Market Info - MEK

Visit Finland Road Show 2013

• Northern China & Chongqing

• Shanghai

• Hong Kong & South China

• Japan

• USA

Marketing Update

Northern China & Chongqing Danye LIU / Sep 30, 2013

Market Info & Review, Beijing I Northern China reported by Danye Liu, Beijing

• Market Info 2013

– Finnair new sales team since June and will cancel seven flights during

Chinese New Year (Jan 27 - Feb 9, 2014)

– New Ambassador and Visa Consul since September

– New China Travel Law will be effectived since Oct 1st

– Travel season: May holiday, summer vacation, Oct holiday, Lunar New

Year

– 1-2 countries package is preferred by key TOs e.g. Mono Finland, FI+SW

• Summer: HEL, TPE and TUK (new topics like family, golf, photographing)

• Winter: RVN, KEM, IVO and HEL (Finnish art studio, Cooking school ...)

– Target group: government/company groups, young and middle aged,

family

• Government /MICE grups are reduced due to Chairman XI’s announcement –

Simple Rule

Trend 2014

• Tailor-made groups, FIT travelers (apps for mobile, Chinese info and

etc.)

• Promotion on social media e.g. Wechat, Weibo and etc.

• Outbound travelers will be 94.3mio pax, +15% and expenditure

117.6bio, +20% in year 2013, estimated by China Tourism Institute

Market Info & Review, Beijing II Northern China reported by Danye Liu, Beijing

• Summer Campain - June to August, 2013

– CITS, CYTS, Utour

– VF, VS, TallinkSilja Line

– Date: June - August 2013

– Helsinki, Tampere (Angry Bird Park),

– Turku (Moomin World) and cruise

• Winter Campain - December to Janurary, 2013

– CITS, CYTS, Utour, Caissa, Ctrip and Compass Travel

– VF, VS, Rovaniemi region, Kemi, HEL, STO, Viking, TallinkSilja ...

– Date: December - January 2013

– Rovaniemi, Kemi, Helsinki, Stockholm and cruise

Market Info & Review, Chongqing Northern China reported by Danye Liu, Beijing

• Market Info - Finnair since May 10th, 2012 (4 flights per week)

– Population: 8mio/downtown, 29.4mio/city

– Finland = unknown (Hot destination = FR, DE, IT, CH and GB)

– Local TOs relay on wholesales in Beijing, except Comfort Travel

– Popular products: 4 Nordic countries/10 days/cny18000, 4-5 European

countries/12 days/cny20000

– Travel season: late May to early Oct, Lunar New Year, summer vacation

– Target group: government/company groups, middle aged wealthy people

• Summer Campain - June to August, 2013

– Chongqing New Asia International Travel Service

– Date: June - August 2013

– Helsinki, Provoo, Turku and cruise

• Trend 2014 - Nordic countries plus Russia

Thank you!

Danye LIU

Marketing Representative, Beijing & Chongqing

Fisit Finland

danye-ftbcn@vip.163.com

Sina Weibo: www.weibo.com/ourfinland

2013 Visit Finland Road Show VF Shanghai

8

Visit Finland Shanghai

Traditional

Travel Agency

Online

Travel Agency

（Web & APP)

Free

Independent

Traveller

Distribution Channel

9

Visit Finland Shanghai

Year

Travel Season and Demand

10

Visit Finland Shanghai Trends

Quality Customize

d

Experience

More

Distribution

Channels

Group

Downsize Online

Environment

Thanks David Wu

Visit Finland Representative China: Shanghai

vf.sha@visitfinland.com

9.10.2013 11

Hong Kong & South China

Hong Kong

Guangzhou Shenzhen

There’s still a border between

Hong Kong and mainland China

HongKonger holds SAR passport which

allow them travel in Europe visa free

These are the #3 and # 4 city in China

both are very active in self-funded travel

Northern light and Santa are two main forces drive

our tourists to visit Rovaniemi and Lapland.

The market has a basic knowledge of Northern

Finland already

The travel agents tend to dig out more “real

Lapland experience” in these two years

* in unique cottage experience

* in observing the Lapland scenery

* in touch with the nature of Lapland (don’t make

it too hard)

As well, they want to explore more Lapland summer

For so long, Rovaniemi – Kemi – Ivalo is the basic

structure for the tour, mainly in winter.

Agents now they hope to explore new routing

including Levi/Ylläs, Kuusamo/Ruka, many South

China agents hope to find Lapland DMC to plan

new itinerary for them.

For summer, package links up Rovaniemi with

Salla-Savukoski and Oulanka is a new direction

our agents want to explore more

Lapland in autumn? Any idea?

11.4.2008 Alatunniste teksti

JAPANESE MARKET

SHIGEYOSHI NOTO

JAPAN GROWING MATURED WELL KNOWN

11.4.2008 Alatunniste teksti

Northern Lights business from JAPAN

Anniversary

NEXT STEP

WINTER AUTUMN

Visit Finland Roadshow 2013 Helena Niskanen

helena.niskanen@visitfinland.com

US Travel Market

Europe remains a “dream come true” destination for Americans. It’s appealing for its diversity, history, culture, people and food

US travelers to Europe live mostly in the Middle Atlantic States (30%), the South Atlantic States (25%) and Pacific States (14%). New York is the largest source of visitors to Europe (17%), followed by California (11%).

Most Americans travel in May-September as couples, they tend to be middle-aged – older, wealthier, active baby boomers, and better-educated than the average, and stay 18.3 days

US Travel market

According to many US tour operators there’s a growing interest in off-

the-beaten path destinations

Europe is an important market for the cruise industry with 10.9 percent market share of the global cruise market. River cruises gaining more popularity

Off-season travel (November-April) is catching on

Norwegian will add new routes between Scandinavia and Los Angeles, Oakland-San Francisco and Orlando and New York in spring 2014. Currently they operate six weekly flights from Scandinavia to New York.

American Airlines merger issues has resulted in a shorter season for Chicago-Helsinki route

U.S. citizen outbound travel totaled 29.4 million YTD

U.S. travel to overseas markets was up two percent in

June but flat for the year (14.5 million). U.S. travel to

overseas locations accounted for 49 percent of U.S.

outbound international travel.

In 2012 Scandinavia’s market share of U.S. travel to

Europe was just over nine percent

Market update

MARKET SHARE

Current Trends

55% of U.S. consumers expect to travel for leisure (AMEX), and 77% among affluent travelers

The majority of U.S. leisure travelers (87%) expect to spend more money on trips in 2013/2014, allocating 74 % to airfare and plan to fly to at least one destination in 2014.

Preplanning is down from 2012, (-57%)

Research reported by PhoCusWright says that $6.7 billion in travel was booked by smart phones and tablets in 2012. PhoCusWright projects that figure will approach $23 billion in 2014 and account for 16 percent of the online travel market.

U.S. citizens now have 13,125,829 issued passports