFFICIENT LANGUAGE KNOWLEDGE MARKET TESTING CUSTOMER ORIENTATION SAFETY PRODUCT DESCRIPTION AUTHENTIC EXPERIENCE AND ATTRACTIVENESS SUSTAINABILITY companies attending the VF activities have to follow the principles of sustainable development companies are free to choose a propriate programme for themselves e.g. Laatutonni module Green Start For the destinations Responsibility Destination Quality Net and Green Destination Quality Net Other certifications for sustainability; e.g. Nordic Swan, Green Key, EU Eco Label, Green Finland, Responsible Travel etc.

28 Sustainability certificates, labels & standards in Finland

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30 KIITOS