This lesson will introduce you to Finland as a tourist destination as well as the kind of customers you will serve when working for Finnish companies in the Travel and Tourism business.
Each of Finland’s four seasons has it’s own highlights so there are many different sides of Finland to experience. The busiest travelling peaks usually happen during Finnish holidays: around Christmas time and new year, in February-March during the skiing holiday season and from June to Mid-August during summer holidays.
Gallery of the Finnish seasons, from winter to autumn:
The tourism industry is growing in Finland
The year 2017 was a record-breaking year for international travel to Finland. Finnish accommodation establishments recorded 21.9 million overnight stays. Approximately 30% (6,7 million) were foreign visitors and 70% (15,2 million) were domestic travellers. Compared with the previous year the foreign demand for accommodation services grew by nearly 17 percent and domestic demand by just over 4 percent.
Top nationalities visiting Finland
According to accommodation statistics in 2017, the four top nationalities were Russia, Germany, Sweden and the United Kingdom. Visitors from India, Australia and China (incl. Hong Kong) increased their overnight stays the most.
Top ten foreign overnights in 2017 by country
- Russia: 821,700
- Germany: 623,000
- Sweden: 597,300
- United Kingdom: 585,800
- China and Hong Kong: 361,800
- France: 280,100
- USA: 268,700
- Japan: 238,300
- The Netherlands: 227,400
- Estonia: 219,500
Finland received 8.3 million foreign visitors in 2017
- 5 million overnight visitors
- 3.3. million day-trip visitors
- bringing in total €3.0 billion to Finland (approximately 27% of total tourism consumption)
Source: Visit Finland Visitor Survey 2017
Finland's Identity in Tourism Marketing
Visit Finland is working to increase awareness of Finland as a unique, non-mainstream tourist destination. Finland’s identity is built around these four characteristics:
- Credible: Whether it's about traffic, service, safety or technology – it works in Finland and you can count on it. Everything runs like clockwork.
- Contrasting: Finland is a country full of interesting contrasts – our four seasons, each with their own highlights; the lightness of midnight sun and the darkness of winter night, Cities contrasting with nature and forests, influences from East and from West - just to mention some.
- Creative: The unique cultural and natural surroundings have inspired Finns to compose music, create design and develop unique technical innovations.
- Cool: People, lifestyle, climate – all are one of a kind
Three different marketing profiles of Finland
Since Finland has so much to offer, different characteristics appeal to different kinds of travellers. Below you will find three unique profiles used in marketing Finland as a travel destination.
Which one would you pick?
If you are tired of your hectic, ever-accelerating rhytm of daily life, I am a perfect choice for you: I'll give you space to breathe and with me you will experience peace and quiet like never before. I’m very easygoing – come and stay at my summer cottage, let’s enjoy a sauna and explore unique, untouched natural environment!
”Wild & Free”
Think you can keep up with me? All kind of spectacular nature activities are my specialities – how about some snowmobiling, whitewater rafting or dog-sled safaris? I could even challenge you to a snowball fight! Guarantee you won’t get bored with me.
I’m a perfect companion to any cultural occasion whether it’s a heavy metal concert or meeting with Father Christmas (who happens to be a close friend of mine). Or if you like visiting museums and exhibitions, I have plenty of suggestions for you. My wardrobe is filled with Finnish design.