5. Eija Tynkkynen CV eija.tynkkynen@finpro.fi Position Head of Trade Center , Finpro Beijing China International Experience 12 years in Asia, 3 years in US, 4 yrs in Europe China, Thailand, India, Malaysia, Singapore, Vietnam, Philippines, USA, Israel, Turkey, Greece, Spain, Sweden, Finland Industry Sector Experience Travel, airlines business ICT, informationcommunicationtechnology Mobile operations, VAS, digital media, media Software and services for enterprise, industrial, machinery, travel, education, HR, health Consumer goods, retail sector Expertise Areas Asia – over 25 years I have worked in Travel Industry over 10 years Management and business operations Team development and leadership in multicountryorganisations Strategy and valuepropositionplanning and implementation Market entry and channeldevelopment Partnerships and alliances Workshop facilitator, idea generation 4 4
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7. Examples of GDB Examples of China’s administrative areas by GPD in 2010, population and GDP per person. Source: Economist I Q1 2011
8. China’sOutboundTourism International TourismExpenditure of Residents and International Departures In the 1980’s China startedliftingbrarriers for outboundtravel to HongKong, Macao and Thailand for the purpose of visitingrelatives Self-paid international tourismwasnotalloweduntil 1990 TodayEurope is the secondbiggestdestination for international travel, behindAsia-Pasific Europereceivesfourtimesmorevisitorsthan the rest of the regionslikeAmericas, Middle-East and Africacombined Today France is the mostpopulardestination for Chinesevisitors in Europe, althoughnumbersare in steadydecline > interest to new Chinesevisits to Europe´: 4,3 million in 2010 annualrise of 10% expected 2011: 42 million / 55 billion USD Source: BMI China tourismreport Q3/2011
9. ChineseTourism in Finland In 2010 Finland received 73 000 Chinesevisitors, whospent 36 millioneuros (490 per person) . 42 percentwastravelling for business and 43 percent as tourists. The averagestaywassixdays and everythirdtripwas a packagedeal. Time spent in Finland byChinesetravellers MostChinesetravellersstay in Finland for 1-3 nightswhile 24 are on a day-trip. Source: MEK travelstatistics and studies 2010
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11. Case #1: Australia Tourism is the thirdlargestexportindustry in Australia (domestictravel and inboundtravel), behindcoal and iron Chineseare the fourthlargestnationalitybyvolume (half a millionvisitorsannually), butspend the most of anynationals 3,3 billion USD, 6600 USD per person in 2010 In June 2011 Australia launched a new 10-year strategy: Chinesevisitstarget to grow to 860 000 spending to 9,5 billion USD by 2020 Tourism Australia openedtheirfirst China office in 1999. Todaythereareoffices in 13 cities. In 2020 therewillbeoffices in 24 cities. CurrentTourism Australia officesfrom the north: Beijing, Tianjin, Qingdao, Nanjing, Shanghai, Hangzhou, Ningbo, Chongqing, Xiamen, Guangzhou, Dongguan, Foshan, Shenzhen.
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13. China’sperhapsmostfamouswillowtree is located in Cambridge, England. The treewasimmortalizedby a Chinesepoemwritten in 1928 byXuZhimo. TodayChineseflock to seeitwhiletouristsfromothercountriespassbywithoutturningtheirheads.Above’GuestWelcomingPine’, below’MonkeyWatching the Sea’
14. Case #2: A GoodStory Zhongdiancounty in Yunnan, nearTibetwasunattractive to tourismuntil 2001 whenitchangedit’sname to Shangri-La Thismarketingstrategyprovedsuccesfull today the countyattracts 4 milliontouristsannually, of which 95 percentareChinese Despitebeing in one of the harshest and mostdifficultareas to reach in China, domestictourism is booming and new hotelsarebeingbuilt SongzanlinMonastery, Shangri-La The monastery is the largestbuddistmonastery in the province of Yunnan. The city hasstrongTibetaninfluence and is situatednear the border to Tibet.
