France M A R K E T R E V I E W 2 0 1 5 French Visitors in Finland Statistical Trends and Profile 14.10.2016
STATISTICS ON FRENCH 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 9-10 Other countries visited during the trip 11 Nights spent in the Nordic countries 12 VISITOR PROFILE 13 Purpose of the trip 14 Expenditure per trip to Finland 15 Activities and experiences in Finland 16 Types of accommodation 17 MARKET POTENTIAL 18 Volume of outbound travel 19 Money spent on travelling abroad and in Finland 20 MORE INFORMATION ABOUT FRENCH TOURISM MARKETS 21 2
STATISTICAL TRENDS
FRANCE IS THE 5th MOST IMPORTANT MARKET FOR FINLAND BY THE NUMBER OF OVERNIGHTS 230 100 registered overnights* from France in 2015 250 000 Number of nights spent France Share of foreign overnights 6% 4 % of all foreign overnights 200 000 150 000 4% Average annual change of overnights +3 % per year (2000-2015) 100 000 50 000 2% and +7 % in 2015 0% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 * Incl. hotels, motels, hostels, youth hostels, holiday villages and camping sites with at least 20 bed places or caravan pitches with electrical connection points. 4 SOURCE: STATISTICS SERVICE RUDOLF
164 000 OVERNIGHT AND SAME-DAY VISITORS FROM FRANCE TO FINLAND Length of stay 200 000 visitors altogether from France in 2015 6+ days 38% 4-5 days 19% No overnight stay 24% 3 days 13% 2 days 7% 2 % of all foreign visitors 164 000 of which were overnight and same-day visitors and 36 000 Helsinki Airport transit passengers 24 % did not stay overnight in Finland: 6 % same-day visitors 18 % transit passengers A majority of French visitors stayed at least 4 days in Finland 64 % were first-time visitors Average duration of trip was 6,1 nights SOURCE: VISIT FINLAND VISITOR SURVEY 2015 5
FOR THE FRENCH, FINLAND IS A POPULAR WINTER DESTINATION 160 000 Winter season (11-04) Summer season (05-10) Winter share % Summer share % 70% French overnights in 2015 in Finland, share: 140 000 60% Winter 63 % 141 700 overnights 120 000 100 000 50% 40% Summer 37 % 81 600 overnights 80 000 60 000 40 000 20 000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 30% 20% 10% 0% 63 % of overnights from France were registered in the winter season in 2015. Winter overnights grew by 10 % compared to 2014, summer stayed at the previous year s level. This has been the trend since 2010. 6 SOURCE: STATISTICS SERVICE RUDOLF
TOURISM BY SEASON Winter months from December until March were the most typical months for the French to stay in Finland in 2015. They made up 57 % of the total year s overnights. December (+29 %), January (+9 %) and February (+13 %) also grew the most compared to previous year. 40 000 35 000 30 000 25 000 French overnights in Finland by month 2014 and 2015 2014 2015 TOP 3 months, percentage of yearly overnights: 20 000 15 000 10 000 February 16 % December 15 % January 14 % 5 000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec SOURCE: STATISTICS SERVICE RUDOLF 7
ALMOST HALF OF FRENCH OVERNIGHTS IN LAPLAND Number of French overnights and share by destination area 109 600 48 % 34 000 15 % 24 100 10 % 62 400 27 % 8 SOURCE: STATISTICS SERVICE RUDOLF
DESTINATION AREAS BY SEASON Share of total overnights 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Number of overnights 160 000 140 000 120 000 100 000 80 000 60 000 40 000 20 000 Lapland summer, % Lapland winter, % Lakeland summer, % Lakeland winter, % Coast and archipelago summer, % Coast and archipelago winter, % Helsinki summer, % Helsinki winter, % Number of overnights winter Number of overnights summer 0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 In Lapland, 87 % of French overnights were registered in the winter season. Summer was a slightly more popular tourist season than winter in all other areas. SOURCE: STATISTICS SERVICE RUDOLF 9
DESTINATION AREAS BY SEASON Lapland was clearly the most preferred destination area for the French in the winter season in 2015: almost two thirds of the overnights were registered in Lapland region. Uusimaa, on the other hand, got almost half the overnights in the summer season. Overnights by region in summer and winter season, share of all French overnights Summer 81 600 overnights 13% Lapland Winter 141 700 overnights 63% Lapland Other regions (not specifically indicated on the map) accounted for 5 % or less of total overnights in Finland. 9 % Central Finland 6 % Varsinais-Suomi 48 % Uusimaa 18% Uusimaa 10 SOURCES: STATISTICS SERVICE RUDOLF, STATISTICS FINLAND
OTHER COUNTRIES VISITED DURING THE TRIP 53 % of French visitors who travelled to Finland also visited another country during their trip Total 200 000 trips Baltic countries Nordic countries Sweden Norway Denmark Iceland Estonia Latvia Lithuania Russia Other European countries 4% 2% 0% 3% 3% 9% 11% 20% 24% While visiting Finland, a quarterof French visitors also travelled to Estonia and a fifth to Sweden. Other countries 13% 11 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
