Visit Tampere partners - verkosto Visit Finland Japan activities

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Chester Burke
5 years ago
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2 Visit Tampere partners - verkosto Visit Finland Japan activities

Finnish urban Lifestyle Food, breweries and distilleries Sauna Finnish Sauna Slow

3 VF main messages - Japan Northern lights and nature Northern Lights Soft activities in pure nature Finnish nature lifestyle Healing Design and lifestyle Design Shopping Finnish urban Lifestyle Food, breweries and distilleries Sauna Finnish Sauna Slow lifestyle Healing Traditional saunas and trendy city saunas Moomins Market plan 2019 Heli Mende

Visit Finland 2019 activities - Japan Matka 2019 (Meet and pretour) PR event for Moomin park opening, March 2019 PR event for Yuki No Hana (Snow flower) movie Just a litte text slide, with very

4 Visit Finland 2019 activities - Japan Matka 2019 (Meet and pretour) PR event for Moomin park opening, March 2019 PR event for Yuki No Hana (Snow flower) movie Just a litte text slide, with very little text and no headline. Tumlare workshop, April 2019 Kansai airport event, May 2019 Hankyu department store Nordic fair in Osaka, May Finland will have strong presence at the fair Visit Finland global workshop, summer 2019 Tourism Expo, Sep 2019, Osaka. MoiMoi workshop, Sep 2019 Edu workshop in Finland Edu, Lakeland and Lapland Fam trips Activities concerning Finland-Japan 100 years of diplomatic relations Sauna campaign 03/10/2018 First name Last name 4

Sauna campaign Sauna campaign aims to promote Finnish sauna experinces to Japanese travelers During autumn 2018, campaign covers 30 saunas (incl.

5 Sauna campaign Sauna campaign aims to promote Finnish sauna experinces to Japanese travelers During autumn 2018, campaign covers 30 saunas (incl. 3 from Japan) In 2019 campaign will contain total of 100 saunas, including also seasonal sauna options, such as sauna boats 100 saunas honors the 100 years of deplomatic relations between Japan and Finland in 2019

Sauna campaign Goshuin-cho stamp book will be the key elements for the campaign Goshuin-cho contains 10 tips introduction to enjoy Finnish saunas Goshuin-chos can be

6 Sauna campaign Goshuin-cho stamp book will be the key elements for the campaign Goshuin-cho contains 10 tips introduction to enjoy Finnish saunas Goshuin-chos can be collected from; Sauna campaign website Selected travel agencies in Japan Via nominated japanese sauna ambassodors Collecting 10 stamps you are honored as sauna master

Sauna campaign Sauna campaign website collects tips and hints about Finnish sauna experinces and lists all selected saunas for the campaign Sauna

7 Sauna campaign Sauna campaign website collects tips and hints about Finnish sauna experinces and lists all selected saunas for the campaign Sauna campaign includes also; Social media activities Sauna related competitions throughout the 2 year campaign period Sauna events in Japan and in Finland

8 Facts and figures

Japanese overnights in Finland Seasonal overnights in 2017 & 2018 Whole Finland No.

2017 Winter (Dec-Feb) 53 800 51 100 +1% -5% Spring (Mar-May) 47 400 35 500 +32% -25% Summer (Jun-Aug) 76 300 +11%

Winter 2 400 +52% Spring 1 600 0% Summer June: 1 300 July: 1 400 Autumn Reasons behind the actual / expected change

Tampere 32% Jyväskylä 11% Sotkamo 11% Heinola 7% Lahti 5% Hämeenlinna 5% Lapland 2018 Winter 19 800-18% Spring 5

9 Japanese overnights in Finland Seasonal overnights in 2017 & 2018 Whole Finland No. of Japanese overnights Actual /(expected) seasonal change 2017 vs vs Winter (Dec-Feb) % -5% Spring (Mar-May) % -25% Summer (Jun-Aug) % (+xx%) Autumn (Sep-Nov) % (+xx%) Japanese overnights in Finland by season in 2017 Coast & Archipelago 2018 Winter % Spring % Summer June: July: Autumn Reasons behind the actual / expected change World Figure Skating Championships in Helsinki in Mar-Apr2017 June: (-13%) July: (-12%) +1% +11% Turku 20% Oulu 14% Vaasa 8% Uusimaa (excl. greater Helsinki area) 11% Helsinki 90% Year 2017 Rovaniemi 41% Inari/Saariselkä 33% Kittilä/Levi 7% Kuusamo/Ruka 6% Tampere 32% Jyväskylä 11% Sotkamo 11% Heinola 7% Lahti 5% Hämeenlinna 5% Lapland 2018 Winter % Spring % Summer June: 200 July: 600 Autumn Helsinki area % +34% Lakeland 2018 Winter % Spring % Summer June: 800 July: Autumn Winter % Spring % Summer June: July: Autumn -12% -16% -27% +14% Source: Rudolf data base, Statistics Finland

Japanese visitors in Summer (May- Oct) Business trip 3 % Study or training 3 % PURPOSE OF TRAVEL Shopping

TRAVEL COMPANY Alone Spouse/Partner only Group of friends Other company 5% 11% 15% Visiting friends or

days 24 % 36% Finnish culinary experiences 22% 9% 11% 13% National parks 9% Finnish sauna 15-24 25-34 35-44

monuments, museums Other winter activities and experiences 2% Cultural events Friends or Other outdoor

10 Japanese visitors in Summer (May- Oct) Business trip 3 % Study or training 3 % PURPOSE OF TRAVEL Shopping trip 3 % Transit 23 % Immediate family (household with kids) Extended family (with family members outside the TRAVEL COMPANY Alone Spouse/Partner only Group of friends Other company 5% 11% 15% Visiting friends or relatives 2 % Holiday trip 63 % 25% 24% Other reason 3 % 30% 4-5 days 20 % A Japanese traveler spends on average 452 per trip during summer. Purchased trip as package 50% 44% 6 days or more 15 % Duration 3 days 19 % 1 day 22 % 6% No Yes Don't know 2 days 24 % 36% Finnish culinary experiences 22% 9% 11% 13% National parks 9% Finnish sauna over 64 Walking, hiking, camping in nature Camping area, hostel or rented cottage 7 % Rental flat (incl. Airbnb) 9 % Age group Accommodation Hotel or motel 82 % Note: the figures on this slide are not definite but directional figures. Japanese visitors activities and interests, Summer (May-Oct) Experienced during the trip Buildings, castles, monuments, museums Other winter activities and experiences 2% Cultural events Friends or Other outdoor activities relatives 2 % Concerts and music festivals 13% 9% 7% 16% 2% 10% Winter sports 0% 10% Finnish summer cottages 1% 10% Biking, mountaing biking Family destinations Interested but did not experience during the trip Shopping 4% 17% 17% 7% Sport events 2% 3% 33% 18% 5% 1% 50% 43% 25% 5% 67% 10% 7% 6% Wellness services and treatments 1% 1% Source: VF Visitor Survey 2017 Summer N=199 12%

11 BOOKING SITUATION FOR FUTURE ARRIVALS JAPAN

12 03/10/2018 First name Last name 12

Japan 3% Foreign overnight stays 31% Domestic overnight stays 69% 8.3 MILLION FOREIGN VISITORS IN FINLAND IN 2017

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.