1. “Compare & Compete”
Developing Saimaa’s
International Potential
E. Schaller, Finpro Consultant
Saimaa Summit Tourism
Savonlinna, 19 September 2013
Limited version, not comprehensive

2. International travellers are a good opportunity for capacity
utilisation and prolonging the season
30/09/2013 2© Finpro
0
50,000
100,000
150,000
200,000
250,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Seasonality of Demand 2012
National Overnight Stays International Overnight Stays
Source: Statistics Finland 2012 South Karelia & Etelä-Savo
www.schoolholidayseurope.eu (incl. maximum lengths of various federal states, approximate indication)
,
Germany
Netherlands
UK
France
Russia
Summer holidays
key international
markets

3. International travellers have driven Saimaa’s growth
0
200,000
400,000
600,000
800,000
1,000,000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
International Overnight Stays National Overnight Stays
30/09/2013 3© Finpro
Source: Statistic Finland, South Karelia & Etelä-Savo (all accommodation establishments > 20 beds)

4. So far growth is driven only by Russia, while the EU seems to
be off track…
30/09/2013 4© Finpro
Source: Statistic Finland 2012, South Karelia & Etelä-Savo (all accommodation establishments > 20 beds)
0
100,000
200,000
300,000
400,000
500,000
600,000
2002 2012
International Overnight Stays 2002 vs. 2012
EU Russia Other

5. Saimaa’s international growth drivers
30/09/2013 5© Finpro
Target groups
insights
Internationally
targeted products
Joint international
sales & marketing
actions
Map: Finpro

6. Target group’s needs have changed, tailored products match
consumer trends
30/09/2013 6© Finpro
Picture: E.Schaller
Quality
Higher Guest
Expectations
Wellness,
Health & Slow
Down
SustainabilityAuthenticity
Being Active
&
Appeal of
Nature

7. Saimaa’s international growth drivers
30/09/2013 7© Finpro
Target groups
insights
Internationally
targeted products
Joint international
sales & marketing
actions
Map: Finpro

8. Internationally targeted products – in a nutshell
30/09/2013 8© Finpro
 Developed & bookable products
 Service & brand promise
 Customised business concepts to client’s needs
 Fulfilment of higher guest expectations
 Spa concepts fulfilling
international standards
 Tailored packages
 Extension of season
 Sustainability at business and
destination level
 Long term sustainable destination
development
 Products to experience country,
nature, unique ambience
 Marketing unique highlights “being
proud and shout it out”
 Innovative and
active product
development
 Nature experience
vs. scenery view
 Nature utilisation
Picture: E.Schaller

9. Saimaa’s international growth drivers
30/09/2013 9© Finpro
Target groups
insights
Internationally
targeted products
Joint international
sales & marketing
actions
Map: Finpro

10. Have you heard about Saimaa / Savonlinna?
30/09/2013 10© Finpro
“???”
“Sounds Italian!”
“Is it a company?”
“Something to eat?”
Source: selected responses from 25 random selected interviewees in Germany (aged 25-65), not
representative

11. Clear profile development instead of being everything for
everyone
30/09/2013 11© Finpro
“Saimaa?”
“Culture & unlimited nature activities in
Europe’s biggest lake district!”
USP
Pictures: E.Schaller

12. Saimaa’s international growth drivers
> Summary
30/09/2013 12© Finpro
Target groups
insights
Internationally
targeted products
Joint international
sales & marketing
actions
 High potential future
growth via
international
travellers & season
extension
 “Modern humanists”
 “Best agers”
 “Nature enthusiasts”
 Clear profile
 Distribution channel
management
 Development of
international B2B
network
 Joint efforts with
local B2B networks
to put Saimaa “on
the map”
Map: Finpro

13. Take-off Saimaa 2030
30/09/2013 13© Finpro
Saimaa today
Being an Europe wide well known and visited lake district destination
Pictures: E.Schaller