Barents 2010 Final Conference 21 February, 2006 Tourism sector
programme Heleena Luusua NordicMarketing GmbH Germany Slide 2
Marketing & sales Tour operators Training/Product Development
E-marketing Cross-marketing Frankfurt Cooperation partner for
tourism businesses in the European market NordicMarketing GmbH
Slide 3 For Lapin Liitto/Barents 2010 Time for planning 4 months
Deadline 15.3.2006 We have collected opinions of: Tour operators in
Germany, Benelux, GB Companies and marketing organisations in
Barents region Tourism Sector Programme Slide 4 Arctic Europe Slide
5 Tourism destinations with more than 10,000 visitors. Slide 6
Germany, Switzerland, France, Benelux, Great-Britain 240 million
inhabitants 150 million trips to abroad, longer than 5 days Alone
in Germany: 2 500 tour operators 25 000 travel agencies Less than
0,5 % come to Finland 2 % to Scandinavia To Murmansk area? European
markets Slide 7 When everything else has been seen... Trend: Snow,
ice, cold Extreme elements, arctic nature Nature safaris
TV-programmes about arctic Growing interest towards north and
arctic Slide 8 Tour operators look for new destinations and themes
ARCTIC EUROPE Slide 9 TOUR OPERATORS: Attractive, exciting
Interesting, positive Even luxury But: Unfamiliar Lack of
information Difficult to reach. Flights. Price. We have to do
something! Arctic Europe image Slide 10 Tomorrow Arctic Trail
Northernmost Europe Nordic Walking Lapland Sea Cruising Solovetsk?
Submarine? King crab? Karelian villages? Today North Cape Arctic
Ocean /Hurtigruten Lapland Ice Hotel Ice Iglu Ice Breaker Nature
safaris, huskies, snowmobiles, reindeer Arctic highlights Slide 11
Common Highlights over the Arctic Circle Four counties one theme
One Destination from the market view we have to do something!
ARCTIC EUROPE Slide 12 Collision of interests: State borders
Transport companies territories National tourist boards Unnecessary
competition between companies Collaboration challenges Slide 13
ARCTIC EUROPE Slide 14 Target groups: AD: adventurous pioneers NA:
Nature-oriented active travellers PRODUCT FAMILY ARCTIC ICE Ice
hotels, ice breakers ARCTIC SEA/CRUISES Hurtigruten Riverboats
Submarine King crab ARCTIC CULTURE Solovetsk the new North Cape
Sami culture Karelian villages,fishing villages,reindeer farms
ARCTIC NATURE Nature adventures Fishing, hunting Mountain biking
Hiking, Nordic walking Reindeer, huskies ARCTIC ROAD Fly &
Drive Fly & Bus ARCTIC TRAIL Snowmobiling ARCTIC TRAIL KES Off
road, Quad bikes ARCTIC RAILWAY Rail packages ARCTIC FLIGHTS
Speacial & Charter flights Slide 15 Pioneers that have seen
everything but still have hunger for new experiences Person that
travels a lot, is wealthy, active, has a taste for adventure, likes
nature Germany, France, Benelux, GB ARCTIC EUROPE target groups?
Slide 16 Common will ! 600 000 /year -> 60 % EU /40% privat
-> 240 000/regions 60 000 Norway 60 000 Sweden 60 000 Finland 60
000 Russian What is needed? Slide 17 6. Product in the market 2006
2006-07 2007 2005 2. Arctic Europe product manual 8. Press
Information e-marketing Arctic Europe Marketing Slide 18 TRAINING
int. marketing Travel Agents - service - sales DEVELOPMENT -
products - infra - charter MARKETiNG, SALES - press, TV - partners
on the markets Sales calls fam trips - e-marketing RESEARCH -
market research - nature and culture company/product analysis -
innovations Public sector Private sector ARCTIC EUROPE Slide 19
Training : International marketing cultures, services sales
channels, sales Product development Intern marketing Other actions
to be needed Slide 20 Inrastructure: Flights East-west connections
Activity routes Other actions to be needed Slide 21 2005Phase 1:
2006-2007 Market research, example products Meetings Workshops ITB
Berlin Launching products and concept, first marketing and sales
Phase 2: 2008-2013 200520062007200820092010 Aims: stabilize the
Arctic Europe products in the markets and a great increase in the
sales Financing Organisation Schedule Slide 22 There is a big
interest: Companies and organisations in Finish and Swedish Lapland
wait for exact offer Norwegian counties want to be partners Tour
Operators wait for practical operations ARCTIC EUROPE plan today
Slide 23 Everyone want everything do we have enough courage to
focus on business ? Timetable for decision making -> annual
business rotation Organisation/ administration Professional key
operator for practice Flights Collaboration risks Slide 24 Seminar
in Murmansk 28.2. Meeting Norwegian Partners ITB Berlin
8.-10.3.meeting tour operators 15.3. the report is ready April:
Decision making April- Sept: Organisation/Financing 2006-07 Arctic
Europe in action: products, sales calls, fam trips... Next steps
Slide 25 WE WILL TAKE UP THE CHALLENGE ! Slide 26 Slide 27 Are the
tourism services of following areas familiar to you? Slide 28 When
you hear the term Arctic Europe what comes to mind? Slide 29 Are
these Arctic Europe themes interesting? Slide 30 Slide 31 How do
you feel about the example Arctic Europe products? Slide 32 What do
you see as biggest obstacles in the arctic tourism? Slide 33 8. Do
you think the name Arctic Europe is/has? Slide 34 Would you like to
co-operate with Arctic Europeproject marketing? Slide 35 If you are
interested in marketing co- operation with the Arctic Europe
project, what kind of measures do you need? Slide 36 Do you think
the interest toward Arctic regions will increase among travellers
in the future? Slide 37 Is Arctic Europe going to be in your
selection in the future? Slide 38
