Spain M A R K E T R E V I E W 2 0 1 5 Spanish Visitors in Finland Statistical Trends and Profile 25.10.2016
STATISTICS ON SPANISH 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 SOURCES AND MORE INFORMATION 21 2
STATISTICAL TRENDS
OVERNIGHTS FROM SPAIN +2% IN 2015 Spain 106 500 registered overnights* from Spain in 2015 140 000 120 000 Number of nights spent Share of foreign overnights 3% 2 % of all foreign overnights 100 000 2% Average annual change of overnights +3% per year (2000-2015) and +2% in 2015 80 000 60 000 40 000 1% 20 000 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. SOURCES: STATISTICS SERVICE RUDOLF, 4
127 000 OVERNIGHT AND SAME-DAY VISITORS FROM SPAIN IN 2015 Length of stay 160 000 visitors altogether from Spain in 2015 6+ days 33% 4-5 days 20% No overnight stay 28% 3 days 11% 2 days 9% 2 % of all foreign visitors 127 000 of which were overnight and same-day visitors and 33 000 Helsinki Airport transit passengers 28 % did not stay overnight in Finland: 7 % same-day visitors 21 % transit-visitors Majority of Spanish visitors spent at least 4 days in Finland Most (61%) were first-time visitors Average duration of trip was 6,8 nights. SOURCE: VISIT FINLAND VISITOR SURVEY 2015 5
TOURISM BY SEASON Winter season (11-04) Summer season (05-10) Winter share % Summer share % 100 000 90 000 80% 70% Spanish overnights in 2015 in Finland, share: 80 000 70 000 60 000 50 000 40 000 60% 50% 40% 30% Summer 56 % 58 900 overnights Winter 44 % 45 700 overnights 30 000 20 000 10 000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 20% 10% 0% Majority of Spanish overnights in Finland is registered in the summer season, but winter has grown its share in the last decade. In 2015, the number of overngihts increased by 7 % in the winter and by 1 % in the summer season. 6 SOURCE: STATISTICS SERVICE RUDOLF
TOURISM BY SEASON August was the most typical month for the Spanish to stay in Finland. In the summer, there was growth especially in September but also decline in June. Winter s most popular month December grew still. 25 000 20 000 15 000 Spanish overnights in Finland by month 2014 and 2015 2014 2015 TOP 3 months, percentage of yearly overnights: 10 000 5 000 August 19 % December 15 % July 11 % Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec SOURCE: STATISTICS SERVICE RUDOLF 7
OVERNIGHTS BY DESTINATION AREA Number of Spanish overnights and share by destination area 27 800 26 % 11 700 11 % 15 400 14 % 51 500 48 % 8 SOURCE: STATISTICS SERVICE RUDOLF
MARKKINAPOTENTIAALI DESTINATION AREAS BY SEASON Summer was more popular tourist season than winter in all other areas except in Lapland. The share of winter of total year s overnights has somewhat grown in all areas in the last decade, while the share of summer has declined in all other areas than coast and archipelago. Share of total overnights 100% 90% Number of overnights 100 000 90 000 Lapland summer, % Lapland winter, % 80% 80 000 Lakeland summer, % 70% 70 000 Lakeland winter, % 60% 60 000 Coast and archipelago summer, % 50% 40% 30% 20% 10% 0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 50 000 40 000 30 000 20 000 10 000 Coast and archipelago winter, % Helsinki summer, % Helsinki winter, % Overnights winter Overnights summer 9 SOURCE: STATISTICS SERVICE RUDOLF
DESTINATION AREAS BY SEASON Overnights by region in summer and winter season, share of all Spanish overnights Uusimaa region was the most preferred area for Spanish visitors in the summer season 2015. In the winter, Lapland was a bit more popular than Uusimaa. Summer 58 900 overnights 9 % Lapland Winter 45 700 overnights 41 % Lapland Other regions (not specifically indicated on the map) accounted for 5 % or less of total overnights in Finland. 61% Uusimaa 38 % Uusimaa 10 SOURCES: STATISTICS SERVICE RUDOLF, STATISTICS FINLAND
OTHER COUNTRIES VISITED DURING THE TRIP 65 % of Spanish visitors who travelled to Finland, visited also another country during their trip Total 160 000 trips Baltic countries Nordic countries Sweden Norway Denmark Iceland Estonia Latvia Lithuania 12% 4% 4% 0% 8% 5% 30% Almost every third (30%) of Spanish visiting Finland also travelled to Estonia Russia 4% Other European countries 13% Other countries 19% 11 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
