  From 19,009 Indian tourists in 2004 to a target of around 60,000 tourists by the end of 2008 is an approximate growth rate of 10 per cent year –on-year for Finland, which has strategic plans for India. Having established itself in the Indian market in January last year, the Finnish Tourist Board (FTB) started off on a positive note registering their presence in India. To further boost their plans, Finnair, also commenced services connecting Delhi and Mumbai. The initial phase was that of creating the necessary awareness in the Indian market of Finland as a destination, which was more than just the much-talked about Mid-night sun. The main objective of the Board was to increase the overnight stays in the destination and in keeping with this philosophy, the initial target was a 40 per cent growth in overnight stays. In just four months, the Board witnessed a growth of 36.2 per cent from January – April 2007.
Keeping the target in mind, the Board took on the responsibility of promoting Finland as the land that offers much more than just the Mid-night sun and the Northern Lights. The segments keenly watched were MICE and leisure, thereby promoting the summer experiences of Finland. The other segments on the radar were business and special interest groups. This marketing plan was executed through road shows, as well as familiarisation study tours for the travel trade to better understand the product.
Taking Finland to the Next Level
Accounting for approximately 50,000 Indian tourists at the end of 2007, FTB had much to talk about in term of a successful strategy well-adopted. The year 2007 saw many initiatives, which have resulted in an increase in tourist numbers.
The winter tours that also brought into focus the concept of visiting Finland to meet Santa Claus in Rovaneimi began in December 2007 and were active in the Indian market until last month.
“We are keen on working closely with travel agents and tour operators in India and will be organising study trips for them. We believe that the travel trade plays an important role in promoting a destination and hence, communicating with them is a priority for us,” stated Papori Bharati, Marketing Manager, Finnish Tourist Board, India. With an encouraging growth from India accounting for 45,000 tourists from January to June 2007, FTB also considered joint promotions with the Scandinavian Tourism Board.
 New Year… New Targets
Having closed the year 2007 with approximately 50,000 tourists, FTB was well on track to achieve its target of 60,000 tourists in 2008. The first quarter of 2008 saw the Board organise a three-city road show across Mumbai, Ahmedabad and New Delhi. These road shows were conducted to showcase new product offerings to the Indian customer, with an increase in buyer-supplier interaction. Product offerings comprised of different segments like culture, seasons, city breaks and much more. “For the first time, we added a Tier-II city, Ahmedabad, to the show. This is simply because it is a growing market and we can offer its residents, a new destination to visit,” stated Anne Lind, Marketing Director, FTB.
The idea was simple, target cash rich destinations apart from the main metros and the numbers will eventually increase. The new approach to India was to promote the destination through the 4 C’s — Credible, Creative, Contrasts and Cool. Through these four C`s, the Board will promote the country’s infrastructure, culture, design, nature, seasons, as well as the people and lifestyle. The initial first quarter of 2008 also saw FTB conduct three familiarisation trips, as well as take tour operators to the renowned Nordic travel trade fair – MATKA that was held in Helsinki from January 17 – 20, 2008. This was just the start as Bharati said, “We will be participating in many more travel trade exhibitions in the coming year thereby increasing our reach and presence in India.”
Last year, FTB conducted a brain storming session, wherein suppliers from Finland along with Indian tour operators discussed the market needs and requirements. A similar format will be conducted this year but on a much smaller format. “The focus for this year will be promoting Helsinki and Lapland, while also focusing on winter holidays. The concept of winter holiday is fast catching on in India and there is just so much one can do in the winter, which is ideal not just for leisure segment but also for incentive groups. We will be aggressively targeting the MICE segment and are planning to conduct a presentation on Finland to corporate and MICE agents. The Helsinki – Rovaneimi- Kuusamo is also a popular route, one which is being highlighted for Indians in addition to the cruise experience, especially the Ice Breaker in the Artic Circle,” added Bharati.
The activities one can explore in winter include rides on the snow mobile, experiencing the husky safaris, reindeer sledges and most importantly meeting Santa Claus. In summer one can experience rafting and other soft adventure activities. With the vast open locales and sparse population, travellers visiting Finland can also explore the fly and drive option. The destination claims a 100 per cent safety factor, as the crime rate is zero. The areas to explore and must `do’s’ in Finland include the Ice Breaker Cruise, Rovaneimi, the Artic Circle and the lakes. Apart from the vast landscape that Finland boasts, it is known worldwide for its lakes, as the country has two lakh lakes. For the party animal, Finland also has an active nightlife.
