2. Development Strategy for Culture Tourism 2014-2018

3. Contents Culture Tourism and its Goals Product Supply and Focal Points Strategic Sectors Needing Development Target Groups and Marketing

4. Culture Tourism and its Goals

5. Local and regional cultural resources are turned into products for culture tourism. The emphasis is on tourism products and services, offered on commercial grounds. The goal is to create memorable experiences for visitors out of cultural resources and to learn from them. What is Culture Tourism?

6. Vision of Culture Tourism Finland is a choice dear to a modern humanist’s heart – thanks to our culture

7. We enhance the prosperity and economic stability of the tourism industry by creating new kinds of experiences for visitors and new business opportunities for actors in the cultural and tourism sectors Mission of Culture Tourism

8. The main goal is to increase Finland’s tourism income. The image-building goal is to strengten the cultural aspects of the country brand and tourism brand of Finland on the international tourism markets. Goals of Culture Tourism until 2018

9. Quantitative Goals +5% 10 +10% Number of foreign visitors in museums Number of visitors at Finland Festivals events Number of establishments having completed the Quality1000 Culture DQN –trainig programme by 2018 Annual increase of clicks on the articles and products with a cultural theme at Visitfinland.com Monitoring of visitor numbers: Trade follow-up

10. Strengths of Culture Tourism The target group is interested in the Finnish way of life Food Contrasts Infrastructure The modern way folk tradition has been turned into products The functioning creative economy

11. Opportunities of Culture Tourism Food trends Interest in design Lifestyle trends, e.g. recycling collaboration across industry boundaries Slow life

12. Weaknesses and Challenges of Culture Tourism Short duration of regional projects Heterogeneous domain Services have not been turned into proper products Little marketing and collaboration Poor customer know-how Low level of acquaintance between players in the culture and tourism fields

13. Product Supply and Focal Points

14. Product Themes Events Various forms of art Cultural heritage Way of life

15. Thematic Focal Points Music Crafts Comics Film Games industry Design Fashion Architecture and its effects on different walks of life Finnish food culture Local food Wild food Encouraging the visitor to participate Uniqueness of the experiences Design Food Finnish Way of Life Live like a local Feeling of space Relationship with nature Social practices Getting to know Finns, local ways, culture, cultural heritage and stories in a fascinating way, in town and country Growing Sectors of Creative Economy Cultural Elements for the Individual Traveller Culture in Nature

16. Finnish Way of Life Live like a local Feeling of space Relationship with nature Social practices Getting to know Finns, local ways, culture, cultural heritage and stories in a fascinating way, in town and country

17. Local food Wild food Finnish food culture Encouraging the visitor to participate Uniqueness of the experience Food

18. Design and Architecture Design Fashion Architectre and its effects on different walks of life

19. Creative Economy and Arts Music Crafts Film Games industry Comics

20. Strategic Sectors Needing Development

21. Product Development Utilization of tools Opening the door to Finnish way of life Culture in nature Cultural routes Raising the profile of the food theme A common concept of quality Customer know-how, new markets Turning services into saleable products Collaboration across industry boundaries 1

22. Collaboration and Networks Making the organisation model of culture tourism permanent New networks and strategic partnerships 2

23. Sales and Marketing Improving visibility Developing sales and agent activities Opening distribution channels for saleable products Improving the understanding of tourism business 3

24. Follow-up, i.e. Development of Statistics, Measuring and Documentation 4

25. Research Needs Compilation of statistics: visitor surveys, numbers of customers of cultural tourism products, Trade Follow-up survey Customer profiles in China and Japan Consumption of culture Research of customer information and qualitative experience Numbers of customers on tourist routes and the position of culture

26. Target Group and Marketing

27. Target Groups Modern humanists in China and Japan as well as Europe (Germany, France, UK, Benelux, Austria, Switzerland, Italy, Spain) Middle class, 25 to 55 years of age, in Russia Domestic tourists

28. Fields of Interest of Modern Humanists The immaterial cultural heritage Local way of life and culture Local food Activities Nature Scenery Relaxation

29. The Foundation of Culture Tourism Cultural beat CredibleContrastingCreativeCool Wild and freeSilence, please

30. Further Information and Comments Ms. Terhi Hook Development Manager, Finpro ry / Visit Finland terhi.hook(at)visitfinland.com Ms. Susanna Markkola Project Manager, Culture Finland Project Susanna.markkola(at)visitfinland.com