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T O U R I S M I S A G R O W I N G S O U R C E O F E X P O R T R E V E N U E A N D A S I G N I F I C A N T E M P L O Y M E N T P R O V I D E R I N F I N L A N D T O U R I S M H A S
A M U L T I P L I E R E F F E C T O N O T H E R S E C T O R S . 1 E U R O I N T O U R I S M A D D S 5 6 C E N T S V A L U E T O T H E O T H E R S E C T O R S .
2 1 . 9 M I L L I O N O V E R N I G H T S T A Y S A T F I N N I S H A C C O M M O D A T I O N
8 . 3 M I L L I O N F O R E I G N
V I S I T O R S I N F I N L A N D I N
2 0 1 7
O V E R N I G H T S T A Y S ( 6 . 7
M I L L I O N ) O F F O R E I G N
V I S I T O R S I N 2 0 1 7 :
Foreign overnight stays 31%
Domestic overnight stays 69%
EU-28 53%Other countries 13%
America 6%
Russia 12%
Asia 16%
S P E N D I N G P E R V I S I T I N 2 0 1 7
1. China EUR 1,1862. Spain EUR 7543. Belgium EUR 6544. France EUR 6505. India EUR 6056. USA EUR 5987. South Korea EUR 5688. Japan EUR 5589. Australia EUR 52410. Canada EUR 516
B R E A K D O W N O F C O N S U M P T I O N B Y F O R E I G N
V I S I T O R S I N 2 0 1 7
Other countries 33% Russia 24%
China 17%
Sweden 8%Germany 6%
Estonia 4%UK 4%
Japan 3%
Sources: Visit Finland, Statistics Finland
• Population 1,4 billion people• Outbound travel from China 93 million arrivals to all destinations in 2017 + 8% compared to
2016
Ø Europe’s share of Chinese outbound travel is 14%Ø Finland’s share of Chinese outbound travel is 0,4% • Travel expenditure (total outbound travel from China) 207 billion EUR • Outbound travel from Hong Kong 36 million arrivals to all destinations in 2017 +4% compared
to 2016Ø Europe’s share of Hong Kongese outbound travel is 1,4%Ø Finland’s share of Hong Kongese outbound travel is 0,1% • Travel expenditure (total outbound travel from Hong Kong) 21 billion EUR
China and Hong Kong Market Volume
Source UNWTO/Statistics Finland/Eurostat/IMF Balance of Payments, Rudolf data base, Statistics Finland
27%
5%
40%
29%33%
0%
10%
20%
30%
40%
50%
0
50 000
100 000
150 000
200 000
250 000
300 000
350 000
400 000
2013 2014 2015 2016 2017
Chinese overnights and % change in Finland
2013-2017
-1% -1%7% 3% 4% 4%
6% 6%5% 5% 5%
-10 000
0
10 000
20 000
30 000
40 000
50 000
60 000
0
5
10
15
20
25
30
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Arr
iva
ls (
00
0s)
Exp
en
dit
ure
(b
illio
ns)
*
Forecast for Global outbound travel and Expenditure from
Hong Kong to foreign countries
EUR (billions) Arrivals (000s)*Speding by residents on travel in foreign countries.
20%16%
15%8%
8%8%
6%7% 5%
5%5%
0
20 000
40 000
60 000
80 000
100 000
120 000
140 000
0
100
200
300
400
500
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Arr
iva
ls (
00
0s)
Exp
en
dit
ure
(b
illio
ns)
*
Forecast for Global outbound travel and Expenditure from
Mainland China to foreign countries
EUR (billions) Arrivals (000s)
*Speding by residents on travel in
foreign countries.
China (incl. Hong Kong)
24%
Which part of China are the visitors from …
- the world’s growth driver in outbound trips
41%
19%
Sources: Visit Finland Statistics
Service Rudolf, Statistics FinlandVisit Finland Visitor Survey 2017
Visit Finland Segmentation Survey 2017, MyStay’Finland Top of mind’ Top words describing Finland’simage in China.
