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Saimaa tourism summit presentation finpro

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Saimaa tourism summit presentation finpro

  1. 1. “Compare & Compete” Developing Saimaa’s International Potential E. Schaller, Finpro Consultant Saimaa Summit Tourism Savonlinna, 19 September 2013 Limited version, not comprehensive
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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