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T O U R I S M I S A G R O W I N G S O U R C E O F E X P O R T R E V E N U E A N D A S I G N I F I C A N T E M P L O Y M E N T P R O V I D E R I N F I N L A N D T O U R I S M H A S
A M U L T I P L I E R E F F E C T O N O T H E R S E C T O R S . 1 E U R O I N T O U R I S M A D D S 5 6 C E N T S V A L U E T O T H E O T H E R S E C T O R S .
2 1 . 9 M I L L I O N O V E R N I G H T S T A Y S A T F I N N I S H A C C O M M O D A T I O N
8 . 3 M I L L I O N F O R E I G N
V I S I T O R S I N F I N L A N D I N
2 0 1 7
O V E R N I G H T S T A Y S ( 6 . 7
M I L L I O N ) O F F O R E I G N
V I S I T O R S I N 2 0 1 7 :
Foreign overnight stays 31%
Domestic overnight stays 69%
EU-28 53%Other countries 13%
America 6%
Russia 12%
Asia 16%
S P E N D I N G P E R V I S I T I N 2 0 1 7
1. China EUR 1,1862. Spain EUR 7543. Belgium EUR 6544. France EUR 6505. India EUR 6056. USA EUR 5987. South Korea EUR 5688. Japan EUR 5589. Australia EUR 52410. Canada EUR 516
B R E A K D O W N O F C O N S U M P T I O N B Y F O R E I G N
V I S I T O R S I N 2 0 1 7
Other countries 33% Russia 24%
China 17%
Sweden 8%Germany 6%
Estonia 4%UK 4%
Japan 3%
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland, Source UNWTO/IMF Balance of Payments
Russian Market Volume• Population: 144 million people
• Outbound travel from Russia: 27 million arrivals to all destinationsin 2017 + 34% compared to 2016
Ø Europe’s share of Russian outbound travel is 74 %Ø Finland’s share of Russian outbound travel is 3%
• Travel expenditure (total outbound travel from Russia): 27 billionEUR
13%-20%
-27%
-16%34% 14% 6%
5%5%
4%4%
-5 000
0
5 000
10 000
15 000
20 000
25 000
30 000
35 000
40 000
45 000
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 20230
5
10
15
20
25
30
35
40
45
Arr
ival
s (0
00's
)
Expe
ndit
ure
(EU
R Bi
llion
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Forecast for Russian global outbound travel and expenditure in foreign countries
Expenditure (EUR billions) Arrivals (000s)
8%
-17%
-42%
-11%
18%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
0
200 000
400 000
600 000
800 000
1 000 000
1 200 000
1 400 000
1 600 000
1 800 000
2013 2014 2015 2016 2017
Russian overnights in Finland 2013-2017
32%
7%
7%
2%
2%
4%
2%3%
10%
2%4% 3%
21%
Year 2017: 821 700 (+18%)
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Visit Finland Visitor Survey 2017D2 Digital Demand
Google Analytics
Spending per trip
€235
Which parts of Russia are the visitors from:• 70% St. Petersburg• 10% Vyborg• 6% other Leningrad area
Russian travelers
Russian visitor rankings in Finland• No. 1 in overnights in 2017 (821 700, +18%)• No. 1 in travel receipts
• €659 million, +43% (Statistics Finland 2017)• €653 million, +39% (Visit Finland Visitor Survey 2017)
Share of overnights by regions 2017
29% 10% 48% %12
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Winter (Nov-Apr): 432 100 (+18%) Summer (May-Oct): 369 700 (+16%)
28%
10%
11%
1%
1%
2%2% 20%
6%
5% 3%3%
6%
34%
3%
3%
3%
1%14%3%
3%
1%
3%
3% 3%
2%
23%
54 % 46
%
Russian overnights in Finland
Winter and Summer 2017
0
100 000
200 000
300 000
400 000
500 000
600 000
2010 2011 2012 2013 2014 2015 2016 2017
Russia
High winter season (12-02) Spring season (03-05)
High summer season (06-08) Autumn season (09-11)
Russian overnights in FinlandSeasonal overnights in 2017
Source: Rudolf data base, Statistics Finland
Whole Finland2017 2017 vs. 2016
Winter (Dec-Feb) 280 900 +16%
