Belgium M A R K E T R E V I E W 2 0 1 5 Belgian Visitors in Finland Statistical Trends and Profile 24.10.2016
STATISTICS ON BELGIAN 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 Nights spent in the Nordic countries 10 VISITOR PROFILE 11 Purpose of the trip 12 Expenditure per trip to Finland 13 Activities and experiences in Finland 14 Types of accommodation 15 MARKET POTENTIAL 16 Volume of outbound travel 17 MORE INFORMATION ABOUT BELGIAN TOURISM MARKETS 18 2
STATISTICAL TRENDS
OVERNIGHTS FROM BELGIUM +5 % IN 2015 55 200 registered overnights* from Belgium in 2015 60 000 50 000 Number of nights spent Belgium Share of foreign overnights 1 % of all foreign overnights 40 000 1% 30 000 Average annual change of overnights +3 % per year (2000-2015) and +5 % in 2015 20 000 10 000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 0% * 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
55 000 OVERNIGHT AND SAME-DAY VISITORS FROM BELGIUM IN 2015 6+ days 31% Length of stay 4-5 days 20% No overnight stay 28% 3 days 12% 2 days 9% Half of Belgian visitors spent at least four days in Finland 65 000 visitors from Belgium in 2015 1 % of all foreign visitors 55 000 of which were overnight and same-day visitors and 10 000 Helsinki Airport transit passengers 28 % did not stay overnight in Finland: 13 % same-day visitors 15 % transit passengers Over a third (35 %) were first-time visitors Average duration of trip was 4,5 nights SOURCE: VISIT FINLAND VISITOR SURVEY 2015 5
TOURISM BY SEASON Winter season (11-04) Summer season (05-10) Winter share % Summer share % Belgian overnights in 2015 in Finland, share: 35 000 30 000 70% 60% Summer 50 % 27 600 overnights 25 000 20 000 50% 40% Winter 50 % 27 300 overnights 15 000 10 000 5 000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 30% 20% 10% 0% Over the last ten years, the number of overnights from Belgium have somewhat increased in the winter and decreased in the summer, and in 2015 both seasons were just as popular. In 2015 both seasons saw growth, winter +11 % and summer +1 %. 6 SOURCE: STATISTICS SERVICE RUDOLF
TOURISM BY SEASON February and July were the most popular months to stay in Finland. In February overnighths increased markedly compared to previous year. 8 000 7 000 6 000 Belgian overnights in Finland by month 2014 and 2015 2014 TOP 3 months, percentage of yearly overnights: 5 000 4 000 3 000 February 12 % July 12 % March 11 % 2 000 1 000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec SOURCE: STATISTICS SERVICE RUDOLF 7
OVERNIGHTS BY DESTINATION AREA Number of Belgian overnights and share by destination area 13 000 24 % 6 700 12 % 10 200 19 % 25 300 46 % 8 SOURCE: STATISTICS SERVICE RUDOLF
DESTINATION AREAS BY SEASON Summer was somewhat more popular tourist season than winter in all other areas except in Lapland where two thirds of overnights were registered in the winter season. Share of total overnights 100% Number of overnights 35 000 Lapland summer, % 90% 80% 30 000 Lapland winter, % Lakeland summer, % 70% 25 000 Lakeland winter, % 60% 20 000 Coast and archipelago summer, % 50% 40% 30% 20% 10% 0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 15 000 10 000 5 000 Coast and archipelago winter, % Helsinki summer, % Helsinki winter, % Overnights winter Overnights summer 9 SOURCE: STATISTICS SERVICE RUDOLF
FINLAND S SHARE OF BELGIAN OVERNIGHTS IN THE NORDIC COUNTRIES 13% The number of Belgian overnights in the Nordic countries has increased rather steadily since 2008. Finland s share was 13 % in 2015. Overnights in Nordic countries Denmark % Finland % Norway % Sweden % 40% 413 400 450 000 35% 337 600 350 100 338 900 375 700 400 000 30% 25% 20% 15% 10% 5% 270 400 279 900 319 300 350 000 300 000 250 000 200 000 150 000 100 000 50 000 46 % of the 65 000 Belgian visitors who travelled to Finland, also visited another country during their trip 0% 2008 2009 2010 2011 2012 2013 2014 2015 - SOURCES: STATISTICS DENMARK/ FINLAND/ NORWAY/ SWEDEN SOURCE: VISIT FINLAND VISITOR SURVEY 2015 10
VISITOR PROFILE
PURPOSE OF THE TRIP With regards to trips with Finland as the main destination, business trips accounted for 43%. Almost one third (30%) of Belgian visitors were on leisure trip. Visit to friends or relatives 20% Purpose of the trip Shopping trip 0% Other reason (studies, tours etc.) 7% 46 000 trips with Finland as the main destination Business trip 43% Leisure trip 30% 12 SOURCE: VISIT FINLAND VISITOR SURVEY
EXPENDITURE PER TRIP TO FINLAND Average Belgian visitor spent 353 euro during the trip to Finland and 65 euro per day Services accounted for 84 % of expenditure. Services include accommodation and restaurant services, transportation as well as Services 84% Products 16% culture and recreation services, including those paid in advance. Products include shopping and food. 13 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
ACTIVITIES AND EXPERIENCES IN FINLAND Share of 65 000 trips to Finland 70% 60% 50% 40% 30% 20% 10% 0% 37% 26% Finnish cultural attractions What is interesting about and what was experienced in Finland 22% 29% Summer activities on land (e.g. cycling, hiking, wildlife watching) Interested in 22% 22% Finnish sauna Interested and experienced during trip 17% 17% Finnish culinary experiences (e.g. food) 9% 23% Summer activities on the water (e.g. swimming paddling, sailing, cruises, fishing) 11% 17% Finnish archipelago 2% 5% Wellness services and treatments Belgian visitors found Finnish cultural attractions the most interesting experiences in Finland (altogether 63 % were interested) and they were also the most popular activity to actually experience (37 %). Summer activities on land were found the second most appealing thing to experience in Finland. 14 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
TYPES OF ACCOMMODATION Share of 290 000 overnights Friends or relatives 32% Hotel or motel Other (incl. flat or cottage owned by visitor) 19% 28% Belgians spent approximately one third of their nights with friends or relatives. Camping area, hostel or rented cottage 15% Rental flat (incl. Airbnb) 6% 15 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
MARKET POTENTIAL
VOLUME OF OUTBOUND TRAVEL Population 11,4 million Outbound travel from Belgium: 23,0 million arrivals to all destinations in 2015 +1 % compared to 2014 Europe s share of Belgian outbound travel is 92 %, Finland s share 0,2 % Belgians spent EUR 17 billion on outbound travel in 2015. SOURCES: CIA WORLD FACT BOOK, TOURISM ECONOMICS/ UNWTO AND NATIONAL TOURIST OFFICES, TOURIMS ECONOMICS/ IMF BALANCE OF PAYMENTS (ESTIMATES) 17
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 MR JYRKI OKSANEN Visit Finland Representative Germany, Austria, Benelux, Switzerland firstname.lastname@visitfinland.com 18