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 2017: 21.9 MILLION OVERNIGHT STAYS AT FINNISH ACCOMMODATION Russia 12% America 6% Other countries 1 EU-28 5 Foreign overnight stays 3 Asia 16% Domestic overnight stays 6 8.3 MILLION FOREIGN VISITORS IN FINLAND IN 2017 SPENDING PER VISIT IN 2017 1. China EUR 1,186 2. Spain EUR 754 3. Belgium EUR 654 4. France EUR 650 5. India EUR 605 6. USA EUR 598 7. South Korea EUR 568 8. Japan EUR 558 9. Australia EUR 524 10. Canada EUR 516 BREAKDOWN OF CONSUMPTION BY FOREIGN VISITORS IN 2017 Other countries 3 Russia 24% Japan China 17% Estonia 4% Sweden 8% UK 4% Germany 6% Sources: Statistics Finland, Visit Finland, Statistics Service Rudolf
Japanese Market Volume Population: 127 million people Outbound travel from Japan: 22,9 million arrivals to all destinations in 2017 + 4% compared to 2016 Ø Europe s share of Japanese outbound travel is 19 % Ø Finland s share of Japanese outbound travel is 0, Travel expenditure (total outbound travel from Japan): 15 billion EUR 300 000 Arrivals (000's) 35 000 30 000 25 000 20 000 15 000 10 000 5 000 0-5 000 Forecast for Japanese global outbound travel and expenditure in foreign countries - -2% - 2% 4% 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Expenditure (EUR billions) 4% Arrivals (000's) Japan overnights in Finland 2013-2017 17 16 16 15 15 14 14 13 13 12 20% Expenditure (EUR Billions) 250 000 16% 1 200 000 1 10% 150 000 6% 100 000 0% 50 000 0-7% 2013 2014 2015 2016 2017 - -10% Sources: Visit Finland Statistics Service Rudolf, Statistics Finland, UNWTO/IMF Balance of Payments
Japanese travelers Which part of Japan are the visitors from Year 2017 238 300, +1 Japanese visitor rankings in Finland No. 8 in overnights in 2017 (238 300, +1) No. 8 in travel receipts in 2017 ( 80 million, +36%) Spending per trip 558 Nagoya 1 Osaka 27% Tokyo 38% 18% Share of overnights by regions 2017 Finland s image in Japan Helsinki area with majority of the registered overnights 2% 72% 4%. 1 2% 2% 72% Finland top of mind Top wordsdescribingfinland s image in Japan Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Visit Finland Segmentation Survey 2017 Visit Finland Visitor Survey 2017
Japanese overnights in Finland Winter and Summer 2017 Winter (Nov-Apr): 101 400 (+14%) Summer (May-Oct): 137 300 (+10%) Japan 90 000 80 000 70 000 60 000 50 000 40 000 30 000 20 000 10 000 0 2010 2011 2012 2013 2014 2015 2016 2017 High winter season (12-02) Spring season (03-05) 34% 42 % 58 % 8% High summer season (06-08) Autumn season (09-11) 58% 2% 82% Source: Visit Finland Statistics Service Rudolf, Statistics Finland
Japanese overnights in Finland Seasonal overnights in 2017 Year 2017 Whole Finland Number of overnights Seasonal change 2017 2017 vs. 2016 Winter (Dec-Feb) 53 800 + Spring (Mar-May) 47 400 +32% Summer (Jun-Aug) 76 300 +1 Rovaniemi 4 Inari/Saariselkä 3 Kittilä/Levi 7% Kuusamo/Ruka 6% Autumn (Sep-Nov) 61 800 +8% Japanese overnights in Finland by season in 2017 Turku 20% Oulu 14% Vaasa 8% Uusimaa (excl. greater Helsinki area) 1 Tampere 32% Jyväskylä 1 Sotkamo 1 Heinola 7% Lahti Hämeenlinna Helsinki 90% Source: Rudolf data base, Statistics Finland
Japanese visitors in Finland Japanese overnights in Finland by month Japanese overnights by monthly change % 2013-2017 35 000 60% 30000 25000 20000 50% 40% 30% 20% 15 000 10% 10000 5 000 0% -10% -20% 0 January February March April May June July August September October November December -30% January February March April May June July August September October November December 2013 2014 2015 2016 2017 2013 2014 2015 2016 2017 Source: Visit Finland Statistics Service Rudolf, Statistics Finland
Japan Nordic countries' share of Japanese overnights 2017 Development of Japanese overnights 2009-2017 Sweden 95 200 16 % Iceland 77 300 13 % Denmark 84 700 14 % 300 000 250 000 238 300 Norway 110 300 18 % Finland 238 300 39 % 200 000 Denmark Finland Norway 150 000 Sweden Japanese overnights, change % Iceland Change 2017/16 Average annual change 2009-2017 1 100 000 1 50 000 6% 0% 2% 0% Denmark Finland Norway Sweden Iceland 2009 2010 2011 2012 2013 2014 2015 2016 2017 9
