TOURISM IS A GROWING SOURCE OF EXPORT REVENUE AND A SIGNIFICANT EMPLOYMENT PROVIDER IN FINLAND TOURISM HAS A MULTIPLIER EFFECT ON OTHER SECTORS. 1 EURO IN TOURISM ADDS 56 CENTS VALUE TO THE OTHER SECTORS. OVERNIGHT STAYS (6.7 MILLION) OF FOREIGN VISITORS IN 2017: 21.9 MILLION OVERNIGHT STAYS AT FINNISH ACCOMMODATION Russia 12% America 6% Other countries 13% EU-28 53% Foreign overnight stays 3 Asia Domestic overnight stays 6 8.3 MILLION FOREIGN VISITORS IN FINLAND IN 2017 SPENDING PER VISIT IN 2017 1. China EUR 1,186 2. Spain EUR 754 3. Belgium EUR 654 4. France EUR 650 5. India EUR 605 6. USA EUR 598 7. South Korea EUR 568 8. Japan EUR 558 9. Australia EUR 524 10. Canada EUR 516 BREAKDOWN OF CONSUMPTION BY FOREIGN VISITORS IN 2017 Other countries 33% Russia 24% Japan 3% Estonia 4% UK 4% China 17% Sweden 8% Germany 6% Source Visit Finland Statistics, Statistics Finland
Market Volume Population 47 million people Outbound travel from Spain: 25 million arrivals to all destinations in 2017 +1 compared to 2016 -> Europe s share of Spanish outbound travel is 77% -> Finland s share of Spanish outbound travel is: 0,4% Travel expenditure (total outbound travel from Spain) 18 billion EUR Spending per trip Spanish visitor rankings in Finland 754 No. 13 in overnights in 2017 (162 400, +2) No. 11 in travel receipts in 2017 ( 60 million, +) Share of overnights by regions 2017 47% 12% 10% 32% Arrivals 40 000 35 000 30 000 25 000 20 000 15 000 10 000 5 000-5 000 180 000 160 000 140 000 120 000 100 000 80 000 60 000 40 000 20 000 Forecast for Global Spanish Outbound Travel and Expenditure in foreign countries 0 0-5 % 8 % 6 % 4 % Spanish overnights in Finland 2013-2017 8 % 11 % 9 % 5 % 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 EUR (billions) 0 % 2 % 0 % 2013 2014 2015 2016 2017 Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Visit Finland Visitor Survey 2017 3 % 18 % 4 % 4 % 29 % 4 % Arrivals (000s) Source UNWTO/IMF Balance of Payments 5 0 35 % 30 % 25 % 20 % 15 % 10 % 5 % 25 20 15 10 EUR (Billion)
Spanish overnights in Finland 2017 Winter (Nov-Apr): 69 500 (+26%) Summer (May-Oct): 78 900 (+2) 60 000 Spain 50 000 40 000 30 000 4 8% 20 000 10 000 0 2010 2011 2012 2013 2014 2015 2016 2017 High winter season (12-02) Spring season (03-05) 3% High summer season (06-08) Autumn season (09-11) 2% 2% 34% 3% 4% 3% 64% 2% Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Spanish overnights in Finland Seasonal overnights in 2017 Year 2017 Whole Finland Actual seasonal change 2017 2017 vs. 2016 Winter (Dec-Feb) 41 100 +2 Spring (Mar-May) 28 800 +24% Summer (Jun-Aug) 53 300 + Autumn (Sep-Nov) 28 900 +48% Rovaniemi 38% Kuusamo Inari/Saariselkä 14% Salla 10% Muonio 6% Spanish overnights in Finland by season in 2017 Turku 23% Oulu 1 Pudasjärvi/Syöte 1 Pori 7% Vaasa Uusimaa (excl. greater Helsinki area) 1 Tampere 20% Savonlinna Jyväskylä 12% Mikkeli 8% Lappeenranta Kuopio reg. Helsinki 7 Vantaa 1 Espoo 10% Source: Rudolf data base, Statistics Finland
Spanish visitors in Finland Spanish overnights in Finland by month Spanish overnights by monthly change % 2013-2017 35 000 100 % 30 000 80 % 25000 20000 15000 10000 60 % 40 % 20 % 0 % -20 % 5 000-40 % 0 January February March April May June July August September October November December -60 % January February March April May June July August September October November December 2013 2014 2015 2016 2017 2013 2014 2015 2016 2017 Sources: Visit Finland Statistics Service Rudolf, Statistics Finland
Spain - Yearly overnights in the Nordic countries Nordic countries' share of Spanish overnights 2017 Development of Spanish overnights 2009-2017 Sweden 201 300 18 % Iceland 172 800 15 % Norway 324 300 29 % Denmark 254 500 23 % Finland 162 400 15 % 400 000 350 000 300 000 250 000 Denmark Finland Norway Sweden Iceland 200 000 Spanish overnights, change % Change 2017/16 Average annual change 2009-2017 150 000 162 400 2 100 000 23% 1 8% 12% 4% 4% 3% 50 000 Denmark Finland Norway Sweden Iceland 2009 2010 2011 2012 2013 2014 2015 2016 2017 8
