Outlook on Tourism Industry in South Korea and Japan - Visit Finland Webinar 27.5.2021 - Business Finland
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Outlook on Tourism Industry in South Korea and Japan Visit Finland Webinar 27.5.2021
Market Teams
Japan South Korea
IO - Koichi Numata IO - Jani Toivanen
BD - Susanna Markkola BD - Päivi Antila
BI - Susanne Heikkinen BI - Sini Markoff
PR - Eevakaisa Mölsä PR - Sari Hey
MarCom - Minna Myyrinmaa
GSP - Tarja Koivisto
28/05/2021 First name Last name 2
Agenda Opening words, Tarja Koivisto Market Insights, Susanne Heikkinen PR News; Japan – Eevakaisa Mölsä, South Korea – Sari Hey Market Update SOUTH KOREA, Jani Toivanen Industry update and outlook JAPAN, Shino Mikamo Market Update JAPAN, Koichi Numata VF Vision in South Korea&Japan, Tarja Koivisto Q&A
DIGITAL DEMAND 2020
TOURISM-RELATED INTERNET SEARCHES
ABOUT FINLAND
Japan is #1 and South Korea #16
market by the volume of tourism-
related searches about Finland
All together
4,8 million international searches
(-12% compared to 2019)
Source: Digital Demand /Visit Finland 2021
TRAVEL AND SEARCHES FROM JAPAN
Japanese overnights in Finland Travel related searches for Finland
2018 2019 2020 Japan
35 000
30 000 Jan-Feb 2020
+33% growth in searches
25 000 Jan-Feb 2020
+19% growth in overnights
20 000
15 000
10 000
5 000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Ø Japanese overnights decreased in 2020 by 76%, while searches decreased clearly less, by 13%,
compared to 2019
Sources: Visit Finland’s Statistics Service Rudolf, Statistics Finland and D2 Digital Demand
TRAVEL AND SEARCHES FROM SOUTH KOREA
Korean overnights in Finland Travel related searches for Finland
2018 2019 2020 South Korea
12 000
10 000
8 000
Jan-Feb 2020
6 000 Jan-Feb 2020
+17% growth in searches
+25% growth in overnights
4 000
2 000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Ø Korean overnights decreased in 2020 by 82%, but on the other hand, searches increased by 7%,
compared to 2019
Sources: Visit Finland’s Statistics Service Rudolf, Statistics Finland and D2 Digital Demand
THE MOST SEARCHED TRAVEL RELATED TOPICS IN 2020
Ø Saunas, Northern lights and Santa Claus were among the most searched travel related themes for Finland both in Japan and Korea
Ø In addition, Forests, Food tourism and Cafes get also a lot of interest in Japan, so things that reflect the Finnish lifestyle resonate very
well with the Japanese travellers
Ø As travelling has not been possible, the general travel searches related to Tourism and Travel decreased clearly in 2020 compared to 2019
Japan South Korea
112 300 (+43%) 14 000 (+115%)
50 900 (-13%) 4 700 (-1%)
2 900 (+56%)
39 700 (-11%)
31 300 (+43%)
19 800 (-11%)
9 300 (+13%)
Source: D2 Digital Demand
SAUNAS
Finland clearly the leader in global searches with good growth during the whole year 2020
Global searches / Ø Interest and travel related searches for Saunas have
Saunas been on the rise already for several years in Japan, and
FINLAND: Japanese searches for Saunas the positive trend continued strongly also in 2020.