Spring (Mar-May) 147 000 +33%
Summer (Jun-Aug) 236 800 +15%
Autumn (Sep-Nov) 143 300 +12%
Russian overnights in Finland by season in 2017
Year 2017
Helsinki 83%
Turku 12%Kotka 11%Lohja 9%Oulu 9%Kouvola 7%Porvoo 6%Pudasjärvi/Syöte 5%
Lappeenranta 20%Imatra 20%Savonlinna 11%Mikkeli reg. 8%Sotkamo 6%Kuopio reg. 5%
Kuusamo 45%Rovaniemi 19%Kittilä/Levi 17%Inari/Saariselkä 6%
Russian visitors in Finland
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
0
50 000
100 000
150 000
200 000
250 000
300 000
350 000
January
Febru
aryMarc
hApril
MayJune July
August
Septe
mber
Octobe
r
November
December
Russian overnights in Finland by month
2013 2014 2015 2016 2017
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
January
Febru
aryMarc
hApril
MayJune July
August
Septe
mber
Octobe
r
November
December
Russian overnights by monthly change % 2013-2017
2013 2014 2015 2016 2017
13%18% 19%
9%
58%
5%
0% -1% -5%
9%
Denmark Finland Norway Sweden Iceland
Russian overnights, change %Change 2017/16 Average annual change 2009-2017
Denmark72 900
6 %
Finland821 700
72 %
Norway107 900
9 %
Sweden122 500
11 %
Iceland25 300
2 %
Nordic countries' share of Russian overnights 2017
821 700
200 000
400 000
600 000
800 000
1 000 000
1 200 000
1 400 000
1 600 000
2009 2010 2011 2012 2013 2014 2015 2016 2017
Development of Russian overnights 2009-2017
Denmark
Finland
Norway
Sweden
Iceland
Russia
9
9%
21%
-14%
15%9%
15%
24%
10%
Denmark Finland Norway Sweden
Change of Russian overnights by season 2017/16
Winter (Dec-Apr) Summer (Jun-Aug)
236 800
100 000
200 000
300 000
400 000
500 000
600 000
700 000
800 000
2009 2010 2011 2012 2013 2014 2015 2016 2017
Russian overnights in the Nordic countries,
summer season (Jun-Aug) 2009-2017
DenmarkFinlandNorwaySweden
378 500
100 000
200 000
300 000
400 000
500 000
600 000
700 000
800 000
2009 2010 2011 2012 2013 2014 2015 2016 2017
Russian overnights in the Nordic countries,
winter season (Dec-Apr) 2009-2017
DenmarkFinlandNorwaySweden
Russia
Corresponding seasonal overnights not available for Iceland
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Statistics Sweden, Norway and Denmark
Russian internet searches regarding Finland
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland , MyStay, Digital Demand
Russian overnights and internet searches regarding Finland Seasonality of travel-related Internet searches concerning Finland
05 000
10 00015 00020 00025 00030 00035 00040 00045 000
January
Febru
aryMarc
hApril
MayJune July
August
Septe
mber
Octobe
r
November
December
Online searches by Russians regarding Finland
2016 2017
020 00040 00060 00080 000
100 000120 000140 000160 000180 000
2016M
01
2016M
02
2016M
03
2016M
04
2016M
05
2016M
06
2016M
07
2016M
08
2016M
09
2016M
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2016M
11
2016M
12
2017M
01
2017M
02
2017M
03
2017M
04
2017M
05
2017M
06
2017M
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2017M
08
2017M
09
2017M
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2017M
11
2017M
12
Russian internet searches and overnights by month
Searches Overnights
Top 10 Interests towards Finland based on online searchesExtraordinary AccommodationSki Hostels, villas, cottagesShoppingFinnish SaunaAquaparksSPA Hotels, SPA ProgrammesFinnish Design and FashionFishing and Ice-fishingBoating, sailing, cruisingWellbeing from Nature
Russian visitors in Winter (Nov-April)A Russian traveler spends on average €235 per trip during winter.