Japan Japanese overnights in the Nordic countries, winter season (Dec-Apr) 2009-2017 Japanese overnights in the Nordic countries, summer season (Jun-Aug) 2009-2017 90 000 80 000 70 000 86 600 90 000 80 000 70 000 76 300 60 000 50 000 40 000 30 000 Denmark Finland Norway Sweden 60 000 50 000 40 000 30 000 Denmark Finland Norway Sweden 20 000 20 000 10 000 10 000 2009 2010 2011 2012 2013 2014 2015 2016 2017 2009 2010 2011 2012 2013 2014 2015 2016 2017 Corresponding seasonal overnights not available for Iceland Change of Japanese overnights by season 2017/16 Winter (Dec-Apr) Summer (Jun-Aug) 1 1 1 4% -2% -12% Denmark Finland Norway Sweden 10
Japanese internet searches regarding Finland 60 000 50 000 40 000 30 000 20 000 10 000 0 2016M01 Japanese internet searches and overnights by month 2016M02 2016M03 2016M04 2016M05 2016M06 2016M07 2016M08 2016M09 2016M10 2016M11 Searches 2016M12 2017M01 2017M02 2017M03 Overnights Graph indicating all Japanese overnights in Finland in relation to internet searches regarding Finland over two year period of 2016-2017 2017M04 2017M05 2017M06 2017M07 2017M08 2017M09 2017M10 2017M11 2017M12 60000 50000 40000 30000 20000 10000 0 Online searches by Japanese regarding Finland January February March April May June July 2016 2017 August September October November December Seasonality of travel-related Internet searches concerning Finland Top 10 Interests towards Finland based on online searches Northern Lights Finnish Design and Fashion Finnish Sauna Extraordinary Accommodation, Igloo Ice Hotels Jungles and Forests Santa Claus Animal Parks, Wildlife Santa Village Sightseeing Boating, Sailing, Cruising Sources: Visit Finland Statistics Service Rudolf, Statistics Finland, MyStay, Digital Demand
Japanese visitors in Winter (Nov-April) Health and medicalcare Shopping trip1 % 1 % Study or training 4 % Visiting friends or relatives 3 % PURPOSE OF TRAVEL Business trip 12 % Other reason 8 % Transit 21 % Immediate family (household with kids) Extended family (with family members outside the household) TRAVEL COMPANY Alone Group of friends Spouse/Partner only Other company 1 1 Holiday trip 50 % 22% 2 3 A Japanese traveler spends on average 701 per trip during winter. Purchased trip as package 4 4 10% Yes No Don't know 6 days or more 22 % 4-5 days 19 % Duration 3 days 17 % 1 day 27 % 2 days 15 % 2 26% 24% 1 Buildings, castles, monuments, museums Other winter activities and experiences 7% 15-24 25-34 35-44 45-54 55-64 over 64 Friends or relatives Rental flat (incl. Airbnb) 7 % Camping area, hostel or rented cottage 8 % Age group Accommodation 5 % Other 3 % Hotel or motel 77 % Japanese visitors activities and interests, Winter (Nov-April) Experienced during the trip Shopping Finnish sauna Finnish culinary experiences National parks Winter sports Walking, hiking, camping in nature Cultural events 2% 6% Finnish summer cottages 0% Family destinations Sport events Biking, mountaing biking 0% Other outdoor activities 2% Wellness services and treatments 0% 1 1 4% 1 7% 4% 28% 22% 1 1 Concerts and music festivals Interested but did not experience during the trip 7% 4% 0% 4 44% 1 37% 2 1 24% Note: the figures on this slide are not definite but directional figures. Winter N= 229 Source: VF Visitor Survey 2017
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 1 1 Visiting friends or relatives 2 % Holiday trip 63 % 2 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 % Camping area, hostel or rented cottage 7 % 36% Finnish culinary experiences 22% 1 1 National parks Finnish sauna 15-24 25-34 35-44 45-54 55-64 over 64 Walking, hiking, camping in nature 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 1 7% 16% 2% 10% Winter sports 0% 10% Finnish summer cottages 10% Biking, mountaing biking Family destinations Interested but did not experience during the trip Shopping 4% 17% 17% 7% Sport events 2% 3 18% 50% 4 2 67% 10% 7% 6% Wellness services and treatments Source: VF Visitor Survey 2017 Summer N=199 12%