Destination & More
As a destination, Finland is a land of vast open spaces, beautiful locales and natural flora and fauna. Ideally termed as ‘four seasons…many reasons’ is exactly what Finland offers as a destination. The list starts from Helsinki, the capital, right to entire Lapland, which is famous for Santa Claus and much more. Finland is more than just snow and Santa (though, of course, the real one does hail from Finnish Lapland). Nokia mobile phones, Sibelius are what may spring to mind but there’s more to Finland than this. With a population of just around five million people, the economy is strong (currency is Euro), the standard of living is high and when you next have an X ray or scan at a hospital, there’s a good chance that the equipment will be Finnish: this country is a world leader in technological research. Surfing through the country’s sightseeing provides the following options:
 Finland’s South and Åland Islands
This region is famous for its towns dotted with wooden houses (the elegant villas of Hanko used to be the summer haunt of wealthy nobility from St Petersburg), islands and more. There are 6,500 islands in the Åland archipelago (Finland has over 20,000 islands in total) and being flat, this is a cyclist’s paradise. There are boats of all types for hire from an hour to a week. Finland’s oldest churches dating back to the 12th Century and some great island restaurants serving fabulous crayfish buffets and barbeques are located here.
Turku on the South West coast is the oldest city in Finland and the former capital. In 2011, Turku will be the European City of Culture. Along the coast, Naantali is home to the famous Moominworld theme park.
The West Coast
Extending from the UNESCO listed old town of Rauma in the South to Oulu in the North, this is an area of beaches, sand dunes, bridges and lush pastures, where an untouched wilderness kisses the sea. Pori is a cultural town hosting festivals (annual jazz festival attracts visitors from all over the world), sporting events and markets, which are not to be missed. Rauma is the largest complete wooden town in the Nordic countries and is famous for lace making. Pori has a fabulous, sandy beach called Yyteri. The Kvarken Archipelago is a UNESCO World Natural Heritage site and this is the area where land rises up from the sea on average 8 mm every year. A cruise from Kokkola in central Ostrobothnia to the lighthouse island of Tankar and the Seven Bridges archipelago is also a great experience. Great shopping is to be had in Oulu, the largest city in the Northern Nordic region and where the Turkansaari open-air museum is reached by boat along the Oulujoki River. Oulu is Finland’s city of technological brilliance – this is Finland’s own, “Silicone Valley.”
 MATKA
The MATKA fair, one of the biggest travel trade exhibition organised in Helsinki, according to Inna-Pirjetta Lahti, Manager MATKA, offers a great opportunity for domestic exhibitors to convince foreign travel professionals of the fact that Finland is an attractive and interesting destination. Attracting thousands of visitors, the importance of MATKA as an event focused on domestic travel offerings is growing. During MATKA 2008, Finnish Tourist Board arranged a snowball-event that targeted a limited group of foreign buyers and domestic entrepreneurs. The joint marketing of the MATKA and Helsinki City Tourist & Convention Bureau is, in addition to the programme targeted to foreigners, in a way to broaden the target group of foreign visitors. It is also meant to enhance the scope of MATKA as a unique meeting point for the whole travel industry in Finland.
MATKA and Helsinki City Tourist & Convention Bureau started a co-operation, targeting foreign travel professionals at the MATKA 2007, to further boost foreign participation. At the 2006 event, 14 per cent of all professional visitors were foreigners. MATKA and Helsinki city will market the fair jointly as an event, where buyers will get the best available information about domestic travel within Finland. The targeted programme will be arranged for foreign visitors, for example an information briefing and a guided tour around the sections of the fair exhibiting Finnish travel services.
Helsinki brightens its brand
Helsinki City Tourist & Convention Bureau is one of the leading international travel marketing companies in Finland. During the last few years, several campaigns and activity plans have been put in motion, in co-operation with the travel industry and more funds have been put into research processes. The co-operation with MATKA is a new and interesting way of utilising the biggest travel event in the Nordic countries, as well as the host city Helsinki. The goal of the co-operation is to provide more effective means for foreign tour operators and travel agencies to reach domestic service providers. Helsinki City Tourist & Convention Bureau will continue to enhance the uniqueness of the city as a meeting point for East and West.
For more information log on to: www.matkamessut.fi |
The Great Lakes District
There appears to be more water than land in Finland’s South-East Lake District. This is the largest lake district in Europe and a fisherman’s paradise. The area includes Tampere, a vibrant university town with the only Lenin Museum outside of Russia and the oldest public city sauna in Finland, still working – named Rajaportti in the Pispala district of Tampere. Savonlinna, with her awesome castle is arguably the most beautiful setting in the world for the famous summer opera festival. Valamo, Finland’s only Orthodox monastery and the world’ largest smoke sauna at Kuopio are also located in the region. The Karelia Region has an untouched wilderness in addition to the lakes. The Kajaani Region has many activities ranging from bear watching safaris, quad biking, fly-fishing to cross country skiing.
