Luleå Airport Business Opportunities in Swedish Lapland

Gateway Luleå Airport business opportunities in swedish lapland

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Municipalities part of the Luleå Airport Partnership.

3 Major potential exists for travelling to the Luleå Region and Swedish Lapland as a tourism and growth region, and there is ” also interest and a foundation for travelling from the region to Europe.

Swedavia - Swedish Airports Swedish Lapland Visitors Board Swedavia is a state-owned group that Swedish Lapland Visitors Board is a owns, operates and develops ten business-managed organisation and airports across Sweden. The busi- cooperation platform representing ness is run as airport operations and the tourism industry in every munici- real estate operations. Swedavia’s pality in Norrbotten County as well role is to create the access Sweden as Skellefteå. www.swedishlapland.uk.co needs to facilitate travel, business and meetings. www.swedavia.com

4 Northern Sweden is a growth region The world’s leading credit institute ranks Sweden a stable AAA economy and the World Economic Forum ranks it the sixth most competitive country in the world. Sweden also continues to climb the ranks of the OECD’s purchasing power statistics. Northern Sweden and the destination Swedish Lapland hold an exceptional position in a generally strong Swedish economy, with high and stable growth and approved investments of EUR 22 billion in the next seven years.

Interest is growing sharply in Swedish Lapland, Sweden’s northernmost destination covering 25 percent of the country’s surface. The number of bed nights in the region increased by 18 percent between 2000 and 2012. In the same period, tourism-related sales rose by 94 percent to EUR 520 million. The hospitality industry in the region is working strategically toward the goal of doubling sales to EUR 904 million by 2020.

Major potential exists for travelling to the Luleå Region and Swedish Lapland as a tourism and growth region, and there is also interest and a foundation for travelling from the region to Europe. Given increased demand and future growth projections, prospects for permanent international air service to the Luleå Region and Swedish Lapland are considered good.

5 Swedish Lapland – Sweden’s northernmost destination Swedish Lapland offers truly unique Arctic experiences. Thanks to the warm Gulf Stream off the coast of Norway to our west, this region by the Arctic Circle is surprisingly tempe- rate. Enjoy seasons with extreme contrasts such as the wintertime snow-laden polar nights with dancing northern lights that turn into the 100 days of summer without night under the midnight sun. Swedish Lapland is divided up into three geographical regions: mountain, forest and coast. This means it is a destination full of exciting contrasts. Here you’ll find Sweden’s highest mountain, Kebnekaise, and deepest lake, Hornavan. While permafrost still has its grip in the mountains the tourists will be enjoying the beaches along the Gulf of Bothnia.

To the southeast you’ll find the 300 km stretch of the world’s largest brackish archipelago with its thousands of islands, long sandy beaches, fishing and unique raw materials. To the west you’ll discover breathtaking mountain ranges, rivers and lakes so clean you can drink from them and uncountable adventures just around the corner. In between you can explore the expanses of still and enchanting forests and rich river valleys from the Skellefteå River to the south and the Torne River to the northeast. The traditions and cultures adherent to the river valleys are vivid with a strong feel for their special flourishing countryside. Welcome to join us in our Arctic life spent close to nature.

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Swedish Lapland offers a true subarctic climate with snow-laden winters and polar night beautifully complemented by warm ” summer nights bathed in the light of the midnight sun.

7 Regional collaboration lays the foundation for establishment To pursue the issue and contribute to the develop- The goal is to ment of international air service, Luleå Airport, the region’s hospitality industry and business com- contribute munity and the municipal square of Luleå, Piteå, financially and Boden and Älvsbyn have formed the Luleå Airport Partnership. ” in terms of Starting from Luleå Airport, airport for the entire knowledge to region, the intention is to lay the groundwork for long-term, establishing direct flights from Luleå to London. The initiative aims to contribute to a long-term, com- commercially mercially sustainable basis for collaboration with local and regional partners and stakeholders in the sustainable air airline industry. traffic to and from The primary task is to create stable market condi- the destination tions for establishing international direct flights in collaboration with airline operators to Luleå Airport Swedish Lapland. from one or several destinations.

