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 1
THE SCANDINAVIAN OUTBOUND TRAVEL MARKET 2
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 3
TRAVEL HABITS • Level of income generally high – and a record-high percentage of income is spent on 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 4
• Most popular forms of travel are; – All-inclusive Package Tours – City Breaks – Cruises • What do they want? SWEDEN FINLAND NORWAY TRAVEL FORMS PACKAGE TOURS PACKAGE TOURS PACKAGE TOURS CITY BREAKS CITY BREAKS CITY BREAK IMPORTANT CLIMATE CLIMATE CLIMATE CLEANLINESS CULTURE CLEANLINESS FACTORS CULTURE CULTURE ACTIVITIES SUNBATHING SHOPPING RELAXING SWIMMING SPORTS SHOPPING SHOPPING SPORTS PREFERRED AIRTRAVEL AIRTRAVEL AIRTRAVEL TRANSPORT 5
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. 6
TOURISM FIGURES Source: Vagabond Resebarometer, Statistics Finland, Euromonitor International 7
Top 5 destinations 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 8
ACHIEVEMENTS 9
Cooperation with travel industry Collaboration with CE Travel – online, print media and newsletter FAM-trip with TO’s in Sweden Press-trip with 8 Finnish journalists to Kaunas 10
E-Marketing Implementing and translating lithuania.travel into Finnish, Norwegian and Swedish Launch of local Facebook page 11
Cooperation with local media 10th April – Press meeting at the Embassy Press releases,provision of material and face to face meetings 12
Distribution of quarterly newsletter Distribution to 2.800 trade contacts, 1.300 media contacts and around 400 private emails. 13
Cooperation with tourism associations Seminar & workshop with Lithuanian Resort association in Oslo Press and trade workshops with ANTOR in Stockholm and Oslo 14
Marketing projects National marketing campaign together with Bishop Arms (30 pubs in Sweden) and brand alliances with Svyturys beer. 15
UPCOMING MARKETING ACTIVITIES 2013/2014 16
Cooperation with travel industry FAM trip to Vilnius and Palanga/Klaipeda Travel agent training program Presentation of Lithuania at Scandinavian Roadshow in November 17
E-Marketing Optimization of website – using SEO Online quiz together with Invest Lithuania Facebook competition 18
Cooperation with tourism associations and Lithuanian Embassy Participation at Travel 2013 with DFDS Seaways 27th September - presentation of Lithuania in conjunction with concert of pianist Lukas Geniusas Participation at Lithuanian Film Days 19
Marketing Projects Editorial in pinpointed media to defined target groups Joint marketing efforts together with bus charter companies 20
Strengths & Opportunities • 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 20
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