 Finnish Lapland
Often described as “the top of the world,” Finnish Lapland has a certain magic feel. More visitors are choosing to visit the region in summer attracted by the numerous outdoor activities and sights making it perfect for a family vacation. The mountains are perfect for bikers; the river system creates fabulous white water rafting, fishing and canoeing opportunities – even gold prospecting. Rovaniemi is the provincial capital and is right on the Arctic Circle. The real Santa Claus lives here and the region is also home to Arktikum, a superb museum that brings to life the story of the region. Husky safaris, snowmobiling, ice fishing, and endless winter sports – they’re all here.
Helsinki Region
Finland’s capital, Helsinki, together with its neighbouring cities of Espoo and Vantaa, is the biggest urban concentration in the country, with a combined population of about a million. As Finland’s busiest port, Helsinki spills across a group of Baltic islands and promontories, and its smart new suburbs extend into the surrounding forests and countryside. The city is one of Europe’s modern and culturally progressive cities, yet remains in touch with an intriguing history stretching back over 450 years. It is a city of bustling, colourful market squares and halls, of outdoor summer concerts and sporting events, of seaside parks, of excellent cafes and restaurants for every taste and budget, top-notch hotels and cutting-edge art in fine museums. It is also a pleasantly compact city, with many of the attractions in the central districts, within easy reach of one another.
Attractions range from the fabulous island fortress of Suomenlinna in the entrance to the South Harbour and the Open Air Museum of traditional buildings on the island of Seurasaari, to the startling Kiasma housing the Museum of Contemporary Art and the unique, ‘Church in the Rock.’ History abounds in the magnificent Senate Square, with its neo-Classical Lutheran Cathedral, in the nearby Uspensky Orthodox Cathedral, and in the art nouveau details of the Railway Museum and National Museum.
Excursions from Helsinki might include a coastal steamer trip to the Old Town of Porvoo, a leisurely cruise around the local archipelago, a trek through the National Park at nearby Nuuksio, or a day-trip to the Estonian capital, Tallinn, just 90 minutes by hydrofoil across the Gulf of Finland. Helsinki is also a good starting point for Baltic cruises to St Petersburg to the East and Stockholm to the West.
The Southern Point Of Finland, region covered: The archipelago and localities around Ekenäs (Tammisaari) and Hanko (Hangö). Old iron work communities, limestone mine with special exhibitions Lohja (Lojo).
 Southern Finland and Archipelago
The western extreme of Southern Finland is marked by the city of Turku, the oldest in the country and the former capital. The seaside town of Naantali, with its Moomin World theme park for children, is also nearby, while the archipelago is a restful and scenic leisure playground, where cycling, boating or simply enjoying the scenery, are favourite activities.
Further East, the town of Kouvola is a gateway to classic Finnish scenery, such as that in the Repovesi National Park, while the towns of Hamina, with its distinct circular military plan, and Kotka, with its Imperial Tsarist fishing lodge, are historical landmarks.
Kymenlaakso Region
The coast on the Gulf of Finland is renowned for its beautiful archipelago, idyllic fishing villages and evidence of Finland’s history, from the unique circular lay-out of the military town of Hamina to the Russian Imperial fishing lodge near the harbour town of Kotka. A strong fishing tradition continues in this part of Finland, and one can try their hand at the Kymijoki Rapids. In the Northern part of the province, one will find a district of romantic and inspiring wilderness and lakes, the crown jewel of which is the Repovesi National Park. Kotka and Hamina, as well as the town of Kouvola, offer a wide variety of summer events and attractions. There are also four golf courses in the area. There are good cross-country tracks all around the Kouvola area. Well-maintained jogging routes serve as lit skiing tracks during the winter season. All together the tracks of Kouvola are over 90 kilometers in length, of which 25 kilometers are lit. The Mielakka Ski Centre is located approximately two km from downtown Kouvola. Together with its service facilities, the center provides for both downhill and cross-country skiers. Other services of Mielakka Ski Centre include equipment rental, skiing instruction, a slide for children and a café.
Turku Region
Southwest Finland has the oldest cultural tradition of any region in Finland. This is where the recorded history of Finland begins and where the oldest traces of habitation have been found. Although rich in scenic diversity, as well as cultural history, this is also a forward-looking region where high technology industries thrive. In winter, ice forms on the river Aura running through the heart of the city and snow gathers in the woodlands and across the nearby archipelago, forming an excellent natural playground for winter sports enthusiasts. Christmas is the pivotal high point of the winter in Turku and the surrounding area. Finland’s former capital is the country’s official ‘Christmas city,’ and the ‘Declaration of Christmas Peace’ is read from the balcony of the Brinkkala Mansion in the city square to a crowd of thousands at noon on Christmas Eve. According to tradition, Christmas has only ‘officially’ begun when this declaration has been made.
Finland’s West Coast
Finland’s West Coast region extends along the Gulf of Bothnia from the UNESCO-listed Old Town of Rauma in the South to the university city of Oulu in the North. A wide, calm landscape of farms and rivers lies beyond long sandy beaches and historical harbour towns.