The vision is to enhance the attractiveness of the region, thereby stimulating population growth and the development of the tourism industry, business community and R&D.

The goal is to contribute financially and in terms of knowledge to long-term, commercially sustainable air traffic to and from the destination Swedish Lapland.

8 Increased visitor potential to Swedish Lapland: one of Sweden’s hottest regions The positive curve for the hospitality industry in Magnificent Sweden and the destination Swedish Lapland continues to point upwards. Travel guide company subarctic nature, Lonely Planet ranks Sweden fourth in its list of the northern most desirable destinations for 2014. The number of guest nights from non-European travellers lights, midnight increased by 5 percent in 2012 compared with the ” previous year. sun, and spectacular, unique According to Visit Sweden, 28 million Europeans and Americans plan to travel to Sweden in the next experiences such three years. Untouched nature, a wide range of experiences and the friendly hospitality of Swe- as the Icehotel des are strong reasons for choosing Sweden as a and Treehotel destination. After the Stockholm region, Swedish Lapland is also the Swedish region that most non- attract affluent Nordic travellers want to visit. international The region’s strong growth, the need for a specia- guests. lised workforce and investments in digital industry and other international business and research colla- borations also push demand for more time-efficient flight connections.

The trend in international tourism points to increased demand for experiences and destinations that contribute to self-actualisation, personal development and well-being. Swedish Lapland is deeply characterised by its proximity to nature and culture, with an obvious position as Sweden’s outdoor destination. Magnificent subarctic nature, the northern lights, midnight sun, and spectacular, unique experiences such as the Icehotel and Treehotel attract affluent international guests.

9 Primary target groups for direct international flights The Luleå Airport Partnership and Swedavia have The UK as a priority market for the hospitality identified three main target groups among pro- industry. From a visitor perspective, the Swedish spective customers for establishing direct interna- Lapland Visitors Board has identified and divided tional flights. They comprise non-Nordic tourists, the market based on familiarity and target group “the global traveller”, as well as business travellers segment. The UK is a priority market that the and outgoing tourists/independent travellers from Swedish Lapland Visitors Board and the region’s the Luleå Region. tourism companies have worked on together for several years. In 2013, the destination Swedish Lapland had 7.5 million tourist overnight stays, 2.8 million of which Developments in the UK have been good for all of were commercial bed nights. That is an increase Swedish Lapland. The number of commercial bed from the year before and better than the country nights from the UK totalled 35,000 in 2013, an 11 overall. With 34 percent of international guest percent increase from the year before. In 2013, nights, Swedish Lapland is also an attractive inter- the catchment area around Luleå Airport had national destination. almost 11,000 commercial bed nights from the UK, an increase of just over 34 percent from the year The largest markets for the destination: before. The regional hospitality industry’s long-term Market Number of total Change since focus on the British market accounts for the sharp guest nights 2013 2012 increase. A stable network of tour operators selling Sweden 1710 000 + 4 % the destination’s products has built up over several years. Continuous work to spread familiarity with Norway 432 000 - 13 % Swedish Lapland on the British market has taken Germany 114 000 +6 % place simultaneously, largely in collaboration with Finland 62 000 +11% Visit Sweden. Great Britain 35 000 +11% France 19 000 + 3% The potential for more guests from the UK is excellent. According to Visit Sweden’s 2012 target group Holland 14 000 -1% analysis, 50 percent of all people surveyed want to Denmark 12 000 +18 % travel to Sweden, 44 percent of whom want to visit Japan 8 500 +20 % Sweden in the next three years. This corresponds Source: SCB to a potential 2.5 million visitors. Holiday, individual business travel and visiting friends and relatives are Leisure traveller the primary reasons for visiting Sweden. “Global travellers” are the market focus for Swe- dish Lapland. This target group is curious, socially Swedish Lapland Visitors Board has had a long rela- conscious and well-travelled, and they want their tionship with UK tour operators led primarily by the destination to offer a wide variety of activities. They Icehotel and Kiruna region. In the last three years seek out interactions with nature and prefer diffe- the Luleå Region has taken a signifiant place in the rent, authentic and educational experiences. They market and today over 15 tour operators in the UK have a high disposable income, are well-educated, have products and packages from the Luleå Region. travel on holiday several times per year and expect physical comfort, good facilities, comfortable trans- port and accessibility.

