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Ajankohtaista tietoa Ruotsin matkailusta

Olemme keränneet Suomen matkailuelinkeinolle ajankohtaista tietoa, tulevaisuuden näkymiä ja muuta hyödyllistä materiaalia Ruotsista matkailumarkkinana. Englanninkielinen markkinakatsausmateriaali päivitetään kaksi kertaa vuodessa.

Updated August 2021

Finland's position in the market

Finland is not very interesting for Swedish tourists - Finland is seen too similar to Sweden, the image is old fashioned and for the younger travelers Finland is unknown. During the pandemic people have not been able to travel between the countries as usually and the restrictions have been different in the countries. Sweden has been mainly open when Finland has been totally closed. Our competitors are other Nordic countries, especially Norway and Denmark and they are marketing with big budgets in Sweden. Swedish people are also travelling to the Mediterranean. Finland is easy to access as we have several boat companies and good flight connections. Swedish people prefer travelling by car, ferry, train or bus, which is an advantage for us.

Finland is not yet very visible in Sweden. Visit Finland has started with first PR activities during the Summer 2021. Marketing campaigns will start during the Autumn 2021.

Consumer trends and behavior

Swedish people are very aware of the sustainability when travelling but also otherwise in their behavior. The Swedes are also very trendy and willing to see and experience new destinations. We need to bring new and fresh products to the Swedish consumers to be able to change our image. The Swedes are often travelling with family & friends, they are interested in the nature, cities, culinary experiences and local culture. However, this should be packaged/introduced in a trendy, new way. Don´t talk about the nature but tell about the excursions and activities or instead of good food, give TOP5 restaurants, etc. The Swedes are using google, but also f.ex. Tripadvisor and Instagram. The bookings are mainly done in booking.com, hotels.com or straight from the accommodation. Tickets are bought on ferry companies web pages. We need to give fresh ideas for tours to Finland, show how interesting destinations we have.

Industry update and distribution channels

Ferry companies are starting normal schedules departures in Autumn 2021. This is a good sign for the consumers as well. The most important distribution channels are already described earlier. As the most of the bookings are made vie ferry companies (=tickets) and OTA´s (accommodation vie booking.com/hotels.com) the role of the incoming agencies/DMC´s is not that important than in many other markets, this considers also tour operators. Wasaline will get their new ferry in traffic in the end of August 2021.

Finland travel USP's

Sweden USP´s are mainly the same as ours. We have to communicate our USP´s very clearly and carefully. We have to find our own strengths and opportunities to win the Swedish tourists´ hearts. Finnish culture and nature has to be opened in a concrete way, show something really Finnish and special! Swedes are very aware on sustainability. We have to find the right way to communicate on this, not learning but showing how sustainable we already are.

Future outlook and upcoming season

The most of the overnights are coming from the Summer season. However, in this after pandemic situation short holiday may be of interest and with good communication and offering, we have a lot to win. We need interesting city breaks, weekend packages, nice ways to relax. Out current target group is elderly people and people with a FInland connection. With the new "trend setters" target group we want to influence younger people and people who don´t know FInland yet.

Ruotsi matkailumarkkinana

Visit Finland palaa Ruotsin markkinoille! Ruotsalaisia kiehtoo Suomessa suomenruotsalainen kulttuuri, luonto ja ruoka.

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Account Manager

Heli Saari

+358 40 564 2780

Ruotsi, Ranska, Espanja