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Rohit Talwar
CEO – Fast Future
www.fastfuture.com
6th International Tourism
Conference
Tallinn Estonia
September 29th 2011
Horizon 2020 – Key Travel Industry
Opportunities and Trends
Contents
Presentation p 3
About Fast Future p 57
Background Materials p 67
Image Sources p 156
Hotels 2020 – Objectives
• Identify key drivers of change
for the globally branded hotel
sector over the next decade
• Examine the implications for:
Hotel strategy
Brand portfolio
Business models
Customer targeting
Innovation
Transformational Change?
It’s Only Just Begun
What I Want – When I Want
Holographic Laptops
Personalization
Demographic Destinies 2 billion more people in 40 years –
Demographics is Driving Economics
1998
448 691
729
5231
4157
739
1030
344
585
Source : United Nations 2010 2050
Tomorrow’s Traveler -
Demographics
• Over 60‟s in developed
economies to rise from 22-
33% from 2009 and 2050.
• In developing world, from 9 to
20%
• Global retirement market
2010-2020 could grow from
$28 - $46 Tn
• Global middle class could rise
from 430M to 1.2 Bn (2000 –
2030)
Life Redefined –
Lifespans are Increasing
Under 50’s have 90%
chance of living to 100.
Aubrey de Grey suggests
we could live to 500 or 1000
What are the health,
consumption and resource
implications?
What kind of opportunities
will be created?
• By 2020, Asian
consumers could account
for over 40% of global
middle class consumption
• By 2014 female wealth
could reach $18 trillion
• Females could control
70% of global consumer
spending
Tomorrow’s Traveler –
Spending Patterns
The Asian middle classes will make up the largest
share of international travel
21
54
25
1
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree600 Respondents
Traveller Behaviours
Too Busy To Care
Complex Lives, Pressurised
Finances
Craving Simplicity
Wealthy and Hard to Please
Sustainability
Environmental considerations will play an increasing role in
the choice of business and leisure hotels. 606 Respondents
Crowne Plaza Copenhagen Towers – Solar Power, Geothermal Well, Eco-rooms
• Number of mobile subscribers
could rise from 4Bn to 5Bn
2009-2015
• Mobile data traffic to rise 300-
fold by 2015 (Nokia).
• By 2020 the range and nature
of interaction technologies /
customer „touch points‟ will
expand dramatically.
• „Go nowhere‟ gamers
• Personal genetic profiles
Tomorrow’s Traveler –
Technology
Customers will increasingly use social media and
collective intelligence travel services (like Dopplr) to
define the desired ‘product’ for a temporary self-
forming group.
601 Respondents
45 45
9
00
5
10
15
20
25
30
35
40
45
50
Strongly agree Agree Disagree Strongly disagree
Hotels will need to develop strong social media 'listening skills' to
understand how customer needs and perceptions of brands and service
quality are truly evolving and to develop service propositions, marketing
messages, and pricing solutions that reflect the needs of an increasingly
diverse customer base.
54
42
4
00
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree597 Respondents
Hotel Categorization may Need to Evolve to Focus
More on Service Than Facilities
Traveler motivations will become increasingly fragmented and diverse
and harder to segment into clearly definable customer groupings
604 Respondents
Hotel guests will expect their stay to be personalized
around a set of choices they make at the time of
booking or prior to arrival
42
50
7
1
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree602 Respondents
The Emergence of Personalized Service Spectrums
86% agreed that by 2020,
personalization will have been
embraced wholeheartedly by
the sector and that „customers
will have the ability to choose
the size of room, type of bed,
amenities, audio-visual
facilities, business equipment,
etc. on booking and pay
accordingly‟.
Pricing In a highly automated world, there will be a range of customers at
every price point who are willing to pay for personal service
610 Respondents
Staff and Service Highly trained staff backed up by technology will be key to delivering
personalized service and experiences
605 Respondents
Estonia has Strong Economic
and Tourism Goals
… and Success in Key Sectors
e.g. The Cruise Industry
Ranked as an Innovation Follower
(EU Innovation Index 2010)
Source: PRO INNO EUROPE Innovation Performance 2010
Travel and Tourism
Competitiveness is Improving
th
Strong Price Competitiveness
th
Highly Ranked Tourism Infrastructure
th
33rd Competitiveness
30th Business
Environment
23rd Innovation
A Rising
Economic Star
Innovation –
‘Hotel Viru and the KGB’
Sustainable Tourism
Promoting Tourism Through Partnerships
So where are the Opportunities?
Community Engagement - Aruba
City Regeneration - Malmo
City Branding - Berlin
Sydney ‘Vivid’
Joined up Thinking
Adelaide Convention Centre
Creating Experiences http://www.borev.net/imf.jpg
Image source: Adelaide Convention Centre
Business Events
Using Social Media
Agri-Tourism –
25% Income boost to Farmers
Market Targeting
Leveraging Natural Assets
Tallinn as one of Europe’s
Capital’s of Culture 2011
Museum Partnerships
Art Exhibits
Hi-Tech Estonia
Medical Tourism
Gourmet Dining
Create Tolerance of Uncertainty
http://2.bp.blogspot.com/_MuWNJtJ8XS4/RwrvXTT4e4I/AAAAAAAABJc/pMnDJx06ZQA/s400/DuaneMichels.Uncertainty88.jpg
Partner and Be Magnetic
• All to Play for
• Think Partnership
• Curiosity and Magnetism
are Key
• Experiment
Conclusion
Designing Your Future
Thank You
Rohit Talwar
CEO
Fast Future
Tel +44 (0)20 8830 0766
Mob +44 (0)7973 405145
Twitter http://twitter.com/fastfuture
LinkedIn http://www.linkedin.com/in/talwar
www.fastfuture.com
www.convention-2020.com
Blog http://widerhorizons.wordpress.com
Signup for our newsletters / Download past editions at www.fastfuture.com
Watch a short video of Rohit at http://www.travelmole.tv/watch_vdo.php?id=14300
Download the Hotels 2020: Beyond Segmentation Report at
http://www.amadeus.com/hotelit/beyond-segmentation.html
About Fast Future
57
Fast Future – Travel and Meetings Industry Services
• Briefings and workshops for executive
management and boards of hotels, venues,
CVB‟s and associations
• Customised research on trends, technologies
and new markets
• Development of strategies and business plans
• „Deep dives‟ on key trends and technology
developments
• Consultancy and workshop facilitation on
innovation and new business models
Fast Future • Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments,
people, trends and forces shaping the future
• Clients
– Industry Associations – ICCA, ASAE, PCMA, MPI
– Corporates - GE, Nokia, Pepsi, IBM, Intel, Samsung,
GSK, SAP, Orange, O2, E&Y, KPMG, Amadeus,
Sabre, Travelport, Travelex, ING, Santander,
Barclays, Citibank, DeutscheBank
– Governments - Dubai, Finland, Nigeria, Singapore,
UK, US
– Convention Bureaus – Seoul, Sydney, London, San
Francisco, Toronto, Abu Dhabi, Durban, Athens,
Slovenia, Copenhagen
– Convention Centres – Melbourne,
Adelaide, Qatar, QEIICC
– Hotels - Accor Group, Preferred,
– Intercontinental
– Congrex, Kenes
– Aeroports de Paris / Schiphol Group
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Multiple outputs Nov 2009 – December 2011
• Current studies on future strategies for venues and destinations
Convention 2020
Future Convention Cities Initiative • Cities that want to be at the leading edge of delivering business events
• Focus on maximising long term economic benefit of events
• Research, sharing of expertise and best practices
• Meet four time a year
• Initiated and co-ordinated by Fast Future
Rohit Talwar • Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future – Published 08/2008
• Profiled by UK‟s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
• To receive Fast Future‟s newsletters please email
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
• Strategic decision making framework
• Scenarios for 2012
• Key futures tools and techniques
• Published August 2008
• Price £49.95 / €54.95/ $69.95
• Email invoice request to
Designing Your Future Key Trends, Challenges and Choices Facing
Association and Nonprofit Leaders
Our Services Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Accelerated Scenario
Planning, Timelining &
Future Mapping
Identification of
Opportunities for
Innovation and Strategic
Investment Strategy Creation &
Development of
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Roadmaps
Design & Facilitation of
Innovation, Incubation
& Venturing
Programmes
Expert Consultations &
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Personal Futuring for
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Public Speaking, In-
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Seminars and
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Example Projects • Public and private client research e.g. :
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximising Long-term Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– Future of Travel and Tourism Investment in Saudi Arabia
– Aviation and Airports e.g. Aviation 2030
– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society
of Association Executives & The Center for Association Leadership
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• Future thinking workshops and retreats
Example Clients
Background Materials
An Economic Overview GDP
• According to the IMF the GDP at current prices in Estonia was reported at
214.83 billions euros in 2009, in 2015, Estonia's GDP at current prices is
expected to be 267.07 billions Euro.