Travel-related searches on Saunas for Finland in 2020
FINLAND: Global searches for Saunas growing
FINLAND: Korean searches for Saunas
Ø Also in South Korea, Sauna was clearly the most
searched tourism-related topic about Finland in
2020, and the number of sauna searches more than
doubled compared to 2019. Source: D2 Digital Demand
SANTA CLAUS
Finland clearly the leader in global searches and Japan #1 in Santa Claus searches
Global searches / Ø Santa Claus gained more interest especially
Santa Claus FINLAND: Japanese searches for towards the end of 2020, thanks to
Santa Claus
Visit Finland’s Say it with Santa campaign
in November-December 2020
Travel-related searches on Santa Claus for Finland in 2020
FINLAND: Global searches for Santa Claus
FINLAND: Korean searches for
Santa Claus
Source: D2 Digital DemandNORTHERN LIGHTS
Finland stays clearly behind Iceland and Norway in global searches for the Northern lights
Global searches / Ø Northern lights searches decreased slightly in
Northern lights FINLAND: Japanese searches for
Japan and stayed at the same level as previous
Northern lights
year in South Korea
Travel-related searches on Northern lights for Finland in 2020
FINLAND: Global searches for Northern lights
FINLAND: Korean searches for
Northern lights
Source: D2 Digital DemandJAPAN – Additional typical travel-related searches
• Japan is also #1 in searches for Forests, Food tourism and Cafes.
• Even though the Japanese searches for Forests in Finland decreased slightly in 2020, nearly half of the searches were still made by the
Japanese. The global searches for forests increased for Finland as well as for the other Nordic countries, so there seems to be good
opportunities for developing activities and services related to forests.
• Japanese travellers are very much interested in the Finnish lifestyle and design, so they also do most of the searches for Food and
Cafes.
Forests 39 700 (-11%) Food tourism 19 800 (-11%) Cafes 9 300 (+13%)
Source: D2 Digital DemandThank you for my part
and let’s continue with
PR updateJAPAN
Visit Finland PR work
Eevakaisa Mölsä
27.5.2021What happened in 2020 ?
• No media or influencer trips to
Finland
• Media focus on domestic travel and
”where is possible to travel”
• Most visited VF page ”Covid -19”
practical infomation
• https://www.visitfinland.com/article/practical-travel-information-for-travelers-to-finland-
during-coronavirus-pandemic/#f5b389ecWhat worked at VF level? • Focus on press releases and pitches • Need to go digital - Virtual campaigns • Livestreams Sustainable Travel Finland media live stream • 100 media representatives attended • Feedback 4.7/5 • Hybrid event – Travel Week at Metsä Pavillion in Japan
Happy Day in Finland at Metsä Pavillion Media / Influencer day of Metsä Pavilion and Happy Day in Finland - Partners: Lakeland: Tampere, Hämeenlinna, Lahti, Jyväskylä and Visit Saimaa, Turku & Archipelago: Visit Turku, Sunborn, Moominworld, Viking Line, Helsinki: Helsinki Marketing, Helsingin Satama, Tallink Silja - The PR event was held in November, and 30 media and 22 influencers participated. The PR worked generated more than 100 articles with circulation of 741 514 441 and ad value 42 63 439 euro. -There was a lot of positive comments from media about the concept, such as “This is a very nice event that we can feel Finland although we can’t go there.” “We experienced Finnish summer, and it made me want to go to Finland in the future”
These content types have generated
visibility in Japan
Global image campaigns:
Rent a Finn goes virtual Media started looking for information “What to do at home”
“How to stay happy during stay home” when we did Virtual Rent a Finn, so the context matched the
society’s atmosphere, as well as other ”how to be Happy like a Finn topics”
- More than 350~400 people joined Japan Instagram livestream.
Say it with Santa
We pitched media and got five Santa Claus interviews: 3 TV, 1 lifestyle web and 1 travel web media.
-More than 420 people joined livestream real time, and asked a lot of questions to Santa by comments.
There were a lot of comments by children watching the livestream with parents.