10 These tour operators in the UK market have been provided with product information, have visited Lapland and the the region and have then distributed information Arctic Circle are by way of catalogues and web sites to hundreds of travel agencies. The destination Swedish Lapland on the list of top 10 are now seeing exponential growth in sales. The UK tour operators who are specialists in Scandinavia areas of interest to also fill an important role in that they actively sell ” the British leisure to the rest of the world where there exists english competence. traveller

Visit Sweden’s 2012 target group analysis shows that both Lapland and the Arctic Circle are on the list of top 10 areas of interest to the British leisure traveller. The target group analysis also shows that the destination Swedish Lapland has three attractions topping the list of Swedish sights/attractions with which British travellers are fairly or very familiar: Icehotel, Treehotel and the King’s Trail.

What destinations/areas are you familiar with in Sweden? – Top 10 Fairly/very Britons that DINKS Active WHOPS Rest of Potential familiar (NET) travel abroad families population visitors to Sweden Base 758 185 212 180 181 454 Stockholm 88% 88% 82% 93% 89% 87% Gothenburg 74% 70% 64% 86% 78% 75% Lapland 75% 71% 69% 84% 78% 74% Arctic Circle 71% 66% 66% 80% 73% 71% Stockholm 58% 58% 52% 66% 57% 61% archipelago Malmö 55% 53% 43% 74% 52% 55% West Sweden 28% 25% 31% 29% 25% 33% Gotland/ 28% 28% 23% 36% 27% 32% Visby/Fårö Östersund 22% 20% 25% 20% 21% 26% The High Coast 17% 16% 23% 14% 16% 21% Comment: Sig. Test Chi2, 95 percent Base: All people who travel abroad and are familiar with Sweden as a holiday destination Source: Target Group Analyses 2011 VisitSweden/GfK

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13 Business travellers Regional growth upshifts business travel. The mining industry, hospitality industry, renewable Swedish Lapland is one energy, testing operations, an emerging digital of Sweden’s foremost industry, commerce and world-leading R&D in geology and steel production, for example, destinations for drive growth and generate strong financial synergistic effects. Demand for work-related incentive travel from travel is also rising in conjunction with econo- ” the international market mic growth.

Varied, qualified and highly specialised exper- Outgoing travellers tise cannot only be secured regionally or even Growth, optimism for the future and good perso- nationally. The need for time-saving and easily nal finances mean that interest in travel geared accessible international communications is towards experiences and recreation is also growing desirable and in demand. Initiatives such as a sharply for residents of the region. Seven in ten Kiruna-Copenhagen connection, for example, Swedes planned to travel abroad in 2013, accor- are based on shared demand by the tourism ding to Forex Bank. 40 percent indicated that they industry, mining industry and other busines- wanted to travel more than last year. ses. Inversely, there is also demand for efficient business-related travel from the region to the The trend is that more and more Swedes are choo- rest of the world. sing to travel to big cities for short stays. London Meetings and incentives has become a favourite short-break destination, The hospitality industry in the region is also topping the popularity list for Christmas and New working on business travel. With strong brands Year 2013 and Easter 2014. such as the Treehotel and Icehotel, and strong incentive activities such as dog sledding, driving on ice and icebreaker safaris, Swedish Lapland is one of Sweden’s foremost destinations for incentive travel from the international market.

In the area of business and incentive travel, the market focus is on the global company. They want functioning and creative events and a large offering of exciting activities nearby. Im- portant factors for success include price, high quality and accessibility, good infrastructure, a new and image-enhancing destination and creative programmes.