• In 2009, Estonia's economy share of world total GDP, adjusted by
Purchasing Power Parity, was 0.04 percent. In 2015, Estonia's share is
forecasted to be 0.03 percent. (1)
• The Estonian economy has been predicted to grow by 5.9% this year. (2)
Source 1: Trading Economics, http://www.tradingeconomics.com/estonia/gdp-at-current-prices-imf-data.html
Source 2: Bloomberg, May, 2011, http://www.bloomberg.com/news/2011-05-25/estonian-gdp-to-grow-5-9-in-2011-on-external-demand-oecd-
says.html
An Economic Overview
An Economic Overview
World Bank Data
• GDP per capita, (current US$)
2009 - $14,238
2008 - $17,541
2007 - $15,938
2006 - $12,359
• GNI per capita, Atlas method (current US$)
2009 - $14,060
2008 - $14,410
2007 - $13,210
2006 - $11,500
• Current account balance, (BoP,current US$)
2009 - $893,212,362
2008 - $ -2,339,984,968
2007 - $ -3,720,827,433
2006 - $ -2,585,466,594
Source: The World Bank, http://data.worldbank.org/country/estonia
An Economic Overview Unemployment -
1st Quarter of 2011: 14.4%,
- down from 16.9% in 2010.
9.9 9.6 9.8
12.2 13.6
12.6
10.3 10 9.7 7.9
5.9 4.7
5.5
13.8
16.9
0
2
4
6
8
10
12
14
16
18
Unemployment %
Unemployment %
Source: Statistics Estonia, July 2011, http://www.stat.ee/main-indicators
An Economic Overview
Debt levels
• Estonia has kept its budget deficit below the EU limit of 3 percent of GDP
every year since joining the bloc in 2004.
• Estonia implemented austerity measures equal to 9 percent of GDP in
2009, preventing the budget gap from ballooning and keeping the country
on course to adopt the euro.
• Estonia had the EU‟s only budget surplus, equal to 0.1 percent of GDP, and
lowest public debt in 2010, which totalled 6.6 percent, as it prepared to
become the 17th euro member on the 1st of January 2011.
• The country has no outstanding bonds and has no plans to sell any.
• In terms of credit risk the country has jumped from the third-riskiest EU
member in 2009, to amongst the 10 best in 2011.
Source: Bloomberg Business Week, June 2011, http://www.businessweek.com/news/2011-06-30/euro-cuts-estonia-risk-as-prudence-
rewarded-amid-greek-woes.html
Macro Statistics - Czech republic,
Slovakia, Romania, Estonia, Latvia &
Lithuania Growth % Productivity Business Environment
Growth of Real
GDP 2011 –
2030 % change
Annual av.
Labour Productivity Growth 2011-2030 % change annual av.
Global Rank (out of 82)
Regional Rank (Out of 16)*
2006-2010
2011-2015
2006-2010
2011-2015
Czech Rep. 2.2 2.7 27 29 1 2
Estonia 3.5 4.1 28 30 2 3
Latvia 3.6 3.8 45 47 8 9
Lithuania 3.4 3.6 43 46 7 8
Romania 3.4 3.4 50 50 10 10
Slovakia 3.4 3.6 31 30 4 3
* Azerbaijan, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Kazakhstan, Latvia, Lithuania, Poland, Romania, Russia, Serbia, Slovakia,
Slovenia and Ukraine
Economist Intelligence Unit, http://www.eiu.com/
Competitiveness and Innovation Rankings
World Economic Forum – Global Competitiveness Report 2011-2012 Rankings (out of 142) [1]
INSEAD – Global Innovation Index 2011 Rankings (out of 125) [2]
Innovation for Development Report 2010-2011 – Innovation Capacity Rankings (out of 130) [3]
Czech Rep. 38 27 32
Estonia 33 23 25
Latvia 64 36 30
Lithuania 44 40 26
Romania 77 50 55
Slovakia 69 37 36
Source 1: World Economic Forum, Global Competitiveness Report 2011-2012, http://www3.weforum.org/docs/WEF_GCR_Report_2011-12.pdf
Source 2: INSEAD , Global Innovation Index 2011, http://www.globalinnovationindex.org/gii/GII%20COMPLETE_PRINTWEB.pdf
Source 3: Innovation for Development Report 2010-2011, ICI Rankings, http://www.innovationfordevelopmentreport.org/papers/ICIrankings2010_11.pdf
Estonia’s Ambition • Prime Minister Andrus Ansip has set the goal for Estonia to enter the list of
Europe‟s top 5 richest countries by 2020.
• To achieve this is estimated that Estonia‟s average GDP growth rate would
have to be at least 8%.
