The document provides information about the Scandinavian travel market, including country facts and population statistics for Sweden, Norway, Finland and Denmark. It discusses purchasing power parities in the region and common trends, such as high internet usage, education levels, and purchasing power among Scandinavians. Some key statistics presented include outbound trips from each country, with the majority being for leisure purposes. It also outlines commonalities in the Scandinavian travel industry, such as the growing use of online booking and demand for all-inclusive trips.

1. Scandinavian Market

2. Headlines
• Country facts:
Sweden, Norway, Finland & Denmark
• The Scandinavian travel industry
• Purchasing power parities
• Community Based Tourism

3. Denmark Norway Sweden Finland Germany USA
Population 5,4 Mn 4,7 Mn 8,9 Mn 5,2 Mn 82,4 Mn 300 Mn
Area (Km2) 43 094 358 252 449 964 337 030 357 021 9 631 420
Capitol Copenhagen Oslo Stockholm Helsinki Berlin Washington
BNP per capita 118,4 190,2 121,5 115.1 116,1 154,4

4. Purchasing power parities
Purchasing power parities for private consumption
0 2 4 6
10
8
12
Norway
Sweden
Finland
Denmark
France
Germany
United
Kingdom
United
States
Country
Purchasing power

5. • 80-90% internet users
• High education level
• Strong purchasing power
• Silver age market (~30% 55+)
• Escape from Scandinavian winters
• Good command of english
Scandinavian commonalities

6. Scandinavian commonalities
• Growing use of
internet for travels
• Longhaul travel
increasing
• Growing demand
for all-inclusive

7. SWEDEN
2,2 Mn
10,5 Mn
– 12,7 Mn
Outbound trips

8. NORWAY – 17,3 Mn holidays
~ 6 Mn outbound

9. NORWAY – 17,3 Mn holidays

10. 10
FINLAND – 6,8 Mn outbound
holidays
50% Leisure
32% Business
18% Friends visits
Expenditure
~€145/day p.p.

11. 11
FINLAND – D.C. Tourism rising

12. DENMARK – 8,3 Mn outbound
holidays
69% Leisure
16% Business
15% Friends visits
Expenditure
~€121/day p.p.
Danish outbound D.C. tourism 2006
400000
300000
200000
100000
0
Africa South
America
East Asia Europé Middle
East
South Asia
Destinations
No. of trips
No. of trips
CAGR 2003-2006
20,00%
15,00%
10,00%
5,00%
0,00%
Africa South
America
East Asia Europé Middle
East
South
Asia
Destinations
Growth rate 03-06
CAGR 2003-2006

13. Denmark – D.C. Tourism rising

14. Finding distributors • Trade fairs
• Web search
• Travel magazines
• Travel communities
• Travel industry blogs
• Chamber of
commerce
• Embassies
• National tourist
offices

15. Travel industry – Prerequisites
• Tour packages
• Sales manual
• Pricelist

16. A few major players in each country
A number of niche operators
A few national media channels
Social media marketing trend
The Scandinavian travel industry