Press releases such as what Finnish lifestyle is:
- 5 tips how to be Happy like a Finn at home
- Valentine’s Day
- Women’s Day
- Finland in JapanRESULTS 2020 JAPAN
How do we measure our results? Attention score Prominence: How likely is it someone saw the story? Tone: Was it positive or negative? Media effect Realistically how many saw the story? Attention score x total reach of the media outlet Publicity value = € Estimate of the monetary value of the publicity obtained
JAPAN 2020/2019 2020: 945 articles, 5 bn Media effect 2019: 638 articles, 2 bn media effect
Examples of coverage in Japan
Mixi, Rent a Finn goes Virtual,
publicity value 30 000 e
Mainichi Shimbum, Happiest Excite News, How to be Happy at
country in the world, value home like a Finn, 30 000 e
30 000 ePR actions in 2021
Just a litte text slide, with very little text and no headline.
28/05/2021 First name Last name 5PR plans in 2021 Monthly Press releases according to VF theme calendar (on-going): Such as Lahti the European Green Capital, Happiest country in the world, Women’s Day press release. Safe Travel Finland (on-going, starting from May) Communication concept through the year highlighting Finland as a safe destination to travel after pandemics. Happy with Finns social media campaign: engaging campaign to stimulate travel dreams, happiness skills from the happiest country in the world, June Relaunching Pledge with stronger messages and a multichannel approach (autumn) Press trips. Finland entry situation is still unclear – press trips from Japan unclear when possible again. Travel Week PR day and launch at Metsä Pavillion in November.
Kiitos!
Any questions?
eevakaisa.molsa@businessfinland.fiSouth Korea PR Update
Sari Hey, PR & Media ManagerHighlights from 2020 • Finland’s positioning as the happiest country in the world; a large share of our publicity this year originated from Finland’s No.1 ranking in the Happiness Report as the starting point (ex. Secrets to Finnish happiness, Finnish ambassador’s definition of happiness, Finnish happiness in Korea) • Sustainability; the question of ‘how sustainable are the ways we used to travel?’ lied at the core of the industry this year in context of the challenges posed by the pandemic, consistently drawing attention to sustainable practices in global tourism • Christmas and Santa; From requested partnerships and interest from the media, Christmas and Santa gained popularity within the Korea market. We were able to arrange 1:1 interviews, work with one of Korea’s chain hotels, and the Say it with Santa campaign
Media interests in 2020
• B2B Travel Media:
• Measures taken by national tourism boards
abroad to improve safety standing and any new
regarding travel bubbles were of interest
• B2C Travel Media:
• Due to the fact that it has not been possible to
physically travel to “the happiest country in the
world”, B2C travel media was largely interested
in cultural aspects of Finland
• Materials regarding Finnish sauna culture were
the most commonly requested
• There were also organic media coverage on
cultural events in Helsinki as well, including
Restaurant Week
• Compared to previous years, there was less
interest in sights and travel destinations
themselvesInfluencer interests in 2020 • Many of the influencers that previously went on trips to Finland posted photos or Instagram stories from their Visit Finland sponsored trip, reminiscing the Finnish winter
Thank you!
28/05/2021 First name Last name 33Market Update:
South Korea
Jani Toivanen
Program Coordinator
Seul
28/05/2021 First name Last name 34South Korea General Situation
• Stable COVID-19 status (~500-700 daily cases)
• Social distancing restrictions level 3/5 (capital
region) -> restrictions on private gatherings
and events, but no major restrictions on
everyday life
• Slow vaccination rate (currently total ~5% of
population) due to lack of vaccine supply – H2
vaccination rate expected to be faster
• No lockdowns during the whole pandemic
• Economic growth in Q1/2021 recovered to
pre-Corona level
28/05/2021 First name Last name 35South Korea Travel Overview
• Active domestic travel (over 1mil. Visitors to • Exemption from quarantine requirement if
Jeju Island in April) – increased demand for received both vaccine shots in Korea (foreign
domestic flights, discovering new places vaccine certificates not accepted at the
moment)
• No restrictions on outbound travel (travel
advisory) • Outbound travel -99% in Jan-Mar 2021 vs.