14 What destinations/areas are you familiar with in Sweden? – Top 10 Fairly/very Britons that DINKS Active WHOPS Rest of Potential familiar (NET) travel abroad families population visitors to Sweden Base 758 185 212 180 181 454 Icehotel 73% 72% 67% 80% 72% 73% Gamla Stan in 36% 36% 26% 47% 38% 40% Stockholm Vasa Museum 27% 22% 31% 29% 25% 33% Öresund 20% 22% 20% 19% 21% 26% Bridge Drottningholm 20% 20% 24% 19% 16% 25% Palace Moose parks 20% 19% 22% 22% 16% 25% Glasriket 21% 20% 27% 19% 16% 24% Astrid 16% 19% 20% 12% 13% 21% Lindgren’s World Göta Canal 18% 14% 20% 23% 16% 21% Treehotel 15% 15% 20% 8% 15% 20% The King’s Trail 11% 14% 15% 6% 10% 16% Ale’s Stones 10% 11% 17% 6% 7% 15% Liseberg 11% 10% 16% 9% 8% 14% Turning Torso 9% 13% 13% 3% 7% 13% Fjällnäs 7% 7% 15% 3% 3% 10% Kolmården 7% 6% 15% 4% 2% 10% Furillen Island 6% 6% 13% 4% 2% 10% The High Coast 17% 16% 23% 14% 16% 21%

Comment: Sig. Test Chi2, 95 percent Base: All people who travel abroad and are familiar with Sweden as a holiday destination Source: Target Group Analyses 2011 VisitSweden/GfK

The table clarifies the differences among VisitSweden’s segments: • DINKS have an average level of familiarity with various attractions/sights. • Active Families have greater familiarity with the Kingdom of Crystal, Treehotel, Liseberg, Fjällnäs, Ale’s Stones, Kolmården and Furillen Island. Astrid Lindgren’s World is better. • WHOPS also have an average level of familiarity, but they are more familiar with the Icehotel and Gamla Stan in Stockholm.

15 Luleå Airport Luleå Airport is currently Sweden’s fifth largest air- International port, with 1,106,638 passengers (2013) 93,286 of which are charter and foreign passengers (2013). traffic has had

The airport is located in Luleå Municipality, seven a powerful kilometres outside of the downtown area. Luleå is a growth in 2014 regional centre in Norrbotten County and together ” with the neighbouring municipalities Piteå, Älvsbyn, Boden and Kalix, the collective population is about Facts: infrastructure at Luleå Airport 167,000 residents. They are all located within one Seven domestic lines. hour of the airport. Airport employs a total of 1,100 people, 900 of whom work in the Swedish Armed Forces. The airport has a persistently strong flight trend Five regular airlines serve the airport. and over 1 million travellers will pass through Luleå 20 charter airlines serve the airport. Airport in 2014 as well. It is primarily international traffic that has had such powerful growth in 2014: Top 5 destinations 2013: over 100,000 international passengers will pass th- Stockholm Arlanda, Umeå, Antalya, rough Luleå Airport in 2014, which will be a record Canary Islands, Cyprus for the airport. Top 3 airlines 2013: So far in 2014 from January–October, the number SAS, Norwegian, Direktflyg of passengers from Luleå Airport has risen by three

percent – an increase from 929,877 to 959,130 pas- Top 3 aircraft 2013: sengers. The number of domestic passengers has Boeing 737, MD 82 and Embraer 146 increased by two percent: 847,278 to 862,875 passengers, while the number of foreign travellers has Freight 2013: increased by 17 percent: from 82,599 to 96,255. Air cargo developer at Luleå Airport is Swedavia AB Top destinations in terms of traveller volume are: 1. Stockholm Number of terminals: 2. Gothenburg One passenger terminal. 3. Malmö Five gates. 4. London – about 12,000 Nine parking stands for passenger passengers fly one-way between the UK and Luleå and cargo planes. annually 5. Ängelholm Freight terminal: Yes 6. Copenhagen Roller conveyors: 1 (140/320)

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17 Everything Swedish Lapland offers is created by nature Mountains, river valleys, archipelago with thousands of islands and long sandy beaches. All we have done is add the comfort factors: great food, comfortable beds and warm saunas. We haven’t even fabricated the grand entertainment – it is nature itself that directs and the climate plays the leading roll. Don’t miss the next winter show, where the northern lights dance across the heavens, beautifully projected across the pure blanket of snow. Or be enchanted by the summer’s surreal light nights, where the sun shines uninterrupted for 100 days and nights.

