saimaa tourism summit presentation finpro
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TRANSCRIPT
“Compare & Compete”
Developing Saimaa’s
International Potential
E. Schaller, Finpro Consultant
Saimaa Summit Tourism Savonlinna, 19 September 2013 Limited version, not comprehensive
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
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)
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
Saimaa’s international growth drivers
30/09/2013 5 © Finpro
Target groups insights
Internationally targeted products
Joint international sales & marketing
actions
Map: Finpro
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
Sustainability Authenticity
Being Active
&
Appeal of Nature
Saimaa’s international growth drivers
30/09/2013 7 © Finpro
Target groups insights
Internationally targeted products
Joint international sales & marketing
actions
Map: Finpro
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
Saimaa’s international growth drivers
30/09/2013 9 © Finpro
Target groups insights
Internationally targeted products
Joint international sales & marketing
actions
Map: Finpro
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
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
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
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