Visit Finland UK Trade Research Study
The Brief
Visit Finland enlisted the help of The PC Agency’s trade team to conduct a trade audit project focused on understanding how Finland is currently positioned within the UK travel trade.
At present, approximately 40% of Finland’s visitor arrivals from the UK take place during the month of December, with the majority of visitors travelling to Lapland only. As a result, a core goal of Visit Finland’s long term strategy is to change perceptions of Finland as a winter destination and to drive sustainable year-round visitation, with a particular focus on Finnish summer and travel to lesser explored regions such as Lakeland.
This research project aimed to uncover how the destination is currently perceived by the UK trade along with the barriers and opportunities that tour operators and agents are facing when selling Finnish summer and Lakeland to their clients.
The Project
This project was delivered in two phases, combining in-depth desk research with qualitative interviews, providing Visit Finland with a well-rounded understanding of Finland’s current positioning within the UK market.
Phase one consisted of an online audit of 89 UK tour operators and travel agents, analysing Finland product across tour operator websites to understand how the destination is currently positioned, identify market opportunities and benchmark Finland against competitor Nordic destinations.
Phase two focused on drawing out further insight from UK tour operators and travel agents through qualitative interviews. Over the course of the research, our team gathered responses from 25 tour operator and travel agent brands through a combination of live interviews and written answers. This provided deeper insight into trade perception, consumer demand, barriers to growth and opportunities to support Finland's long-term ambitions within the UK market.
Following our research, The PC Agency compiled the findings into a detailed wrap report featuring key market insights and practical recommendations to support Visit Finland’s future growth within the UK market.
The Results
This project provided Visit Finland with a comprehensive understanding of how the destination is positioned within the UK travel trade, alongside opportunities to grow awareness of Finnish summer and the Lakeland region among both the trade and consumers.
Key findings included:
Finland has a strong foundation to build on, with opportunities to strengthen its position as a year-round destination.
Finnish summer has credible appeal, particularly in relation to wellness, wildlife, self-drive and soft adventure experiences.
A more tailored approach is needed, matching product, messaging and support to different operator types and market segments.
Clearer, more targeted trade information and marketing support can help build operator confidence and encourage product development.
Greater collaboration across the destination can help create a more integrated approach to promoting Finland as a year-round destination.
These findings formed the basis of a tailored strategy for Visit Finland, with practical recommendations focused on matching product and messaging to different types of operator, strengthening destination messaging and driving sustainable year-round visitation.
Looking to better gain insight and uncover opportunities for long-term destination growth? Get in touch with our Trade Team at trade@pc.agency