2019 – no signs of recovery yet in Q1
• Must quarantine upon return (including
Korean nationals) • Hope for outbound travel for vaccinated
• 3 days quarantine if returning from Europe/US (with people starting late 2021
neg. test result)
• Trending: revenge spending & hotel
• Visa-free entrance to South Korea waivered staycations
(including Schengen countries)
28/05/2021 First name Last name 36South Korea Travel Industry
• Travel agencies outbound travel staff still • Some travel agencies have started selling
mostly on indefinite leave (eg. Hanatour until travel products for fully vaccinated customers
September) • Sold destinations are those without quarantine
• Major travel agencies have had to cut a large number requirements, or
of employees • departures upon easing of quarantine rules of both
countries
• Currently 3 weekly flights by Finnair (ICN-HEL)
• New direct route from Busan (PUS-HEL)
scheduled to open within 2021 (exact date still
unknown)
28/05/2021 First name Last name 37South Korea Post-Corona Travel Trends
• Preference for verified, safe destinations and
accommodations over traditional mass-
tourism destinations
• Focus on activities, healing and relaxation over
tight-scheduled tours or tourist spot
sightseeing
• Longer trips with less program (long-haul
destinations) -> higher expenditure
• Going deeper into single-country destinations
rather than multi-country itineraries
28/05/2021 First name Last name 38Visit Finland in South Korea
• New entertainment TV-show with 4 Finnish
guys as main stars to be aired starting July
2021
• Cross-industry collaboration: Nordic Kitchen
popup store event with Hyundai Department
Stores (July 2021)
• Collaboration with consumer product
importers on Finland country image building
(TV Homeshopping, etc.)
28/05/2021 First name Last name 39Now and the prospect of Future Japanese Tourism Industry under COVID-19 FINN CORPORATION NORDIC JAPAN / FINNTOUR Managing Director SHINO MIKAMO
Speaker Shino Mikamo • Customers
【FINN TOUR】
Managing Director > general consumer Finland lovers
FINN CORPORATION > Nordic related company
> Finland, other Nordic Embassy
"FINN TOUR" : B to C Travel Agency
"NORDIC JAPAN " : B to B Tour Operator
【NORDIC JAPAN】
> Travel agency : JTB, KNT etc…
FOCUS on NORDIC COUNTRY
Since 1983 ( over 38 years )
https://www.nordic.co.jp/ SNS
• https://www.instagram.com/finntour/ 11,234
Board member JATA • https://twitter.com/finntour 19,030
Japan association of travel agents • Facebook YouTube
https://www.jata-net.or.jp/english/whats/wht1.htmNow and the prospect of
Future Japanese Tourism
Industry under COVID-19
!" #$%&'()*+,-'.+'(/*'(01).-2'.+,1-()3'4+,'5*+*)46'70+-12*)- 08*)'64-('3*4)"
2. NOW market trend change
3. FUTURE when how whoPAST trends in the tourism industry and general consumers over 2020
2020.March Final package tour to Finland was Northern Light to Lapland.
border restriction start !
March March April
Arrange for emergency Emergency closure of Cancel all reservations
return to travelers. representative office. Refund until Summer.
Jun. Jul. Aug …..à
May
Reopen office Domestic travel
Office closed
Prepare Online tours campaign started
State of emergency.
Domestic travel. “Go To Travel”
Sep. Oct. Nov. Hope towards See next page
Domestic Tourism reopening of the
boarder… plan as of Oct.