Swedish Lapland is at the heart of Sápmi, the Sami people’s land area that stretches over four countries: Sweden, Finland, Norway and Russia. The Sami culture, kept alive by Europe’s only native people, lives and evolves in pace with time, as it always has, with a focus on seeing one’s natural place in the eternal cycle. To be history, today and the future, all at once.

ICEHOTEL is the world’s first and largest hotel built of snow and ice. Each winter, some 50,000 visitors from all over the world come to see ICEHOTEL to experience the tranquility, the Northern Lights and all of the activities offered in Swedish Lapland 200 km north of the Arctic Circle.

18 Swedish Lapland’s most attractive and distinctive products and experiences: The Northern Lights tourism is important in Swedish Lapland and has provided opportunities for entrepreneurs to extend their season for visitors. It is an important attraction for export markets appealing to foreign guests; amongst others from Japan, UK and Germany – markets that are a priority to Swedish Lapland Visitors Board. At Treehotel in Harads you’ll have an unforgettable experience. Each treeroom is a unique creation by Scandinavia’s leading architects. The modern design combined with the quiet of the forest creates an instant feeling of luxurious relaxation. Both Treehotel and ICEHOTEL rank top-ten in Visit Sweden’s market surveys about knowledge and interest for Swedish attraction.

Local food is increa- singly becoming an important part of the journey. In Swedish Lap- land we are passionate about honestly prepared food from the local produce. That comes quite naturally since nature’s pureness and lot of great ingredients surround us.

19 Regional investments The destination Swedish Lapland has experienced substantial growth since 2000. This northernmost A trend within the destination has enormous potential for increased international tourism growth and thus set the goal to double the tourism financial turnover from the EUR 452 million in 2010 points to an increase to EUR 904 million by 2020. Backing this goal ” is the regional destination company Swedish Professional collaboration Lapland Visitors Board and all local tourism companies, which means there is a joint strategic One of the strong points of the regional tourism investment to reach the goal. industry is the great sense of collaboration at the destination. This is a recipe for success in work- Visit Sweden’s latest target group analysis indicates ing progressively and to create the right condi- increased travel to Sweden. The survey reveals that tions for company growth. The long term strate- 28 million Europeans and Americans plan to travel gic work, with sights set on 2020 and beyond, is here during the coming three years. In Germany connected to developing the destination on site alone up to 10 million people want to visit Sweden. and marketing it on priority markets. The region According to foreign travellers, their strongest rea- has a clear strategy for continuous joint work sons for choosing Sweden as their top destination is with companies and partners with key business the amazing offering of experiences, unspoilt nature factors for growth. and the generous Swedish hospitality. Some examples of great investments in the area The survey points to a market demand that favours are accessibility and communications, business Swedish Lapland: this region comes proudly in at and product development, export stimulus second place, after Stockholm, as the most desired and marketing. Since Swedish Lapland Visi- destination in Sweden. tors Board is the regional destination company, it manages the strategic coordination with the Increased potential local destination and tourism companies as well A trend within the international tourism points as marketing, selling and developing Swedish to an increase in the market for experiences and Lapland as a destination. destinations that can contribute to self-realisation, personal development and well-being. An in- Everything managed jointly has the goal of creased awareness of an individual’s physical and increasing the attraction and competitiveness mental well-being has emerged, something that has of the destination and thus increasing the flow become a clear part of the personal lifestyle and of visitors to the region which in turn stimulates identity. Consumption will be taking on more and growth. more new expressions with increased prioritisation for experiences in contrast to goods and services, The strength lies in cooperation between public which will take a back seat in importance. and private actors, where resources are jointly used both operatively and strategically. This Destination Swedish Lapland is characterized to maximizes the opportunities for direct effects as a large part by is closeness to nature and cultural far as growth, based on invested funding as well experiences and today has strong travel incentives as secures the long-term and sustainable region- within the area of outdoor recreation. Through al development. Today the region is organised as a wide offering with many actors, the destination 10 local destinations. The tourism companies are claims the position as the obvious outdoor destina- members of these local destination companies, tion in Sweden. An important factor in succeeding who are in turn members of the Swedish Lapland in meeting the demand from tomorrow’s guest is Visitors Board economic association. the continued development of products based on the region’s unique subarctic conditions.