Source: VF Visitor Survey 2017Winter N=3 206
1 day43 %
2 days22 %
3 days15 %
4-5 days11 %
6 days or more9 %
Duration
Hotel or motel41 %
Friends or relatives
32 %
Camping area, hostel or
rented cottage16 %
Rental flat (incl. Airbnb)
4 % Other7 %
Accommodation
Shopping trip
64 %
Holiday trip18 %
Visiting friends or relatives
7 %
Transit6 %
Business trip2 %
Other reason3 %
PURPOSE OF TRAVEL
0%
0%
1%
1%
1%
4%
2%
1%
1%
2%
6%
8%
5%
5%
5%
84%
4%
5%
4%
7%
8%
5%
8%
9%
14%
13%
11%
11%
15%
18%
20%
5%
Concerts and music festivals
Biking, mountaing biking
Sport events
Other winter activities and experiences
National parks
Finnish culinary experiences
Cultural events
Family destinations
Finnish summer cottages
Winter sports
Finnish sauna
Buildings, castles, monuments, museums
Walking, hiking, camping in nature
Other outdoor activities
Wellness services and treatments
Shopping
Russian visitors’ activities and interests, Winter (Nov-April)
Experienced during the trip Interested but did not experience during the trip
4%
17%
33%28%
15%3%
15 - 24 25 - 34 35 - 44 45 - 54 55 - 64 over 64
Age group
19%
8%
10%
21%
21%
33%
Other company
Alone
Extended family (with familymembers outside the household)
Immediate family (householdwith kids)
Spouse/Partner only
Group of friends
TRAVEL COMPANY
Note: the figures on this slide are not definite but directional figures.
Russian visitors in Summer (May-Oct)
1 day40 %
2 days25 %
3 days12 %
4-5 days13 %
6 days or more
10 %
Duration
A Russian traveler spends on average €234 per trip during summer.
Hotel or motel39 %
Friends or relatives
31 %
Camping area, hostel or rented
cottage17 %
Rental flat (incl. Airbnb)
4 % Other9 %
Accommodation
Source: VF Visitor Survey 2017Summer N=3 382
Shopping trip49 %
Holiday trip24 %
Transit13 %
Visiting friends or relatives
7 %
Business trip3 %
Other reason4 %
PURPOSE OF TRAVEL
0%
0%
1%
2%
2%
2%
6%
3%
0%
6%
4%
4%
11%
10%
8%
72%
4%
6%
6%
6%
8%
8%
5%
8%
13%
10%
17%
18%
10%
16%
20%
10%
Concerts and music festivals
Other winter activities and…
Sport events
National parks
Family destinations
Biking, mountaing biking
Finnish culinary experiences
Cultural events
Winter sports
Finnish sauna
Finnish summer cottages
Wellness services and treatments
Buildings, castles, monuments,…
Walking, hiking, camping in nature
Other outdoor activities
Shopping
Russian visitors’ activities and interests, Summer (May-Oct)
Experienced during the trip Interested but did not experience during the trip
5%
19%
33%
26%
13%4%
15 - 24 25 - 34 35 - 44 45 - 54 55 - 64 over 64
Age group
14%
8%
10%
22%
27%
34%
Other company
Alone
Extended family (with familymembers outside the household)
Spouse/Partner only
Immediate family (household withkids)
Group of friends
TRAVEL COMPANY
Note: the figures on this slide are not definite but directional figures.