Source: Baltic News Network, February 2011, http://farm6.static.flickr.com/5123/5373101682_01590ba0d7.jpg
Future Economic Predictions
Positive Future Scenario from Estonia‟s Ministry Finance and Government Office
Source: National Reform Programme „Estonia 2020‟, April 2011, http://ec.europa.eu/europe2020/pdf/nrp/nrp_estonia_en.pdf
Future Economic Concerns • Potential Eurozone break up
- The London-based Centre for Economics and Business Research has
predicted that the euro zone could break up by 2013 as budget cuts slow
growth in southern Europe and Germany balks at continuing to support
Greece.
Source: Bloomberg Business Week, June 2011, http://www.businessweek.com/news/2011-06-30/euro-cuts-estonia-risk-as-prudence-
rewarded-amid-greek-woes.html
Future Economic Concerns • Demographic Changes
- Estonia is similarly afflicted by the same trend in population decline that
can be witnessed across Europe. This could have a serious impact upon
the economy as the working-age population decreases, creating the need to
ensure higher employment rates amongst Estonian adults.
Working-age
population (15-
64)
Decrease from
2010
Decrease in
working-age
population %
2010 908 000 - -
2020 843 000 - 65 000 -7 %
2030 801 000 - 107 000 - 12%
Source: Eurostat, European Commission‟s Ageing Report
Source: National Reform Programme „Estonia 2020‟, April 2011, http://ec.europa.eu/europe2020/pdf/nrp/nrp_estonia_en.pdf
The Growth of the Estonian
Travel Industry
The Growth of the Estonian
Travel Industry
Source: Visit Estonia, Tourism in Estonia 1993-2006 Key Indicators, http://www.visitestonia.com/docs/117/estonian-tourism-stats1993-2006.doc
Overnights of foreign and domestic tourists at accommodation establishments of Estonia
(incl. health spas), 1994-2006 (thous.). Source: Statistics Estonia.
594753
8861079 1187
13291598
1911 19982268
27472982 3020
523
596518
517593
606
613
626698
817
1011
1129
1523
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2200
2400
2600
2800
3000
3200
3400
3600
3800
4000
4200
4400
4600
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
overnights of domestic tourists
overnights of foreign tourists
1117
1349 1404
1596
17801935
2211
2537
2696
3085
3758
4111
4543
The Growth of the Estonian
Travel Industry • There has been a steady rise in the number of both domestic and foreign
visitors in the Estonian travel and tourism industry over the past decade.
• Whilst tourism in Europe stagnated during the 2008 economic crisis
(according to the UNWTO, tourism to European countries increased by just
0.3%), Estonia still achieved a 3.7% increase in tourist arrivals in 2008.
• However in 2009 Estonian travel and tourist industry followed the Europe-
wide trend of decline due to the economic crisis.
• In 2009, 1.38 million1 foreign tourists stayed overnight at the
accommodation establishments of Estonia (-3.7% compared to 2008). The
number of nights spent was 2.74 million (-6.5% compared to 2008). Foreign
overnights on holiday trips decreased by 5% and overnights on business
trips decreased by 4%, whereas overnights on other trips (incl. spa and
health treatment trips) decreased by 13%.
Source: Visit Estonia, Tourism in Estonia in 2009, March 2010, http://www.visitestonia.com/docs/250/Tourism-in-Estonia2009
The Growth of the Estonian
Travel Industry • In addition to the 1.38 million foreign tourists who stayed at the
accommodation establishments, about 0.5 million stayed with friends or
relatives or at their own apartments. The total number of foreign overnight
visitors in 2009 was therefore about 1.9 million (the same as in 2007). (1)
• In 2010, 1.56 million foreign tourists stayed overnight at accommodation
establishments in Estonia. Their number increased by 13%, or by 183,412
compared with 2009. Foreign overnights exceeded the pre-crisis level (i.e.
2008) by as much as 9% and the previous record level (from 2006) by 6%.
• In 2010, 837,811 domestic tourists stayed overnight at the accommodation
establishments of Estonia. Their number increased by 9% compared with
the respective period of 2009. (2)
Source 1: Visit Estonia, Tourism in Estonia in 2009, March 2010, http://www.visitestonia.com/docs/250/Tourism-in-Estonia2009
Source 2: Visit Estonia, Tourism in Estonia in 2010, March 2011, http://www.visitestonia.com/docs/293/Tourism-in-Estonia2010
Source: Tourism in Estonia 2010, Visit Estonia, 16/03/2011, http://www.visitestonia.com/en/additional-navigation/press-room/eas-views-on-
tourism/estonian-tourism-statistics 27/06/2011
The Growth of the Estonian
Travel Industry
• In the first quarter of 2011, 259,024 foreign tourists stayed overnight in the
accommodation establishments of Estonia. Their number increased by
16.5% or by 36,609 compared with the same period last year.
• The number of nights spent was 581,824 (19% up on the same period of
2010). It is worth noting that in the first quarter of 2010, foreign overnights
also increased by 19% compared with the same period of 2009.
• Thus, in 2011 inbound tourism to Estonia has increased significantly
compared with 2010 which was already a record year for Estonia.
Source: Visit Estonia, Tourism in Estonia in 2011 (1st quarter), May 2011, http://www.visitestonia.com/docs/316/Tourism-in-Estonia2011
The Cruise Industry
The Cruise Industry
• The majority of foreign tourists into Estonia arrive by ship.
• In 2009, almost 7.26 million passengers arrived and departed through the
Port of Tallinn. This represents an increase of 0.1% on 2008, which itself
was a record year.
• The number of cruise passengers visiting Tallinn for one day increased by
10.6% (from 375,578 in 2008 to 415,575 in 2009).
• The number of cruise ships sailing on the Baltic Sea increased and several
ships were also larger than in the previous years.
• Of the cruise passengers visiting Tallinn, 24% were from North America,
18% from the United Kingdom, 18% from Germany, 10% from Spain and
6% from Italy.
Source: Visit Estonia, Tourism in Estonia in 2009, March 2010, http://www.visitestonia.com/docs/250/Tourism-in-Estonia2009
The Cruise Industry
• With 305 cruise ship calls, Tallinn was the third most visited destination on
the Baltic Sea, following St. Petersburg and Copenhagen (which attracted
331 and 321 calls, respectively).(1)
• In 2011, The port of Tallinn received 60 861 cruise passengers in the first
month of the traditional cruise season that kicked off on 1 May, which marks
a year-on-year increase of 32.8%.
• Since the beginning of the year 2.9 million passengers have passed through
the port of Tallinn, an increase of 7.2% in annual comparison.(2)
Source 1: Visit Estonia, Tourism in Estonia in 2009, March 2010, http://www.visitestonia.com/docs/250/Tourism-in-Estonia2009
Source 2: Visit Estonia, June 2011, http://www.visitestonia.com/docs/250/Tourism-in-Estonia2009
Estonia’s Place in the Tourism
World Rankings
Estonia’s Place in the Tourism
World Rankings World Economic Forum
– Global Travel and Tourism Competitiveness Index 2011
• Globally Estonia ranked 25th in 2011, up from 27th in 2009.
