Development Strategy forCulture Tourism

2014-2018

Contents• Culture Tourism and its Goals

• Product Supply and Focal Points

• Strategic Sectors Needing Development

• Target Groups and Marketing

Culture Tourismand its Goals

Local and regional cultural resources are turned into products for culture tourism. The emphasis is on

tourism products and services, offered on commercial grounds.

The goal is to create memorable experiences for visitors out of cultural resources and to learn from

them.

What is Culture Tourism?

Vision of Culture Tourism

Finland is a choice dear to a modern humanist’s heart – thanks to our

culture

We enhance the prosperity and economic stability of the tourism industry by creating new kinds of experiences for visitors and new business opportunities for actors in the cultural and tourism sectors

Mission of Culture Tourism

The main goal is to increaseFinland’s tourism income.

The image-building goal is to strengten the cultural aspects of the country brand and

tourism brand of Finland on the international tourism markets.

Goals of Culture Tourism until 2018

Quantitative Goals

+5% +5%

10 +10%

Number of foreign visitors in museums

Number of visitors at Finland Festivals

events

Number of establishments having completed the Quality1000 Culture

DQN –trainig programme by 2018

Annual increase of clicks on the articles and products with a cultural theme at

Visitfinland.com

Monitoring of visitor numbers: Trade follow-up

Strengths of Culture Tourism

•The target group is interested in the Finnish way of life

•Food

•Contrasts

•Infrastructure

•The modern way folk tradition has been turned into products

•The functioning creative economy

Opportunities of Culture Tourism

•Food trends

•Interest in design

•Lifestyle trends, e.g. recycling

•collaboration across industry boundaries

•Slow life

Weaknesses and Challenges of Culture Tourism

•Short duration of regional projects

•Heterogeneous domain

•Services have not been turned into proper products

•Little marketing and collaboration

•Poor customer know-how

•Low level of acquaintance between players in the culture and tourism fields

Product Supply and Focal Points

Product Themes

• Events

• Various forms of art

• Cultural heritage

• Way of life

Thematic Focal Points

• Music• Crafts• Comics• Film• Games industry

• Design • Fashion• Architecture and its effects on different walks of life

• Finnish food culture• Local food• Wild food• Encouraging the visitor to participate• Uniqueness of the experiences

Design

Food Finnish Way of Life

• Live like a local• Feeling of space• Relationship with nature• Social practices • Getting to know Finns, local ways, culture, cultural heritage and stories in a fascinating way, in town and country

Growing Sectors of Creative Economy

Cultural Elements for theIndividual TravellerCulture in Nature

Finnish Way of Life

• Live like a local

• Feeling of space

• Relationship with nature

• Social practices

• Getting to know Finns, local ways, culture, cultural heritage and stories in a

fascinating way, in town and country

• Local food

• Wild food

• Finnish food culture

• Encouraging the visitor to participate

• Uniqueness of the experience

Food

Design and Architecture

• Design

• Fashion

• Architectre and its effects on different walks of life

Creative Economy and Arts

• Music

• Crafts

• Film

• Games industry

• Comics

Strategic Sectors Needing Development

Product Development

• Utilization of tools

• Opening the door to Finnish way of life

• Culture in nature

• Cultural routes

• Raising the profile of the food theme

• A common concept of quality

• Customer know-how, new markets

• Turning services into saleable products

• Collaboration across industry boundaries

1

Collaboration and Networks

• Making the organisation model of culture tourism permanent

• New networks and strategic partnerships

2

Sales and Marketing

• Improving visibility

• Developing sales and agent activities

• Opening distribution channels for saleable products

• Improving the understanding of tourism business

3

Follow-up, i.e. Development of Statistics, Measuring and

Documentation

4

Research Needs

• Compilation of statistics: visitor surveys, numbers of customers of

cultural tourism products, Trade Follow-up survey

• Customer profiles in China and Japan

• Consumption of culture

• Research of customer information and qualitative experience

• Numbers of customers on tourist routes and the position of culture

Target Group and Marketing

Target Groups

• Modern humanists in China and Japan as well as Europe

(Germany, France, UK, Benelux, Austria, Switzerland, Italy, Spain)

• Middle class, 25 to 55 years of age, in Russia

• Domestic tourists

Fields of Interest of Modern Humanists

• The immaterial cultural heritage

• Local way of life and culture

• Local food

• Activities

• Nature

• Scenery

• Relaxation

The Foundation of Culture Tourism

Cultural beat

Credible Contrasting Creative Cool

Wild and free Silence, please

Further Information and Comments

Ms. Terhi Hook Development Manager, Finpro ry / Visit Finlandterhi.hook(at)visitfinland.com

Ms. Susanna MarkkolaProject Manager, Culture Finland ProjectSusanna.markkola(at)visitfinland.com