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 Russia 1 America 6% Other countries 13% EU-28 53% Foreign overnight stays 3 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 33% Russia 24% China 17% Japan 3% Estonia 4% Sweden UK 4% Germany 6% Sources: Visit Finland, StatisticsFinland
China and Hong Kong Market Volume Population 1,4 billion people Outbound travel from China 93 million arrivals to all destinations in 217 + compared to 216 Ø Europe s share of Chinese outbound travel is 14% Ø Finland s share of Chinese outbound travel is,4% Travel expenditure (total outbound travel from China) 27 billion EUR Outbound travel from Hong Kong 36 million arrivals to all destinations in 217 +4% compared to 216 Ø Europe s share of Hong Kongese outbound travel is 1,4% Ø Finland s share of Hong Kongese outbound travel is, Travel expenditure (total outbound travel from Hong Kong) 21 billion EUR Expenditure (billions)* 5 4 3 2 1 Forecast for Global outbound travel and Expenditure from Mainland China to foreign countries 16% 1 6% 7% 213 214 215 216 217 218 219 22 221 222 223 *Speding by residents on travel in foreign countries. EUR (billions) Arrivals (s) 14 12 1 8 6 4 2 Arrivals (s) 4 35 3 25 2 15 1 5 Chinese overnights and % change in Finland 213-217 27% 4% 29% 213 214 215 216 217 33% 5% 4% 3% 1% % Expenditure (billions)* 3 25 2 15 1 5 Forecast for Global outbound travel and Expenditure from Hong Kong to foreign countries - - 7% 3% 4% 4% 6% 6% 213 214 215 216 217 218 219 22 221 222 223 EUR (billions) Arrivals (s) *Speding by residents on travel in foreign countries. 6 5 4 3 2 1-1 Arrivals (s) Source UNWTO/Statistics Finland/Eurostat/IMF Balance of Payments, Rudolf data base, Statistics Finland
China (incl. Hong Kong) - the world s growth driver in outbound trips Year 217 361 8 overnights, +33% Which part of China are the visitors from 24% Helsinki received more than two thirds of the registered Chinese overnights in 217, Lapland already every fifth and it is growing the most 24% Share of overnights by regions 217 4 19% Chinese visitor rankings in Finland in 217 No. 5 in overnights in 217 (361 8, +33%) No. 5 in travel receipts in 217 ( 182 million, +) Spending per trip 1,186 6 6 7% 7% 2 Finland Top of mind Top words describing Finland s image in China. Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Visit Finland Visitor Survey 217 Visit Finland Segmentation Survey 217, MyStay
Chinese overnights in Finland Winter and Summer 217 Winter (Nov-Apr): 146 4 (+66%) Summer (May-Oct): 25 (+23%) China & Hong Kong High winter season (12-2) Spring season (3-5) 42 % 58 % 14 High summer season (6-8) Autumn season (9-11) 4 6% 12 1 8 6 4 2 4% 21 211 212 213 214 215 216 217 4 8 Source: Visit Finland Statistics Service Rudolf, Statistics Finland
Chinese (incl. Hong Kong) overnights in Finland Seasonal overnights in 217 Whole Finland No. of Chinese (incl. Hong Kong) overnights 217 217 vs. 216 Winter (Dec-Feb) 97 3 +8 Spring (Mar-May) 57 1 +37% Rovaniemi 47% Inari/Saariselkä 2 Kemi 1 Sodankylä 7% Summer (Jun-Aug) 128 +2 Autumn (Sep-Nov) 74 +27% Chinese overnights in Finland by season in 217 Turku 14% Oulu 13% Lohja 9% Tampere 2 Sotkamo 1 Heinola 14% Savonlinna 6% Jyväskylä 6% Lahti Helsinki 6 Vantaa 3 Source: Rudolf data base, Statistics Finland
China (incl. Hong Kong) 5 45 4 35 3 25 2 15 1 5 Chinese overnights in Finland by month January February March April May June July August September October November December 15% 1% 5% % -5% January Chinese overnights by monthly change % 213-217 February March April May June July August September October November December 213 214 215 216 217 213 214 215 216 217 8 Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
China (incl. Hong Kong) Nordic countries' share of Chinese overnights 217 Iceland 231 5 14 % Denmark 229 14 % 5 45 Development of Chinese overnights 29-217 Sweden* 364 8 22 % Finland 361 8 22 % 4 35 361 8 Norway 461 1 28 % Chinese overnights, change % Change 217/16 Average annual change 29-217 3 25 2 Denmark Finland Norway Sweden* Iceland 49% 49% 15 33% 3 1 1 16% 13% 3% Denmark Finland Norway Sweden* Iceland 1 5 29 21 211 212 213 214 215 216 217 9