• It is the first emerging/developed economy to appear in the top 30 of the
table, followed closely by Barbados at 28, and the United Arab Emirates at
30.
• Regionally in Europe – Estonia ranks 18th.
- Compared to Estonia‟s regional rivals – Sweden – 5th, Finland – 12th, Latvia –
30th, Russia -33rd.
Source: World Economic Forum, The Travel and Tourism Competitiveness Report 2011,
http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf
Estonia’s Place in the Tourism
World Rankings
• Globally Estonia is ranked
- 54th for its air infrastructure,
- 17th for its port infrastructure,
- 13th for its ICT infrastructure,
- 11th for its tourism infrastructure (including 14th for its hotel
rooms and 1st for the presence of rental cars),
- 44th in terms of the price competitiveness of the tourism and
travel industry (including 19th in the hotel price index).
Source: World Economic Forum, The Travel and Tourism Competitiveness Report 2011,
http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf
The Importance of Travel to
Estonia
The Economic Contribution
• GDP: Direct Contribution
The direct contribution of Travel &Tourism to GDP is expected to be
EUR0.6bn (3.5% of total GDP) in 2011. This rising by 3.4% pa to EUR0.8bn
(3.2%) in 2021 (in constant 2011 prices).
• GDP: Total Contribution
The total contribution of Travel &Tourism to GDP, including its wider
economic impacts, is forecast to rise by 3.3% pa from EUR2.1bn (13.6% of
GDP) in 2011 to EUR3.0bn (12.2%) by 2021.
Source: The World Travel and Tourism Council,, Travel and Tourism Economic Impact 2011 – Estonia,
http://www.wttc.org/bin/file/original_file/estonia_report_2011-pdf.pdf
The Economic Contribution
• Visitor Exports
Travel & Tourism visitor exports are expected to generate EUR1.2bn (9.9%
of total exports) in 2011, growing by 6.2% pa (in nominal terms) to
EUR1.8bn (8.8%) in 2021.
• Investment
Travel & Tourism investment is estimated at EUR0.2bn or 6.6% of total
investment in 2011. It should rise by 4.9% pa to reach EUR0.3bn (or 6.0%)
of total investment in 2021.
Source: The World Travel and Tourism Council,, Travel and Tourism Economic Impact 2011 – Estonia,
http://www.wttc.org/bin/file/original_file/estonia_report_2011-pdf.pdf
Contribution to Employment
• Employment: Direct Contribution
Travel & Tourism is expected to support directly 21,000 jobs (3.6% of total
employment) in 2011, remaining unchanged at 21,000 jobs (3.4%) by 2021.
• Employment: Total Contribution
The total contribution of Travel & Tourism to employment, including jobs
indirectly supported by the industry, is forecast to fall by 0.2% pa from
77,000 jobs (13.3% of total employment) in 2011 to 76,000 jobs (12.4%) by
2021. (1)
• In addition to this the tourist industry is a boon to female employment, as
nearly three quarters of those employed in hotels and restaurants are
women. (2)
Source 1: Source: The World Travel and Tourism Council,, Travel and Tourism Economic Impact 2011 – Estonia,
http://www.wttc.org/bin/file/original_file/estonia_report_2011-pdf.pdf
Source 2: Riigi Teataja, 24/11/2006 https://www.riigiteataja.ee/akt/12755212 29/06/2011(Translated using Google Translate)
The Economic Contribution
Source: The World Travel and Tourism Council,, Travel and Tourism Economic Impact 2011 – Estonia,
http://www.wttc.org/bin/file/original_file/estonia_report_2011-pdf.pdf
The Economic Contribution
• Leisure travel spending (inbound and domestic and domestic) is expected
to generate 77% of direct travel and tourism revenue GDP in 2011,
compared with 23% for business travel spending.
• Leisure travel spending is expected to total EUR 1.2bn in 2011, projected to
rise to EUR 1.8bn in 2021.
• Business travel spending is expected to total EUR 0.4bn in 2011, and is
projected to be EUR 0.4bn in 2021.
Source: The World Travel and Tourism Council, Travel and Tourism Economic Impact 2011 – Estonia,
http://www.wttc.org/bin/file/original_file/estonia_report_2011-pdf.pdf
The Economic Contribution
Source: The World Travel and Tourism Council, Travel and Tourism Economic Impact 2011 – Estonia,
http://www.wttc.org/bin/file/original_file/estonia_report_2011-pdf.pdf
The Economic Contribution
• Domestic travel spending is expected to generate 22.3% of direct travel and
tourism GDP in 2011, compared with 77.7% for visitor exports (foreign
visitor spending or international tourism receipts).
• Domestic travel spending is expected to total EUR 0.3bn in 2011, and is
projected to rise to EUR 0.4bn in 2021.
• Visitor exports are expected to total EUR 1.2bn in 2011, and is projected to
rise to EUR 1.8bn in 2021.
Source: The World Travel and Tourism Council, Travel and Tourism Economic Impact 2011 – Estonia,
http://www.wttc.org/bin/file/original_file/estonia_report_2011-pdf.pdf
The State of Travel and
Tourism as seen in Estonia’s
National Tourism
Development Plan, 2007-2013
Strengths
• Tallinn, the capital;
• Cultural heritage (medieval town centers, castles, manor houses, national
handicraft, folk festivals, practices, etc.);
• the natural environment (landscapes, waterways, wetlands, nature
reserves, parks);
• North and East of Estonia (north coast, Lahemaa National Park, Kõrvemaa
Tuhala and nature reserves, castles and manor architecture, the gateway to
Russia);
• Western Estonia and Saaremaa and Hiiumaa (landscape, beach holidays,
health resort, Pärnu);
• South-Estonia (kuppelmaastik, lakes, cultural events, national parks,
winter sports, religious ethnic Setu people and the old area of Tartu);
• modern and thriving spa and wellness services;
• good transport links with neighbouring countries.
Source: Riigi Teataja, 24/11/2006 https://www.riigiteataja.ee/akt/12755212 29/06/2011(Translated using Google Translate)
Weaknesses
• Lack of awareness of Estonia as a travel destination;
• one-sidedness of tourism products;
• high dependence on the Finnish market;
• seasonality;
• the concentration of the major tourist centres in cities such as Tallinn and
Pärnu;
• uneven quality of tourism services;
• inadequate transport facilities;
• lack of cooperation between public, private and third sectors.
Source: Riigi Teataja, 24/11/2006 https://www.riigiteataja.ee/akt/12755212 29/06/2011(Translated using Google Translate)
The State of Estonia’s
Meetings Industry
The State of Estonia’s
Meetings Industry
• For the past decade Estonia and the rest of the Baltic states have benefited
from the global growth of the conference organising business.
• The Baltic States are still seen as a new and affordable destination for many
people and organisations to hold their events.
• Conferences in Estonia have been varied and focused on a range of topics
including security and IT security, tourism, finance, construction and real
estate, service quality, insurance, and development .
