barents 2010 final conference 21 february, 2006 tourism sector programme
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Barents 2010 Final Conference 21 February, 2006 Tourism sector programme. Heleena Luusua NordicMarketing GmbH Germany. NordicMarketing GmbH. Cooperation partner for tourism businesses in the European market. Marketing & sales Tour operators Training/Product Development E-marketing - PowerPoint PPT PresentationTRANSCRIPT
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?