Tourism development in Lapland A Lappish success story
Working group: Samu Rötkönen, Senior Advisor Olli Pohjonen, Senior Advisor Ritva Kauhanen, Development Manager Sanna Joki, Regional Development Coordinator Susanna Jänkälä, Tourism Industry Manager Satu Luiro, Senior Tourism Advisor Interviews: Tiia Hemminki, Content Producer Layout: Anne Jaakola, Content Producer Photos: Material Bank of Lapland, Pxphere.com In Rovaniemi 11/8/2017
Developing tourism in Lapland Lappish success stories, part 1 Regional Council of Lapland, in August 2017
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Foreword The aim of tourism in Lapland is to be an international travel destination that is accessible all year round. It is an ambitious objective for a region which, in principle, is known to be cold, dark and far away from everything. Tourism in Lapland is, however, increasing almost naturally - Arctic conditions, skills and a functional infrastructure, as well as services are the basis for which sustainable tourism can be built on. A lot of systematic and hard work has been done in Lapland to ensure that the full potential of tourism is achieved. However, we do not know what this means yet. Development in recent years has been rapid; faster than in the rest of Finland or even in Europe, and the Asian markets and direct flight connections in particular have opened up new prospects. The effects of tourism in Lapland have been significant for industries and people, both regionally and at a European level. We are now clearly at such a threshold of
growth, where new measures will be necessary once exceeded. In our publication, we delve into the objectives, operations and results from a regional development point of view. In the background of international tourism in Lapland are the industry’s entrepreneurs and operators, as well as the provincial strategic cooperation. Structural fund programmes, and the resources provided by them, have played a significant role in supporting development. Along the way, Lapland has faced difficult choices, invested in growth, created cooperation networks and strengthened expertise. Now if ever, it is worth investing in Lappish tourism.
Mika Riipi County Governor Regional Council of Lapland
“Lapland’s super winter was achieved through cooperation. When we also find the summer’s unique selling points and the right target countries #together, the success story of Lappish tourism is recreated all year round.” - Niina Pietikäinen,
Harriniva Hotels & Safaris
Did you know? • There are 181,000 inhabitants in Lapland. • Lapland has beds for 100,000 people and 2.6 million registered overnight stays annually. Find out • Lapland is an attractive destination in more! many different market areas. • The total demand of Lappish tourism is one billion euros. • Tourism employs a total of approx. 4,400 people + a significant amount of temporary agency workers.
• In relation to its population, Lapland has the biggest share of tourists in the Finnish mainland. • The number of registered international stays has almost tripled in the 2000s. • In the Arctic region, Lapland is a pioneer in sustainable tourism as well as an expert in mastering Arctic conditions. • Lappish tourism is based on sustainable Arctic nature and experience tourism, which is currently one of the hottest trends in global tourism. • Thanks to tourism, small family businesses have become important operators in their industry, and most of them are continuing their operations in their third generation. The increase of tourism in Lapland has had an effect at three different levels: For Lapps
• Jobs • Business opportunities • high-quality
services
and
diverse
• Internationalisation and the increase of interaction • State-of-the-art community technology and better transport
Regionally • A strong Lapland brand and Finand and telecommunications land image nationally • Direct and indirect economic effects • Business comparable to export • Unique Arctic conditions skills trade • Economic operations based on For Europe • investments and funding regional strengths • New, growing businesses and in• High-quality nature and experience tourism • Smart, Arctic specialisation
• Tourism growth that is faster than in the rest of Europe is sought after • Productisation of Europe’s last area of wilderness for citizens to experience
novative entrepreneurship • jobs for young people in particular
• service and innovation concentrations of travel centres particularly insparsely populated areas
• better accessibility infrastructure
and
Qualitative change - From mutual competition to cooperation and strategic development
The first steps of planned stategic development were taken at the end of the 20th century when Lapland’s tourism strategy was drafted and the first strategic choices were made. Development work focused on the growth of tourism centres, international tourism and co-marketing. The regional organisations of Lappish tourism were established at the same time, and their development was actively supported. At the same time, the systematic tourism marketing of Lapland was initiated at an international level. As the demand of tourism increased, more and more emphasis was placed on tourism investments, the operating environment and quality. Public funding has had a significant leverage effect in private investors
wanting to invest in tourism. The most significant and the most profitable investments have been made with private funds. For example, during the years 2000 - 2010, the proportion of public funding in the billion-euro tourism investments was only 4 %. During the 2000s, approximately 100 million euros of EU funding has been used. Lapland’s tourism has continued its strong international growth, even during the economic decline of Europe. At this stage, the need for support focuses on the development of sustainable all-year-round tourism and accessibility.
The first steps of Lappish Christmas Tourism were taken in 1984, when the Concorde landed at Rovaniemi airport. Click and read more!
Project results and operations
Visit Arctic Europe (Interreg Nord)
Finland, Sweden and Norway cooperation and marketing 2015-2017 An internationally recognised Northern Scandinavian tourism area, with priorities in co-marketing, product development and accessibility.
Lapland - the North of Finland (ERDF)
Lapland’s and Koillismaa's common image marketing project, 2010-2014: Several internationally awarded campaigns. Significant image impact on the target markets.
House of Lapland (ERDF)
Lapland’s marketing and communications house, 2015Takes care of Lapland’s brand and promotes Lapland as a tourism destination, filming location and a place to live and do business.
MTI - Multidimensional Tourism Institute
The Multidimensional Tourism Institute (MTI) is the largest expert organisation in the field of tourism in Lapland. MTI brings together the know-how at Lapland Tourism College, the University of Lapland and the Lapland University of Applied Sciences.
All-year-round tourism as the objective The success of winter tourism needs to be repeated during the summer Lapland’s tourism is at a unique phase. International demand is incredibly high and direct flight connections allow an increase in tourist numbers. The Arctic nature is the most important attraction of tourism, therefore it is important to secure the sustainable development of tourism during the phase of rapid growth. Tourism is now strongly invested in. The change is rapid and requires skillful response. The next challenge is to develop all-year-round tourism, which means efforts need to be made in summertime product development, marketing and air transport. This requires continuing cooperation and funding in Lapland.
”Productisation,
marketing and the development of accessibility are in key positions in summer tourism.” - Mika Riipi
This is how we will do it: • We shall extend the seasons by developing internationally attractive products for the summer and autumn • We shall define the peaks of communications and create an internationally attractive summer image for Lapland • We shall market in chosen markets in an efficient and targeted manner • We shall develop accessibility and particularly air transport • We shall take care of our factors of attractiveness and invest in sustainable development • We shall carry out cross-border cooperation • We shall extend seasons
This is what we will achieve: • All-year-round business for the tourism sector, investments, jobs and new residents in Lapland • More new business opportunities • Tourist flows from outside the EU • New dimensions to the Lapland brand in the form of Arctic Summer • Cross-border cooperation
#Arctic #IceSwimming
#Sustainability #Reindeer
#Nature #Wellness #AutumnColours
#NightlessNight #SantaClaus
#Hotels #NorthernLights
#WinterSports
#Salmon
#Culture
#Fishing
Lappish Success Stories