The towns along Finland’s West Coast are quietly unassuming from South to North, they include Uusikaupunki, Rauma, Pori, Kristiinankaupunki, Kaskinen, Vaasa, Uusikaupunki, Pietarsaari, Kokkola, Raahe and Oulu, and each has its own welcoming character and historic story to tell. Western Finland is a unique region, where the sea and myriad islands augment a rich landscape of verdant pastures, lush estuaries, and untouched wilderness inland. It is a landscape that has nurtured a fertile culture, with all the ingredients for a whole multitude of pursuits at any time of the year. The international Jazz Festival at Pori, now in its 40th year, is one of the highlights of the jazz aficionado’s year, bringing the riverside town to musical life each July. In the summer, the sandy dunes at Yyteri are the setting for seaside picnics and windsurfing competitions. Bird-spotting is a popular pastime up and down the coast, especially at Liminganlahti Bay and Hailuoto Island near Oulu: enthusiasts are attracted by the abundance of resident and migrating species and by the extended opportunities offered by light nights of summer.
 Lake District Finland
There are lakes of all shapes and sizes in every region of Finland, but the Eastern part of the country is especially well-endowed with water. The Saimaa Lake system, following roughly the Eastern border with Russia, is a vast interconnecting network of waterways, and the lakes continue further West to Kuopio and North to Nurmes. This area has earned Finland its reputation as the land of thousands of lakes and is an ideal holiday destination, whether you long for the peace of the countryside and a clean environment, an adventure amidst the lakes, rivers and forests, or want to get to know a different European culture, with its countryside traditions and lovely small towns. Other important and breathtakingly beautiful lake systems extend on either side of Tampere and close to Jyväskylä in central Finland.
Lapland
The region remains home to a small population of indigenous Lapps or Same, and you can visit an excellent museum of their culture at Inari. The provincial capital and biggest city, Rovaniemi, sits on the Arctic Circle that dissects the area, and this is also where you’ll find the One True Home of Finland’s most popular resident: Santa Claus. The Santa Claus Village includes a post office, which handles children’s letters to the Old Gentleman dispatched from all over the world, as well as the opportunity to meet Santa himself and have your photo taken with him in his grotto. There’s a SantaPark, theme park nearby too.
But Lapland is much more than Santa Claus and reindeer - although these creatures are an important and conspicuous part of Lapp culture, and you may encounter more reindeer than people on your travels through this thinly populated part of the world. The opportunities for outdoor activities are endless: the fells and mountains of the far North are walking territory, and also increasingly popular with mountain bikers. The river system that marks the border with Sweden, from Kilpisjärvi in the North to Tornio in the South, is perfect for canoeing and, in places for white water rafting. The lakes and rivers everywhere are fruitful fishing waters. Prospecting for gold is another option. In winter, the sports resorts of Levi, Saariselkä, Ruka and Olos - to name a few - come to life, opening their Alpine ski slopes and cross-country ski trails. Snowmobile, reindeer and dog-sled safaris take you into the valley forests and over the fells, and you can even spend the night in an igloo.
Most accommodation is of a more conventional variety, however, and there is no shortage of warm and well-appointed hotels, atmospheric log cabins and chalets and superb restaurants where you can sample local delicacies of reindeer, fresh fish and exotic cloudberries. And when you do venture out into the cold - with temperatures as low as -30 Celsius - the next day, most tour operators will be able to provide you with extra clothing that’s appropriate for whatever activity you choose.
Rovaniemi
World Capital of Christmas and city on the Arctic Circle, in summer Rovaniemi is a diverse and lively tourist destination, with weekly programmes that have plenty to offer visitors everyday. The great Lappish rivers, Ounasjoki and Kemijoki, join at the town of Rovaniemi, the provincial capital of Finnish Lapland. A trekking trip in Ounasvaara, a riverboat cruise, a visit to a reindeer farm or the thrill of the summer toboggan run are some of the options. You can participate in a number of safaris and fish trips, or take a day trip to the Ranua Wildlife Park with over 50 species of Arctic animals. The Cloudberry Market Event arranged every autumn in Ranua also draws in the crowds. In the winter, Rovaniemi, is a city of snow glistening beneath the astonishing Northern Lights. Winter sports are never more than a step away: cross-country ski trails abound, and the Ounasvaara Ski Resort, offering downhill skiing and snowboarding, is visible from the city centre. There are also plenty of opportunities for snowmobiling, dog sledding and reindeer sleigh rides. After an active day outdoors, there’s nothing better than to relax at the Ounasvaara spa complex, Santasport, where you can try a traditional Finnish smoke sauna or a peat bath.
(With inputs from Arti Saggi, Kanika Mehta and Krupa Vora)
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