boomNOW 2021
Hopeful prospect
until the appearance of
the new variant of
Market trend
the COVID-19 changeMarket Change Sightseeing ⇨ Experience, Themed journey Busy schedule ⇨ Slow travel Visit many city in one short trip ⇨ Stay one place longer Large group ⇨ Small group, Family, Friends, FIT City tour ⇨ Country, Relaxation Low Budget ⇨ A Little Luxury, Safe, Clean Disposable, mass consumption ⇨ Sustainable, SDGs !"#$%&$'($)*+,-$ “.)/&/)0))1$$, 2+3&21&$/4)2$,15+(3-+,&6+3&7'” Nature, Rural, Study, Sauna, Outdoor, Wellness, Sustainable
What is the source of income for travel industries now in Japan ? Employment adjustment subsidy National benefit management office business such as *GoToTravel *Sustainable benefits *Vaccination call center *PCR center
For us example
What ØContinue updating SNS
we can do now ? ØOnline tour to Finland
l Not free, paid, watch seriously,
Keep Finland lovers ♡ l Not only popular city,
Event & Promotion l Finland lovers interested whole of Finland,
l They feel want to go but can not now.
l Glad to see an area don’t know.
Great response l Online tour make them feel visit new destination.
l Area not well known, scarcely visited is valuable.
from Helsinki l Where we did …
heavy repeaters Helsinki, Tampere, Jyvaskyla, Hame, Lahti, Lakeus,
Naantali, Polvoo, Pellinge …Received many impressions want to visit plus 1 new area. Will be their next destination after open the border. This period may be very effective for new destination promotions
FUTURE when how who
Vaccination Situation in Japan Relative to population Total number
Relative to population
Total number
Vaccination is KEY
Japan starts late but we are very ordered personality,
Once it starts, it will go on well.
Health Passport Working Group
Efforts to meet < IATA Travel Pass / Comon Pass >
overseas travel Member
standards JATA outbound team
Medical team
Ministry of Economy, Trade and Industry
Japan Tourism AgencyTravel restarts from retired aged over 65 completed vaccination • From October on a trial basis at the earliest. • Small group as tracking before & after trip. • Northern Lights once in a lifetime. • A little extravagant trip with less frequency • Stay slowly
Open To Everyone
who has been
vaccinated
• Next Golden Week 2022. May.
• Remote work from overseas
cottage with wifi equiped
• With family
• Glamping, Solo-Camp = Japanese trend
• Sauna, forest walking,WISH for the Brighter FUTURE J
THANK YOU ! FINN CORPORATION
NORDIC JAPAN / FINNTOUR
Managing Director SHINO MIKAMOJapan Update Travel insights 27May2021
Market updates and Current situation
Travel industry :
• Travel agents have been reallocating their overseas operation resources to other units
such as domestic travel, medical services and non-tourism business.
• KuoniTumlare has placed what they call “hibernation” until the end of August except for
management.
• Japanese government has been extending the budgeting for the employment adjustment
subsidy, however downsizing is inevitable.
Flight operation:
• Finnair operates 3 time weekly passenger flights HEL/NRT Fri/Sat/Sun ex-Jpn,
A350-XWB daily cargo flights to NRT and KIX
• JAL operates 3 time weekly passenger flights HEL/NRT v.v. Tue/Thu/Sun ex-Jpn
B787-900Japan – Consumer trends impacted by Covid-19
• Consumers are placing more importance on
spending money on something to share the
same value and to show empathy with their
vision and the message offered, which gives
them a sense of fulfilment.
• Consumers are becoming more careful in their
spending, while they also seek small
indulgences to enjoy at home and make their
living more comfortable at least, and for
relieving stress.
• Solo economy will continue to be a large
consumer group in Japan. Since working from
home is becoming more common due to COVID
19 people have started to seek more
comfortable environments for living and
working.
• The move towards digitalisation is accelerating
in Japan.
Source: Euromonitor International - Update on consumer trends and lifestyles in Japan in light of the pandemicEntering the “next normal”
Ø Interest towards the Nordic countries was on the rise already pre-covid, and the
image of spaciousness / room to roam and pure, beautiful nature are most likely to
increase the interest even further
Ø After lockdowns and travel restrictions, consumers are looking for new authentic
experiences, inspirations, wellbeing through nature as well as tailor-made services
Ø Nature traveller segments grow
Ø Accessibility is the key, shift from circle trip to “point to point” mono destination
Signals mean opportunities also for Finland!VISIT FINLAND ACTIONS IN JAPAN
“All about keeping Finland as top-of-mind destination!”
