Helsinki Destination Management
Transcript of Helsinki Destination Management
• Establsihed 1550 by the Swedish king Gustav Vasa I
• Capital since 1812
• Population 600 000
• Greater Helsinki metropolitan area population 1 360 000 which includes 12 municipalities in Southern Finland
• Population of Finland 5 430 000 (113th)
FACTS
• Public transport– 4€ + 4€ / 2,20€
• Taxi– 15€
• Restaurant 3 course meal– 30-50€
• Fast food– 5-10€
• Lunch– 7-12€
• Hotel– 80€ / room
• Hostel– 20€ / night
PRICE
• City Info
– People
– Maps
– Guides
– Apps
• Websites
• WiFi
• Restrooms
• Apps
PUBLIC AND
PRIVATE
AMENITIES
• City of Helsinki
– World Design Capital 2012
• VisitHelsinki
• VisitFinland
• Local Businesses
– Restaurant day
HUMAN
RESOURCES
StrenghtsReliableInternationalPublic amenitiesEurope-Asia linkCustomerrealationship
WeaknessesPriceLocationImageTourist seasonsNot many hostels
OpportunitiesRussian touristsIncreased wealth in AsiaCruise shipsSeasons
ThreatsPrice of gasOther nordiccapitolsResessionClimate
SWOT
Stockholm Copenhagen Oslo
Top 10 sourcemarkets
5 4 3
Distancefrom keysourcemarkets
3 1 2
Productsand experiencespromoted
2 2 2
Averageannualgrowth past5 years
2 2 3
Peak tourismmonths
3 2 4
Average 3 2,5 2,8
SCALE
RATING
COMPETITION
• Marketing
– VisitFinland & VisitHelsinki
• Imagery
– Scandinavian
– Creative
– Cultural
– Open
– Friendly
• Brand building
– Through Finnish Tourist Board
VISIT
HELSINKI
• one of the most competitive city destinations in the global tourism market and possesses a strong and unique brand
• a year-round and attractive destination for leisure travel
• the leading congress city in the Nordic region and highest-quality congress city in Europe
• an essential cruise destination in the Baltic Sea
VISION:
HELSINKI IS
• Public and private spending on tourism marketing
• Number of investments in tourism
• Number of direct connections to Helsinki
• Flights
• Ferries
• Number of overnight stays
• Occupancy rate of hotels
• Income from tourism
SMART
• Total population
– 7 000 000 000
• Potential market
– 6 900 000 000
• Available market
– 2 500 000 000
• Target market
– 45 000 000
• Penetrated market
– 26 540 000 domestic and international visitors (ferry, train, and airplane in 2012)
MARKET
SEGMENTATION