Barents 2010 Final Conference21 February, 2006

Tourism sector programme

Heleena LuusuaNordicMarketing GmbH Germany

Marketing & sales

Tour operators Training/Product

Development E-marketing Cross-marketing

Frankfurt

Cooperation partner for tourism businesses in the European market

NordicMarketing GmbH

For Lapin Liitto/Barents 2010 Time for planning 4 months Deadline 15.3.2006We have collected opinions of: Tour operators in Germany, Benelux,

GB Companies and marketing

organisations in Barents region

Tourism Sector Programme

Arctic Europe

Tourism destinations with more than 10,000 visitors.

Germany, Switzerland, France, Benelux,Great-Britain 240 million inhabitants 150 million trips to abroad, longer than 5

days

Alone in Germany: 2 500 tour operators 25 000 travel agencies Less than 0,5 % come to Finland 2 % to Scandinavia To Murmansk area?

European markets

When everything else has been seen...

Trend: Snow, ice, cold Extreme elements, arctic nature Nature safaris TV-programmes about arctic

Growing interest towards north and arctic

Tour operators look for new destinations and themes

ARCTIC EUROPE

TOUR OPERATORS: Attractive, exciting Interesting, positive Even luxury But: Unfamiliar Lack of information Difficult to reach. Flights. Price.

We have to do something!

Arctic Europe – image

Tomorrow Arctic Trail Northernmost Europe Nordic Walking Lapland Sea Cruising Solovetsk? Submarine? King crab? Karelian villages?

Today North Cape Arctic Ocean

/Hurtigruten Lapland Ice Hotel Ice Iglu Ice Breaker Nature safaris,

huskies, snowmobiles, reindeer

Arctic highlights

Common Highlights over the Arctic Circle

Four counties – one theme

One Destination from the market view

we have to do something!

ARCTIC EUROPE

Collision of interests: State borders Transport companies’ territories National tourist boards Unnecessary competition

between companies

Collaboration challenges

Arctic Ice

Arctic Sea & Cruises

ArcticNature &Culture

Arctic Trail Arctic

Road

Marketing Co-operation in Europe

ARCTIC EUROPE

Pioneers that have seen everything but still have hunger for new experiences Person that travels a lot, is wealthy, active, has a taste for adventure, likes nature Germany, France, Benelux, GB

ARCTIC EUROPE –target groups?

• Common will !

• 600 000 € /year -> 60 % EU /40% privat

-> 240 000€/regions60 000 € Norway60 000 € Sweden60 000 € Finland60 000 € Russian

What is needed?

1.Arctic Europe

– products

3. Sales Calls

4. ET-tours5. Tour

operators chose

7. Support marketing

Co-operationTA-Training

6. Product in the market

2006

2006

2006-07

2007

2007

2005

2. Arctic Europe product manual

8. PressInformatione-marketing

Arctic Europe Marketing

TRAINING-int. marketing-Travel Agents

- service- sales

MARKETiNG, SALES- press, TV

- partners on the markets-Sales calls -fam trips

- e-marketing

RESEARCH- market research

- nature and culture- company/product

analysis- innovations

DEVELOPMENT- products

- infra- charter

Public sector

Private sector

ARCTIC EUROPE

Training : International marketing cultures, services sales channels, sales Product development Intern marketing

Other actions to be needed

Inrastructure: Flights East-west connections Activity routes

Other actions to be needed

2005 Phase 1: 2006-2007

Marketresearch,exampleproducts

Meetings Workshops

ITB Berlin

Launching products

and concept, first marketing

and sales

Phase 2: 2008-2013

2005 2006 2007 2008 2009 2010

Aims: stabilize the Arctic Europe products

in the markets and a great increase in the sales

FinancingOrganisation

Schedule

There is a big interest: Companies and organisations in

Finish and Swedish Lapland wait for exact offer

Norwegian counties want to be partners

Tour Operators wait for practical operations

ARCTIC EUROPE plan today

Everyone want everything do we have enough courage to focus on business?

