Visit Tampere partners -

verkostoVisit Finland Japan activities

4.10.2018

VF main messages - Japan

Northern lights and nature• Northern Lights• Soft activities in pure nature• Finnish nature lifestyle• Healing

Design and lifestyle• Design• Shopping• Finnish urban Lifestyle• Food, breweries and distilleries

Sauna• Finnish Sauna• Slow lifestyle• Healing• Traditional saunas and trendy city saunas

Moomins

Market plan 2019 ©Heli Mende

Just a litte text slide, with very little text and no headline.

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Visit Finland 2019 activities - Japan• Matka 2019 (Meet and pretour)

• PR event for Moomin park opening, March 2019

• PR event for Yuki No Hana (Snow flower) movie

• Tumlare workshop, April 2019

• Kansai airport event, May 2019

• Hankyu department store Nordic fair in Osaka, May

2019. Finland will have strong presence at the fair

• Visit Finland global workshop, summer 2019

• Tourism Expo, Sep 2019, Osaka.

• MoiMoi workshop, Sep 2019

• Edu workshop in Finland

• Edu, Lakeland and Lapland Fam trips

• Activities concerning Finland-Japan 100 years of

diplomatic relations

• Sauna campaign

Sauna campaign

• Sauna campaign aims to promoteFinnish sauna experinces to Japanesetravelers

• During autumn 2018, campaigncovers 30 saunas (incl. 3 from Japan)

• In 2019 campaign will contain total of 100 saunas, including also seasonalsauna options, such as sauna boats

• 100 saunas honors the 100 years of deplomatic relations between Japan and Finland in 2019

Sauna campaign

• Goshuin-cho stamp book will be thekey elements for the campaign• Goshuin-cho contains 10 tips

introduction to enjoy Finnishsaunas

• Goshuin-chos can be collected from;• Sauna campaign website• Selected travel agencies in Japan• Via nominated japanese sauna

ambassodors• Collecting 10 stamps you are honored

as sauna master

Sauna campaign

• Sauna campaign website collects tipsand hints about Finnish sauna experinces and lists all selectedsaunas for the campaign

• Sauna campaign includes also;• Social media activities• Sauna related competitions

throughout the 2 year campaignperiod

• Sauna events in Japan and in Finland

Facts and figures

Japanese overnights in Finland

Seasonal overnights in 2017 & 2018

Source: Rudolf data base, Statistics Finland

Coast & Archipelago 2018

Winter 2 400 +52%

Spring 1 600 0%

Summer June: 1 300July: 1 400

+1%+11%

Autumn

Lapland 2018

Winter 19 800 -18%

Spring 5 400 -10%

Summer June: 200July: 600

-24%+34%

Autumn

Lakeland 2018

Winter 2 000 +4%

Spring 2 000 +6%

Summer June: 800July: 1 900

-27%+14%

Autumn

Helsinki area 2018

Winter 26 900 +3%

Spring 26 600 -30%

Summer June: 14 200July: 19 000

-12%-16%

Autumn

Whole

FinlandNo. of Japanese

overnightsActual /(expected)seasonal change

Reasons behind the actual / expected change

2017 20182017 vs.

20162018 vs.

2017

Winter (Dec-Feb) 53 800 51 100 +1% -5%

Spring (Mar-May) 47 400 35 500 +32% -25%World Figure Skating Championships in Helsinki in Mar-Apr2017

Summer (Jun-Aug) 76 300 +11% (+xx%)June: 16 600 (-13%)July: 22 800 (-12%)

Autumn (Sep-Nov) 61 800 +8% (+xx%)

Japanese overnights in Finland by season in 2017

Year 2017

Helsinki 90%

Turku 20%Oulu 14%Vaasa 8%Uusimaa (excl. greater Helsinki area) 11%

Tampere 32%Jyväskylä 11%Sotkamo 11%Heinola 7%Lahti 5%Hämeenlinna 5%

Rovaniemi 41%Inari/Saariselkä 33%Kittilä/Levi 7%Kuusamo/Ruka 6%

Japanese visitors in Summer (May- Oct)

1 day22 %

2 days24 %

3 days19 %

4-5 days20 %

6 days or more15 %

Duration

Hotel or motel82 %

Rental flat (incl. Airbnb)

9 %

Camping area, hostel or rented

cottage7 %

Friends or relatives

2 %

Accommodation

Holiday trip63 %

Transit23 %

Study or training3 %

Business trip3 %

Shopping trip3 %

Visiting friends or relatives

2 %

Other reason3 %

PURPOSE OF TRAVEL

50% 44%6%

No Yes Don't know

Purchased trip as package

A Japanese traveler spends on average €452 per trip during summer.

9%

36%

22%

11% 13% 9%

15 - 24 25 - 34 35 - 44 45 - 54 55 - 64 over 64

Age group

15%

5%

11%

24%

25%

30%

Other company

Extended family (with familymembers outside the…

Group of friends

Spouse/Partner only

Immediate family (householdwith kids)

Alone

TRAVEL COMPANY

1%

2%

7%

4%

1%

0%

2%

17%

7%

17%

9%

13%

33%

2%

50%

67%

1%

3%

1%

5%

10%

10%

10%

5%

16%

10%

18%

25%

7%

43%

6%

12%

Wellness services and treatments

Sport events

Family destinations

Biking, mountaing biking

Finnish summer cottages

Winter sports

Concerts and music festivals

Other outdoor activities

Cultural events

Walking, hiking, camping in nature

Finnish sauna

National parks

Finnish culinary experiences

Other winter activities and experiences

Shopping

Buildings, castles, monuments,museums

Japanese visitors’ activities and interests, Summer (May-Oct)

Experienced during the trip Interested but did not experience during the trip

Source: VF Visitor Survey 2017Summer N=199Note: the figures on this slide are not definite but directional figures.

BOOKING SITUATION FOR FUTURE ARRIVALSJAPAN

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