DESTINATION

HELSINKI

Ksenia Nässi & Joni Prokkola

• 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

• Open

• Safe

• Beautiful

• Busy

• Expensive

IMAGE &

CHARACTER

ACCESSIBILITY

ATTRACTIONS:

SUOMENLINNA

OR SVEABORG

ATTRACTIONS:

PIHLAJASAARI

& KIASMA

MUSEUM OF

MODERN ART

• 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

PUBLIC

TRANSPORTATION:

METRO

• 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

NIGHTLIFE

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

• Logo

• Slogan

• Design

VISIT

HELSINKI

• 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

THANK YOU!

KIITOS!