The rural areas in Finland have many cultural and nature elements which are of interest to those tourists who live in the urban areas of Central-Europe. However, the offering of touristic services that would reflect the authentic Finnish lifestyle is still quite poor. Potential customers often find it difficult to locate and to buy the services that would interest them the most.
Monday, 30 January 2017
Are you a modern humanist?
beginning of the decade, Visit Finland had a comprehensive marketing survey made
in order to find out the willingness of German, British, French, Spanish,
Italian and Dutch tourists to visit Finland for holiday purposes. A segment called
“Modern humanists” stood out from the report. The characteristics of this group
are higher than average educational and income levels, an interest towards
sustainability, new cultures and local people. The modern humanists are
experienced travellers who prefer locality over mass tourism.
are the types of tourism experiences these Europeans appreciate? The study
shows they are seeking to relax and to participate in activities as to counterbalance
the daily lives at home, and are looking at experiencing a variety of culture
and nature. They are interested in natural sceneries, local dishes, rural and
urban cultural landscapes, and visiting sights, but above all experiencing the
normal Finnish lifestyle. The strength Finland has is the balance between our
modern lifestyle and closeness to nature, being at the meeting point of east
and west, and the tribute in art and creativity, especially in architecture,
music and design.
Finns take all the above mentioned granted, so much so, that yet very few
companies are actively offering services based on Finnish lifestyle.
Hence “Culture Finland” program by Visit Finland which encourages tourism
companies in productizing their service offering based on locality and seasons
e.g. a picnic in nature, barbequing sausages on open fire, picking wild berries
or forest mushrooms, baking Finnish buns, celebrating Finnish Christmas, grayfish
parties, ice-fishing, watching local ice-hockey, going to sauna and ice
swimming. Amongst the niche products also Finnish education, gender equality,
and Finnish innovations are of interest.
of “Productizing Finnish Lifestyle” – project is to develop service concept
ideas both in Turku Archipelago and in Lakeland Area, Central-Finland. There
are several differences between these two in nature and linguistic as well as
cultural backgrounds. This is visible in e.g. food culture, ways of moving on
water (sea/lakes) and in the traditional ways of livelihood and craftsmanship. We
are aiming at highlighting these differences in order to encourage the
potential guests to plan a longer route thus experiencing Finland properly. Text: Telle Tuominen