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%

Visit Finland Statistics Service Rudolf, Statistics Finland

US Market Volume

2% 9%9%

8% 9% 5% 6%5% 5%

4% 4%

0

20 000

40 000

60 000

80 000

100 000

120 000

140 000

160 000

0

20

40

60

80

100

120

140

160

2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

Arr

ival

s (0

00s)

Expe

ndit

ure

(bill

ions

)*

Forecast for Global outbound travel and Expenditure from USA to foreign countries

Expenditure (billions) Arrivals (000s)

*Speding by residents on travel in foreign countries.

-6%

9%

-1%

14%16%

-10%

-5%

0%

5%

10%

15%

20%

0

50 000

100 000

150 000

200 000

250 000

300 000

2013 2014 2015 2016 2017

USA overnights in Finland 2013-2017

• Population: 325 million people

• Outbound travel from USA: 113 million arrivals to all destinations in 2017 + 9% compared to 2016

Ø Europe’s share of US outbound travel is 27 %

Ø Finland’s share of US outbound travel is 0,2%

• Travel expenditure (total outbound travel from USA): 112 billion EUR

Source UNWTO/Statistics Finland/Eurostat/IMF Balance of Payments, Visit Finland Visitor Survey 2017, Visit Finland Statistics Service Rudolf, Statistics Finland

US visitor rankings in Finland• No. 7 in overnights in 2017 (268 700, +16%)• No. 6 in travel receipts in 2017 (€169 million, +23%)

Spending per trip

€598

71% 9% 10% 9%

Share of overnights by regions 2017

75%

6%

2%

4%

2%1%4%

Sources: Visit Finland Statistics Service Rudolf, Statistics Finland

Winter (Nov-Apr): 82 900 (+12%) Summer (May-Oct): 181 300 (+18%)

US Overnights in FinlandWinter and Summer 2017

65%

16%

4%

2%

4%

1%

1%

1%

1%

1% 1%2%

31 %

69 %

0

20 000

40 000

60 000

80 000

100 000

120 000

2010 2011 2012 2013 2014 2015 2016 2017

USA

High winter season (12-02) Spring season (03-05)

High summer season (06-08) Autumn season (09-11)

US overnights in FinlandSeasonal overnights in 2017

Sources: Visit Finland Statistics Service Rudolf, Statistics Finland

US overnights in Finland by season in 2017

Helsinki 85%

Turku 28%Oulu 18%Vaasa 9%

Tampere 40%Jyväskylä 18%Kuopio reg. 6%

Rovaniemi 44%Inari/Saariselkä 23%Sodankylä 13%Kuusamo/Ruka 6%Kittilä/Levi 5%

Year 2017

Whole Finland No. of US overnights in Finland

2017 2017 vs. 2016

Winter (Dec-Feb) 37 900 +7%

Spring (Mar-May) 55 100 +15%

Summer (Jun-Aug) 113 500 +18%

Autumn (Sep-Nov) 59 000 +15%

US visitors in Finland

Sources: Visit Finland Statistics Service Rudolf, Statistics Finland

0

5 000

10 000

15 000

20 000

25 000

30 000

35 000

40 000

45 000

Janu

ary

Februa

ryMarch Apri

lMay

June Ju

ly

Augus

t

Septem

ber

Octobe

r

Novem

ber

Decem

ber

US overnights in Finland by month

2013 2014 2015 2016 2017

-20%

-10%

0%

10%

20%

30%

40%

50%

January

Febru

aryMarc

hApril

MayJune July

August

Septe

mber

Octobe

r

November

December

US overnights by monthly change % 2013-2017

2013 2014 2015 2016 2017

268 700

200 000

400 000

600 000

800 000

1 000 000

1 200 000

1 400 000

2009 2010 2011 2012 2013 2014 2015 2016 2017

Development of American overnights 2009-2017

Denmark

Finland

Norway

Sweden

Iceland

12%16%

36%

45%

25%

8% 4% 10% 9%

34%

Denmark Finland Norway Sweden Iceland

American overnights, change %

Change 2017/16 Average annual change 2009-2017

Denmark

707 700

19 % Finland

268 700

7 %

Norway

653 000

17 %Sweden

793 700

21 %

Iceland

1 352 700

36 %

Nordic countries' share of American overnights 2017

USA

8

22%

10%18%

39%

9%

18%

31%

42%

Denmark Finland Norway Sweden

Change of American overnights by season 2017/16

Winter (Dec-Apr) Summer (Jun-Aug)

