1 / 18

FINNISH SNOW HOW

FINNISH SNOW HOW. Reykjavik 23.3.2010 Marina Krause. Finland in the beginning of 1990. The Finnish mark (FIM) over valued Price level sky high Deep recession in markets Finns travelling abroad in thousands Currency deficit. Help on the way. Devaluation of FIM autumn 1991

yanka
Download Presentation

FINNISH SNOW HOW

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. FINNISH SNOW HOW Reykjavik 23.3.2010 Marina Krause

  2. Finland in the beginning of 1990 • The Finnishmark (FIM) overvalued • Pricelevelskyhigh • Deep recession in markets • Finnstravellingabroad in thousands • Currencydeficit

  3. Help on the way • Devaluation of FIM autumn 1991 • FIM floating 1992 • Competitiondue to recession • Tax on outboundtourism • Priceleveldown • A conciderableincrease in money for marketing and productdevelopment

  4. More money morehoney • Development of DomesticTourism • Spa culture • Subsidisedholidays • Short breaks • Lapland affordable (1000 FIM/week) • Workerswellbeing (preventivecare)

  5. Marketing campaigns • Nordic Markets • Central Europe • East and Far East • New offices and activities in Estonia, Japan, Russia, China, Korea

  6. Global Finland 1993 Nord Info GmbH Comma Finnova ETC planningcommission Scandinavian Tourist Board NordiskaTuristrådet

  7. ProductDevelopment & Seasonality • SnowBallproject – WeFinnshave the snowhow! • New winterseason , activitiesFeb-Mar • Productdevelopment • Workshops and fam. trips • Print and press • Advertisingcampaigns

  8. CHRISTMAS SEASON • Touroperators to bebought • Productdevelopmenttogether • Hundreds of presspeople and PR events • UK – main market • Openingup of othermarkets • Santa Village and Santa Park

  9. UK Overnights

  10. ProductDevelopment • Farm stay; cottages; holidayvillages • Standards and qualitycriterias • Ministery for Agriculture - evaluation • ProductManuals • Central booking • Fam. Trips • Jointmarketing

  11. Regional Networks • SUOMA = Association of RegionalTourismorganisations • Co-operation in IT and Productdevelopment • Sales promotionDomestic • Fam. trips and work-shopsfromabroad

  12. IT • Lotus Notes –internal • Market informationsystem (MIS) 1995 Promis - professional MIS • Relis – researchinformationsystem (R&D) • Contact Center & CRM World widedistribution

  13. Qualityprogrammes Trainingprogrammes ISO 9000 Tourismindustry’sownstandard

  14. Whatdidwelearn • A pulse of money triggers a lot > Tourismwasrecognized as an industry > Tourism - quick help? Yes/No > Productdevelopment > Seasonality > Co-operation – ministeries, regions, private/public, states and continents

  15. Wheredidwegowrong • Time frameoveroptimistic • Private / public as long as there is money? • Years of work to resetmindmap • Long termcommitmentfromallparties

  16. SörenKirkegaard Tingtartid! Tack!

More Related