What’s up in China? · • China is the largest generator of trips in Asia and the world, with 135 million outbound trips in 2016 (+6% from 2015 ),though much of this travel corresponds

25/01/2018 FirstnameLastname 2

What’s up in China?

Today’s agenda8.30–9.30Breakfast & networking

9.30–9.35Welcoming words & programme,Teemu Ahola, Visit Finland, Account Manager, Asia

9.35–10.15Educational Travel insights from tour operators perspective,Mr. Ricky Mo, Mission Travel, Hongkong

10.15–11.00Finnair Greater China Plan, Strategy and Focus in 2018,Mr. Robert Öhrnberg, General Manager Greater China at Finnair

11.00 -11.30Coffee break & networking

11.30–12.15“The Independent Chinese Traveller” – Digital platforms and information sources in ChinaMr. Dave Rumsey, CEO of ASAP+

12.15–12.50China market potential and strategy for 2018, David Wu, Director Visit Finland China and Teemu Ahola

12.50–13.00Q&A and open discussion, David Wu and Teemu Ahola

Mr. David WuDirector, Visit Finland China

Finpro Oy - Visit Finland

1 2 3 4LatestStatistics Responsibilities&

ActionsCaseStudy Planin2018

AGENDA

1LatestStatistics

42 … 58 …

• ChinaisthelargestgeneratoroftripsinAsiaandtheworld,with135millionoutboundtripsin2016(+6%from2015), thoughmuchofthistravelcorrespondstolandcrossingsforveryshortperiodsofstaytoHongKong,China.

• Marketsegmentationhasstarted,andboththemassmarketandnichemarketswillcontinuetogrow.E.g.tailor-madeproductsbasedoncustomerwantsandneedsarebecomingmorepopular.Thesearemostlyluxuryandcostlytripsfeaturingspecialanduniquetourismexperiences.

• ChineseinternationaltourismexpendituresurgedfromjustUSD13billionin2000toUSD261billionin2016.Spendingin2016aloneincreased12%inrealterms.

• Chinese areseenas“walkingwallets”astheybuyheavilyonforeigntrips.Howevertheyaregraduallymaturinginto“Western-styletourists”andspendingmoreonexperiencesandservices.

• Famousattractions,localfoodandnorthernlightsareassociatedwithFinland.

• WhenaskedaboutperceptionofFinland,snow,SantaClaus,lakes,northernlights,HelsinkiandNokiaarementioned.

China (incl. Hong Kong)

29%WhichpartofChinaare thevisitorsfrom…

- theworld’sgrowthdriverinoutboundtrips

ChinesevisitorrankingsinFinlandin2016• No.5inovernights(271 400,+29%)• No.5intravelreceipts(€152million,+21%)

Winter2016-17Summer2017146100,+66% 202600,+22%

Year2016271400,+29%

OvernightsinFinland– whenandwhere

HelsinkireceivedmorethantwothirdsoftheregisteredChineseovernightsin2016,Laplandalreadyeveryfifthanditisgrowingthemost

Top5TraveltoFinlandOnlineSearches,China

Brandtags Micro- Brandtags

TopTouristicActivitiesSearches

Spendingpertrip

€940

Pleasenotesmallamountofsearches

Pleasenotesmallamountofsearches

26%

36%

Sources:VisitFinlandStatistics

ServiceRudolf,StatisticsFinlandForwardKeys 2017

VisitFinlandVisitorSurvey2016VisitFinlandSegmentationSurvey2017

D2DigitalDemandUNWTO:PenetratingtheChineseOutboundTourismMarket

ITBWORLDTRAVELTRENDSREPORT2016/2017

ImageofFinland

49%

41%Sources:

VisitFinlandStatisticsServiceRudolfStatisticsFinland,Sweden,NorwayandDenmark

China – winter season

• Finlandleads theChinesewintertraveltotheNordiccountries

• ChineseovernightsincreasedhugelyinFinlandandNorwayduringDec2016-Apr2017

• LaplandovertookHelsinkiasthemostpopularareaforChinesevisitorsduringNov2016-Apr2017inFinland.LaplandcountedwithnearlyhalfofalltheChineseovernightsinFinland,withahugegrowthof108%comparedtowinter2016.

