FINNISH SNOW HOW Reykjavik 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 FIM floating 1992 Competition due to recession Tax on outbound tourism Pricelevel down A conciderable increase in money for marketing and product development

More money more honey Development of Domestic Tourism – Spa culture – Subsidised holidays – Short breaks Lapland affordable (1000 FIM/week) Workers wellbeing (preventive care)

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

Global Finland 1993 Nord Info GmbH Comma Finnova ETC planning commission Scandinavian Tourist Board Nordiska Turistrådet

Product Development & Seasonality SnowBall project – We Finns have the snowhow! New winter season, activities Feb-Mar Product development Workshops and fam. trips Print and press Advertising campaigns

CHRISTMAS SEASON Touroperators to be bought Product development together Hundreds of press people and PR events UK – main market Opening up of other markets Santa Village and Santa Park

UK Overnights

Product Development Farm stay; cottages; holiday villages – Standards and quality criterias Ministery for Agriculture - evaluation Product Manuals Central booking Fam. Trips Joint marketing

Regional Networks SUOMA = Association of Regional Tourism organisations Co-operation in IT and Product development Sales promotion Domestic Fam. trips and work-shops from abroad

IT 1993 Lotus Notes –internal 1994 Market information system (MIS) 1995 Promis - professional MIS 1995 Relis – research information system (R&D) 1996 Contact Center & CRM World wide distribution

Quality programmes Training programmes ISO 9000 Tourism industrys own standard

What did we learn A pulse of money triggers a lot > Tourism was recognized as an industry > Tourism - quick help? Yes/No > Product development > Seasonality > Co-operation – ministeries, regions, private/public, states and continents

Where did we go wrong Time frame over optimistic Private / public as long as there is money? Years of work to reset mindmap Long term commitment from all parties

Sören Kirkegaard Ting tar tid! Tack!