Norway MARKET REVIEW 2015 Norwegian Visitors in Finland Statistical Trends and Profile 24.11.2016
STATISTICS ON NORWEGIAN 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
NORWAY IS THE 10th MOST IMPORTANT MARKET FOR FINLAND BY THE NUMBER OF OVERNIGHTS 186 000 registered overnights* from Norway in 2015 250 000 Number of nights spent Norway Share of foreign overnights 6% 3 % of all foreign overnights 200 000 150 000 5% 4% Average annual change of overnights 0 % per year (2000-2015) 100 000 50 000 3% 2% 1% and +4 % 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
107 000 OVERNIGHT AND SAME-DAY VISITORS FROM NORWAY TO FINLAND Length of stay 130 000 visitors altogether from Norway in 2015 4-5 days 15% 6+ days 19% No overnight stay 42% 1 % of all foreign visitors 107 000 of which were overnight and same-day visitors and 23 000 Helsinki Airport transit passengers 3 days 14% 2 days 12% 42 % did not stay overnight in Finland: 23 % same-day visitors 18 % transit passengers Every fifth Norwegian visitors spent six or more days in Finland 23 % were first-time visitors Average duration of trip was 2,8 nights SOURCE: VISIT FINLAND VISITOR SURVEY 2015 5
60 % OF OVERNIGHTS IN THE SUMMER Winter season (11-04) Summer season (05-10) Norwegian overnights in 2015 in Finland, share: 160 000 Winter share % Summer share % 80% Summer 61 % 114 400 overnights 140 000 120 000 70% 60% Winter 39 % 73 900 overnights 100 000 80 000 60 000 40 000 20 000 50% 40% 30% 20% 10% Around 60 % of overnights from Norway were registered in the summer season in 2015. Yet, summer s share has declined from 70 % ten years ago, while winter s share has grown from around 30 % in 2006 to 40 % in 2015. 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 0% In 2015, the number of Norwegian overnights in Finland grew by 6 % in the summer and 7 % in the winter season. 6 SOURCE: STATISTICS SERVICE RUDOLF
A QUARTER OF OVERNIGHTS IN JULY July is clearly the single most popular month for the Norwegians to stay in Finland a quarter of the whole year s overnigts is registered then. Norwegian visitors also spent almost 10 000 nights more in July 2015 compared to previous year. TOP 3 months, percentage of yearly overnights: 50 000 45 000 40 000 35 000 30 000 25 000 20 000 15 000 10 000 Norwegian overnights in Finland by month 2014 and 2015 2014 2015 July 25 % August 10 % March 9 % 5 000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec SOURCE: STATISTICS SERVICE RUDOLF 7
NORWEGIANS PREFER LAPLAND AND HELSINKI DESTINATIONS Number of Norwegian overnights and share by destination area 67 200 36 % 17 400 9 % 39 400 21 % 62 000 33 % 8 SOURCE: STATISTICS SERVICE RUDOLF
DESTINATION AREAS BY SEASON Helsinki, Lakeland and especially Lapland have grown their share of Norwegian overnights during the last ten years. On the other hand, coastal areas and archipelago, which was Norwegian visitors favourite destination to stay until 2009, has lost share. Share of total overnights 100% Number of overnights 160 000 Lapland summer, % 90% 140 000 Lapland winter, % 80% 70% 60% 50% 40% 30% 20% 10% 0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 120 000 100 000 80 000 60 000 40 000 20 000 Lakeland summer, % Lakeland winter, % Coast and archipelago summer, % Coast and archipelago winter, % Helsinki summer, % Helsinki winter, % Overnights winter Overnights summer 9 SOURCE: STATISTICS SERVICE RUDOLF
OTHER COUNTRIES VISITED DURING THE TRIP 57 % of the Norwegians who visited Finland, also went to another country during their trip Total 130 000 trips Baltic countries Nordic countries Sweden Norway Denmark Iceland Estonia Latvia Lithuania 0% 2% 4% 4% 9% 16% Typically, Norwegians travelling to Finland also visited either Russia, Sweden or other than European countries. Russia 18% Other European countries 8% Other countries 16% 10 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
