Sweden M A R K E T R E V I E W 2 0 1 5 Swedish Visitors in Finland Statistical Trends and Profile 26.10.2016
STATISTICS ON SWEDISH 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 Other countries visited during the trip 10 Nights spent in the Nordic countries 11 VISITOR PROFILE 12 Purpose of the trip 13 Expenditure per trip to Finland 14 Activities and experiences in Finland 15 Types of accommodation 16 MARKET POTENTIAL 17 Volume of outbound travel 18 Money spent on travelling abroad and in Finland 19 SOURCES AND MORE INFORMATION 20 2
STATISTICAL TRENDS
SWEDEN IS THE 2nd MOST IMPORTANT MARKET FOR FINLAND BY THE NUMBER OF OVERNIGHTS 550 000 registered overnights* from Sweden in 2015 700 000 600 000 Number of nights spent Sweden Share of foreign overnights 20% 10 % of all foreign overnights 500 000 Average annual change of 400 000 300 000 10% overnights 200 000-1 % per year (2000-2015) 100 000 and +3 % in 2015 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. SOURCE: STATISTICS SERVICE RUDOLF 4
702 000 OVERNIGHT AND SAME-DAY VISITORS FROM SWEDEN TO FINLAND 4-5 days 18% Length of stay 6+ days 16% No overnight stay 28% 824 000 visitors altogether from Sweden in 2015 9 % of all foreign visitors 702 000 of which were overnight and same-day visitors and 122 000 Helsinki Airport transit passengers 3 days 19% 2 days 19% Two thirds of Swedish visitors stayed overnight in Finland 28 % did not stay overnight in Finland: 13 % same-day visitors 15 % transit passengers 10 % were first-time visitors Average duration of trip was 2,9 nights SOURCE: VISIT FINLAND VISITOR SURVEY 2015 5
MAJORITY OF OVERNIGHTS IN THE SUMMER Winter season (11-04) Summer season (05-10) 450 000 Winter share % Summer share % 80% Swedish overnights in 2015 in Finland, share: 400 000 350 000 300 000 250 000 200 000 150 000 100 000 50 000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 70% 60% 50% 40% 30% 20% 10% 0% Summer 69 % 376 200 overnights Winter 31 % 170 700 overnights More than two thirds of overnights from Sweden was registered in the summer season in 2015. Winter season has slightly grown its share compared to summer during the last decade. In 2015, the number of overnights increased by 5 % in the winter and by 2 % in the summer. 6 SOURCE: STATISTICS SERVICE RUDOLF
TOURISM BY SEASON High summer season months (June-August) were the most typical months for the Swedish to stay in Finland. They accounted for 45 % of the entire year s overnights in 2015. Number of nights has slightly grown particularily in other than high summer season months compared to 2014. 140 000 120 000 100 000 80 000 Swedish overnights in Finland by month 2014 and 2015 2014 2015 TOP 3 months, percentage of yearly overnights: 60 000 40 000 July 22 % August 13 % June 10 % 20 000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec SOURCE: STATISTICS SERVICE RUDOLF 7
MOST SWEDISH OVERNIGHTS IN ARCHIPELAGO AND COASTAL AREA Number of Swedish overnights and share by destination area 37 200 7 % 42 100 8 % 294 700 54 % 175 800 32 % 8 SOURCE: STATISTICS SERVICE RUDOLF
DESTINATION AREAS BY SEASON Share of total overnights 100% Number of overnights 450 000 Lapland summer, % 90% 400 000 Lapland winter, % 80% 350 000 Lakeland summer, % 70% 60% 50% 40% 30% 20% 10% 0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 300 000 250 000 200 000 150 000 100 000 50 000 Lakeland winter, % Coast and archipelago summer, % Coast and archipelago winter, % Helsinki summer, % Helsinki winter, % Overnights winter Overnights summer Archipelago and coastal as destination area has maintained its over 50 % share of Swedish overnights in Finland over the last ten years.the shares of Lapland and Helsinki area have increased a bit, while coastalarea has lost its share. Summer was more popular tourist season than winter in all other areas except in Lapland. SOURCE: STATISTICS SERVICE RUDOLF 9
OTHER COUNTRIES VISITED DURING THE TRIP 23 % of Swedish visitors who travelled to Finland, also visited another country during their trip Total 824 000 trips Baltic countries Nordic countries Norway Denmark Iceland Estonia Latvia Lithuania Russia 0 % 1 % 0 % 3 % 0 % 0 % 2 % Most often some other than a European country was visited Other European countries 5 % Other countries 14 % 10 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
