finnish snow how reykjavik 23.3.2010 marina krause
TRANSCRIPT
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FINNISH SNOW HOWReykjavik
23.3.2010
Marina Krause
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Finland in the beginning of 1990
• The Finnish mark (FIM) over valued
• Price level sky high • Deep recession in
markets• Finns travelling abroad
in thousands• Currency deficit
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Help on the way
• Devaluation of FIM autumn 1991• FIM floating 1992• Competition due to recession• Tax on outbound tourism• Pricelevel down• A conciderable increase in money
for marketing and product development
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Governmantal funding of the Finnish Tourist Board budget, 1990 - 2000 and 2009 - 2010, at current prices and real terms (2009 prices), in Euros
Year At current prices, In real terms, 2009 pricesmillion euros million euros
1990 11,6 16,11991 13,1 17,41992 15,5 20,11993* 20,7 26,31994 21,5 27,01995 14,0 17,41996 13,1 16,21997 13,1 16,01998 16,0 19,31999 15,5 18,52000 15,8 18,2
:2009 14,8 14,82010 9,8 9,8
* In 1993 Finnair and the Finnish Tourist Board receivedtogether an extra 20 million FIM for marketing purposes.This sum is not included in the tabel above
Source: Finnish Tourist Board and Statitics Finland (indexes)
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More money more honey
• Development of Domestic Tourism–Spa culture–Subsidised holidays–Short breaks
• Lapland affordable (1000 FIM/week)
• Workers wellbeing (preventive care)
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Marketing campaigns
• Nordic Markets• Central Europe• East and Far East
–New offices and activities in Estonia, Japan, Russia, China, Korea
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Global Finland 1993Nord Info GmbHCommaFinnovaETC planning commissionScandinavian Tourist BoardNordiska Turistrådet
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Product Development & Seasonality
• SnowBall project – We Finns have the snowhow!
• New winter season , activities Feb-Mar• Product development• Workshops and fam. trips• Print and press• Advertising campaigns
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1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 20090
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
WinterSummerTotal
Overnight stays in Finland
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CHRISTMAS SEASON
• Touroperators to be bought• Product development together• Hundreds of press people
and PR events• UK – main market• Opening up of other markets• Santa Village and Santa Park
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UK Overnights
19931994
19951996
19971998
19992000
20012002
20032004
20052006
20072008
20090
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
WinterSummer
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Product Development
• Farm stay; cottages; holiday villages– Standards and quality criterias
• Ministery for Agriculture - evaluation
• Product Manuals• Central booking• Fam. Trips• Joint marketing
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Regional Networks
• SUOMA = Association of Regional Tourism organisations
• Co-operation in IT and Product development
• Sales promotion Domestic• Fam. trips and work-shops from abroad
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IT
1993 Lotus Notes –internal1994 Market information system (MIS)1995 Promis - professional MIS1995 Relis – research information system
(R&D)1996 Contact Center & CRM World wide distribution
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Quality programmes
Training programmesISO 9000Tourism industry’s own standard
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What did we learn
• A pulse of money triggers a lot> Tourism was recognized as an industry
> Tourism - quick help? Yes/No > Product development > Seasonality > Co-operation – ministeries, regions,
private/public, states and continents
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Where did we go wrong
• Time frame over optimistic• Private / public as long as there is
money?• Years of work to reset mindmap• Long term commitment from all parties
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Sören Kirkegaard
Ting tar tid!Tack!