NORWEGIAN OVERNIGHTS IN OTHER NORDIC COUNTRIES Overnights in Nordic countries Denmark % Finland % Sweden % 70% 60% 50% 40% 30% 20% 10% 0% 4 361 300 4 242 900 4 785 600 4 953 000 5 040 800 4 980 400 5 005 600 5 269 600 2008 2009 2010 2011 2012 2013 2014 2015 6 000 000 5 000 000 4 000 000 3 000 000 2 000 000 1 000 000 - There were 5,3 million Norwegian overnights registered in other Nordic countries (excl. Iceland) in 2015. The number has increased by one million since 2008. Two thirds of the nights are registered in Sweden. Finland s share remains at the level of 4 %. SOURCES: STATISTICS DENMARK/ FINLAND/ SWEDEN 11
VISITOR PROFILE
PURPOSE OF THE TRIP Of trips made from Norway, with Finland as the main destination, almost half were business trips. A quarter of trips to Finland were visits to friends or relatives and a fifth were leisure trips. Leisure trip 21% Purpose of the trip Other reason (studies, tours etc.) 10% Shopping trip 0% 73 000 trips with Finland as the main destination Business trip 45% Visit to friends or relatives 24% 13 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
NORWEGIANS SPEND ON SHOPPING AND RESTAURANTS Travel budget by item Services 71% Products 29% Other (cultural, recreational services etc.) Advance 8% expenses 11% Shopping and food 29% Transport 12% Accommodation 17% 267 per trip 70 per day Restaurants and cafes 23% Products (shopping and food) together with restaurants and cafes accounted for over half of Norwegian visitors spending in Finland. SOURCE: VISIT FINLAND VISITOR SURVEY 2015 14
ACTIVITIES AND EXPERIENCES IN FINLAND Summer activities on the water would be Norwegians favourite thing to try out while visiting Finland - a third of visitors were interested in them, but only 10 % had actually experienced them. Cultural attractions, sauna and summer activities on land were the next most interesting things to experience, respectively. Share of 130 000 trips to Finland 35% 30% 25% 20% 15% 10% 5% 0% 10% 22% Summer activities on the water (e.g. swimming paddling, sailing, cruises, fishing) What is interesting about and what was experienced in Finland 15% 16% Finnish cultural attractions Interested in 15% 14% Finnish sauna Interested and experienced during trip 12% 17% Summer activities on land (e.g. cycling, hiking, wildlife watching) 14% 11% Finnish culinary experiences (e.g. food) 4% 11% Finnish archipelago 2% 7% Wellness services and treatments 15 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
TYPES OF ACCOMMODATION Share of 363 000 overnights Friends or relatives Hotel or motel Other (incl. flat or cottage owned by visitor) 28% 26% 38% Almost two thirds (64 %) of Norwegian overnights in Finland were spent in noncommercially arranged accommodation (with friends and relatives or other type of accommodation, including self-owned flat or cottage). Camping area, hostel or rented cottage Rental flat (incl. Airbnb) 2% 6% Somewhat over a quarter of nights were spent at a hotel or motel. 16 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
MARKET POTENTIAL
VOLUME OF OUTBOUND TRAVEL Population 5,3 million people Outbound travel from Norway: 11,1 million arrivals to all destinations in 2015 +8 % compared to 2014 Europe s share of Norwegian outbound travel is 90 %, Finland s share is 1,3 % SOURCE: CIA WORLD FACT BOOK, TOURISM ECONOMICS/ UNWTO AND NATIONAL TOURIST OFFICES (ESTIMATES) 18
NORWAY IS FINLAND S 9th BIGGEST TOURISM SPENDER The Norwegians spent EUR 14 billion on outbound travel in 2015. According to Finland s Tourism Balance, Norwegian visitors left EUR 60 million* in Finland (2 % of total tourism income). Travel receipts in Finland, EUR million 80 70 60 50 40 Norwegian tourism expenditure in Finland decreased by 9 % in 2015 compared to 2014 59 65 64 67 60 Outbound travel spending, EUR billion 16 14 12 10 8 30 6 20 4 *Tourism balance includes payments made for goods and services during the trip, in advance or afterwards, excluded is the international carriage of travellers. 10 0 2011 2012 2013 2014 2015 2 0 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