1) Japan is the third largest economy in the world and a mature tourism market, with over 18 million tourists traveling abroad annually. 2) While Japanese tourists traditionally traveled in groups, over half now travel individually or via "skeleton package tours" that combine flights and accommodations. Most book travel online nowadays. 3) Finland is already an established destination for Japanese tourists, with daily flights from Tokyo and positive perceptions of Finland. Modern Japanese women, especially those aged 20-40 in urban areas, are a key target market interested in design, nature, and experiencing local cultures and lifestyles.

1. “Review Japan”
Saimaa Tourism Summit 20.9.2013
Finpro Japan & Foresight marketing

2. The difference between key Asian markets
The year of liberalization of overseas traveling
China
(1997)
Korea
(1989)
Japan
(1964)
Matured

3. Tokyo
35.6 million
Nagoya
7.4 million
Osaka
17 million
Geographical & Demographical Information
• 120 million population
• 3 metropolitan areas in small country
• Tokyo metropolitan area is the biggest in the world
• Highly sophisticated mono-culture society
Economical information
• World No.3 economical power
Logistical information
• 21 weekly flights by Finnair + daily flight by JAL
17,29
15,98
15,44
16,63
16,99
18,48
2007 2008 2009 2010 2011 2012
The number of tourists abroad
0
500
1000
1500
2000
2500
0-9 10-19 20-29 30-39 40-49 50-59 60-69 70-
Male
Female
70% are leisure
tourists
Profile of tourists by age and gender

4. The traveling style of Japanese tourists
4
50,345,6
2,7 1 0,4
Individual
arrangement
Package tour
Group Travel
Others
45
51,7 54 56 60,5
26,1
21,3 20,5 19,7 17,414,9 17,3 14 13,5 12,111,7 11,5 11,5 10,2 9,5
2008 2009 2010 2011 2012
Internet
Visitng travel
agents
Mail
order/Telephone
Don't know
Visiting travel
agents
 Japanese tourist were well
known as group travelers
before.
 But nowadays, half of them
are individual travelers.
 Also there are many skeleton
package tours, which means
just the combination between
flights and accommodations.
Booking method
Traveling style
 Internet has become major
booking method
 Naturally they also search
destination information
online.

5. Finland is already natural destination for
Japanese tourists
Finland is not unknown destination any more.
 Awareness of Finland is quite high considering the size of the country.
 The younger generation has higher and wider awareness on Finland.
 Also the country image is quite positive with many key words. The position in tourism market is
unique which has differentiated products from others.
Triple daily flight by Finnair Daily flight by JAL No.1 overnights in
Scandinavia for 10 years.
The biggest Twitter
account among embassies
with over 91,000 followers
Japanese TV commercials
in Finnish language
Many media coverage Movie shooting
in Helsinki
Helsinki, Hameenlinna
appear in novel written by
Novel prize candidate
author

6. Key words associated with Finland in
Japan
Santa Claus Sauna Angry Birds Aurora Moomin
Design Education Lake and forest Xylitol Heavy Metal Rock
Salmiakki Crazy events Ruokala Lokki Mrimekko Midnight sun
Sibelius Good social welfare Gender equality
Fin-Tan, Twitter character
of Finnish Embassy
Long summer holidays

7. Could modern women be right target in Japan ?
YES !! They are, because:Especially
female from
20’s to 40’s
living in
urban area.
 They are keen on new things
 They are interested in other cultures
and flexible to accept it.
 They would like to behave as local
people do during traveling.
 They are flexible for traveling style,
whether it’s package tour or
individual arrangement.
 They are confident at communicating
regardless with their English skills.
 They like design
 They are decision maker in
consumption.
 They are influential person to
friends.
 They have information network.
Key demand trends:
 More organic
 Ethical consumption
 More diversity of life
style
 More handicrafts
 Girl’s party
 Wellness & anti-aging
 Mountain girls
 Self development

8. Main themes to be delivered to traveller
Sauna
Design
Education
Foods
Summer cottage
Nature experience
Work life balance
FINNISH
LIFE STYLE

9. New value for destinations
2013/9/
9
Majority
Many
sightseeing
spots
Brand
Shopping
Experience
local culture
I can do-
more
I can see-
more
Especially
for you
New
Good
atmosphere
Friendly
people
Comforta-
ble
Travel like
living
Find out
myself
Like local
people
Potential services for Japanese tourists:
 Organic programs
 Handicrafts & workshops
 Foods programs and good restaurants
 Manor houses and farm stays
 Special experiences to Finnish life style
 Nature therapy programs
 Wedding programs
From what can I see
to
what can I experience