Different ideas and methods used in wellbeing tourism products and product development in Finland

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1 Henna Konu Nordic Wellbeing Final Conference Different ideas and methods used in wellbeing tourism products and product development in Finland

2 Nordic Wellbeing laboratory areas in Finland

3 Jyväskylä region: Sauna from Finland Sauna from Finland is a concept aiming to create new memorable service innovations connected to sauna. Involving customers and users in content development In Jyväskylä region local residents were interviewed to get more aspects and ideas to Sauna From Finland process. A competition targeted mainly for the readers of a regional newspaper. The competition was implemented during the summer of 2009 Aim was to collect different sauna stories and pictures from local people.

4 Development ideas connected to sauna. In addition, companies in the area are interested in using the Sauna from Finland concept in order to find new target markets for their products and new business activities focused around the sauna theme. The Sauna from Finland included ideas about the development of entire sauna villages or a sauna museum. Sauna bar in Jyväskylä Sauna Yoga Visit Sauna Information about sauna Sauna directory: list of different saunas where you can go to sauna Sauna products and services Contact Columns

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6 Networking and co-operation between different industries. The Sauna from Finland concept aims to create new types of business activity in Finland, and profile Central Finland as the Sauna Province. The Sauna from Finland started as a network but the co-operation strengthened between the different actors to a level which led to the setting up of an association around the concept. The goal of the association is to promote Finnish sauna culture, support the development of services connected to sauna and support and inspire new entrepreneurial activities. Stakeholders in the area mentioned the sauna manufacturers and their important role in interviews when they were talking about the area as sauna region.

7 Kainuu and Vuokatti region: Sensing accommodation Vuokatin Aateli is concentrating on offering high quality accommodation in villas and apartments. The company is using latest technology in their luxury villas. This includes e.g. carbon dioxide measuring in order to automatically modify the air-conditioning of different rooms to keep the oxygen level optimal for customers. Apartments and villas are also monitored at a distance.

8 Kainuu and Vuokatti region: Using local culture, food and Finnish cosmetic in tourism Transforming Kalevala tradition into products. The private enterprise Kalevala Spirit Oy Ltd. in Kainuu region attempts to elaborate in creative ways the Kalevala tradition of Finland. Three different product lines have been developed: Kalevala Spirit Gourmet Kalevala Spirit Design Kalevala Spirit Experience. For instance, traditional feasts are organised in Kalevala village in Kuhmo.

9 Hotel Kalevala using tradition and local products Hotel Kalevala is a small Hotel in the Kainuu region of Finland with a small wellness department offering, for instance, the traditional Finnish treatments like Kalevala manipulative therapy Frantsila is a Finnish cosmetic product supplier specializing in organically grown and produced herbs and plants. Hotel Kalevala is using Frantsila s products in their wellbeing services. The fact that the products are Finnish, means added value experience in the treatments. Hotel is also using local food ingredients. The basic ingredients are purchased directly from local producers. The hotel is also serving traditional dishes from the Kainuu area.

10 Wellbeing tourism in Ostrobothnia The Wellbeing concept has been introduced to the tourism sector and the first wellbeing tourism packages has been developed in the area. The development of Wellbeing tourism in Ostrobothnia (South Ostrobothnia) has been facilitated by two projects HYMA1 ( ) and HYMA2 ( )

11 HYMA1 + HYMA2 Hyvinvointimatkailu

12 Wellbeing tourism in the area South Ostrobothnia s well-being services, from feel good packages to the well-being of the body and mind, not forgetting options for those who prefer an active holiday Three types of packages: 1) Sauna and Delicacies (different types of Sauna) 2) Spas and Treatments (spa and peat therapy) 3) Health and Fitness (sport and meditation)

13 The next step for the region Three directions Further development of existing service packages More Wellbeing service packages New Wellbeing service packages Challenges for the future Space and time (where and when?) Wellbeing tourism in the Archipelago

14 Wellbeing tourism in protected areas opportunities and challenges World heritage site, Kvarken

15 Thank you for your attention! Henna Konu Anja Tuohino Peter Björk