Visit Finland What's Up in China?

What’s Up in China? Travel Fair 15-16.1.2015, Helsinki

Visit  Finland  

What’s  Up  in  China?        

• Marketing activities Finland – Country with Arctic Powers

•  Sales, seminars & workshops Visit Finland in China (five cities)

•  Santa Claus Succes story continues

•  Product development China ready products

Visit Finland representatives •  Danye Liu: Cultural differences •  Andrew Leung: Tour operators •  David Wu: Social media landscape Comments from Finnish Travel Trade: •  Jussi Perkkiö, Santa’s Hotels •  Asko Antikainen, Lapland Safaris •  Kirsi Mantua-Kommonen, AuroraXplorer

Visit  Finland  

What’s  Up  in  China?        

What’s Up in China? Cultural differences

Danye Li Visit Finland Representative

Danye/VF  Beijing  &  Chongqing,  Matka  2015

Chinese Tourists Huge Potential •  Chinese Outbound Tourists = over 100 mio pax by the end of Nov. 2014 (Source: CNTA)

•  Asia: 89.5% incl. Hong Kong, Macau and Taiwan

•  Europe: 3.5% = 3.5 mio pax

•  Africa: 3%, America: 2.7%, Australia: 1.1%, other: 0.2%

Enormous Spending •  1,000e /day/person

•  Estimated 140 billion euro in year 2014, 20.8%

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What they really need???

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What they really need??? •  Lanuage = Chinese

•  Airport: sign+service

•  Airport bus stop

•  Instructions

•  Menu

•  Stomache = Hot

•  Food, water, milk, porridge, noodle, egg, vegetables and etc.

•  Spicy, especially for some areas e.g. Sichuan, Yunnan, Guizhou and etc.

•  Voice = Loud

•  Restaurant, shop, in flight, answering phone, chat and etc.

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Type of Group

80%  Group

Group  incl.  ADS,  MICE,  Business&Government  

FIT  incl.  Business  travler,  couple/family  

20%  FIT

Our goal = One More Night •  Outdoor activities

•  Nordic Walking

•  Sauna, Sailing

•  Land Rover Experience Center

•  Berry or mushroom picking

•  Inter-active program •  Art Studio

•  Cooking School

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Thank you!

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What’s Up in China? Chinese tour operators

Andrew Leung Visit Finland Representative

 "One  more  night“  How  to  extend  Chinese  visitors'  stay  in  Finland    

How  to  co-­‐operate  with  chinese  tour  operators    to  produce  workable  tour  product?    

Group  tour  or  FIT?  

Group  tour  is  sKll  dominant  over  the  whole  China  

FIT  mainly  sKcks  to  big  metropolitans  and  its  related  area,  just  like  Shanghai,  Beijing,  Guangzhou,  Shenzhen  and  Hong  Kong  

Small  group  looks  for  tailor  made  iKnerary  is  coming  up  

Rovaniemi  

Scandinavian  trip  with  Norwegian  Uords  as  highlight   St  Petersburg  &  

Russia  

BalKc  Countries  

ExisKng  major  group  tour  products  

Helsinki  

Years  ago,  lake  district  from  LahK  all  the  way  to  Kuopio  is  also  covered  by  the  products  

• Chinese  don't  really  understand  Europe  culture,  of  course,  Finland  neither.  • Chinese  look  for  fun,  but  are  not  sporty  as  Finns  do  in  Traveling.  • Chinese  don't  have  long  holidays  as  European,  group  tour  usually  takes  10-­‐12  days  including  flights.  • Most  Chinese  travel  in  main  fesKvals  :  Labour  week,  Week  of  naKonal  day,  Chinese  New  Year.  • Chinese  like  very  much  photogenic  place  and  icon.  • Chinese  like  to  follow  certain  gimmick,  just  like,  the  biggest,  the  number  one  etc..  

When  deal  with  Chinese  tour  operators    • Try  to  make  the  program  short  so  that  easily  integrated  in  their  exisKng  products.  For  day  program,  4-­‐5  hrs  is  appropriate.  • Try  to  link  up  your  suggesKons  with  the  desKnaKons  which  included  in  their  tour  program  already.  • Try  to  give  them  sample  iKnerary.  • Video/visual  materials  are  always  welcomed.  • For  most  part  of  China,  Chinese  informaKon  is  good.  

What’s Up in China? Chinese social media landscape

David Wu Visit Finland Representative

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Differences  between  Chinese  Social  Media  &  Worldwide  Social  Media  

Popular Blocked

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Something  about  Chinese  Social  Media

•  Go  Mobile.  Internet  use  rate  from  mobile  devices:    

     80%  (China)  vs.  25%  (worldwide)  

•  The  number  of  acSve  WeChat  User  is  450,000,000.    WeChat  users  read  6  arScles  per  day.  

•  To  be  a  storyteller.    Content  is  king.  •  To  create  theme.  •  SomeSmes,  contents  generated  from  consumers  or  third  party  organizaSons  are  

more  engaging  and  persuasive.  KOL(Key  Opinion  Leader)  •  To  make  people  share.  

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Good  Example