Dec 25, 2015
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