• They have also been able to attract high-level keynote speakers, including
the former US president Bill Clinton who spoke at the Economy Forum in
2002.
Source: The Baltic Times, September 2010, http://www.baltictimes.com/news/articles/27027/
Estonia’s Meetings Industry -
Trends
7 7
14
23 25
27 29
34
39
46 43
0
5
10
15
20
25
30
35
40
45
50 Number of ICCA Meetings Held in Estonia Per Year
Number of ICCA Meetings Held in Estonia Per Year
Source: ICCA, The Association Meetings Market 2000-2009, July 2010, http://www.iccaworld.com/dcps/doc.cfm?docid=1130
Estonian Convention Bureau, June 2011, http://www.ecb.ee/news/estonia-places-well-in-2010-icca-rankings-tartu-gaining-ground/
Estonia’s Meetings Industry -
Trends
3 3
9
17 17 20 21 22
27
35
28
0
5
10
15
20
25
30
35
40 Number of ICCA Meetings Held In Tallinn Per Year
Number of Meetings Held In Tallinn Per Year
Source: ICCA, The Association Meetings Market 2000-2009, July 2010, http://www.iccaworld.com/dcps/doc.cfm?docid=1130
Estonian Convention Bureau, June 2011, http://www.ecb.ee/news/estonia-places-well-in-2010-icca-rankings-tartu-gaining-ground/
Estonia’s Meetings Industry –
Regional Trends
0
20
40
60
80
100
120
140
160
180
200
2007 2008 2009
Estonia
Finland
Latvia
Lithuania
Russia
Sweden
Number of ICCA Meetings Held Per Year Per Country
Source: ICCA, The Association Meetings Market 2000-2009, July 2010, http://www.iccaworld.com/dcps/doc.cfm?docid=1130
Estonia’s Meetings Industry –
Regional Trends
0
20
40
60
80
100
120
2007 2008 2009
Helsinki
Riga
Stockholm
St Petersburg
Tallinn
Vilnius
Number of ICCA Meetings Held Per Year Per City
Source: ICCA, The Association Meetings Market 2000-2009, July 2010, http://www.iccaworld.com/dcps/doc.cfm?docid=1130
The State of Estonia’s
Meetings Industry Country Rankings:
• Estonia continues to place well in the International Congress and
Convention Association's rankings of top meeting destinations.
• A new report by the ICCA ranked Estonia in 46th position as a global
meetings destination, with 43 association meetings held in the country in
2010.
• The ranking makes Estonia the number one ICCA destination country in the
Baltic States.(1)
(2)
Source 1: Estonian Convention Bureau, June 2011, http://www.ecb.ee/news/estonia-places-well-in-2010-icca-rankings-tartu-gaining-ground/
Source 2: Estonian Convention Bureau, May 2010, http://www.ecb.ee/news/Estonia_and_Tallinn_climb_high_in_ICCA_destination_rankings/
Conference and Travel Magazine, September 2009, http://www.citmagazine.com/news/936683/Estonia-sets-UK-tourist-office/
Year Rank
2010 46
2009 40
2008 43
2007 48
The State of Estonia’s
Meetings Industry • Among the 340 cities covered by the rankings, Estonia's capital Tallinn
comes in 65th place with 28 international conferences held last year.
Although this marks a drop in the rankings it still shows Tallinn is holding
onto the gains it has made since 2007 when it was ranked 83rd.
• The university city of Tartu has also climbed the city rankings list, jumping
from 171th place in 2009 to 120th in 2010, hosting 15 events in 2010
compared to 10 in 2009.(1)
The Performance of Tallinn in the ICCA City Rankings (2)
Year Rank
2010 65
2009 44
2008 65
2007 83
Source 1: Estonian Convention Bureau, June 2011, http://www.ecb.ee/news/estonia-places-well-in-2010-icca-rankings-tartu-gaining-ground/
Source 2: Estonian Convention Bureau, May 2010, http://www.ecb.ee/news/Estonia_and_Tallinn_climb_high_in_ICCA_destination_rankings/
Conference and Travel Magazine, September 2009, http://www.citmagazine.com/news/936683/Estonia-sets-UK-tourist-office/
The State of Estonia’s
Meetings Industry Notable future conferences to be held in Estonia –
• The International Association of Science Parks will hold its 2012 conference
in the Estonian capital Tallinn. The 2012 conference is expected to bring
together the leaders of 800 science parks worldwide. (1)
• Tallinn Airport has been chosen to host the 7th Routes Europe, an annual
gathering of air service decision makers for the European region. Around
750 delegates will be expected to take part in the forum.(2)
• A conference of the International Federation for European Law (FIDE) will
take place in Estonia in 2012, the first country from Eastern Europe to host
the conference. The event, held every two years, brings together more than
500 lawyers from all over the world. Furthermore Tallinn will serve as the
capital of European law for 2012, the first city to bear this title. (3)
Source 1: Estonian Convention Bureau, May 2010, http://www.ecb.ee/news/world-conference-of-technology-parks-to-be-held-in-
estonia-in-2012/
Source 2: Estonian Convention Bureau, June 2011, http://www.ecb.ee/news/two-conferences-decided-for-tallinn-/
Source 3: Estonian Convention Bureau, June 2010, http://www.ecb.ee/news/tallinn-to-be-capital-of-european-law-in-2012/
Innovation –
‘Hotel Viru and the KGB’
Innovations - ‘Hotel Viru and
the KGB’
• Capitalising upon Estonia‟s rich history the first hotel museum in Estonia
called „Hotel Viru and the KGB‟ has officially opened at Sokos Hotel Viru as
part of this year‟s European Capital of Culture.
• The museum located on the 23rd floor of the hotel can hold up to 25 visitors
at a time, who will be able to enter the museum through the lobby of the
hotel.
• In addition to the free entry to the museum, visitors will also be able to enjoy
the free thematic bus tours, riding in Soviet era bus, lasting for 30 minute
that begin and end in front of Sokos Hotel Viru.
Source: Estonian Convention Bureau, January 2011, http://www.ecb.ee/news/82/
Innovations - ‘Hotel Viru and
the KGB’ • Anu Soosaar, the Managing Director of Sokos Hotel Viru –
“Hotel Viru has been an undisputed landmark of Tallinn and the source of
uncountable legends for almost 40 years now”
“The idea of opening up a museum has been pondered over for more than
ten years due to our visitors‟ extreme curiosity about the activities of the
KGB in the hotel and the room on the 23rd floor of the hotel that the
organisation left behind. We believe that now that Tallinn has become an
European Capital of Culture is the perfect time to tell the story of Hotel Viru,
the KGB‟s part in this story and speak about the entire era in general as it
can give the guests who have travelled great distances to visit us the
chance to get a sense of our past.”
