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FINNISH SNOW HOW. Reykjavik 23.3.2010 Marina Krause. Finland in the beginning of 1990. The Finnish mark (FIM) over valued Price level sky high Deep recession in markets Finns travelling abroad in thousands Currency deficit. Help on the way. Devaluation of FIM autumn 1991
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FINNISH SNOW HOW Reykjavik 23.3.2010 Marina Krause
Finland in the beginning of 1990 • The Finnishmark (FIM) overvalued • Pricelevelskyhigh • Deep recession in markets • Finnstravellingabroad in thousands • Currencydeficit
Help on the way • Devaluation of FIM autumn 1991 • FIM floating 1992 • Competitiondue to recession • Tax on outboundtourism • Priceleveldown • A conciderableincrease in money for marketing and productdevelopment
More money morehoney • Development of DomesticTourism • Spa culture • Subsidisedholidays • Short breaks • Lapland affordable (1000 FIM/week) • Workerswellbeing (preventivecare)
Marketing campaigns • Nordic Markets • Central Europe • East and Far East • New offices and activities in Estonia, Japan, Russia, China, Korea
Global Finland 1993 Nord Info GmbH Comma Finnova ETC planningcommission Scandinavian Tourist Board NordiskaTuristrådet
ProductDevelopment & Seasonality • SnowBallproject – WeFinnshave the snowhow! • New winterseason , activitiesFeb-Mar • Productdevelopment • Workshops and fam. trips • Print and press • Advertisingcampaigns
CHRISTMAS SEASON • Touroperators to bebought • Productdevelopmenttogether • Hundreds of presspeople and PR events • UK – main market • Openingup of othermarkets • Santa Village and Santa Park
ProductDevelopment • Farm stay; cottages; holidayvillages • Standards and qualitycriterias • Ministery for Agriculture - evaluation • ProductManuals • Central booking • Fam. Trips • Jointmarketing
Regional Networks • SUOMA = Association of RegionalTourismorganisations • Co-operation in IT and Productdevelopment • Sales promotionDomestic • Fam. trips and work-shopsfromabroad
IT • Lotus Notes –internal • Market informationsystem (MIS) 1995 Promis - professional MIS • Relis – researchinformationsystem (R&D) • Contact Center & CRM World widedistribution
Qualityprogrammes Trainingprogrammes ISO 9000 Tourismindustry’sownstandard
Whatdidwelearn • A pulse of money triggers a lot > Tourismwasrecognized as an industry > Tourism - quick help? Yes/No > Productdevelopment > Seasonality > Co-operation – ministeries, regions, private/public, states and continents
Wheredidwegowrong • Time frameoveroptimistic • Private / public as long as there is money? • Years of work to resetmindmap • Long termcommitmentfromallparties
SörenKirkegaard Tingtartid! Tack!