113 500

50 000

100 000

150 000

200 000

250 000

300 000

350 000

2009 2010 2011 2012 2013 2014 2015 2016 2017

American overnights in the Nordic countries,

summer season (Jun-Aug) 2009-2017

DenmarkFinlandNorwaySweden

68 200 50 000

100 000

150 000

200 000

250 000

300 000

350 000

2009 2010 2011 2012 2013 2014 2015 2016 2017

American overnights in the Nordic countries,

winter season (Dec-Apr) 2009-2017

DenmarkFinlandNorwaySweden

USA

9

Corresponding seasonal overnights not available for Iceland

Sources: Visit Finland Statistics Service Rudolf, Statistics Finland

Statistics Sweden, Norway and Denmark

Sources: Visit Finland Statistics Service Rudolf, Statistics Finland, Digital Demand, MyStay

US internet searches regarding Finland

05 000

10 00015 00020 00025 00030 00035 00040 00045 00050 000

Janu

ary

Februa

ryMarch Apri

lMay

June Ju

ly

Augus

t

Septem

ber

Octobe

r

Novem

ber

Decem

ber

Online searches by Americans regarding Finland

2016 2017

05 000

10 00015 00020 00025 00030 00035 00040 00045 00050 000

2016M

01

2016M

02

2016M

03

2016M

04

2016M

05

2016M

06

2016M

07

2016M

08

2016M

09

2016M

10

2016M

11

2016M

12

2017M

01

2017M

02

2017M

03

2017M

04

2017M

05

2017M

06

2017M

07

2017M

08

2017M

09

2017M

10

2017M

11

2017M

12

American internet searches and overnights by month

Searches Overnights

Seasonality of travel-related Internet searchesAmerican overnights and internet searches regarding Finland

US visitors in Winter (Nov-April)

Source: VF Visitor Survey 2017Winter N=150

A US traveler spends on average 873€ per trip during winter.

1 day14 %

2 days12 %

3 days5 %

4-5 days15 %

6 days or more54 %

Duration

Hotel or motel58 %

Friends or relatives

22 %

Rental flat (incl. Airbnb)

8 %

Camping area, hostel or rented

cottage5 % Other

7 %

Accommodation

Holiday trip35 %

Visiting friends or relatives

23 %

Business trip15 %

Transit13 %

Study or training

7 %

Other reason7 %

PURPOSE OF TRAVEL

5%

3%

2%

10%

5%

15%

3%

12%

40%

17%

16%

25%

29%

14%

46%

50%

5%

13%

22%

16%

23%

15%

32%

24%

4%

31%

33%

24%

25%

46%

22%

18%

Wellness services and treatments

Family destinations

Biking, mountaing biking

Sport events

Concerts and music festivals

Other outdoor activities

Finnish summer cottages

Winter sports

Shopping

National parks

Cultural events

Finnish sauna

Walking, hiking, camping in nature

Other winter activities and experiences

Buildings, castles, monuments,museums

Finnish culinary experiences

US visitors’ activities and interests, Winter (Nov-April)

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

25%

14%16%

26%

12%7%

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

Age group

5%

1%

9%

16%

18%

52%

Other company

Extended family (with familymembers outside the…

Group of friends

Spouse/Partner only

Immediate family (householdwith kids)

Alone

TRAVEL COMPANY

Note: the figures on this slide are not definite but directional figures.

US visitors in Summer (May-Oct)

1 day8 %

2 days21 %

3 days17 %4-5 days

23 %

6 days or more31 %

Duration

Hotel or motel39 %

Friends or relatives

31 %

Camping area, hostel or rented

cottage17 %

Rental flat (incl. Airbnb)

4 % Other9 %

Accommodation

A US traveler spends on average 397€

per trip during summer.

Holiday trip45 %

Visiting friends or relatives

18 %

Transit13 %

Business trip13 %

Study or training

3 %Other reason

8 %

PURPOSE OF TRAVEL

Source: VF Visitor Survey 2017Summer N= 213

3%

4%

6%

6%

10%

11%

1%

12%

24%

17%

43%

2%

31%

37%

47%

61%

8%

6%

8%

14%

14%

14%

27%

24%

12%

21%

3%

45%

17%

15%

16%

19%

Wellness services and treatments

Sport events

Family destinations

Concerts and music festivals

Biking, mountaing biking

Finnish summer cottages

Winter sports

Cultural events

Other outdoor activities

National parks

Shopping

Other winter activities and…

Finnish sauna

Walking, hiking, camping in nature

Finnish culinary experiences

Buildings, castles, monuments,…

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

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

13%

25%20%

15% 15%12%

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

Age group

14%

3%

18%

24%

24%

27%

Other company

Extended family (with family

members outside the…

Group of friends

Spouse/Partner only

Immediate family (household

with kids)

Alone

TRAVEL COMPANY

Note: the figures on this slide are not definite but directional figures.