18. The Chinesearelooking for verydetailedinformation: for examplewhatkind of suitcase is best in winterconditions
19. Weather and clothing is anotherimportanttopicChineselanguagepage of Visit Finland www.visitfinland.fi
20. WhatdoChinesesay? ”My daughterwasveryhappy. Finland is good for children, theycan play freely outside. There’smorespace and grass, it’ssafecompared to otherEuropeancountries.” ”Common peopledon’thavemanychances to goabroad. Whentheytraveltheywant to go to as manyplaces as possible. For thiskind of group Finland is not the idealdestination.” ”Chineselikestories behindbuildings and events. Evenifthey’renottrue; likemythologicalstories. Chinesewouldliketheirtourguides to knowthesestories.” ”Waterboiler in the hotel room is important. Of courseeveryplacecan’thaveChineselanguage, butsometimesit’sdifficult to order food withonlyEnglishtext and no pictures, even for peoplewhoarefluent in English.” ”Winteractivities and destinations: ice swimming, smoke sauna, Santa Claus, snowmobile.” ”CitiesarenotFinland’sstrongpoint. The realthing is nature: lakes, forests and pickingstrawberriesbyyourself.” ” Source: Finpro China in July 2011: based on ourinterviews. Allparticipantshavevisited Finland at leastonce.
24. Consider the differenteatinghabbits. ThisdoesnotnecessarilymeanChinese food, butsimplyFinnish food that is servedfromonelargeplate for the wholetable.
27. Thereareopportunities! Wintertravel is a goodproduct to Chinese June-Augustescapesfromhot big cities Chineseholidayslonger Chinese New YearmidJan-Feb, July-August, National Day holiday in earlyOctober Good Finland knowhowalreadyamongselectedtravelagengies in Beijing, Shanghai, Thisnetworkcouldbefurtherutilised and enlarged Chinesetravellersneedsarechanging Moretravelexperience, welleducated Frommanycountries to e.g. C-Trip: ”10days = 2 countries” Strongtrend: Chineseindividualtravelling is growing to the side of traditionalgrouptours
Kartassa provinssien ja hallinnollisten alueiden vuositulot
Huomaa alueiden suuri ero sekä suuri koko. Shanghain yhteenlaskettu BKT on yhtä suurin kuin Suomen.
Huom: vuonna 2008 matkojen määrä laski, mutta (absoluuttinen) kulutus nousi silti. Ranskan osuus laskee tasaisesti = ihmiset haluavat jotain muuta. 2009 31,5 miljoonaa ulkomaanmatkaa, joista 26,7 Asia-Pasific alueella. Huom. HongKong ja Macao myös ulkomaanmatkoja.
Kiinalaiset käyttivät keskimäärin 490 euroa, eli enemmän kuin keskiarvo 330 euroa. Tosin lukuja on vaikea vertailla, sillä kiinalaiset yöpyvät verrattain pitkään.
40 % of trips to Finland aredaytrips, so no nightsspent in Finnishhotels.
Tarkka sanamuoto: ”presence in China”, ei siis välttämättä toimistoja vaan muunlaista toimintaa.
Willowtree in King’s College in Cambridge
“Shangri-La is a fictional place described in the 1933 novel Lost Horizon by British author James Hilton. In the book, "Shangri-La" is a mystical, harmonious valley, gently guided from a lamasery, enclosed in the western end of the Kunlun Mountains. Shangri-La has become synonymous with any earthly paradise but particularly a mythical Himalayan utopia — a permanently happy land, isolated from the outside world. In the novel Lost Horizon, the people who live at Shangri-La are almost immortal, living years beyond the normal lifespan and only very slowly aging in appearance.”
Social media: Renren, Youku, Sina Weibo. Powerpoint-sivun alimmassa tekstilaatikossa on lueteltu nettisivun nuolen osoittamassa kohdassa ylimmällä rivillä mainitut neljä nähtävyyttä.
Traintravel is big in China, that’swhythere’sinterest. Especiallyovernighttrains, saves on hotel costs.
Perustuu Kiinassa tehtyihin haastatteluihin. Haastatellut ovat kaikki käyneet Suomessa.
Hyvä huomioida että eurooppalaiset ja suomalaiset matkustivat aiemmin myös halvalla ja ostivat paljon tuliaisia. Nyt tilanne on muuttunut, kun matkailu on yleistynyt.
Finnairilla tulee olemaan Chongqingistä Kiinan nopein yhteys Eurooppaan (kaikki lentoyhtiöt) ja ainoa suora lento Chongqingistä Eurooppaan. Chongqing-Chengdu on Sisä-Kiinan suurin talouskeskittymä. Chongqing on Yangtzen varrella.