NUMBER OF FRENCH OVERNIGHTS IN THE NORDIC COUNTRIES INCREASING An increasing number of French overnights is registered in the Nordic countries. Finland s share has remained at the level of 22 % since 2010. Denmark has grown its share most rapidly in the previous years. According to Brand Tracker image study, Finland ranked the fourth most likely destination to visit among its competitors. 35% 30% 25% 20% 15% 10% Overnights in Nordic countries Denmark % Finland % Norway % Sweden % 913 800 930 800 987 800 1 007 800 997 100 968 300 1 003 000 1 049 100 1100 000 1050 000 1000 000 950 000 900 000 Likelihood to Visit: Rank (vs. key competitors) Finland ranks number four destination to visit among its competitors. #1 #2 #3 5% 850 000 #4 0% 2008 2009 2010 2011 2012 2013 2014 2015 800 000 #5 SOURCES: STATISTICS DENMARK/ FINLAND/ NORWAY/ SWEDEN SOURCE: VISIT FINLAND BRAND TRACKER 2015 12
VISITOR PROFILE
PURPOSE OF THE TRIP Of trips made from France, with Finland as the main destination, more than half were either leisure trips (28 %) or made for other reason, including studies and tours (28 %). Business trip 19% Visit to friends or relatives 26% Purpose of the trip Shopping trip 0% 146 000 trips with Finland as the main destination Leisure trip 28% Other reason (studies, tours etc.) 28% 14 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
FRANCE RANKS THE 3rd BIGGEST SPENDER PER TRIP IN FINLAND Services 85% Products 15% Restaurants and cafes 13% Travel budget by item Other (cultural, recreational Transport services etc.) 9% 6% Shopping and food (products) 15% 532 per trip 75 per day Advance expenses 29% Accommodation 29% French visitors spent over a half of their travel budget in Finland on accommodation and advance expenses. French visitors were the 3 rd biggest spenders per trip in Finland. SOURCE: VISIT FINLAND VISITOR SURVEY 2015 15
ACTIVITIES AND EXPERIENCES IN FINLAND Share of 200 000 trips to Finland 60% 50% What is interesting about and what was experienced in Finland Interested in Interested and experienced during trip Visitors from France were most often interested in cultural attractions in half of them were interested in and a quarter had also experienced them. 40% 30% 20% 10% 0% 27% 22% Finnish cultural attractions 33% 15% Finnish sauna 20% 24% Summer activities on land (e.g. cycling, hiking, wildlife watching) 21% 21% Finnish archipelago 22% 9% Finnish culinary experiences (e.g. food) 11% 19% Summer activities on the water (e.g. swimming paddling, sailing, cruises, fishing) 4% 1% Wellness services and treatments Sauna was an ecperience that was most often (a third of the visitors) actually tried. Summer activities on land and Finnish archipelago, on the other hand, were also very appealing experiences for the French in Finland, but eather of which only one in five had experienced. 16 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
TYPES OF ACCOMMODATION Share of 1 214 000 overnights Hotel or motel Rental flat (incl. Airbnb) Friends or relatives Other (incl. flat or cottage owned by visitor) 23% 21% 21% 19% Different accommodation types were widely used by French visitors. 44 % of the nights were spent in hotels or rented flats. A fifth were spent with friends and relatives. Camping area, hostel or rented cottage 16% 17 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
MARKET POTENTIAL
VOLUME OF OUTBOUND TRAVEL Population 67 million people Outbound travel from France: 46,4 million arrivals to all destinations in 2015 +1 % compared to 2014 Europe s share of French outbound travel is 71 % Finland s share of French outbound travel is 0,3 % SOURCE: CIA WORLD FACT BOOK, TOURISM ECONOMICS/ UNWTO AND NATIONAL TOURIST OFFICES (ESTIMATES) 19
FRANCE IS AMONG THE TOP 5 TOURISM SPENDERS IN THE WORLD French tourists spent EUR 32 billion on outbound travel in 2015, and France reaches the TOP 5 tourism spenders in the world. According to Finland s Tourism Balance, French visitors left EUR 58 million* in Finland (2 % of total tourism income). Travel receipts in Finland, EUR million 70 66 60 50 40 30 20 10 French tourism expenditure in Finland decreased by 8 % in 2015 compared to 2014 61 62 63 58 Outbound travel spending, EUR billion 40 35 30 25 20 15 10 5 *Tourism balance includes payments made for goods and services during the trip, in advance or afterwards, excluded is the international carriage of travellers. 0 2011 2012 2013 2014 2015 Travel receipts in Finland, EUR million 0 Outbound travel spending, EUR billion SOURCE: TOURISM ECONOMICS/ IMF BALANCE OF PAYMENTS, STATISTICS SERVICE RUDOLF 20
SOURCES AND MORE INFORMATION: TILASTOPALVELU RUDOLF www.visitfinland.fi/tutkimukset-ja-tilastot www.visitfinland.com/about-us/tourism-finland STATISTICS SERVICE RUDOLF VISIT FINLAND VISITOR SURVEY NORDIC STATISTICS MARKET NEWS TRADE FOLLOW UP MS SANNA TUONONEN Visit Finland Representative France and Italy firstname.lastname@visitfinland.com 21