• OvernightsbyChinesevisitorsincreasedinHelsinkiaswell(+37%).

Wholewinter (Nov-Apr)2016-17Wholesummer (May-Oct)2017146100,+66% 202600,+22%

131400

50000

100000

150000

200000

250000

300000

2009 2010 2011 2012 2013 2014 2015 2016 2017

ChineseovernightsintheNordiccountries,winterseason(Dec-Apr) 2009-2017

DenmarkFinlandNorwaySweden*

*)excl.HongKong

17%

77% 75%

37%

-2%

21% 11% 13%

Denmark Finland Norway Sweden

ChangeofChineseovernightsbyseason2017vs.2016

Winter(Dec-Apr) Summer(Jun-Aug)

42 % 58 …

82%

6%

China – summer season

• ChinesetravelersarestillmoreinterestedtovisittheNordiccountriesduringthesummerseasonthaninwinter– inFinlandbothhighwinterandhighsummerseasonsareequallypopular

• Norway isthemostpopularoftheNordiccountriesinsummerseason

• Even thoughFinlandisgrowing itspopularityinsummeraswell,itstillremainsfarbehindNorway,andalsoSweden

• NearlyalloftheChineseovernightswereconcentratedinHelsinkiareaduringMay-October2017

126400

50000

100000

150000

200000

250000

300000

2009 2010 2011 2012 2013 2014 2015 2016 2017

ChineseovernightsintheNordiccountries,summerseason(Jun-Aug)2009-2017

DenmarkFinlandNorwaySweden*

17%

77% 75%

37%

-2%

21% 11% 13%

Denmark Finland Norway Sweden

ChangeofChineseovernightsbyseason2017vs.2016

Winter(Dec-Apr) Summer(Jun-Aug)

*)excl.HongKong

Sources:VisitFinlandStatisticsServiceRudolf

StatisticsFinland,Sweden,NorwayandDenmark

Wholewinter (Nov-Apr)2016-17Wholesummer (May-Oct)2017146100,+66% 202600,+22%

42 % 58 …

Chinese overnights in Finland

Seasonal overnights in 2017

Source:VisitFinlandStatisticsServiceRudolf,StatisticsFinland

LaplandWinter:74100 (+113%)*Highseason:57800(+113%)

Summer:13000 (+29%)*Highseason:6600(+42%)

Coast&ArchipelagoWinter:6000 (+11%)*Highseason:3100(+28%)

Summer:24900 (+28%)*Highseason:17300(+27%)

LakelandWinter:6700 (+42%)*Highseason:3000(+69%)

Summer:12400 (+47%)*Highseason:8300(+65%)

HelsinkiareaWinter:59300 (+37%)*Highseason:33300 (+51%)

Summer:152300 (+19%)*Highseason:94200(+16%)

FinlandWinter(Nov-Apr): 146100 (+66%)

*Highseason(Dec-Feb): 97200 (+82%)

Summer(May-Oct): 202600 (+22%)

*Highseason(Jun-Aug): 126400 (+21%)

China and Hong Kong – 2017 update - Latest overnight figures

Source:VisitFinlandStatisticsServiceRudolf,StatisticsFinland

Nightsspent Nightsspent1.1.2017 1.2.2017 1.3.2017 1.4.2017 1.5.2017 1.6.2017 1.7.2017 1.8.2017 1.9.2017 1.10.2017 1.11.2017Jan-Nov2017

Foreign 620661 554326 524508 348147 416168 601260 794679 751709 473562 353373 418142 5856535