Spain - Seasonal overnights in the Nordic countries Spanish overnights in the Nordic countries, winter season (Dec-Apr) 2009-2017 Spanish overnights in the Nordic countries, summer season (Jun-Aug) 2009-2017 220 000 220 000 200 000 200 000 180 000 160 000 140 000 120 000 100 000 80 000 60 000 40 000 63 000 Denmark Finland Norway Sweden 180 000 160 000 140 000 120 000 100 000 80 000 60 000 40 000 53 300 Denmark Finland Norway Sweden 20 000 20 000 2009 2010 2011 2012 2013 2014 2015 2016 2017 2009 2010 2011 2012 2013 2014 2015 2016 2017 Corresponding seasonal overnights not available for Iceland Change of Spanish overnights by season 2017/16 Winter (Dec-Apr) Summer (Jun-Aug) 26% 22% 14% 1 1 Denmark Finland Norway Sweden 9
Spanish visitors in Winter (Nov-April) Immediate family (household with kids) Extended family (with family members outside the PURPOSE OF TRAVEL Transit 2 % Business trip 10 % Study or training 17 % Visiting friends or relatives 27 % TRAVEL COMPANY Alone Spouse/Partner only Group of friends Other company 10% Other reason 2 % Holiday trip 42 % 26% 38% 6 days or more 54 % A Spanish traveler spends on average 664 per trip during winter. 36% Duration 27% 1 day 6 % 2 days 15 % 4-5 days 21 % Age group 2 3 days 4 % 10% 2% 4% 15-24 25-34 35-44 45-54 55-64 over 64 Camping area, hostel or rented cottage 10 % Rental flat (incl. Airbnb) 15 % Accommodation Other 9 % Friends or relatives 28 % Hotel or motel 38 % Spanish visitors activities and interests, Winter (Nov-April) Experienced during the trip Buildings, castles, monuments, Walking, hiking, camping in nature Finnish sauna Finnish culinary experiences Other winter activities and experiences National parks Cultural events Other outdoor activities Winter sports Concerts and music festivals Finnish summer cottages Sport events Family destinations Biking, mountaing biking Wellness services and treatments Interested but did not experience during the trip Shopping 17% 2 14% 1 26% 3 3 14% 8% 50% 42% 4 2 7% 56% 22% 10% 22% 38% 2 2 27% 1 Note: the figures on this slide are not definite but directional figures. Winter N=127 Source: VF Visitor Survey 2017
Spanish visitors in Summer (May-Oct) Transit 5 % Business trip 6 % Study or training 14 % Visiting friends or relatives 18 % Immediate family (household with kids) Extended family (with family members outside the PURPOSE OF TRAVEL Holiday trip 56 % TRAVEL COMPANY Alone Group of friends Spouse/Partner only Other company 7% 2 20% 1 Other reason 1 % 3 6 days or more 40 % A Spanish traveler spends on average 916 per trip during summer. 30% Duration 4-5 days 21 % 1 day 14 % 2 2 days 11 % 3 days 14 % Age group 13% Accommodation Rental flat (incl. Airbnb) 18 % Camping area, hostel or rented cottage 20 % Other 5 % 2% 15-24 25-34 35-44 45-54 55-64 over 64 Hotel or motel 34 % Friends or relatives 23 % Spanish visitors activities and interests, Summer (May-Oct) Experienced during the trip Buildings, castles, monuments, museums Finnish sauna National parks Finnish culinary experiences Other winter activities and experiences Walking, hiking, camping in nature Cultural events Other outdoor activities Winter sports Concerts and music festivals Family destinations Finnish summer cottages Sport events Biking, mountaing biking Wellness services and treatments Interested but did not experience during the trip Shopping 6% 4% 13% 3% 2% 26% 20% 2 33% 26% 8% 47% 46% 48% 44% 10% 6% 67% 48% 17% 27% 6% 13% 4% 14% Note: the figures on this slide are not definite but directional figures. Summer N= 109 Source: VF Visitor Survey 2017