Japan M A R K E T R E V I E W 2 0 1 5 Japanese Visitors in Finland Statistical Trends and Profile 14.10.2016
STATISTICS ON JAPANESE TOURISM IN FINLAND STATISTICAL TRENDS 3 Registered overnights 4 Number of visitors and length of stay 5 Tourism by season 6-7 Overnights by destination area 8 Destination areas by season 9-10 Other countries visited during the trip 11 Nights spent in the Nordic countries 12 VISITOR PROFILE 13 Area of residence in Japan 14 Purpose of the trip 15 Expenditure per trip to Finland 16 Activities and experiences in Finland 17 Types of accommodation 18 MARKET POTENTIAL 19 Volume of outbound travel 20 Money spent on travelling abroad and in Finland 21 MORE INFORMATION ABOUT JAPANESE TOURISM MARKETS 22 2
STATISTICAL TRENDS
JAPAN IS THE 7th MOST IMPORTANT MARKET FOR FINLAND BY THE NUMBER OF OVERNIGHTS 203 400 registered overnights* from Japan in 2015 Japan Number of nights spent Share of foreign overnights 4 % of all foreign overnights 200 000 180 000 4% Average annual change of overnights +3 % per year (2000-2015) and +6 % in 2015 160 000 140 000 120 000 100 000 80 000 60 000 40 000 3% 2% 1% 20 000 0% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 * Incl. hotels, motels, hostels, youth hostels, holiday villages and camping sites with at least 20 bed places or caravan pitches with electrical connection points. SOURCES: STATISTICS SERVICE RUDOLF 4
261 000 OVERNIGHT AND SAME-DAY VISITORS FROM JAPAN TO FINLAND 4-5 days 10% 3 days 6% 2 days 11% Length of stay 6+ days 10% No overnight stay 63% Every fifth Japanese visitor spent at least 4 days in Finland 454 000 visitors altogether from Japan in 2015 5 % of all foreign visitors 261 000 of which were overnight and same-day visitors and 193 000 Helsinki Airport transit passengers 63 % did not stay overnight in Finland: 21 % same-day visitors 42 % transit passengers 71 % were first-time visitors Average duration of trip was 1,4 nights SOURCE: VISIT FINLAND VISITOR SURVEY 2015 5
60 % OF OVERNIGHTS IN THE SUMMER Winter season (11-04) Summer season (05-10) Winter share % Summer share % Japanese overnights in 2015 in Finland, share: 140 000 120 000 100 000 70% 60% 50% Summer 60 % 119 500 overnights Winter 40 % 80 900 overnights 80 000 60 000 40 000 20 000 40% 30% 20% 10% 0% 60 % of overnights from Japan were registered in the summer season in 2015. The number of Japanese overnights in Finland grew by 15 % in the summer and declined by 11 % in the winter season last year. 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 6 SOURCE: STATISTICS SERVICE RUDOLF
AUTUMN MONTHS GROWING Summer season from June until October accounted for 53 % of Japanese overnights in 2015. Especially autumn months, September (+30 %), October (+35 %) and November (+19 %) have showed growth compared to previous year. December got slightly ahead of February as the most popular winter month in 2015. TOP 3 months, percentage of yearly overnights: 30 000 25 000 20 000 15 000 10 000 5 000 Japanese overnights in Finland by month 2014 and 2015 2014 2015 August 13 % September 12 % July 11 % Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec SOURCE: STATISTICS SERVICE RUDOLF 7
HELSINKI NUMBER ONE DESTINATION AREA Number of Japanese overnights and share by destination area 45 000 22 % 7 700 4 % 11 000 5 % 139 700 69 % 8 SOURCE: STATISTICS SERVICE RUDOLF
MARKKINAPOTENTIAALI DESTINATION AREAS BY SEASON Helsinki area gains the majority of Japanese overnights, and 72 % of nights spent in Helsinki were registered in the summer season in 2015. Helsinki has grown its share of Japanese overnights both in the summer and in the winter over the last ten years. In Lapland, 80 % of overnights were registered in the winter in 2015. Winter overnights in Lapland have decreased in the last couple of years, but summer has slightly grown. Coast and archipelago and Lakeland together account for less than 10 % of Japanese overnights and their share has been in decline. Share of total overnights Lapland summer, % 100% Lapland winter, % 90% Lakeland summer, % 80% Lakeland winter, % Coast and archipelago summer, % 70% Coast and archipelago winter, % 60% Helsinki summer, % 50% Helsinki winter, % Number of overnights winter 40% Number of overnights summer 30% 20% 10% Number of overnights 140 000 120 000 100 000 80 000 60 000 40 000 20 000 SOURCE: STATISTICS SERVICE RUDOLF 0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 9
DESTINATION AREAS BY SEASON Overnights by region in summer and winter season, share of all Japanese overnights Uusimaa region was clearly the most preferred area for visitors from Japan in the summer 2015. Summer 119 500 overnights Winter 80 900 overnights Lapland region was almost as popular as Helsinki in the winter season. 7% Lapland 44% Lapland Other regions (not specifically indicated on the map) accounted for 3 % or less of total overnights in Finland. 82% Uusimaa 48% Uusimaa 10 SOURCES: STATISTICS SERVICE RUDOLF, STATISTICS FINLAND
OTHER COUNTRIES VISITED DURING THE TRIP Total 454 000 trips Baltic countries Nordic countries Sweden Norway Denmark Iceland Estonia Latvia Lithuania Russia 14% 6% 7% 3% 9% 9% 3% 22% 90 % of Japanese visitors who travelled to Finland, also visited another country during their trip Half of the Japanesevisiting Finland also wentto some other European countries than Nordic or Baltic countries orrussia. One fifth travelled to Estonia while on a trip to Finland. Other European countries 52% Other countries 7% 11 LÄHTEET: VISIT FINLAND MATKAILIJATUT KIMU S 2014