1. RussianFederation 154596 55335 53246 42933 48639 55264 87946 88917 42906 39324 58845 7279512. Germany 41415 52029 50536 27983 34614 82534 93561 93888 40977 28274 31621 5774323. Sweden 24532 26870 39208 39120 50954 60107 124951 76495 51654 37277 34856 5660244. UnitedKingdom 62663 60780 34262 22775 25430 34231 33783 39807 25357 20100 29617 3888055. ChinaandHongKong 35430 29549 20746 13546 22491 39067 43070 44227 33055 20715 19276 3211726. UnitedStates 11969 13178 17957 12142 24723 36375 35848 40393 27289 15158 16041 2510737. France 42346 47266 36324 10546 12811 16684 20153 22738 9978 8425 10693 2379648. Japan 16195 20099 23356 9309 14458 18800 25792 31164 28111 17822 15336 2204429. Netherlands 36420 37570 24205 9468 10837 17233 20451 20406 9952 9420 9640 20560210. Norway 8192 15317 21382 20171 11457 16385 34729 18699 12847 11685 16293 187157

Changeofnightsspent,%1.1.2017 1.2.2017 1.3.2017 1.4.2017 1.5.2017 1.6.2017 1.7.2017 1.8.2017 1.9.2017 1.10.2017 1.11.2017

Totalforeign 19,3 20,2 23,5 16,5 11,6 12,0 10,6 10,8 11,9 11,7 14,9

ChinaandHongKong 155,6 43,3 50,2 35,4 25,3 22,1 25,5 15,1 27,3 17,4 31,6

ChinaandHongKong NightsspentChangeofnightsspend,%

Jan-Nov2017 Jan-Nov2017WHOLECOUNTRY 321172 34,3

HELSINKIMETROPOLITANAREA 202788 24,2LAPLAND 70351 80,0COASTANDARCHIPELAGO 30340 26,1LAKELAND 17693 37,6

2Responsibilities&Actions

TradeRelations

VF Roadshow& Seminar Sales Call Trade FAM Tactical

Campaign

2015VisitFinlandRoadshow26.3.2015,ShanghaiParkHyattHotel

2017Zuji xVFStopoverFam

2017ITBChina

2017SelfDriveFam

2017VisitArcticEuropeFam

2017SchoolCampFam

2017VisitFinlandXEGLToursLuncheon

2017Finnish EducationSeminar

VisitFinlandChineseBrochure

Consumer brochure Trade brochure

MediaRelations

VFRoadshow/PREvent MediaFAM PR/Newsletter

2017Global SmartTourismEcosystemSummit

2017WinterSportsTourismSeminar/WWSE2017

1/25/18 ©Finpro 262017 New Nordic Tourism Concept Press Conference with MaFengWo.com

2017VisitArcticEuropeOpeningCeremony

282015VisitFinland“MeaningfulEncounters”PhotoExhibition,MediaReception

27.3.2015,ShanghaiWorldFinanceCenter

29MoU signingsbetweenFinpro &Utour andFinpro &Fliggy(Alitrip)

ConsumerMarket

ImageCampaign Digital/SocialMedia Seminar/Event

31VisitFinlandWeibo andWeChat

2017 NationalHolidayEventInBeijing

2017Moomin EventandFinlandCultureWeek

34

CaseStudy

3

businessdevelopers collaborators oneFinpro insightful

stayingahead

BusinessOpportunities

businessdevelopers collaborators oneFinpro insightful

stayingahead

AliTrip AuroraProject

businessdevelopers collaborators oneFinpro insightful

stayingahead

AliTrip AuroraProject

businessdevelopers collaborators oneFinpro insightful

stayingahead

AliTrip AuroraProject

Finland Specialist Online Training Course (FSOT Course)芬兰旅游专家在线培训课程

课程封面 Cover (Mobile+PC)

选择身份，旅游同业和媒体请选择“旅游业者”普通游客选择“旅游爱好者入口”

Enterfortrade

Enter for consumer

45

Planin2018

4

25.1.2018 46

GoalsToextend the length ofstay ofChinese touristsmainly inSummer

Tospread Chinese tourists toother cities/regions inFinland

Tomaintain the popularity ofWinterFinland among Chinese tourists

Tostrengthentheimage&awarenessofFinlandasadestinationforFITmarketandencouragethedigitalizationofFinnishtraveltradetooptimizetheaccessibilityofFITproducts

