Japan - Market Review
VISIT FINLAND Japanese overnights in Finland 2000-2019
250,000 11 % 4 % Year 2019 -10 % 5 % th 16 % 6 % 10 in country rankings 200,000 -7 % with a 3% share of foreign overnights 21 % Average change 2000-2019: +3% 5 % -1 % 7 % Change 2019 compared to 2000: +57% 10 % 1 % 7 % 150,000 -6 % 5 % 2 % -4 % 2 % -13 %
Share of overnights by regions 2019 100,000
50,000
0 72% 5% 4% 19%
Sources: Visit Finland Statistics Service Rudolf, Statistics Finland Japanese overnights in Finland / Year 2019
Year 2019 225 000 overnights in total +4% compared to 2018 39% in Inari-Saariselkä (+4%) (-6% compared to 2017) 38% in Rovaniemi (+3%) 9% in Kittilä-Levi (+20%)
33% in Tampere (-20%) 19% in Lahti reg. (+5%) 15% in Jyväskylä (+41%) 90% of these overnights were spent in the city 22% in Oulu (+46%) of Helsinki 18% in Turku (+2%) (change +5% compared to 2018), (only 10% spent in Vantaa or Espoo)
Please note, other destinations than Helsinki, Vantaa and Espoo in Uusimaa county are counted in Coast and Archipelago marketing area (e.g. Porvoo, Tuusula, Lohja, Hanko, Raasepori etc.) Sources: Visit Finland Statistics Service Rudolf, Statistics Finland JAPANESE OVERNIGHTS IN FINLAND BY SEASON 300,000 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 80,000
250,000 70,000
200,00060,000
50,000 150,000 40,000 100,000 30,000
20,00050,000
10,000 0 Winter (12-02) Spring (03-05) Summer (06-08) Autumn (09-11) 0 2010Winter2011 (12-02)2012 2013Spring2014 (03-05)2015 Summer2016 2017 (06-08)2018Autumn2019 (09-11)2020
4 Monthly overnights by Japanese visitors in Finland 2017-2019 & Jan-Feb2020
2020 35,000 2019 30,000 2018 2017 25,000
20,000
15,000
10,000
5,000
0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2019M12* 2020M01* 2020M02* Change of Change of Nights spent Nights spent nights spend, % nights spend, % 20 355 14,8 16 924 19,1 21 569 20,3 WHOLE COUNTRY 11 228 16,4 8 764 24,6 10 331 11,4 HELSINKI METROPOLITAN AREA 635 1,0 627 16,1 783 -3,1 COAST AND ARCHIPELAGO 447 -58,5 345 -49,3 829 51,0 LAKELAND 8 045 26,1 7 188 20,8 9 626 32,0 LAPLAND
Source: Visit Finland Statistics Service Rudolf, Statistics Finland JAPANESE MONTHLY OVERNIGHTS IN THE NORDIC COUNTRIES IN 2019
Finland 2019 Norway 2019 Sweden 2019 Denmark 2019 Iceland 2019 35,000
30,000
25,000
20,000
15,000
10,000
5,000
0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Monthly change in Japanese overnights 2019/2018 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Year Denmark 44 % 34 % 10 % 13 % 2 % 4 % 15 % 23 % -7 % 33 % -1 % 6 % 12 % Finland -6 % -9 % 13 % 49 % 3 % 14 % 0 % 4 % 8 % 13 % -23 % 15 % 4 % Iceland -53 % -39 % -26 % 9 % -9 % -15 % 35 % -5 % -7 % -8 % -15 % 19 % -14 % Norway 29 % -15 % -7 % 74 % -3 % 2 % -21 % -19 % -6 % 23 % 19 % 35 % -4 % Sweden 24 % 6 % 24 % 5 % 1 % -4 % -18 % 1 % 7 % 11 % -28 % 37 % 1 %
Denmark: Hotels, holiday resorts, camping sites and youth hostels, AND marinas & holiday cottages Finland: Hotels, youth hostels, holiday villages and camping sites 6 Iceland: Hotels, youth hostels, holiday centres, and camping sites, AND guesthouses, apartments, sleeping-bag facilities, lodges in wilderness and private-home accommodation Norway: Hotels, youth hostels and camping sites, AND holiday dwellings Sweden: Hotels, youth hostels, holiday villages and camping sites, AND commercially arranged rentals in private cottages or apartments Source: Japanese travelers’ D2 Digital Demand Internet searches Japan Top Microbrandtags • 556 800 travel-related Internet searches concerning Finland 2018 2019 • +37 % compared to previous year Tourism +48 % Japan Seasonality in Searches Saunas 2018 2019 +91 % 80000 Travel +15 % 70000 Northern Lights +66 % 60000 Jungles and Forests +26 % 50000 Tours 40000 +20 %
30000 Food Tourism +97 %
20000 Santa Claus -1 %
10000 Cafes +52 % 0 Hotels +80 % 0 20000 40000 60000 80000 100000 120000 140000