FOR THE JAPANESE, FINLAND IS THE MOST APPEALING DESTINATION OF THE NORDIC COUNTRIES The number of Japanese overnights has remained quite stable in the Nordic Countries over the last few years, and Finland has strengthened its position as the number one destination for the Japanese, reaching to 44 % market share in 2015. According to Brand Tracker image study, Japanese ranked Finland along with Sweden the most likely destination to visit among its competitors. Overnights in Nordic countries Denmark % Finland % Norway % Sweden % 50% 45% 40% 35% 30% 442 900 409 500 427 800 432 400 493 600 486 300 452 700 459 200 600 000 500 000 400 000 Likelihood to Visit: Rank (vs. key competitors) Finland ranks number one destination to visit among its competitors. #1 25% 20% 300 000 #1 15% 10% 200 000 100 000 #3 5% 0% 2008 2009 2010 2011 2012 2013 2014 2015 - #4 #5 SOURCES: STATISTICS DENMARK/ FINLAND/ NORWAY/ SWEDEN SOURCE: VISIT FINLAND BRAND TRACKER 2015 12
VISITOR PROFILE
AREA OF RESIDENCE IN JAPAN All in all, 450 thousand trips were made to Finland from Japan. Close to nine out of ten were made from the Kantō, Chūbu and Kinki regions, where Tokyo, Osaka, Kyoto and Nagoya, among other cities, are located. Half of the trips made from the Kantō region (Tokyo) were leisure trips with Finland as the main destination while, of trips made from other parts of Japan, an average of 16% were leisure trips. 14 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
MAJORITY OF JAPANESE ON LEISURE TRIP Purpose of the trip Shopping trip 9% Other reason (studies, tours etc.) 15% Visit to friends or relatives 6% Business trip 7% 140 000 trips with Finland as the main destination Leisure trip 63% With regards to trips with Finland as the main destination, leisure trips accounted for almost two thirds of Japanese trips to Finland. 15 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
JAPAN RANKS NUMBER ONE BY DAILY SPENDING Travel budget by item Services 80% Products 20% Accommodation 15% Restaurants and cafes 9% Transport 5% Other (cultural, recreational services etc.) 2% 442 per trip 183 per day Advance expenses 50% Half of Japanese travel budget in Finland was spent on advance expenses. Products (shopping and food) accounted for one fifth of the budget. Shopping and food 20% 16 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
ACTIVITIES AND EXPERIENCES IN FINLAND Share of 454 000 trips to Finland 60% 50% 40% 30% 20% 10% 0% 19% 33% Finnish cultural attractions What is interesting about and what was experienced in Finland 8% 24% Finnish sauna Interested in 4% 17% Finnish archipelago Interested and experienced during trip 4% 17% Summer activities on land (e.g. cycling, hiking, wildlife watching) 2% 12% Finnish culinary experiences (e.g. food) 1% 10% Summer activities on the water (e.g. swimming paddling, sailing, cruises, fishing) 0% 4% Wellness services and treatments Finnish cultural attractions were found the most interesting experiences in Finland. Altogether 52 % of Japanese visitors were interested in and almost a fifth had explored them as well. Sauna was the second most interesting experience, which less than every tenth visitor had tried. 17 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
TYPES OF ACCOMMODATION Share of 642 000 overnights Hotel or motel 56% Rental flat (incl. Airbnb) Friends or relatives 16% 14% Japanese spent most of their nights in hotels or motels. Camping area, hostel or rented cottage 10% Other (incl. flat or cottage owned by visitor) 4% 18 SOURCE: VISIT FINLAND VISITOR SURVEY 2015
MARKET POTENTIAL
VOLUME OF OUTBOUND TRAVEL Population 127 million Outbound travel from Japan: 20,6 million arrivals to all destinations in 2015-6 % compared to 2014 Europe s share of Japanese outbound travel is 22 % Finland s share of Japanese outbound travel is 0,8% SOURCE: CIA WORLD FACT BOOK, TOURISM ECONOMICS/ UNWTO AND NATIONAL TOURIST OFFICES (ESTIMATES) 20
JAPAN NUMBER EIGHT TOURISM SPENDER IN FINLAND Japanese spent EUR 14 billion on outbound travel in 2015. According to Finland s Tourism Balance, Japanese visitors left EUR 83 million* in Finland (3 % of total tourism income). *Tourism balance includes payments made for goods and services during the trip, in advance or afterwards, excluded is the international carriage of travellers. Travel receipts in Finland, EUR million 90 80 70 60 50 40 30 20 10 0 Japanese tourism expenditure in Finland increased by +12 % in 2015 52 67 80 2011 2012 2013 2014 2015 74 Travel receipts in Finland, EUR million Outbound travel spending, EUR billion Outbound travel spending, EUR billion 83 25 20 15 10 5 0 SOURCE: TOURISM ECONOMICS/ IMF BALANCE OF PAYMENT, STATISTICS SERVICE RUDOLF 21
SOURCES AND MORE INFORMATION: TILASTOPALVELU RUDOLF www.visitfinland.fi/tutkimukset-ja-tilastot www.visitfinland.com/about-us/tourism-finland STATISTICS SERVICE RUDOLF VISIT FINLAND VISITOR SURVEY NORDIC STATISTICS MARKET NEWS TRADE FOLLOW UP Mr SHIGEYOSHI NOTO, Visit Finland representative Japan s-noto(at)ra2.sonet.ne.jp 22