Summer20%

Winter15%

25.1.2018 47

Main target groups

FemaleDrivenMarket

Middle-class

Milliennial

Family

Student

25.1.2018 48

• Winter Aurora Product• Nordic Package (city break)• Summer Lakeland• Student Camps• Sports related products• Family products

Products

25.1.2018 49

B2B actionsFinnishTravelTrade- What’supinChinaforFinnishpartners- WorkshopsforIncomingTouroperators

MeettheBuyerEvents- VisitFinlandRoadshowinBeijing,Shanghai,Guangzhou,andHongkong fromMar.19to23- ITBChinainShanghaiinMay&PartyLikeaFinn2.0- WWSEinBeijinginSep(wintersports)- VIPAnnualDinner/EventsinBeijing,Shanghai,&HK

25.1.2018 50

B2B actionsBuyerVisits

- MATKAPre/posttour- WinterSportsFAMTrip- EducationalProjectFAMTrip- LakelandProjectFAMTrip- Self-drivingFAMtrip

25.1.2018 51

B2B actionsB2BJointCampaigns

Wholesalers- Utour Group- Caissa- GZL

OTA- Ctrip,focusonFIT- Fliggy,AuroraProject3.0- Yiqifei

25.1.2018 52

B2C campaigns• SocialMediaAds– WeChatAds• SocialMediaCampaign- KOL/WeMedia buying• UtilizingNNTCCampaignstocoverB2C• SantaClausRoadshowinChinatogetherwithFinnairforamonthinDec.• CooperatingwithMoomin CharactersforB2Cevents• FinlandCupYouthSkiCompetition(wintersports)• Tripadvisor/Mafengwo/Skyer• Offertopartnersforsocialmediachannelmarketingoroperation

25.1.2018 53

PR&media work• MediaVisits• KOL/WeMedia• Huntingforgood&properTV/onlineprogramshooting• VFAnnualPressConferenceduringITB/RStime

China - Finland

Arrivals in 2017 &

January-June 2018 on the bookThedataisbasedonairreservationsmadefromtravelagenciesworldwide(Retail,Online,CorporateandOtherTA’s).Itdoesnotincludethereservationsmadedirectlyonairlinewebsites.

Focus on Chinese arrivals in 2017

57

Shanghai(CN)/SHA36%

Beijing(CN)/BJS29%

HongKong(CN)/HKG

26%

Guangzhou(CN)/CAN

4%

Others5%

• 36% of the Chinese travellers to Finland started their trip in Shanghai, nearly 30% in Beijing and 26% in Hong Kong.• The biggest growth rate compared to year 2016 was counted in Shanghai (+48%), but also other cities experienced good growth.• July and August were the most popular months to visit Finland.• January and July counted with the biggest absolute growth. In relative terms, January experienced a huge 154% growth vs. 2016.

Trip origins and monthly comparison year 2017 vs. 2016 & 2012

ArrivalsduringJan-Dec2017vsJan-Dec2016&2012 Onlyconsideredvisitorsstayingoneto22+nightsinFinland.Excludedonewaytrips,daytripsandtransfers.

Totalarrivals/year2017

Totalarrivals/year2016

Year2017

Changeto Year2016 Year2012Shanghai +48% +198%Beijing +14% +51%HongKong +30% +247%Guangzhou +39% +1128%Others +9% +84%

58

ArrivalsduringJan-Dec2017vsJan-Dec2016

• Average lead times, length of stay in Finland and pax per booking & share of distribution channels

Onlyconsideredvisitorsstayingoneto22+nightsinFinland.Excludedonewaytrips,daytripsandtransfers.

