PRODUCT AND CONTENT
One of the core missions specified in Visit Finland’s strategy is the development of the demand-oriented products and services offered. In practice, Visit Finland’s goal is to make sure that the products and services encountered by visitors when in Finland meet their expectations and level of requirements. The range itself and its development is, of course, the responsibility of the tourist companies but Visit Finland strives to help companies in this work by providing information and creating tools.
GROWTH PROGRAMMES AND NATIONAL PRODUCT DEVELOPMENT PROGRAMMES AS A TOOL FOR INTERNATIONALIZATION OF FINNISH TOURISM INDUSTRY
Visit Finland’s growth programmes and theme-based umbrella programs play an essential role in product development. The growth programs FinRelax, Finnish Archipelago and StopOver Finland carry out in their 3-year project plan various development, sales and marketing activities. The aim of the programs is to increase the number of overnights from the target countries and to increase the turnover of the participating partners. Team Finland Growth Programmess are financed by the The Ministry of Economic Affairs and Employment. Below a closer description of each programme.
The national umbrella programmes for the development of summer activities – Outdoors Finland – and cultural tourism – Culture Finland – are based on theme-specific development strategies. The strategies are created in close collaboration with companies and other travel development organisations. The goal of the development programmes is to direct and coordinate development work in different parts of Finland, to improve company networking, and to ensure the sufficient quality and exportability of the products under different themes. This development work also aims to control the development of product and service ranges in line with the communication of the Finnish tourism image.
FOUR PRODUCT THEMES OF THE PRODUCT DEVELOPMENT
The areas of emphasis concerning product development constitute our four strategic themes: well-being, culture, summer, and winter.
Worldwide interest in well-being tourism has significantly increased recently. Finland has the best possible conditions for offering tourists well-being products and services related to clean nature, tranquility, and sauna. There is no actual umbrella programme for controlling development on a national level but Visit Finland strives to improve theme-based product development in accordance with the Finrelax® specification.
Winter tourism has developed particularly well in Finland during recent years, and, abroad, Finland is clearly profiled as a winter wonderland. Winter is probably Finland’s most productised theme and our diversified product and services range has given Finland a clear competitive edge when compared to other winter destinations. In order to meet tightening competition, it is important to keep in touch with the tourists’ wishes and expectations and, with continuous renewal work, to ensure continued success in the upcoming years.
Selection of the product themes is based on prevailing global trends as well as several studies on points of interests for Finland’s target groups carried out by Visit Finland and its collaboration partners.
Individual strategies have been compiled for each theme in cooperation with the companies representing these themes and other tourism development organisations.
NATIONAL DEVELOPMENT STRATEGIES
The development strategies guide Visit Finland’s product development work and provide guidelines and a goal for the whole industry on a national level. The Finnish tourism strategy defines the main policies for the product development strategies. These strategies are based on themes and are valid until 2018.
INTERNATIONALIZATION TOOLS CREATED BY VISIT FINLAND
Quality is an essential factor in the development of the product range. Visit Finland has specified INTERNATIONALIZATION CRITERIA, which are used to help product development and improve the product competitiveness in the international market.
THE INTERNATIONALISATION GUIDE FOR TOURISM COMPANIES aims to offer a practical tool for small and medium-sized companies which have started to sell their products to foreign customers, or are considering doing so.
The growth programs as well as OF and CF umbrella programmes have also produced a large number of studies and tools to support product development.
Team Finland Growth Programmes01.08.2016
FINRELAX – MAKING FINLAND THE PRIMARY WELL-BEING TRAVEL DESTINATION In the travel growth and renewal road map, compiled by the Ministry of Employment and the…Read more
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QUALITY Quality is a crucial factor in the development of the product and service range. Visit Finland has specified internalization criteria and product recommendations that improve…Read more