Timetable for decision making -> annual business rotation

Organisation/ administration Professional key operator for

practice Flights

Collaboration risks

Seminar in Murmansk 28.2. Meeting Norwegian Partners ITB Berlin 8.-10.3.meeting tour operators 15.3. the report is ready April: Decision making April- Sept: Organisation/Financing 2006-07 Arctic Europe in action: products,

sales calls, fam trips...

Next steps

WE WILL TAKE UP THE CHALLENGE !

Familiarity of the regions and their tourism services

0% 20% 40% 60% 80% 100%

Murmansk

Sw edishLapland

NorthernNorw ay

Finnish Lapland

Very familiar

Familiar

Only a little

Not familiar

I don't know

Are the tourism services of following areas familiar to you?

What comes to mind from the term "Arctic Europe"?

0 5 10 15 20

boring

too cold

mosquitoes

Warm summer

Exotic

aboriginal cultures

difficult to get

authentic

attractive

midnight sun

exciting

Extreme nature

Arctic lights

Ice & snow

When you hear the term “Arctic Europe” what comes to mind?

How interesting are these Arctic Europe themes?

0% 20% 40% 60% 80% 100%

Mountain biking

Nordic walking

Rail packages

Hunting

Fly & Bus

Riverboats

Fishing

Cruises

Submarine

Hiking

Fly & Drive

Quads

King crab

Solovetsk

Off road

Karelian villages

Special & charter flights

Natural parks

Hurtigruten

Reindeer safaris

Icehotel

Icebreakers

Snowmobiling

Sami culture

Nature adventures

Husky

Interesting

Potential

Very little potential

Not interesting

I don't know

Are these Arctic Europe themes interesting?

How interesting are these Arctic Europe themes?

0% 20% 40% 60% 80% 100%

Mountain biking

Nordic walking

Rail packages

Hunting

Fly & Bus

Riverboats

Fishing

Cruises

Submarine

Hiking

Fly & Drive

Quads

King crab

Solovetsk

Off road

Karelian villages

Special & charter flights

Natural parks

Hurtigruten

Reindeer safaris

Icehotel

Icebreakers

Snowmobiling

Sami culture

Nature adventures

Husky

Interesting

Potential

Very little potential

Not interesting

I don't know

Arctic Europe test products

0% 20% 40% 60% 80% 100%

Monastery island ofSolovetsk

Highlights of Samiland

Arctic Ocean, Samiculture & Gold panning

KuusamoLapland -Russian Karelia

Icehotel - Yllästunturisnowmobile safari

Would sell well

Has potential

Doesn't have much potential

Won't sell

I don't know

How do you feel about the example Arctic Europe products?

Obstacles in the arctic tourism

0% 20% 40% 60% 80% 100%

climate

service level

infrastucture

language skills

border crossing formalities

distance

flight connections

general cost level

flight prices

Difficult obstacle

An obstacle

Small obstacle

Not an obstacle

I don't know

What do you see as biggest obstacles in the arctic tourism?

Do you think the name Arctic Europe is/has?

0 2 4 6 8 10 12 14 16

interesting

appealing

positive image

saleable

effective

Lame

uninteresting

ineffective

not saleable

negative image

8. Do you think the name Arctic Europe is/has?

Would you like to cooperate?

19%

27%42%

12%Yes

Maybe

I need more information

Not interested

I don't know

Would you like to co-operate with Arctic Europe–project marketing?

Marketing cooperation measures

0% 20% 40% 60% 80% 100%

Reward trips

Tv-programmes

Photo library & trips

Online marketing

Advertising in newspapers

Joint customer events

Segmented direct marketing

Special themes & offers

Fam trips

Definitely

Most likely

Maybe

No

I don't know

If you are interested in marketing co-operation with the Arctic Europe project, what kind of measures do you need?

Will the interest toward arctic regions increase in the future?

60%

36%

4%Yes

Possibly

Not likely

No

I don't know

Do you think the interest toward Arctic regions will increase among travellers in the future?

Will Arctic Europe be in your selection in the future?

36%

60%

4%Yes

Possibly

Not likely

No

I don't know

Is Arctic Europe going to be in your selection in the future?