65%
24%
2%
2% 1%
1%1%
1%
Helsinki received more than two thirds of the registered Chinese overnights in 2017, Lapland already every fifth and it is growing the most
Year 2017361 800 overnights,
+33%
Share of overnights by regions 2017
61% 7% 7% 25%
Chinese visitor rankings in Finland in 2017• No. 5 in overnights in 2017 (361
800, +33%)• No. 5 in travel receipts in 2017
(€182 million, +20%)
Spending per trip
€1,186
82%
6%
2%
2%
1%2%
1%
1%
1%1%
Source: Visit Finland Statistics Service Rudolf, Statistics Finland
Chinese overnights in Finland
Winter and Summer 2017Winter (Nov-Apr): 146 400 (+66%) Summer (May-Oct): 205 000 (+23%)
42 %
58 %
42%
48%
4% 2%
1%
1%
1%
0
20 000
40 000
60 000
80 000
100 000
120 000
140 000
2010 2011 2012 2013 2014 2015 2016 2017
China & Hong KongHigh winter season (12-02) Spring season (03-05)
High summer season (06-08) Autumn season (09-11)
Chinese (incl. Hong Kong) overnights in FinlandSeasonal overnights in 2017
Source: Rudolf data base, Statistics Finland
Whole Finland No. of Chinese (incl. Hong Kong)overnights
2017 2017 vs. 2016
Winter (Dec-Feb) 97 300 +82%
Spring (Mar-May) 57 100 +37%
Summer (Jun-Aug) 128 000 +22%
Autumn (Sep-Nov) 74 000 +27%
Chinese overnights in Finland by season in 2017
Helsinki 62%Vantaa 31%
Turku 14%Oulu 13%Lohja 9%
Tampere 25%Sotkamo 18%Heinola 14%Savonlinna 6%Jyväskylä 6%Lahti 5%
Rovaniemi 47%Inari/Saariselkä 22%Kemi 11%Sodankylä 7%
China (incl. Hong Kong)
8
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
-50%
0%
50%
100%
150%
200%
January
Febru
aryMarc
hApril
MayJune July
August
Septe
mber
Octobe
r
November
December
Chinese overnights by monthly change % 2013-2017
2013 2014 2015 2016 2017
05000
100001500020000250003000035000400004500050000
January
Febru
aryMarc
hApril
MayJune July
August
Septe
mber
Octobe
r
November
December
Chinese overnights in Finland by month
2013 2014 2015 2016 2017
3%
33%
20%13%
49%
18% 18%
31%
16%
49%
Denmark Finland Norway Sweden* Iceland
Chinese overnights, change %Change 2017/16 Average annual change 2009-2017
Denmark229 000
14 %
Finland361 800
22 %
Norway461 100
28 %
Sweden*364 800
22 %
Iceland231 500
14 %
Nordic countries' share of Chinese overnights 2017
361 800
50 000
100 000
150 000
200 000
250 000
300 000
350 000
400 000
450 000
500 000
2009 2010 2011 2012 2013 2014 2015 2016 2017
Development of Chinese overnights 2009-2017
Denmark
Finland
Norway
Sweden*
Iceland
China (incl. Hong Kong)
9
18%
71% 75%
37%
-1%
22%11% 12%
Denmark Finland Norway Sweden
Change of Chinese overnights by season 2017/16
Winter (Dec-Apr) Summer (Jun-Aug)
128 000
50 000
100 000
150 000
200 000
250 000
300 000
2009 2010 2011 2012 2013 2014 2015 2016 2017
Chinese overnights in the Nordic countries, summer season (Jun-Aug) 2009-2017
DenmarkFinlandNorwaySweden*
131 800
50 000
100 000
150 000
200 000
250 000
300 000
2009 2010 2011 2012 2013 2014 2015 2016 2017
Chinese overnights in the Nordic countries, winter season (Dec-Apr) 2009-2017
DenmarkFinlandNorwaySweden*
China (incl. Hong Kong)
10
Corresponding seasonal overnights not available for Iceland
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Statistics Sweden, Norway and Denmark
China (incl. Hong Kong)
Internet searches regarding Finnish tourism
11Sources:
Digital Demand, MyStay, Rudolf data base, Statistics Finland
All travel and tourism related online searches conducted by Chinese regarding FinlandGraph indicating all Chinese overnights in Finland in relation to internet searches regarding Finland
010 00020 00030 00040 00050 00060 000
Janu
ary
2016
Febr
uary
201
6
Mar
ch 2
016
April
201
6
May
201
6
June
201
6
July
201
6
Augu
st 2
016
Sept
embe
r 201
6
Oct
ober
201
6
Nov
embe
r 201
6
Dec
embe
r 201
6
Janu
ary
2017
Febr
uary
201
7
Mar
ch 2
017
April
201
7
May
201
7
June
201
7
July
201
7
Augu
st 2
017
Sept
embe
r 201
7
Oct
ober
201
7
Nov
embe
r 201
7
Dec
embe
r 201
7
Chinese internet searches and overnights by month
Searches Overnights
0
10 000
20 000
30 000
40 000
50 000
60 000
January
Febru
aryMarc
hApril
MayJune July
August
Septe
mber
Octobe
r
November
December
Online searches by Chinese regarding Finland
2016 2017
Interest towards Finland Top 10 in 2017 measured by online searches
1 Searches regarding Travel2 Shopping in Finland
3 Extraordinary accommodation such as igloos ice hotels, treehouse hotels
4 Winter sports, skiing5 Finnish Sauna6 Attractions in Finland7 Museums8 Husky & Reindeer Safaris9 Spa & Beauty, Wellbeing10 Hiking, Walking, National Parks, Natural Wonders
27% 29%32%
8% 3% 1%
15 - 24 25 - 34 35 - 44 45 - 54 55 - 64 over 64
Age group
Chinese visitors in Winter (Nov-April)
Source: VF Visitor Survey 2017Winter N=289
A Chinese traveler spends on
average €756 per trip during winter.