Source: Estonian Convention Bureau, January 2011, http://www.ecb.ee/news/82
Promoting Tourism Through
Partnerships • Developing Cultural Tourism as a joint network in Capitals of Culture 2011 is
a project built by The Centre of Expertise Tourism (OSKE) of Turku Touring
together with the Turku 2011- and Tallinn 2011- foundations.
• The aim of the project is to unite the operators of culture and tourism in
Turku and Tallinn and create new and more customer friendly services and
product combinations.
• The main partner of the project is Turku Touring/city of Turku, additional
partners are Turku 2011 – foundation, Tallinn 2011 – foundation and the
culture organisations of the city of Tallinn. The project got started at the
beginning of 2010 and will end 30.8.2012 and it is funded by EU.
Source: Turku Touring, July 2010 http://www.turku.fi/Public/default.aspx?contentid=191002&nodeid=8202
Promoting Tourism Through Partnerships
• The targets of the project:
• To join the operators of culture and tourism in Turku and Tallinn in order to
create more customer orientated services and product combinations.
• To build up a permanent network between tourism and culture operators in
the Turku and Tallinn regions both inside the cities and crossing the borders.
• To increase the accessibility and the fame of the joint product combinations.
• To increase the know-how of the operators and to build up a permanent
route of learning and know-how which can be used even after the project
• To create an identical and good quality service culture in Turku and Tallinn
regions by increasing the knowledge of the service providers in accessibility
and in customer-orientated approach.
Source: Turku Touring, July 2010 http://www.turku.fi/Public/default.aspx?contentid=191002&nodeid=8202
Estonia’s Natural Assets
Estonia’s Natural Assets
• Estonia is internationally renowned for its natural beauty and its national
parks including Lahemaa and Soomaa National Park.
• 54% of Estonia‟s territory is covered by forest and other wooded land, the
6th highest percentage of EU member states. (1)
• In the WEF Global Travel and Tourism Competitiveness Index 2011 Estonia
is ranked 24th globally for the quality of its natural environment, 20th for its
protected areas and 75th for its World Heritage natural sites. (2)
Source 1: Welcome to Estonia, June 2011, http://estonia.eu/news/255-estonia-among-most-forested-countries-in-eu-.html
Source 2: World Economic Forum, The Travel and Tourism Competitiveness Report 2011,
http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf
Utilising Nature
• Estonia has been able to successfully utilise its natural assets to attract both
domestic and foreign tourists. With many of the national parks offering a
variety of outdoor experiences such as kayaking, wildlife watching, berry
picking and ice fishing.
Source: Soomaa National Park, http://www.soomaa.com/about/about-estonia/estonian-national-parks/
Sustainable Tourism
• In the future Estonia can pursue Eco-Tourism to help support environmental
and economic goals.
• Tourism can be utilised to help support the conservation of rare and
endangered Estonian plant and wildlife, support the local economy through
job creation and create an opportunity for tourism entrepreneurism to
flourish. (1)
• Estonian national parks can utilise the surrounding environment to offer
innovative tourism experiences such as skating trips on the frozen sea or
dugout-canoe building. (2)
Source 1: Aivar Ruukel, Sustainable Tourism Development Strategy: the Case of Soomaa National Park Estonia, June 2010,
http://www.slideshare.net/Ruukel/sustainable-tourism-development-strategy-case-of-soomaa-national-park-estonia
Source 2: Estonian Ecotourism Cluster, Marketing Innovation: The Case of Estonian Nature Tourism, 2009,
http://www.slideshare.net/Ruukel/estonian-nature-tourism-2009-euto-2
Sustainable Tourism
Source: Estonian Ecotourism Cluster, Marketing Innovation: The Case of Estonian Nature Tourism, 2009,
http://www.slideshare.net/Ruukel/estonian-nature-tourism-2009-euto-2
Sustainable Tourism
Sustainable Tourism
Source: Estonian Ecotourism Cluster, Marketing Innovation: The Case of Estonian Nature Tourism, 2009,
http://www.slideshare.net/Ruukel/estonian-nature-tourism-2009-euto-2
Bogshoeing
Bogshoeing • One of the more unique offerings is
Bogshoeing, where the specialised
footwear allows the wearer to freely
explore Estonia‟s untouched
wetlands.
• Bogshoeing has been suggested by
the Lonely Planet travel guide as
one of the greatest activities on
offer in Estonia.
Source: Soomaa National Park, http://www.soomaa.com/experiences/bog-shoeing/
Sustainable Tourism
• The Estonian Eco-Tourism sector has also embraced new social media to
raise its profile.
• Websites such as Facebook, Flickr and Youtube have all been utilised for
users to share their experiences in Estonia‟s natural spaces and to help
promote Estonia as a Eco-Tourist destination.
Source: Estonian Ecotourism Cluster, Marketing Innovation: The Case of Estonian Nature Tourism, 2009,
http://www.slideshare.net/Ruukel/estonian-nature-tourism-2009-euto-2
Sustainable Tourism
• Future Challenges - Eco-Tourism: Conservation vs. Hunting
• The Estonian Ecotourism Cluster has opposed the decision by the Estonian
Ministry of the Environment to issue additional licences for wolf hunting, as
this could result in the death of more than half of the Estonian wolf
population, currently numbering 270. 140 licences were issued for the
2009/2010 hunting season.
• The Estonian Ecotourism Cluster‟s 2009 annual strategy argued that
Estonia‟s eco-tourism industry suffered in comparison to their regional rivals
in Northern and Eastern Europe due to the relative smaller numbers of
many species of larger predators such as wolves, bears, lynxes, that are
popular with tourists.
Source: Parimusmatkad, January 2010, http://www.parimusmatkad.ee/eng/hunting-hurts-biggest-nature-tourism-attraction-estonia
Future strategies
Main Target Markets
As set out in the Estonian Tourism Development Plan – 2007-2013.
• Finland
• Sweden
• Russia
• Norway
• Germany
• Latvia
Overall shows a primary regional focus.
Source: Riigi Teataja, 24/11/2006 https://www.riigiteataja.ee/akt/12755212 29/06/2011(Translated using Google Translate)
Emerging Target Markets
• Great Britain
• Denmark
• Italy
• Denmark
• The Netherlands
• Spain
• France
• Poland
• The United States
• Japan
Source: Riigi Teataja, 24/11/2006 https://www.riigiteataja.ee/akt/12755212 29/06/2011 (Translated using Google Translate)
China as a Target Market
China as a Target Market
• The rise of China on the world stage and the growth in disposable income of
its vast population means that it has become valuable target market for the
travel and tourist industry.
• The share of Chinese tourists amongst visiting tourists to Estonia has risen
year to year.
• The latest visa statistics from Estonia's embassy in Peking and main consulate
in Shanghai show record numbers of visa applications processed in the first
five months of the 2011.
• In June 2011 Enterprise Estonia's tourism development centre held an
informational seminar in Shanghai to introduce Estonia to China's travel
agents, journalists, and airline representatives with the objective of raising the
general awareness of Estonia in China and giving Chinese tourists an
overview of goods and services that Estonia offers.
