Lithuanian State Department of Tourism. Göran Nilervall

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1 Lithuanian State Department of Tourism Göran Nilervall

2 AGENDA The Scandinavian outbound travel market Achievements Upcoming marketing activities 2013/2014 Strengths and opportunities in the Nordic market 1

3 THE SCANDINAVIAN OUTBOUND TRAVEL MARKET 2

4 SWEDEN Population: 9.4 million people Capital: Stockholm (1,900,000 people) Vacation: 5-6 weeks holiday each year FINLAND Population: 5.5 million people Capital: Helsinki (1,364,000 people) Vacation: 5-6 weeks holiday each year NORWAY Population: 4.9 million people Capital: Oslo (599,000 people) Vacation: 5-6 weeks holiday each year 3

5 TRAVEL HABITS Level of income generally high and a record-high percentage of income is spent on travelling Scandinavians travel abroad more frequently than other tourists in the world Scandinavia is the third largest outbound market in Europe Travel spending per capita in Scandinavia is among the highest in the world surpassing U.K and Germany 4

6 Most popular forms of travel are; All-inclusive Package Tours City Breaks Cruises What do they want? SWEDEN FINLAND NORWAY TRAVEL FORMS PACKAGE TOURS CITY BREAKS PACKAGE TOURS CITY BREAKS PACKAGE TOURS CITY BREAK IMPORTANT FACTORS CLIMATE CLEANLINESS CULTURE CLIMATE CULTURE CLIMATE CLEANLINESS CULTURE ACTIVITIES SUNBATHING SWIMMING SHOPPING SHOPPING SPORTS RELAXING SHOPPING SPORTS PREFERRED TRANSPORT AIRTRAVEL AIRTRAVEL AIRTRAVEL 5

7 BOOKING BEHAVIOUR AND PLATFORMS Average of 60% book their vacations online Women take the lead when booking holidays Most important source of information/reason for choosing destination is; 1. Been there before 2. Google.com 3. Recommendations from friends and families 4. Official website for travel agency 5. Official website for hotel, attractions etc. 6

8 TOURISM FIGURES Source: Vagabond Resebarometer, Statistics Finland, Euromonitor International 7

9 Top 5 destinations SWEDEN 1. Spain 2. Denmark 3. Finland 4. Germany 5. Norway FINLAND 1. Estonia 2. Sweden 3. Spain 4. Russia 5. Germany NORWAY 1. Sweden 2. Spain 3. Denmark 4. Germany 5. France 8

10 ACHIEVEMENTS 9

11 Cooperation with travel Collaboration with CE Travel online, print media and newsletter industry FAM-trip with TO s in Sweden Press-trip with 8 Finnish journalists to Kaunas 10

12 E-Marketing Implementing and translating lithuania.travel into Finnish, Norwegian and Swedish Launch of local Facebook page 11

13 Cooperation with local media 10th April Press meeting at the Embassy Press releases,provision of material and face to face meetings 12

14 Distribution of quarterly newsletter Distribution to trade contacts, media contacts and around 400 private s. 13

15 Cooperation with tourism associations Seminar & workshop with Lithuanian Resort association in Oslo Press and trade workshops with ANTOR in Stockholm and Oslo 14

16 Marketing projects National marketing campaign together with Bishop Arms (30 pubs in Sweden) and brand alliances with Svyturys beer. 15

17 UPCOMING MARKETING ACTIVITIES 2013/

18 Cooperation with travel industry FAM trip to Vilnius and Palanga/Klaipeda Travel agent training program Presentation of Lithuania at Scandinavian Roadshow in November 17

19 E-Marketing Optimization of website using SEO Online quiz together with Invest Lithuania Facebook competition 18

20 Cooperation with tourism associations and Lithuanian Embassy Participation at Travel 2013 with DFDS Seaways 27th September - presentation of Lithuania in conjunction with concert of pianist Lukas Geniusas Participation at Lithuanian Film Days 19

21 Marketing Projects Editorial in pinpointed media to defined target groups Joint marketing efforts together with bus charter companies 20

22 Strengths & Opportunities A rich heritage Clean and safe Top of the line meeting facilities Great value for money Within close proximity Number of direct flights are increasing Demand for new destinations 20

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