Department of Tourism Gran Nilervall AGENDA The Scandinavian - - PowerPoint PPT Presentation

Lithuanian State Department of Tourism

Göran Nilervall

AGENDA

• The Scandinavian outbound travel

market

• Achievements
• Upcoming marketing activities

2013/2014

• Strengths and opportunities in the

Nordic market

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THE SCANDINAVIAN OUTBOUND TRAVEL MARKET

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SWEDEN

Population: 9.4 million people Capital: Stockholm (1,900,000 people) Vacation: 5-6 weeks holiday each year

FINLAND

Population: 5.5 million people Capital: Helsinki (1,364,000 people) Vacation: 5-6 weeks holiday each year

NORWAY

Population: 4.9 million people Capital: Oslo (599,000 people) Vacation: 5-6 weeks holiday each year

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TRAVEL HABITS

• Level of income generally high – and a

record-high percentage of income is spent

• n travelling
• Scandinavians travel abroad more frequently

than other tourists in the world

• Scandinavia is the third largest outbound

market in Europe

• Travel spending per capita in Scandinavia is

among the highest in the world – surpassing U.K and Germany

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• Most popular forms of travel are;

– All-inclusive Package Tours – City Breaks – Cruises

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SWEDEN FINLAND NORWAY

TRAVEL FORMS PACKAGE TOURS

CITY BREAKS PACKAGE TOURS CITY BREAKS PACKAGE TOURS CITY BREAK

IMPORTANT FACTORS

CLIMATE CLEANLINESS CULTURE CLIMATE CULTURE CLIMATE CLEANLINESS CULTURE

ACTIVITIES

SUNBATHING SWIMMING SHOPPING SHOPPING SPORTS RELAXING SHOPPING SPORTS

PREFERRED TRANSPORT

AIRTRAVEL AIRTRAVEL AIRTRAVEL

• What do they want?

BOOKING BEHAVIOUR AND PLATFORMS

• Average of 60% book their vacations online
• Women take the lead when booking holidays
• Most important source of information/reason

for choosing destination is;

1. Been there before 2. Google.com 3. Recommendations from friends and families 4. Official website for travel agency 5. Official website for hotel, attractions etc.

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TOURISM FIGURES

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Source: Vagabond Resebarometer, Statistics Finland, Euromonitor International

Top 5 destinations

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SWEDEN

• 1. Spain
• 2. Denmark
• 3. Finland
• 4. Germany
• 5. Norway

FINLAND

• 1. Estonia
• 2. Sweden
• 3. Spain
• 4. Russia
• 5. Germany

NORWAY

• 1. Sweden
• 2. Spain
• 3. Denmark
• 4. Germany
• 5. France

ACHIEVEMENTS

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Cooperation with travel industry

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Collaboration with CE Travel – online, print media and newsletter FAM-trip with TO’s in Sweden Press-trip with 8 Finnish journalists to Kaunas

E-Marketing

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Implementing and translating lithuania.travel into Finnish, Norwegian and Swedish Launch of local Facebook page

Cooperation with local media

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10th April – Press meeting at the Embassy Press releases,provision of material and face to face meetings

Distribution of quarterly newsletter

Distribution to 2.800 trade contacts, 1.300 media contacts and around 400 private emails.

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Cooperation with tourism associations

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Seminar & workshop with Lithuanian Resort association in Oslo Press and trade workshops with ANTOR in Stockholm and Oslo

Marketing projects

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National marketing campaign together with Bishop Arms (30 pubs in Sweden) and brand alliances with Svyturys beer.

UPCOMING MARKETING ACTIVITIES 2013/2014

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Cooperation with travel industry

Travel agent training program Presentation of Lithuania at Scandinavian Roadshow in November

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FAM trip to Vilnius and Palanga/Klaipeda

E-Marketing

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Online quiz together with Invest Lithuania Facebook competition Optimization of website – using SEO

Cooperation with tourism associations and Lithuanian Embassy

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27th September - presentation of Lithuania in conjunction with concert

• f pianist Lukas Geniusas

Participation at Travel 2013 with DFDS Seaways Participation at Lithuanian Film Days

Marketing Projects

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Editorial in pinpointed media to defined target groups Joint marketing efforts together with bus charter companies

Strengths & Opportunities

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• A rich heritage
• Clean and safe
• Top of the line meeting

facilities

• Great value for money
• Within close proximity
• Number of direct flights are

increasing

• Demand for ”new” destinations