Source: Estonia Public Broadcasting, June 2011, http://news.err.ee/economy/f861a09c-2575-4411-aeb0-a51c2ceb084d
China as a Target Market
• Bilateral relations have been given a boost by last year's EXPO exhibition in
Shanghai which significantly enlarged Chinese awareness of Estonia. The
Estonian pavilion was visited by 2.23 million people, 99 percent of them
Chinese.
• The number of Chinese businesses which have visited Estonia has risen
noticeably thanks to widening business relations. Also increasing is
cooperation between Estonian and Chinese universities, resulting in the
running of joint summer courses in Estonia.
Source: Estonia Public Broadcasting, June 2011, http://news.err.ee/economy/f861a09c-2575-4411-aeb0-a51c2ceb084d
Tallinn as one of Europe’s
Capital’s of Culture 2011
Tallinn - European Capital of
Culture • Tallinn has been chosen as one of Europe‟s Capital‟s of Culture 2011. The
theme of the year long event is 'Stories of the Seashore', highlighting the
legends and inspiration that the sea has given to countless generations of
Estonians.
Source: Tallinn 2011, http://www.tallinn2011.ee/?id=198
Tallinn - European Capital of
Culture
• The largest storytelling event in Estonia‟s history. Writers, musicians, artists
and actors will tell, paint, sing and act tales inspired by the sea, speaking of
Estonia and its people.
• The stories will be short and long, modern and ancient, exciting and tragic;
most importantly, they will all be genuinely Estonian-like.
• Events will include the First Fire Sculpture World Championships, a
Venetian carnival, a water carnival, and various music festivals, theatre
productions and art installations.
• Both the tourism and meetings industry can capitalise on this year long
event to raise the profile of Estonia as a travel destination.
• The increased attention brought has already been to seen to greatly help
aid the tourism industry in the first quarter of 2011.
Source: Tallinn 2011, http://www.tallinn2011.ee/?id=198
Future Innovations
Capitalising Upon Technology • The technological capacity of Estonia is a matter of national pride, and has
been lauded for the development of a comprehensive ICT infrastructure,
making it one of the most digitally networked countries in the world.
• As previously mentioned the WEF Global Travel and Tourism
Competitiveness Index 2011 ranks Estonia 13th globally for its ICT
infrastructure.
• This includes being ranked 2nd globally for the extent to which the internet is
utilised for business purposes, 22nd in terms of internet users, 24th for
broadband internet subscribers and 3rd for mobile telephone subscribers.
• Estonia has been vaunted for its implementation of E-Government, allowing
Estonian citizens to access a range of services online and vote by electronic
ballot
• It also plays host to NATO‟s Centre of Excellence for Cybersecurity.
Source: World Economic Forum, The Travel and Tourism Competitiveness Report 2011,
http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf
Tallinn: The Wireless City
Tallinn: The Wireless City
• In 2008, International Summit for Community Wireless Networks named Tallinn
as the city with the greatest coverage of wireless internet. (1) Free internet is
partly provided by the city and is everywhere - in parks, pubs and hotels etc,
and the hotspots are clearly marked with orange and black signs and stickers
• Tallinn has also been chosen as one of the seven most intelligent communities
in the world by the Intelligent Community Forum for the last fours year in a row.
• Tallinn earned recognition for the speedy and widespread implementation of
new and innovative information technology solutions. The City of Tallinn has
guaranteed an internet connection to all schools, and there are over 300
wireless Internet hotspots in the city of which 60 have free Internet
connections provided by the city. (2)
• With one of the biggest complaints at conferences the lack of readily available
Wi-Fi, this surely gives Tallinn the edge over many of its European rivals.
Source 1: Materials and technologies for a green chemistry conference Tallinn 2011, http://www.sustainchem2011.ttu.ee/index.php/venue-and-
travel-information/tallinn
Source 2: Tallinn University, November 2010, http://master.europeancampus.eu/tallinn-es/news/tallinn-among-seven-most-intelligent-communities-
again
Tallinn: The Wireless City • The provision of free broad-based computer training for the residents, the
comprehensive implementation of e-governance solutions in the
management of the city, the continual growth of the number of e-services
directed at the population, use of ID cards as public transportation tickets
are only some examples of the activities that characterize Tallinn as a
community that functions dynamically and innovatively.
Source: Tallinn University, November 2010, http://master.europeancampus.eu/tallinn-es/news/tallinn-among-seven-
most-intelligent-communities-again
Tallinn: The Wireless City
• The wireless entrepreneur Veljo Haamer, who was instrumental in helping
Tallinn set up its wireless coverage, has since put free Wi-Fi on two long
distance bus lines, one from Tallinn to Riga in Latvia, and on another from
Tallinn to St. Petersburg in Russia.
• He has also teamed up with a local cellular provider to pilot test a fourth
generation (4G) data service, due to the increasing numbers of Estonians
accessing the Internet through smart phones.
Source: Discovery News, July 2011, http://news.discovery.com/tech/estonias-johnny-appleseed-of-free-wi-fi.html
Tallinn: The Wireless City
• Furthermore Veljo hopes to help Tallinn emulate Helsinki in Finland where
there is already offering free Wi-Fi access on some of the city's trams and
busses.
• The greater availability of wireless connectivity on both computers and
smart phones means that the city of Tallinn and Estonia will be an
increasingly attractive destination for the meetings industry and will surely
be an attractive feature for tourists demanding continuous.
Source: Discovery News, July 2011, http://news.discovery.com/tech/estonias-johnny-appleseed-of-free-wi-fi.html
Technological Innovation -
Skype • Estonia views itself as the „cradle of Skype‟, as the software was developed
by a team of young Estonian programmers. (1) The majority of the company
still resides in Estonia, with over 300 of Skype‟s over 500 workforce located
in their office in Tallinn. (2)
• In 2010 the Nordic Hotel Forum in Tallinn became the first hotel in the Baltic
States to offer its clients the opportunity to use Skype telephones. The new
business class rooms have wireless internet connection with Skype
telephones that can be used without a computer. Clients don‟t even have to
log on to their personal Skype accounts as the Nordic Hotel Forum provides
Skype Credit. If the Skype telephones in 18 business class rooms are a
success there are plans to add Skype telephones to all rooms. (3)
Source 1: The Christian Science Monitor, May 2011, http://www.csmonitor.com/World/Europe/2011/0511/Skype-s-journey-from-
tiny-Estonian-start-up-to-8.5-billion-Microsoft-buy
Source 2: Skype, http://jobs.skype.com/lifeatskype.html
Source 3: Estonian Convention Bureau, May 2010, http://www.ecb.ee/news/61/
Technological Innovation -
Skype
Technological Innovation -
Skype
• The world's first Skype telephone booth opened in opened to the public at
Tallinn Airport on March 18, 2011.
