Foreign overnight stays 31% Domestic overnight stays 69% 8.3 MILLION FOREIGN VISITORS IN FINLAND IN 2017
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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 Russia 1 America 6% Other countries 1 EU-28 5 Foreign overnight stays 3 Asia 16% 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 3 Russia 2 Japan Estonia UK China 17% Sweden 8% Germany 6% Sources: Visit Finland, Statistics Finland
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4 German Market Volume Population 83 million people Outbound travel from Germany 18 million arrivals to all destinations in 217 +,5% compared to 216 Ø Europe s share of German outbound travel is 88% Ø Finland s share of German outbound travel is,5% Travel expenditure (total outbound travel from Germany) 72 billion EUR German Overnights and Change % in Finland % % 9% % 2% 15% 1% 5% % -5% -1% Expenditure (billions)* Forecast for German Global outbound travel and Expenditure in foreign countries 8% 5% *Speding by residents on travel in foreign countries. EUR (billions) Arrivals (s) German global outbound travel is forecasted to reach 127 million arrivals by 223 and German residents spending is forecasted at 84 billion Euros Arrivals (s) Nights Spent % change y/y Source UNWTO/Statistics Finland/Eurostat/IMF Balance of Payments, Visit Finland StatisticsService Rudolf, StatisticsFinland
5 German travelers Which part of Germany are the visitors from Finland s image in Germany Year , +15% 2 Finland top of mind Top words describing Finland s image in Germany Spending per trip Baden-Württemberg 9% Hessen 8 % Lower Saxony Nordrhein-Westfalen 9% Other Germany 15% German visitor rankings in Finland No. 2 in overnights in 217 (623, +15%) No. 4 in travel receipts in 217 ( 197 million, +1) Share of overnights by regions % 18% 27% Helsinki and Lapland areas with majority of the registered overnights 6% 38% 26% 5% Lakeland area?: summer cottages which are not registered in the statistics Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Visit Finland Segmentation Survey 217 Visit Finland Visitor Survey 217
6 German overnights in Finland Winter and Summer 217 Winter (Nov-Apr): (+1) Summer (May-Oct): 38 9 (+17%) 3 Germany % 2 37% 38 % 19% High winter season (12-2) Spring season (3-5) High summer season (6-8) Autumn season (9-11) 6% 35% 7% 5% 39% Source: Visit Finland Statistics Service Rudolf, Statistics Finland
7 German overnights in Finland Seasonal overnights in 217 Year 217 Whole Finland No. of German overnights in Finland vs. 216 Winter (Dec-Feb) Spring (Mar-May) % Kittilä/Levi 2 Rovaniemi 19% Muonio 17% Inari/Saariselkä 1 Sodankylä 9% Kolari/Ylläs 8% Summer (Jun-Aug) % Autumn (Sep-Nov) 14 +2% German overnights in Finland by season in 217 Turku 2% Oulu 1% Rauma 7% Pori 7% Tampere 16% Jyväskylä 1 Savonlinna 1% Kuopio reg. 8% Lahti 6% Mikkeli reg. 6% Uusimaa (excl. greater Helsinki area) 18% Aland 9% Helsinki 8 Source: Rudolf data base, Statistics Finland
8 German visitors in Finland German overnights in Finland by month German overnights by monthly change % % 8 2% 6 1% 4 % 2-1% January February Ma rch April Ma y June July August September October November December -2% January February Ma rch April Ma y June July August September October November December Source: Visit Finland Statistics Service Rudolf, Statistics Finland
9 Germany Nordic countries' share of German overnights 217 Iceland % 3 Development of German overnights Sweden % Norway % Denmark % Finland % Denmark Finland Norway Sweden Iceland 5% German overnights, change % Change 217/16 Average annual change % 5% % % -6% Denmark Finland Norway Sweden Iceland
10 Germany German overnights in the Nordic countries, winter season (Dec-Apr) German overnights in the Nordic countries, summer season (Jun-Aug) Denmark Finland Norway Sweden Denmark Finland Norway Sweden Change of German overnights by season 217/16 Winter (Dec-Apr) Summer (Jun-Aug) 18% Corresponding seasonal overnights not available for Iceland 1 1 5% 7% - - Denmark Finland Norway Sweden Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Statistics Sweden, Norway and Denmark 1
