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 America 6% Russia 1 Other countries 1 EU-28 5 Foreign overnight stays 31% Asia 16% Domestic overnight stays 69% 8.3 MILLION FOREIGN VISITORS IN FINLAND IN 217 SPENDING PER VISIT IN 217 1. China EUR 1,186 2. Spain EUR 754 3. Belgium EUR 654 4. France EUR 65 5. India EUR 65 6. USA EUR 598 7. South Korea EUR 568 8. Japan EUR 558 9. Australia EUR 524 1. Canada EUR 516 BREAKDOWN OF CONSUMPTION BY FOREIGN VISITORS IN 217 Other countries 3 Japan Estonia 4% UK 4% Russia 24% China 17% Sweden Germany 6% Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Russian Market Volume Population: 144 million people Outbound travel from Russia: 27 million arrivals to all destinations in 217 + 34% compared to 216 Ø Europe s share of Russian outbound travel is 74 % Ø Finland s share of Russian outbound travel is Arrivals ('s) 45 4 35 3 25 2 15 1 5-5 Forecast for Russian global outbound travel and expenditure in foreign countries 1-2% -27% -16% 4% 4% 34% 14% 6% 213 214 215 216 217 218 219 22 221 222 223 45 4 35 3 25 2 15 1 5 Expenditure (EUR Billion) Travel expenditure (total outbound travel from Russia): 27 billion EUR Expenditure (EUR billions) Arrivals (s) Russian overnights in Finland 213-217 1 8 3% 1 6 1 4 1 2 1 8 6 4 2 1-11% -17% -4 213 214 215 216 217 2% % - -2% -3% -4% -5% Sources: Visit Finland Statistics Service Rudolf, Statistics Finland, Source UNWTO/IMF Balance of Payments
Russian travelers Year 217: 821 7 (+1) Which parts of Russia are the visitors from: 7% St. Petersburg Vyborg 6% other Leningrad area Russian visitor rankings in Finland No. 1 in overnights in 217 (821 7, +1) No. 1 in travel receipts 659 million, +4 (Statistics Finland 217) Spending per trip 235 653 million, +39% (Visit Finland Visitor Survey 217) 7% 7% 4% Share of overnights by regions 217 29% 4 %12 3 4% 21% Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Visit Finland Visitor Survey 217 D2 Digital Demand Google Analytics
Russian overnights in Finland Winter and Summer 217 Winter (Nov-Apr): 432 1 (+1) Summer (May-Oct): 369 7 (+16%) 6 Russia 5 4 3 2 1 21 211 212 213 214 215 216 217 High winter season (12-2) Spring season (3-5) High summer season (6-8) Autumn season (9-11) 1% 1% 11% 6% 2 6% 2% 54 % 46 % 1% 34% 1% 14% 2 Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Russian overnights in Finland Seasonal overnights in 217 Whole Finland 217 217 vs. 216 Winter (Dec-Feb) 28 9 +16% Spring (Mar-May) 147 +3 Summer (Jun-Aug) 236 8 +1 Autumn (Sep-Nov) 143 3 +1 Year 217 Kuusamo 4 Rovaniemi 19% Kittilä/Levi 17% Inari/Saariselkä 6% Russian overnights in Finland by season in 217 Turku 1 Kotka 11% Lohja 9% Oulu 9% Kouvola 7% Porvoo 6% Pudasjärvi/Syöte Lappeenranta 2% Imatra 2% Savonlinna 11% Mikkeli reg. Sotkamo 6% Kuopio reg. Helsinki 8 Source: Rudolf data base, Statistics Finland
Russian visitors in Finland Russian overnights in Finland by month Russian overnights by monthly change % 213-217 35 1% 3 25 2 8% 6% 4% 2% 15 % 1 5-2% -4% -6% January February March April May June July August September October November December -8% January February March April May June July August September October November December 213 214 215 216 217 213 214 215 216 217 Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Russia Nordic countries' share of Russian overnights 217 Norway 17 9 9 % Sweden 122 5 11 % Iceland 25 3 2 % Denmark 72 9 6 % 1 6 1 4 Development of Russian overnights 29-217 1 2 Finland 821 7 72 % 1 8 821 7 Russian overnights, change % Change 217/16 Average annual change 29-217 5 6 Denmark Finland 4 Norway Sweden 1 1 19% 9% 9% 2 Iceland % -1% - Denmark Finland Norway Sweden Iceland 29 21 211 212 213 214 215 216 217 9
Russia Russian overnights in the Nordic countries, winter season (Dec-Apr) 29-217 Russian overnights in the Nordic countries, summer season (Jun-Aug) 29-217 8 8 7 7 6 6 5 4 3 2 1 378 5 Denmark Finland Norway Sweden 5 4 3 2 1 236 8 Denmark Finland Norway Sweden 29 21 211 212 213 214 215 216 217 29 21 211 212 213 214 215 216 217 Corresponding seasonal overnights not available for Iceland Change of Russian overnights by season 217/16 Winter (Dec-Apr) Summer (Jun-Aug) 24% 21% 1 1 9% 9% -14% Denmark Finland Norway Sweden Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Statistics Sweden, Norway and Denmark
