The difference between key Asian markets
The year of liberalization of overseas traveling
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
• World No.3 economical power
• 21 weekly flights by Finnair + daily flight by JAL
2007 2008 2009 2010 2011 2012
The number of tourists abroad
0-9 10-19 20-29 30-39 40-49 50-59 60-69 70-
70% are leisure
Profile of tourists by age and gender
The traveling style of Japanese tourists
2,7 1 0,4
51,7 54 56 60,5
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
Japanese tourist were well
known as group travelers
But nowadays, half of them
are individual travelers.
Also there are many skeleton
package tours, which means
just the combination between
flights and accommodations.
Internet has become major
Naturally they also search
Finland is already natural destination for
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
appear in novel written by
Novel prize candidate
Key words associated with Finland in
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
Could modern women be right target in Japan ?
YES !! They are, because:Especially
20’s to 40’s
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
They are confident at communicating
regardless with their English skills.
They like design
They are decision maker in
They are influential person to
They have information network.
Key demand trends:
More diversity of life
Wellness & anti-aging
Main themes to be delivered to traveller
Work life balance
New value for destinations
I can do-
I can see-
Potential services for Japanese tourists:
Handicrafts & workshops
Foods programs and good restaurants
Manor houses and farm stays
Special experiences to Finnish life style
Nature therapy programs
From what can I see
what can I experience