Pax profiles 2017 and comparison to previous year

HongKong+30%

Shanghai+48%

162days(152)

7.0nights(8.9)

6.7pax (5.5)

Beijing+14%

124days(149)

8.1nights(8.4)

6.2pax (6.2)

172days(144)

7.5nights(8.5)

5.5pax (4.9)

Distribution channel ShareinSHA Usage changecomparedtoyear2016

ShareinBJS Usagechangecomparedtoyear2016

ShareinHKG Usagechangecomparedtoyear2016

RetailTA 48% +27% 88% +27% 80% +40%

OnlineTA 40% +125% 5% -49% 8% +11%

Corporate TA 12% +3% 6% +9% 12% -2%

OtherTA 0% -41% 1% -71% 0% -21%

Average

Leadtimes……………......

LengthofstayinFI…….

Pax perbooking……......

ShareofFIT-leisure/Groups 27%/32% 30%/44% 38%/14%

Looking forward – bookings for Jan-Jun 2018

60

BookingsforJan-Jun2018vsJan-Jun2017 Onlyconsideredvisitorsstayingoneto22+nightsinFinland.Excludedonewaytrips,daytripsandtransfers.

Booking Situation for H1-2018 Arrivals - CHINA

VariationinthenumberofbookingsmadebytheendofDec2017forH1-2018comparedtothenumberofbookingsmadebytheendofDec2016forH1-2017

Actualarrivalsin2017

NumberofbookingsmadebytheendofDec2017formonthsofH1-2018

NumberofbookingsmadebytheendofDec2016formonthsofH1-2017

NumberofbookingsmadebytheendofDecembercomparedtothenumberofactualarrivalsin2017

ExpectedgrowthrateinarrivalsforQ1-2018(providedthatthebookingpatternremainssimilarto2016)

ExpectedgrowthrateinarrivalsforH1-2018

DuetothedifferentdatesfortheChineseNewYearcelebrationthiswinterandlastwinter,thebookingsituationforJanuarylooksnegativewhileFebruarylooksevenmorepositive.ComparedtoothermonthsthanJanuary,thecomingH1lookspromisingwithmoreChinesevisitorsbookedalreadynowtheirtripstoFinland.

61

• TheFIT-Leisurereservationscountfor27% ofalltheH1-2018reservationsoriginatingfromHongKong.TheshareofGroupsisasomewhatbigger,31%.Businessreservationscountfor42%ofallH1-2018reservations.Groupreservationshaveincreasedby61%andBusinessreservationsby44%comparedtothepreviousyear.

• ForShanghai theshareofFIT-Leisure reservationsis16%,Groupscountfor56%andBusinessfor28%.ForBeijing thesharesare16%,71%and12%respectively.GroupandBusinessreservationsaregrowingbothinShanghaiandinBeijing.

Hong Kong has the biggest share of FIT-Leisure bookings for H1-2018

BookingsforJan-Jun2018vsJan-Jun2017 Onlyconsideredvisitorsstayingoneto22+nightsinFinland.Excludedonewaytrips,daytripsandtransfers.

Ø Around5%oftheGroupreservationsareonlytoFI

Ø ThemainotherdestinationsareStockholm,Copenhagen,Oslo,Bergen

Ø OverhalfoftheFIT reservationsareonlytoFI,partoftheflightsviaMoscow

Ø OtherdestinationsareCopenhagen,Oslo,Ivaloandothers

HongKong181days(190)

5.2nights(6.0)

9.3pax (8.2)

Ø Only3%oftheGroupreservationsareonlytoFI

Ø ThemainotherdestinationsaretheNordicdestinations

Ø OverhalfoftheFIT reservationsareonlytoFI,partoftheflightsviaMoscow

Ø ThemainotherdestinationsareCopenhagenandStockholm

Shanghai162days(160)

5.0nights(5.1)

11.4pax (10.9)

Ø Around5%oftheGroupreservationsareonlytoFI

Ø ThemainotherdestinationsaretheNordicdestinations

Ø Over65%oftheFIT reservationsareonlytoFI,partoftheflightsviaMoscow

Ø ThemainotherdestinationsareStockholm,ReykjavikandCopenhagen

Beijing

172days(154)

5.4nights(5.6)

10.5pax (11.3)

62

Thank You

25/01/2018 FirstnameLastname 63