FINLAND S SHARE OF SPANISH OVERNIGHTS 15% Overnights in Nordic countries Denmark % Finland % Norway % Sweden % 40% 35% 30% 25% 20% 15% 10% 5% 0% 682 700 693 600 706 500 693 500 642 100 597 600 563 200 526 900 2008 2009 2010 2011 2012 2013 2014 2015 800 000 700 000 600 000 500 000 400 000 300 000 200 000 100 000 - The number of Spanish overnights in the Nordic countries has increased since 2013 after a drop, almost reaching the 2011 level. Around every seventh overnight was registered in Finland. SOURCES: STATISTICS DENMARK/ FINLAND/ NORWAY/ SWEDEN 12
VISITOR PROFILE
PURPOSE OF THE TRIP Of trips made from Spain, with Finland as the main destination, leisure trips accounted for 39%. Second most typical reason to visit Finland was business. Visit to friends or relatives 18% Purpose of the trip Other reason (studies, tours etc.) 16% Shopping trip 0% 105 000 trips with Finland as the main destination Leisure trip 39% Business trip 27% 14 SOURCE: VISIT FINLAND VISITOR SURVEY
EXPENDITURE PER TRIP TO FINLAND Travel budget by item Services 85% Products (shopping and food) 15% Shopping and food 15% Other (cultural, recreational services etc.) 9% Transport 10% 406 per trip 52 per day Accommodation 27% Spanish visitors spent half almost of their travel budget on accommodation and advance expenses Restaurants and cafes 17% Advance expenses 21% 15 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
ACTIVITIES AND EXPERIENCES IN FINLAND Share of 160 000 trips to Finland 70% 60% 50% 40% 30% 20% 10% 0% 35% 23% Finnish cultural attractions 16% 23% What is interesting about and what was experienced in Finland Interested in 23% 15% 14% 23% Summer activities on land (e.g. cycling, Finnish sauna Finnish archipelago hiking, wildlife watching) Interested and experienced during trip 17% 13% Finnish culinary experiences (e.g. food) 8% 15% Summer activities on the water (e.g. swimming paddling, sailing, cruises, fishing) 1% 4% Wellness services and treatments Finnish cultural attractions were found the most interesting exriences in Finland: 58 % of Spanish visitors were interested in and over a third had also experienced them. The next most interesting things to try or see were summer activities on land, Finnish sauna and archipelago, respectively. 16 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
TYPES OF ACCOMMODATION Share of 1,1 million overnights Friends or relatives 33% Rental flat (incl. Airbnb) 26% Hotel or motel 18% Spanish visitors spent one third of their nights with friends or relatives Other (incl. flat or cottage owned by visitor) 12% Camping area, hostel or rented cottage 10% 17 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
MARKET POTENTIAL
VOLUME OF OUTBOUND TRAVEL Population 48,6 million Outbound travel from Spain: 23,0 million arrivals to all destinations in 2015 +12 % compared to 2014 Europe s share of Spanish outbound travel is 79 %, Finland s share 0,3 % SOURCES: CIA WORLD FACT BOOK, TOURISM ECONOMICS/ UNWTO AND NATIONAL TOURIST OFFICES (ESTIMATES) 19
MONEY SPENT ON TRAVELLING ABROAD AND IN FINLAND Spanish spent EUR 15 billion on outbound travel in 2015. According to Finland s Tourism Balance, Spanish visitors left EUR 52 million* in Finland (2% of total tourism income). Travel receipts in Finland, EUR million 60 58 56 54 52 50 48 46 58 Spanish tourism expenditure in Finland -6 % in 2015 compared to previous year 49 52 55 52 Outbound travel spending, EUR billion 16 14 12 10 8 6 4 2 *Tourism balance includes payments made for goods and services during the trip, in advance or afterwards, excluded is the international carriage of travellers. 44 0 2011 2012 2013 2014 2015 Travel receipts in Finland, EUR million Outbound travel spending, EUR billion SOURCE: TOURISM ECONOMICS/ IMF BALANCE OF PAYMENTS, STATISTICS SERVICE RUDOLF 20
SOURCES AND MORE INFORMATION: 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 21