NIGHTS SPENT IN THE NORDIC COUNTRIES The number of Swedish overnights in neighbouring Nordic countries has stayed rather stable since 2011. Finland s share has remained at the level of one fifth over the last eight years. 60% 50% 40% 30% 20% Overnights in Nordic countries Denmark % Finland % Norway % Sweden % 3500 0 2 857 800 2 710 100 2 908 300 2 987 200 2 964 500 3 011 900 2 989 200 3000 0 2 428 000 2500 0 2000 0 1500 0 1000 0 10% 500 00 0% 2008 2009 2010 2011 2012 2013 2014 2015 - SOURCES: STATISTICS DENMARK/ FINLAND/ NORWAY/ SWEDEN 11
VISITOR PROFILE
PURPOSE OF THE TRIP Of trips made from Sweden, with Finland as the main destination, almost half were visits to friends or relatives. Purpose of the trip Other reason (studies, tours etc.) 16% Shopping trip 0% A fifth of trips to Finland were made for business and another fifth for leisure purposes. Leisure trip 19% 669 000 trips with Finland as the main destination Visit to friends or relatives 46% Business trip 19% 13 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
EXPENDTURE PER TRIP TO FINLAND Services 69% Products (shopping and food) 31% Transport 11% Travel budget by item Other (cultural, recreational Accommodation services etc.) 9% 5% 166 per trip 43 per day Shopping and food 31% Swedish visitors spent a third (31%) of their travel budget in Finland on products (shopping and food). Restaurants and cafes 22% Advance expenses 22% SOURCE: VISIT FINLAND VISITOR SURVEY 2015 14
ACTIVITIES AND EXPERIENCES IN FINLAND What is interesting about and what was experienced in Finland Share of 824 000 trips to Finland 40% 35% 30% 25% 20% 15% 10% 5% 0% 17% 20% Finnish sauna 9% 24% Finnish archipelago Interested in 10% 19% Finnish cultural attractions Interested and experienced during trip 5% 20% Summer activities on land (e.g. cycling, hiking, wildlife watching) 3% 18% Summer activities on the water (e.g. swimming paddling, sailing, cruises, fishing) 13% 8% Finnish culinary experiences (e.g. food) 0% 8% Wellness services and treatments Finnish sauna, archipelago and cultural attractions were found the most interesting experiences for Swedish visitors in Finland around one third were interested in them. Sauna, Finnish culinary experiences and cultural attractions, respectively, were the thing most often tried while visiting Finland. 15 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
TYPES OF ACCOMMODATION Share of 2 399 000 overnights Friends or relatives 52% Other (incl. flat or cottage owned by visitor) 33% A majority of Swedish visitors nights in Finland was spent with friends or relatives. Hotel or motel Rental flat (incl. Airbnb) Camping area, hostel or rented cottage 1% 1% 13% One third of the overnights were spent at other accomommodation type including flat or cottage owned by the visitor. 16 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
MARKET POTENTIAL
VOLUME OF OUTBOUND TRAVEL Population 9,9 million people Outbound travel from Sweden: 13,9 million arrivals to all destinations in 2015 +3 % compared to 2014 Europe s share of Swedish outbound travel is 84 %, Finland s share 4% SOURCE: CIA WORLD FACT BOOK, TOURISM ECONOMICS/ UNWTO AND NATIONAL TOURIST OFFICES (ESTIMATES) 18
SWEDEN IS NUMBER TWO TOURSIM SPENDER IN FINLAND Swedes spent EUR 15 billion on outbound travel in 2015. Swedish tourism expenditure in Finland has remained the same in 2015 compared to 2014 According to Finland s Tourism Balance, Swedish visitors left EUR 318 million* in Finland (13 % of total tourism income), which makes them the second biggest tourism spenders in Finland after the Russians. Travel receipts in Finland, EUR million 330 320 310 300 290 280 273 308 310 317 318 Outbound travel spending, EUR billion 16 14 12 10 8 6 270 4 260 2 *Tourism balance includes payments made for goods and services during the trip, in advance or afterwards, excluded is the international carriage of travellers. 250 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 19
SOURCES AND MORE INFORMATION: TILASTOPALVELU RUDOLF 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 20