11 German internet searches regarding Finland M1 German internet searches and overnights by month 216M2 216M3 216M4 216M5 216M6 216M7 216M8 216M9 216M1 Searches 216M11 216M12 217M1 217M2 217M3 Overnights Graph indicating all German overnights in Finland in relation to internet searches regarding Finland 217M4 217M5 217M6 217M7 217M8 217M9 217M1 217M11 217M January Online searches by Germans regarding Finland February Ma rch April Ma y June July August September October November December All online travel and tourism related searches conducted by Germans regarding Finland Source: Visit Finland Statistics Service Rudolf, Statistics Finland, Digital Demand, MyStay
12 German visitors in Winter (Nov-April) PURPOSE OF TRAVEL Study or training 16 % Other reason 2 % Transit 4 % Holiday trip 3 % A German traveler spends on average 65 per trip during winter. Age group German visitors activities and interests, Winter (Nov-April) Experienced during the trip Finnish sauna Buildings, castles, monuments, museums Intererested but did not experience during the trip 37% 46% 2 1 Visiting friends or relatives 21 % Business trip 27 % TRAVEL COMPANY 28% 2 19% 2% 5% 5% over 64 Winter sports Duration Accommodation Walking, hiking, camping in nature Finnish culinary experiences National parks Other winter activities and experiences Shopping 3 27% 45% 1% 19% % 37% Alone Spouse/Partner only Group of friends Immediate family (household with kids) Extended family (with family members outside Other company 17% 16% 16% 47% 6 days or more 45 % 1 day 7 % 2 days 1 % 4-5 days 18 % 3 days 2 % Rental flat (incl. Airbnb) 2 % Other 16 % Camping area, hostel or rented cottage 14 % Hotel or motel 41 % Friends or relatives 9 % Finnish summer cottages Cultural events Other outdoor activities Sport events Concerts and music festivals Biking, mountaing biking Family destinations Wellness services and treatments % 15% 1 19% 1 1 6% 2% 16% 9% 1 9% Note: the figures on this slide are not definite but directional figures. Winter N=247 Source: VF Visitor Survey 217
13 German visitors in Summer (May-Oct) Visiting friends or relatives 18 % PURPOSE OF TRAVEL Study or training 5 % Transit 8 % Health and medicalcare 3 % Business trip 21 % Holiday trip 45 % A German traveler spends on average 294 per trip during summer. 17% 28% Age group 2 16% 7% over 64 German visitors activities and interests, Summer (May-Oct) Experienced during the trip Buildings, castles, monuments, museums Finnish culinary experiences Finnish sauna Walking, hiking, camping in nature Other outdoor activities Other winter activities and experiences National parks Intererested but did not experience during the trip 28% 29% 28% 2 49% 4 6% 16% 2 2 2% 1 1 TRAVEL COMPANY Duration Accommodation Shopping 3 Alone Spouse/Partner only Group of friends Immediate family (household with kids) Extended family (with family members outside the Other company 1 16% 2% 25% 3 6 days or more 35 % 4-5 days 24 % 1 day 8 % 2 days 11 % 3 days 22 % Other 4 % Camping area, hostel or rented cottage 2 % Rental flat (incl. Airbnb) 12 % Friends or relatives 24 % Hotel or motel 4 % Cultural events Finnish summer cottages Winter sports % Concerts and music festivals Biking, mountaing biking Wellness services and treatments 1 1 5% 8% 1 7% 2 17% Sport events 1 17% 16% Family destinations 7% Note: the figures on this slide are not definite but directional figures. Summer N=44 Source: VF Visitor Survey 217
America 6% Russia 12%
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.
Japan 3% Foreign overnight stays 31% Domestic overnight stays 69% 8.3 MILLION FOREIGN VISITORS IN FINLAND IN 2017
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.
China 17% Foreign overnight stays 31% Domestic overnight stays 69% 8.3 MILLION FOREIGN VISITORS IN FINLAND IN 2017
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.
Russia 12% Russia 24% Foreign overnight stays 31% Domestic overnight stays 69% 8.3 MILLION FOREIGN VISITORS IN FINLAND IN 2017
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.
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