China and travel. International success with Finpro. China for breakfast seminar September 1st 2011.

1. Chinesetravellersarelooking for something new! Helsinki 1.9.2011 Eija Tynkkynen Head of Trade Center FinproBeijing eija.tynkkynen@finpro.fi

2. Finpro’s Global Network Date 2 © Finpro

5. Eija Tynkkynen CV eija.tynkkynen@finpro.fi Position Head of Trade Center , Finpro Beijing China International Experience 12 years in Asia, 3 years in US, 4 yrs in Europe China, Thailand, India, Malaysia, Singapore, Vietnam, Philippines, USA, Israel, Turkey, Greece, Spain, Sweden, Finland Industry Sector Experience Travel, airlines business ICT, informationcommunicationtechnology Mobile operations, VAS, digital media, media Software and services for enterprise, industrial, machinery, travel, education, HR, health Consumer goods, retail sector Expertise Areas Asia – over 25 years I have worked in Travel Industry over 10 years Management and business operations Team development and leadership in multicountryorganisations Strategy and valuepropositionplanning and implementation Market entry and channeldevelopment Partnerships and alliances Workshop facilitator, idea generation 4 4

7. Examples of GDB Examples of China’s administrative areas by GPD in 2010, population and GDP per person. Source: Economist I Q1 2011

8. China’sOutboundTourism International TourismExpenditure of Residents and International Departures In the 1980’s China startedliftingbrarriers for outboundtravel to HongKong, Macao and Thailand for the purpose of visitingrelatives Self-paid international tourismwasnotalloweduntil 1990 TodayEurope is the secondbiggestdestination for international travel, behindAsia-Pasific Europereceivesfourtimesmorevisitorsthan the rest of the regionslikeAmericas, Middle-East and Africacombined Today France is the mostpopulardestination for Chinesevisitors in Europe, althoughnumbersare in steadydecline > interest to new Chinesevisits to Europe´: 4,3 million in 2010 annualrise of 10% expected 2011: 42 million / 55 billion USD Source: BMI China tourismreport Q3/2011

9. ChineseTourism in Finland In 2010 Finland received 73 000 Chinesevisitors, whospent 36 millioneuros (490 per person) . 42 percentwastravelling for business and 43 percent as tourists. The averagestaywassixdays and everythirdtripwas a packagedeal. Time spent in Finland byChinesetravellers MostChinesetravellersstay in Finland for 1-3 nightswhile 24 are on a day-trip. Source: MEK travelstatistics and studies 2010

11. Case #1: Australia Tourism is the thirdlargestexportindustry in Australia (domestictravel and inboundtravel), behindcoal and iron Chineseare the fourthlargestnationalitybyvolume (half a millionvisitorsannually), butspend the most of anynationals 3,3 billion USD, 6600 USD per person in 2010 In June 2011 Australia launched a new 10-year strategy: Chinesevisitstarget to grow to 860 000 spending to 9,5 billion USD by 2020 Tourism Australia openedtheirfirst China office in 1999. Todaythereareoffices in 13 cities. In 2020 therewillbeoffices in 24 cities. CurrentTourism Australia officesfrom the north: Beijing, Tianjin, Qingdao, Nanjing, Shanghai, Hangzhou, Ningbo, Chongqing, Xiamen, Guangzhou, Dongguan, Foshan, Shenzhen.

13. China’sperhapsmostfamouswillowtree is located in Cambridge, England. The treewasimmortalizedby a Chinesepoemwritten in 1928 byXuZhimo. TodayChineseflock to seeitwhiletouristsfromothercountriespassbywithoutturningtheirheads.Above’GuestWelcomingPine’, below’MonkeyWatching the Sea’

14. Case #2: A GoodStory Zhongdiancounty in Yunnan, nearTibetwasunattractive to tourismuntil 2001 whenitchangedit’sname to Shangri-La Thismarketingstrategyprovedsuccesfull today the countyattracts 4 milliontouristsannually, of which 95 percentareChinese Despitebeing in one of the harshest and mostdifficultareas to reach in China, domestictourism is booming and new hotelsarebeingbuilt SongzanlinMonastery, Shangri-La The monastery is the largestbuddistmonastery in the province of Yunnan. The city hasstrongTibetaninfluence and is situatednear the border to Tibet.

17. Maintopicsraisedwere sauna, Northernlights and traintravel

18. The Chinesearelooking for verydetailedinformation: for examplewhatkind of suitcase is best in winterconditions

19. Weather and clothing is anotherimportanttopicChineselanguagepage of Visit Finland www.visitfinland.fi

20. WhatdoChinesesay? ”My daughterwasveryhappy. Finland is good for children, theycan play freely outside. There’smorespace and grass, it’ssafecompared to otherEuropeancountries.” ”Common peopledon’thavemanychances to goabroad. Whentheytraveltheywant to go to as manyplaces as possible. For thiskind of group Finland is not the idealdestination.” ”Chineselikestories behindbuildings and events. Evenifthey’renottrue; likemythologicalstories. Chinesewouldliketheirtourguides to knowthesestories.” ”Waterboiler in the hotel room is important. Of courseeveryplacecan’thaveChineselanguage, butsometimesit’sdifficult to order food withonlyEnglishtext and no pictures, even for peoplewhoarefluent in English.” ”Winteractivities and destinations: ice swimming, smoke sauna, Santa Claus, snowmobile.” ”CitiesarenotFinland’sstrongpoint. The realthing is nature: lakes, forests and pickingstrawberriesbyyourself.” ” Source: Finpro China in July 2011: based on ourinterviews. Allparticipantshavevisited Finland at leastonce.

23. Chineseneedservice, butarealsowilling to pay for it.

24. Consider the differenteatinghabbits. ThisdoesnotnecessarilymeanChinese food, butsimplyFinnish food that is servedfromonelargeplate for the wholetable.

26. Chineseinvestorsareactive ”…Chinesetycoonseeks to buy a piece of land in Iceland.. … developecoturismsite…

27. Thereareopportunities! Wintertravel is a goodproduct to Chinese June-Augustescapesfromhot big cities Chineseholidayslonger Chinese New YearmidJan-Feb, July-August, National Day holiday in earlyOctober Good Finland knowhowalreadyamongselectedtravelagengies in Beijing, Shanghai, Thisnetworkcouldbefurtherutilised and enlarged Chinesetravellersneedsarechanging Moretravelexperience, welleducated Frommanycountries to e.g. C-Trip: ”10days = 2 countries” Strongtrend: Chineseindividualtravelling is growing to the side of traditionalgrouptours

28. 21 Xie Xie – ThankYou - Kiitos!