Russian internet searches regarding Finland Russian internet searches and overnights by month Online searches by Russians regarding Finland 18 16 14 12 1 8 6 4 2 216M1 216M2 216M3 216M4 216M5 216M6 216M7 216M8 216M9 216M1 216M11 216M12 217M1 217M2 217M3 Searches Overnights Russian overnights and internet searches regarding Finland 217M4 217M5 217M6 217M7 217M8 217M9 217M1 217M11 217M12 45 4 35 3 25 2 15 1 5 January February March April May June Seasonality of travel-related Internet searches concerning Finland July 216 217 August September October November December Top 1 Interests towards Finland based on online searches Extraordinary Accommodation Ski Hostels, villas, cottages Shopping Finnish Sauna Aquaparks SPA Hotels, SPA Programmes Finnish Design and Fashion Fishing and Ice-fishing Boating, sailing, cruising Wellbeing from Nature Sources: Visit Finland Statistics Service Rudolf, Statistics Finland, MyStay, Digital Demand
Russian visitors in Winter (Nov-April) Transit Visiting 6 % friends or relatives 7 % PURPOSE OF TRAVEL Business trip 2 % Holiday trip 18 % Other reason 3 % Shopping trip 64 % A Russian traveler spends on average 235 per trip during winter. 4% 17% Age group 3 2 1 15-24 25-34 35-44 45-54 55-64 over 64 Russian visitors activities and interests, Winter (Nov-April) Experienced during the trip Shopping Wellness services and treatments Other outdoor activities Walking, hiking, camping in nature Buildings, castles, monuments, museums Finnish sauna Interested but did not experience during the trip 6% 2% 1 1 11% 11% Winter sports 1 84% TRAVEL COMPANY Duration Accommodation Finnish summer cottages 1% 14% Group of friends Spouse/Partner only Immediate family (household with kids) Extended family (with family members outside the household) Alone Other company 21% 21% 19% 3 6 days or more 4-5 days 9 % 11 % 3 days 15 % 2 days 22 % 1 day 43 % Rental flat (incl. Airbnb) 4 % Camping area, hostel or rented cottage 16 % Other 7 % Friends or relatives 32 % Hotel or motel 41 % Family destinations 1% 9% Cultural events Finnish culinary experiences 4% National parks 1% Other winter activities and experiences 1% 7% Sport events 1% 4% Biking, mountaing biking % Concerts and music festivals % 4% Note: the figures on this slide are not definite but directional figures. Winter N=3 26 Source: VF Visitor Survey 217
Russian visitors in Summer (May-Oct) Business trip 3 % Visiting friends or relatives 7 % Transit 13 % Holiday trip 24 % Immediate family (household with kids) Extended family (with family members outside the household) PURPOSE OF TRAVEL Other reason 4 % Shopping trip 49 % TRAVEL COMPANY Group of friends Spouse/Partner only Alone Other company 14% 2 27% 34% 6 days or more 4-5 days 1 % 13 % 3 days 12 % A Russian traveler spends on average 234 per trip during summer. Duration 2 days 25 % 19% 1 day 4 % Age group 3 26% 1 Rental flat (incl. Airbnb) 4 % Other 9 % Accommodation Camping area, hostel or rented cottage 17 % 4% 15-24 25-34 35-44 45-54 55-64 over 64 Friends or relatives 31 % Hotel or motel 39 % Russian visitors activities and interests, Summer (May-Oct) Experienced during the trip Shopping Other outdoor activities Walking, hiking, camping in nature Buildings, castles, monuments, 11% Finnish summer cottages Finnish sauna 6% Winter sports % Cultural events Finnish culinary experiences Biking, mountaing biking Family destinations National parks 6% Sport events 1% 6% Other winter activities and % Concerts and music festivals % 4% 17% 1 6% 6% 4% 2% 16% Wellness services and treatments 4% 1 Interested but did not experience during the trip 7 Note: the figures on this slide are not definite but directional figures. Summer N=3 382 Source: VF Visitor Survey 217