Scandinavian Market

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

SWEDEN

2,2 Mn

10,5 Mn

– 12,7 Mn

Outbound trips

NORWAY – 17,3 Mn holidays

~ 6 Mn outbound

NORWAY – 17,3 Mn holidays

10

FINLAND – 6,8 Mn outbound holidays

50% Leisure

32% Business

18% Friends visits

Expenditure

~€145/day p.p.

11

FINLAND – D.C. Tourism rising

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

Denmark – D.C. Tourism rising

Finding distributors • Trade fairs

• Web search

• Travel magazines

• Travel communities

• Travel industry blogs

• Chamber of commerce

• Embassies

• National tourist offices

• Tour packages

• Sales manual

• Pricelist

Travel industry – Prerequisites

The Scandinavian travel industry

A few major players in each country

A number of niche operators

A few national media channels

Social media marketing trend