64B2B Actions • Virtual Matka2021 on 20.May - 19 Japanese buyers • Japan Association of Travel Agents delegation to Finland • Bi-weekly meeting with Finnair, discussion on possibility of collaboration at Metsä Pavilion and JTB joint promotions • Sustainable Travel Finland, engaging trade partners • European Travel Commission re-opened Japan Chapter • Visit Finland acting as chairperson of Japan Chapter
Marketing activities and Joint Promotions
• Clubhouse, emerging voice SoMe CH Finland every Monday
lunch break
• Finland Sauna Ambassador new recruitment
• Growing sauna culture/art, Naked Sauna&Team Lab Re-Connect
• Growing sauna culture/revitalizing local economy
• Media interviews
• Cross industry opportunities
Finnish Touch Points & Culture continue to spreadFINLAND FEATURED IN
“DISCOVERY OF THE
WORLD’S MYSTERIES”
• Visit Finland collaborated with one of the leading TV
channels in Japan TBS to create a Finland episode
for “Discovery of the World’s Mysteries”
• A 34-year-old long-running popular Saturday-night
quiz show with over 1500 episodes and a weekly
average audience of about 15 million
Photo taken in the Moomin
First name LastValley
name Park in Saitama,67
JapanFINLAND HELPING TO REVITALIZE
LOCAL TOURISM ECONOMY
• The first Finnish sauna in a Japanese
National park was opened at Ikkoganaru
Campsite in Kotoura town, Tottori prefecture
in western Japan
• Finlayson sauna cabin in Saitama
• Produced by our Finland Sauna Ambassador
First name Last name 68Nihonbashi Mitsukoshi Department/Tokyo
Cross Industry Promotions B2C
• HONKA wants to capitalize on
the popular sauna trend
• Shifting towards more direct
approach to the market
• Visit Finland has been
approached to help HONKA with
the 1st ever online live event
between Finland and JapanJoint Promotions with JTB and Finnair • Client engagement events • Tokyo event launch on 19 June • JTB in Nagoya and Osaka to follow
Summary • Finland is “hot” in Japan for its culture, lifestyle and innovation • Finland is “cool” especially for the millennials • Finland is top of mind destination among the travel agents • High hopes for Finnair’s new Haneda route • Visit Finland Japan • Working with partners and BF/TF team • Going direct to the market • Leverage available resources • Condition the business environment for travel agents • Escalate trade engagement programs towards Q3,4
Visions
Vision - South Korea
Year
2023 Most desired Sustainable travel destination. - Image as top destination for
aurora sightseeing.The most trending European destination for nature and
healing travel
2022 Closing gap of overnight stays with Norway. Increasing gap of leading in
Winter overnight stays. Maintaining leading position as education destination
for professionals.
2021 Start of slow recovery and increasing Finland USP visibility mainly thru xover
activities
28/05/2021 First name Last name 74Vision - Japan
Year
2023 Finland as first in mind sustainable travel destination. Finland is popular year around
destination and particularly autumn has increased popularity. Traveling spreads widely
across Finland.
2022 New phase, new approach, new distribution strategy. Introducing new offering alongside
with continuing Finland USP promotion. Presenting Finland’s concrete actions on
sustainability.
Targeting the direct consumer through strategic tacticals and collaborations with
TeamFinland Crossover Functions (Food from Finland, Talent Boost, Education
travel opportunities etc.)
2021 Bring back the strong Finland selling points for Japanese travels such nature, sauna,
northern lights, design, moomins and Santa. Focus on strengthening our strenghts in the
market and introducing sustainability. Lead the ramp up phase among the longhaul and
European destinations with safe and clean country image. Pioneering post-covid era with
inspirational promotions and market presence. Keeping the position as leading Nordic
destination.Q&A 28/05/2021 First name Last name 76
Thank You!
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