OTSIKKO T

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Barents 2010 Final Conference 21 February,
2006 Tourism sector programme
Heleena Luusua NordicMarketing GmbH Germany
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NordicMarketing GmbH

• Marketing sales
• Tour operators
• Training/Product Development
• E-marketing
• Cross-marketing

• Cooperation partner for tourism businesses in the
  European market

Frankfurt
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Tourism Sector Programme

• For Lapin Liitto/Barents 2010
• Time for planning 4 months
• Deadline 15.3.2006
• We have collected opinions of
• Tour operators in Germany, Benelux, GB
• Companies and marketing organisations in Barents
  region

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• Arctic Europe

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Tourism destinations with more than 10,000
visitors.
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European markets

• 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?

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Growing interest towards north and arctic

• When everything else has been seen...
• Trend
• Snow, ice, cold
• Extreme elements, arctic nature
• Nature safaris
• TV-programmes about arctic

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ARCTIC EUROPE

• Tour operators look for new destinations and
  themes

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Arctic Europe image

• TOUR OPERATORS
• Attractive, exciting
• Interesting, positive
• Even luxury
• But
• Unfamiliar
• Lack of information
• Difficult to reach. Flights. Price.
• ?We have to do something!

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Arctic highlights

• 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

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ARCTIC EUROPE

• Common Highlights over the Arctic Circle
• Four counties one theme
• One Destination from the market view
• ? we have to do something!

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Collaboration challenges

• Collision of interests
• State borders
• Transport companies territories
• National tourist boards
• Unnecessary competition between companies

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ARCTIC EUROPE
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ARCTIC EUROPE Target groups AD adventurous pioneers NA Nature-oriented active travellers PRODUCT FAMILY
ARCTIC ICE Ice hotels, ice breakers
ARCTIC SEA/CRUISES Hurtigruten Riverboats Submarine King crab
ARCTIC CULTURE Solovetsk the new North Cape Sami culture Karelian villages,fishing villages,reindeer farms
ARCTIC NATURE Nature adventures Fishing, hunting Mountain biking Hiking, Nordic walking Reindeer, huskies
ARCTIC ROAD Fly Drive Fly Bus
ARCTIC TRAIL Snowmobiling
ARCTIC TRAIL KESÄ Off road, Quad bikes
ARCTIC RAILWAY Rail packages
ARCTIC FLIGHTS Speacial Charter flights
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ARCTIC EUROPE target groups?

• 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

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What is needed?

• Common will !
• 600 000 /year
• -gt 60 EU /40 privat
• -gt 240 000/regions
• 60 000 Norway
• 60 000 Sweden
• 60 000 Finland
• 60 000 Russian

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Arctic Europe Marketing
8. Press Information e-marketing
2. Arctic Europe product manual
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Public sector
ARCTIC EUROPE
Private sector
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Other actions to be needed

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

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Other actions to be needed

• Inrastructure
• Flights
• East-west connections
• Activity routes

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Schedule
2005
2006
2007
2008
2009
2010
2005
Phase 1 2006-2007
Phase 2 2008-2013
Market research, example products
Meetings Workshops ITB Berlin
Financing Organisation
Launching products and concept, first
marketing and sales
Aims stabilize the Arctic Europe products in
the markets and a great increase in the sales
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ARCTIC EUROPE plan today

• 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

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Collaboration risks

• Everyone want everything
• ?do we have enough courage to focus on
  business?
• Timetable for decision making
• -gt annual business rotation
• Organisation/ administration
• Professional key operator for practice
• Flights

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Next steps

• 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...

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• WE WILL TAKE UP THE CHALLENGE !

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Are the tourism services of following areas
familiar to you?
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When you hear the term Arctic Europe what
comes to mind?
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Are these Arctic Europe themes interesting?
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How do you feel about the example
Arctic Europe products?
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What do you see as biggest obstacles in the
arctic tourism?
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8. Do you think the name Arctic Europe is/has?
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Would you like to co-operate with Arctic
Europeproject marketing?
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If you are interested in marketing
co- operation with the Arctic Europe project,
what kind of measures do you need?
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Do you think the interest toward Arctic
regions will increase among travellers in the
future?
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Is Arctic Europe going to be in your
selection in the future?
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