the scandinavian tourism market
TRANSCRIPT
Headlines
• Country facts:
Sweden, Norway, Finland & Denmark
• The Scandinavian travel industry
• Purchasing power parities
• Community Based Tourism
Denmark Norway Sweden Finland Germany USA
Population 5,4 Mn 4,7 Mn 8,9 Mn 5,2 Mn 82,4 Mn 300 Mn
Area (Km2) 43 094 358 252 449 964 337 030 357 021 9 631 420
Capitol Copenhagen Oslo Stockholm Helsinki Berlin Washington
BNP per capita 118,4 190,2 121,5 115.1 116,1 154,4
Purchasing power parities
Purchasing power parities for private consumption
02468
1012
No
rwa
y
Sw
ed
en
Fin
lan
d
De
nm
ark
Fra
nce
Ge
rma
ny
Un
ite
d
Kin
gd
om
Un
ite
d
Sta
tes
Country
Pu
rch
as
ing
po
we
r
Scandinavian commonalities
• 80-90% internet users
• High education level
• Strong purchasing power
• Silver age market (~30% 55+)
• Escape from Scandinavian winters
• Good command of english
Scandinavian commonalities
• Growing use of internet for travels
• Longhaul travel increasing
• Growing demand for all-inclusive
10
FINLAND – 6,8 Mn outbound holidays
50% Leisure
32% Business
18% Friends visits
Expenditure
~€145/day p.p.
DENMARK – 8,3 Mn outbound holidays
69% Leisure
16% Business
15% Friends visits
Expenditure
~€121/day p.p.
Danish outbound D.C. tourism 2006
0
100000
200000
300000
400000
Africa South
America
East Asia Europé Middle
East
South Asia
Destinations
No
. o
f tr
ips
No. of trips
CAGR 2003-2006
0,00%
5,00%
10,00%
15,00%
20,00%
Africa South
America
East Asia Europé Middle
East
South
Asia
Destinations
Gro
wth
ra
te 0
3-0
6
CAGR 2003-2006
Finding distributors • Trade fairs
• Web search
• Travel magazines
• Travel communities
• Travel industry blogs
• Chamber of commerce
• Embassies
• National tourist offices