4%
2%
14%
11%
8%
4%
12%
27%
19%
17%
40%
18%
20%
30%
37%
64%
8%
15%
5%
8%
14%
18%
12%
12%
23%
25%
4%
28%
27%
17%
27%
14%
Wellness services and treatments
Finnish summer cottages
Family destinations
Other outdoor activities
Sport events
Biking, mountaing biking
Concerts and music festivals
Finnish culinary experiences
National parks
Cultural events
Shopping
Winter sports
Walking, hiking, camping in nature
Finnish sauna
Other winter activities and…
Buildings, castles, monuments,…
Chinese visitors’ activities and interests, Winter (Nov-April)
Experienced during the trip Interested but did not experience during the trip
1 day12 %
2 days23 %
3 days14 %
4-5 days20 %
6 days or more31 %
Duration
Holiday trip55 %
Transit20 %
Business trip14 %
Study or training
6 %Visiting friends or
relatives
2 %
Other
reason
3 %
PURPOSE OF TRAVEL
Hotel or motel53 %
Rental flat (incl. Airbnb)
21 %
Camping area, hostel or
rented cottage11 %
Friends or
relatives
3 %Other12 %
Accommodation
63%
33%3%
No Yes Don'tknow
Purchased trip as package
7%
5%
15%
21%
23%
34%
Other company
Extended family (with family
members outside the…
Spouse/Partner only
Immediate family (household
with kids)
Alone
Group of friends
TRAVEL COMPANY
Note: the figures on this slide are not definite but directional figures.
3%
4%
2%
2%
2%
7%
9%
14%
15%
19%
26%
20%
16%
3%
56%
84%
4%
4%
8%
8%
13%
10%
10%
6%
11%
12%
5%
12%
16%
35%
5%
7%
Sport events
Wellness services and treatments
Finnish summer cottages
Biking, mountaing biking
Winter sports
Family destinations
Concerts and music festivals
Other outdoor activities
Finnish sauna
Walking, hiking, camping in nature
Finnish culinary experiences
National parks
Cultural events
Other winter activities and…
Shopping
Buildings, castles, monuments,…
Chinese visitor’s activities and interests, Summer (May-Oct)
Experienced during the trip Interested but did not experience during the trip
Chinese visitors in Summer (May-Oct)
Source: VF Visitor Survey 2017Summer N=434
Holiday trip74 %
Transit10 %
Study or training
5 %
Business trip5 %
Visiting friends or
relatives
4 %
Other reason
2 %
PURPOSE OF TRAVEL
Hotel or motel72 %
Friends or relatives
8 %
Rental flat (incl. Airbnb)
12 %
Camping area,
hostel or rented
cottage
4 %
Other
4 %
Accommodation
16%
29%24%
18%7% 5%
15 - 24 25 - 34 35 - 44 45 - 54 55 - 64 over 64
Age group
1 day28 %
2 days30 %
3 days17 %
4-5 days9 %
6 days or more16 %
Duration in Finland
61%37%
2%
Yes No Don't
know
Purchased trip as package
A Chinese traveler spends on average
€1,817 per trip during summer.
31%
8%
13%
19%
23%
28%
Other company
Extended family (with
family members…
Alone
Immediate family
(household with kids)
Spouse/Partner only
Group of friends
TRAVEL COMPANY
Note: the figures on this slide are not definite but directional figures.