• Merilin Pärli, communications coordinator at Enterprise Estonia told ETV -
"We wanted to introduce Estonia foremost as a smart e-solution country –
small but innovative – which led to the logical idea to make a Skype phone
booth."
Source 3: Visit Estonia, March 2011, http://estonia.eu/news/231-worlds-first-skype-phone-booth-open-at-tallinn-airport%3Fstart=20.html
Medical Tourism
Medical Tourism
• The Estonian Development Fund commissioned a report “Healthcare
Services 2018,” as part of a wider project on developing Estonia‟s service
economy. It concluded that there is real potential in health tourism for
Estonia, fitting in with the development of a knowledge-intensive,
predominantly service-based export-oriented economy.
• The report projected a global growth in healthcare tourism as consumers
searched for better service quality, lower prices and shorter queues.
• A survey conducted for the report highlighted that two out of three managers
of Estonian healthcare institutions and businesses expected European
consumers to increasingly seek healthcare in other EU states, and that that
younger and more educated people are most likely to use services outside
their home country.
Source: International Medical Travel Journal, February 2011, http://www.imtj.com/news/?EntryId82=274923
Medical Tourism • The report concluded that Estonia should capitalise on this trend, arguing
that the Estonian healthcare system already provides a good base for
health tourism, due to state-of-the-art technology, high-quality expertise and
price advantages over many European rivals.
• Furthermore 30% of health providers in the country already deal with
international patients, including a few where the majority of their customers
are from abroad.
• Estonian Development Fund suggests that a possible model for Estonia to
systematically develop health tourism is to set up a public-private
partnership agency to develop cooperation between the different players
and devise ways of marketing what is on offer.
• The report pointed to the health related challenges of neighbouring EU
countries - alcoholism, obesity, elderly related care, and suggested offering
innovative service packages for these.
Source: International Medical Travel Journal, February 2011, http://www.imtj.com/news/?EntryId82=274923
New Opportunities
Enterprise Estonia – SMBC
Cooperation Agreement
Enterprise Estonia – SMBC
• In June 2011 Enterprise Estonia signed a Cooperation Agreement with the
Japanese Banking Group Sumitomo Mitsui Banking Corporation (SMBC),
the aim of which is to promote business partnerships between Estonian and
Japanese enterprises.
• The cooperation memorandum establishes a basis for information
exchange, with the purpose of promoting trade between Japanese and
Estonian enterprises and encouraging the inclusion of Japanese
investments in the Estonian economy.
• Business opportunities include the IT field, the development of
biotechnology and environmental technology, as well as investments in
energy-efficient technologies, were discussed at the meeting.
• SMBC is one of the three biggest banking groups in Japan and is interested
in facilitating the expansion of Japanese enterprises in Europe, and more
specifically in the Baltic States.
Source: Enterprise Estonia, June 2011, http://www.eas.ee/index.php?option=com_content&view=article&id=5140:enterprise-estonia-signed-a-
cooperation-agreement-with-the-japanese-banking-group-smbc&catid=244:uudsed-eng&Itemid=1419
Estonia as Financial Services
Hub
Estonia as Financial Services
Hub • Estonia‟s aim to grow rich as a regional provider of financial services was
given a boost in June 2011 with the launch of FinanceEstonia, a new project
started by several major players in the country's investment realm.
• The non-profit organization's goal will be to "jointly develop financial
services, related support services and technology export in Estonia.“
• Among its 18 founders are the Service Industry Association, NASDAQ OMX
Tallinn, KPMG Baltics, Ernst & Young Baltic and a number of law firms and
support service bureaus.
• Service Industry Association chairman Viljar Arakas said that Estonia should
develop business advantages vis-à-vis Scandinavia, and that the country
has the potential to be far more than simply a nation of subcontractors.
"There is increasing need for financial services, and Estonia could help
meet part of this need,” he said.
Source: Estonian Investment and Trade Agency, June 2011, http://www.investinestonia.com/
Estonia - Latvia Programme
2007-2013
Estonia - Latvia Programme
2007-2013 • The Estonia-Latvia Programme 2007-2013, began in 2007 as a cross-border
European Commission initiative to promote mutual sustainable development
and economic competitiveness through achieving an integrated and cross-
border economic, social and environmental development.
• The Programme aims to facilitate collaboration on the development of mutual
ICT and transport infrastructures and co-operation on environmental issues and
the provision of education and other public services. (1)
• 14 new projects were announced in May 2011 including – the reconstruction of
the road between Killingi-Nõmme, in Estonia, and Mazsalaca, in Latvia; the
DELBI initiative to help small and medium enterprises and start-ups access the
cross-border market, as well as facilitate cross-border partnerships in different
fields; and the FoodArt project, which aims at strengthening the ties between
the rural food producers and gourmet restaurants. (2)
Source 1: The Estonia-Latvia Programme, March 2010, http://www.estlat.eu/files/programme_manual_%2810_03_2010%29_f6dbc.pdf
Source 2: The Estonia-Latvia Programme, May 2011, http://www.estlat.eu/news/programme-news/14-new-projects-approved/
Image Sources p1 Page
1. http://sportslife7.blogspot.com/2009/01/stunning-estonia-waterfall-ice-world.html
4. http://creativeclass.typepad.com/thecreativityexchange/images/2007/12/01/global.jpg
5. Left to Right
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2. Http://www.neonpunch.com/wp-content/uploads/2009/03/iphone_apps.jpg
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2. http://www.treehugger.com/files/2010/10/on-demand-3d-printing-cut-waste-increase-efficiency.php
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14. Left to Right
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2. http://images.citybreak.com/Image.aspx?imageid=148802
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19. http://www.oxci.co.uk/blog/wp-content/uploads/2010/03/The-Beauty-of-Service.jpg
20. http://the-investors-club.com/wp-content/uploads/2008/12/market-segmentation.jpg
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31. Left to Right
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2. http://www.biosoftsolutions.co.uk/images/careers.jpg
32. Top to Bottom
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33. Clockwise
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36. Left to Right
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2. http://www.fullissue.com/wp-content/uploads/aruba.jpg
37. http://www.europeancitiesmarketing.com/userfiles/image/Malmo.jpg
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41. Clockwise
1. http://www.select-a-room.com:8080/asla/3/2124_tallinkHotel%20Facade%202.jpg
2. http://blog.shhmooze.com/wp-content/uploads/2010/11/untitled-67.jpg
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42. Left to Right
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2. http://hospitalityrisksolutions.files.wordpress.com/2010/12/joie-de-vivre.gif
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47. Left to Right
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48. Left to Right
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2. http://www.artsmarket.co.uk/art-online-images-art/amish-art.jpg
49. Left to Right
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111. Clockwise
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121. Clockwise
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124. Left to Right
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150. Top to Bottom
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152. http://3.bp.blogspot.com/__hF2h_QIXpE/S9f72X7sAVI/AAAAAAAAAO8/J4v-kC5uA7M/s1600/Bank-Building.jpg
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