China (incl. Hong Kong) 3 Chinese overnights in the Nordic countries, winter season (Dec-Apr) 29-217 3 Chinese overnights in the Nordic countries, summer season (Jun-Aug) 29-217 25 2 Denmark Finland Norway Sweden* 25 2 Denmark Finland Norway Sweden* 15 131 8 15 128 1 1 5 5 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 Chinese overnights by season 217/16 Winter (Dec-Apr) Summer (Jun-Aug) 7 7 1 2 37% 1 1 - Denmark Finland Norway Sweden Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Statistics Sweden, Norway and Denmark 1
China (incl. Hong Kong) Internet searches regarding Finnish tourism Chinese internet searches and overnights by month Online searches by Chinese regarding Finland 6 5 4 3 2 1 January 216 February 216 March 216 April 216 May 216 June 216 July 216 August 216 September 216 October 216 November 216 December 216 January 217 February 217 March 217 April 217 May 217 June 217 July 217 August 217 September 217 October 217 November 217 December 217 Searches Overnights 6 5 4 3 2 1 January February March April May June July August September October November December Graph indicating all Chinese overnights in Finland in relation to internet searches regarding Finland 216 217 All travel and tourism related online searches conducted by Chinese regarding Finland Interest towards Finland Top 1 in 217 measured by online searches 1 Searches regarding Travel 2 Shopping in Finland Extraordinary accommodation such as igloos ice hotels, treehouse hotels 3 4 Winter sports, skiing 5 Finnish Sauna 6 Attractions in Finland 7 Museums 8 Husky & Reindeer Safaris 9 Spa & Beauty, Wellbeing 1 Hiking, Walking, National Parks, Natural Wonders Sources: Digital Demand, MyStay, Rudolf data base, Statistics Finland 11
Chinese visitors in Winter (Nov-April) Visiting friends or relatives 2 % Study or training 6 % Business trip 14 % Transit 2 % Immediate family (household with kids) Extended family (with family members outside the PURPOSE OF TRAVEL Holiday trip 55 % TRAVEL COMPANY Group of friends Alone Spouse/Partner only Other company 7% 1 23% 2 Other reason 3 % 34% Purchased trip as package 63% 6 days or more 31 % 4-5 days 2 % 33% Duration A Chinese traveler spends on average 756 per trip during winter. 1 day 12 % 3 days 14 % 3% No Yes Don't know 2 days 23 % 27% 29% Age group 3 3% 15-24 25-34 35-44 45-54 55-64 over 64 Friends or relatives 3 % Other 12 % Camping area, hostel or rented cottage 11 % Rental flat (incl. Airbnb) 21 % Accommodation Hotel or motel 53 % Chinese visitors activities and interests, Winter (Nov-April) Experienced during the trip Buildings, castles, monuments, Other winter activities and Finnish sauna Walking, hiking, camping in nature Winter sports Shopping Cultural events National parks Finnish culinary experiences Concerts and music festivals Sport events Other outdoor activities Family destinations Finnish summer cottages Wellness services and treatments 1 1 14% 1 14% 4% 1 17% 19% 37% 3% 27% Biking, mountaing biking 4% 1 Interested but did not experience during the trip 1 4% 64% 27% 2 2 23% 1 17% 4% 27% 14% Note: the figures on this slide are not definite but directional figures. Winter N=289 Source: VF Visitor Survey 217
Chinese visitors in Summer (May-Oct) Business trip 5 % Study or training 5 % PURPOSE OF TRAVEL Transit 1 % Spouse/Partner only Immediate family (household with kids) Extended family (with family members Other reason 2 % Holiday trip 74 % TRAVEL COMPANY Group of friends Alone Other company 13% 19% Visiting friends or relatives 4 % 23% 2 3 3 days 17 % Purchased trip as package 6 6 days or more 16 % 4-5 days 9 % 37% 2 days 3 % Yes No Don't know Duration in Finland A Chinese traveler spends on average 1,817 per trip during summer. 1 day 28 % 16% Buildings, castles, monuments, Shopping Other winter activities and 3% Cultural events National parks 15-24 25-34 35-44 45-54 55-64 over 64 Finnish culinary experiences Camping area, hostel or rented cottage 4 % Rental flat (incl. Airbnb) 12 % Friends or relatives 8 % Age group 29% 24% 1 Accommodation Other 4 % 7% Hotel or motel 72 % Note: the figures on this slide are not definite but directional figures. Chinese visitor s activities and interests, Summer (May-Oct) Experienced during the trip Walking, hiking, camping in nature Finnish sauna Other outdoor activities Concerts and music festivals Family destinations Winter sports Biking, mountaing biking Finnish summer cottages Wellness services and treatments Summer N=434 Interested but did not experience during the trip 9% 7% 16% 19% 1 14% 26% 13% 4% 4% 3 6% 1% 1% 56% 16% 1 1 1 84% Sport events 3% 4% Source: VF Visitor Survey 217 7%