20 Joint market strategies A crucial element to reach the goal of doubled turnover is to continue as well as increase the focus on marketing Swedish Lapland, the destination’s products and travel incentives. An overall market strategy is to increase the number of foreign guests by focusing on the international market. Through Swedish Lapland Visitors Board and the networks of local destination companies, the tourism companies reach the markets to meet the distribution networks and travel agencies. Thus the entrepreneurs are given support to increase their competitiveness, sustainability and growth through business transactions on an international market.

Swedish Lapland Visitors Board is already working on clearly identified markets and target groups to find the best matches between supply and demand. The marketing of the region’s products and travel incentives is approached by focusing on sales activities to increase travel to Swedish Lapland. Depending on the business area, leisure or corpo- The goal is to rate, as well as how well the market or target group knows their destination and their relationship to it, double the turnover the processing takes place directly at the end con- from tourism by the sumer and/or distribution networks. In sync with ” year 2020 product marketing there will be an image marketing of the destination with the purpose of creating a long-term strong and positive emotional attraction and thus contribute to a desire to visit the destination Swedish Lapland.

Within Swedish Lapland there are market strategies together with the business sector. There are specific market groups for processing prioritized, geographical markets or designated themes such as hunting or fishing. These common market strategies are jointly financed by Swedish Lapland Visitors Board, the local destinations based on their priori- ties and participating companies. Coordinators with expertise on the specific markets or themes are responsible for leading the work forward within the market group.

21 Summary The business prospects for international direct flights to Luleå Airport and Swedish Lapland can be briefly summarised as follows:

• Swedish Lapland is hot. Sweden is situated at the international top of the list of desirable destinations. Swedish Lapland’s broad offering of experiences and destinations that can contribute to self-actualisation, personal development and well-being attract affluent international guests who seek out experiences.

• The number of international travellers is rising. SCB’s statistics show that 34 percent of guest nights in Swedish Lapland are international. The Swedish Agency for Economic and Regional Growth indicates that the number of guest nights from non-European travellers increased by 4.5 percent and the number of guest nights by just over 5 percent in 2012 compared with 2011. Since 2008, the number of travellers to Swedish Lapland from non- European markets has increased by 37 percent.

• Swedish Lapland invests EUR 22 billion for 2020. The mining industry, hospitality industry, renewable energy, testing operations, an emerging digital industry, commerce and world- leading R&D in geology and steel production, for example, drive growth and generate strong financial synergistic effects.

• Growth requires skills supply. Varied, qualified and highly specialised expertise cannot only be secured regionally or even nationally. The need for time-saving and easily accessible international communications is desirable and in demand.

• London is the most popular destination for Swedes. Seven in ten Swedes planned to travel abroad in 2013, according to Forex Bank. 40 percent plan to travel more than last year. The trend shows that people are travelling to big cities/capital cities more and more, and London is the most popular short-break destination.

• Partnership for long-term and commercial sustainability. By establishing a flight fund within the Luleå Airport Partnership, co-financing and qualified marketing initiatives can be offered to interested airline operators.

• Access to an extensive network. The Luleå Airport Partnership’s broad composition of the business community, tourism industry and the public sector involve an invaluable knowledge base and a comprehensive network of contacts for the entire region.

• Excellent development opportunities with Swedavia. Establishing a new connection to Luleå Airport provides access to Swedavia’s destination and marketing support as well as accrued national and regional partnership channels.

22 The Luleå Airport Partnership’s broad composition of the ” business community, tourism industry and the public sector involve an invaluable knowledge base and a comprehensive network of contacts for the entire region.

23 Photo: Fredrik Broman, Graeme Richardson, Magnus Skoglöf, Martin Smedsén/ICEHOTEL, Carl-Johan Utsi. Map illustration: Lisa Wallin Lisa Wallin illustration: Map Utsi. Carl-Johan Martin Smedsén/ICEHOTEL, Skoglöf, Magnus Richardson, Graeme Broman, Fredrik Photo: