Urban Park

Urban Park
Window to Nordic Nature

Final thesis 2009
Product Report
Master plan
Urban Park
Window to Nordic Nature
Final thesis 2009
Product Report
Master plan
Student
Simone Blinde
Student number: 2404057
2404057@student.saxion.nl
Organisation
Laurea University of Applied Sciences
Vanha maantie 9, 02650 Espoo, Finland
Assigner: Leena Alakoski
Educational Institution
Saxion Hogescholen
Hospitality Business School
Hoger Toeristisch & Recreatief Onderwijs
Handelskade 75, 7400 AM Deventer, the Netherlands
1st examiner: Theo Nagel
2nd examiner:
This report describes the tourism in Finland with special focus on National Park Nuuksio. Nuuksio is an
upcoming park and is part of different regions (Espoo, Kirkkonummi and Vihti). The main focus is on the
Nuuksio lake region. This report is a master plan for Nuuksio National Park with the main focus on mapping
the potential target groups, marketing strategy and implementation of the different strategies.
2
Keywords of this product report:
 National Park Nuuksio

 Urban Park
 Tourism Finland
 National Parks
 Master Plan
3
Preface
“The traveller sees what he sees, the tourist see what he has come to see” according to Gilbert K.
Chesterton. However this means that the destination first needs to find the tourists who want to visit and
see the attraction. In this product report I worked on a master plan for Nuuksio National Park in Finland
with main focus on the marketing strategies. This report is an important part of graduating and gaining my
bachelor degree.
The purpose of this master plan is to analyse the situation of Nuuksio and create a marketing plan. The
master plan is made in assignment of Laurea University of Applied Sciences, Espoo 2009.
During the making of this master plan I had help from Laurea University of Applied Sciences. I would like to
thank my supervisors in Helsinki, Ms. L. Alakoski (assigner), Ms. E. Leinonen and also my instructor
Mr. T. Nagel from Saxion Hogescholen in the Netherlands for their support and advice during the making of
this report.
Simone Blinde, 2009
4
Summary
The project of my thesis will built on, and utilise the methodology developed in the former project
‘Developing Visitor Monitoring Methodology in the Nordic and Baltic Countries’. The project will also utilise
Customer Experience- and Service Design –approaches in park service concept modelling. This project will
strengthen Nordic cooperation by developing and testing new concepts and methods for sustainable and
customer-oriented nature area management and customer service to create good examples for developing
the governance of Urban Parks. The goal of the project will be aiming to execute a series of practical cases
to act as best practice examples in developing Urban Parks in the Nordic countries. The stakeholders
involved are Laurea University of Applied Sciences which is the administrative body of the project; other co-
operative parties are Metsähallitus - Natural Heritage Services, Culminatum Innovation, Haaga-Helia
University of Applied Sciences, Tyresta National Park (Sweden) and Lillehammer Kunnskapspark (Norway).
My project pays special interest in Nuuksio National Park in Finland.
Nuuksio National Park is part of different regions (Espoo, Kirkkonummi and Vihti). The main focus is on the
Nuuksio lake region. The Nuuksio National Park, as it is today, is established in the year 1994. Therefore it is
one of Finland’s newest national parks. The park is set up in way to make certain that nature is closely to the
metropolitan area. Tourism is
very important for Finland; the relevance of tourism to the economic, employment and services are all
influenced. All the time consumers and tourism are changing. The tourism industry needs to adjust its
products and services to the international and national developments/trends.
In 2006 the National Finnish Tourism Board defined a tourism vision and strategic goals. These factors
determine the objectives.
This plan will extend tourism until the year 2020 and there have been set date by which the targets should
be achieved. Nuuksio National Park has been of great importance for tourism in the metropolitan area for
over 10 years. However Nuuksio has a very good chance of growing to become a significant nature park on a
national level. The Metsähallitus (Forest Management) has based the park on a geographically good
location. Located on the edge of the metropolitan area makes it possible for all the metropolitan area
oriented and international demand is an opportunity for Nuuksio. Nuuksio provides a framework for
implementation of the tourism/leisure trends.
Looking at the trends and development of tourism at a national and international level, Nuuksio has many
opportunities. Among the developments are the ageing, the uncertain economic conditions, technical
developments and the emerging interest in nature tourism and wellness tourism. Nuuksio is able make
good use of the trend ageing and respond to the trend of nature tourism. Nuuksio tries to respond to these
trends by building a Nature Centre, where they want to offer better services and products. The centre
should also provide better information and can be used also for educational purposes.
The analyses show that the main weakness of Nuuksio National Park is the lack of information and
marketing. They do not have an own website, own organisation information or own organisation aims.
Nuuksio is being managed by Metsähallitus and they manage more national parks with the same strategies.
However each National Park has its own strengths and is unique, therefore it should have an own marketing
strategy. Many national parks, like Nuuksio, attract significant numbers of customers to the product. The
customers travel to the place of production to consume their holiday in and around the national park.
Marketing can be defined as the performance of business activities that direct flow of goods and services
from the produces to the consumer. Such activities are vital to tourist businesses. 1 It is important for the
future for Nuuksio and even more important to its new built Nature Centre, that Nuuksio creates a strategy,
communication plan and marketing plan.
1
McIntosh, Goeldner, Ritchie; Tourism, Principles, Practices, Philosophies, 7th edition
5
A website is a great marketing tool. You can create a site to increase brand awareness to your product or
service to sell. But something from your website to communicate to man it, you'll need to attract as many
visitors as possible. Website promotion is one of the main components of the marketing strategy of Nuuksio
National Park.
A good marketing mix is a combination of marketing tools to satisfy consumer and the objectives of the
organisation. It is importance to have a good marketing strategy that will usually increase the results of
Nuuksio National Park. In the case of Nuuksio the main important thing at this moment is to implement the
strategy and make it also central in the other activities that concern the National Park, due to the fact that
Nuuksio currently does not have a strategy or master plan. Nuuksio National Park is aiming for six different
target groups; young people, families with children, 55+ year old, active people, metropolitan area
inhabitants and foreign tourists. Each target group is in different stage of the life cycle and has different
needs and desires. If Nuuksio National Park would like to welcome more visitors it needs to aim for the
target group. Therefore different strategies are developed and also a business aim and definition are
created. To implement all the strategies, an implementation plan, including time, has been set up for the
organisation. The timeline is from June 2009 till September 2011 when the opening of the new Nature
Centre of Nuuksio is planned.
6
List of Definitions
Baby boomers People born during the post-World War II period, who
constitute a noticeable bulge within in the population.
Benchmark An indicator value, often based in some past desirable state,

against which subsequent change I n that indicator can be
gauged.
Carrying capacity The amount of tourism activity that can be accommodated

without incurring harm to a destination; distinctions have been
made between social, cultural and environmental carrying
capacity.
Confrontation matrix A tool to compare internal and external factors. The factors of
the SWOT are being used in this matrix.
Cultural tourism It is travel directed toward experiencing the arts, heritage, and
special character (culture) of the chosen destination.
DESTEP Stands for "Demographic, Ecological, Social, Technological,

Economical and Political." It describes a framework of macro-
environmental factors used in the scanning component of
strategic management. It is a part of the external analysis when
conducting a strategic analysis or doing market research and
gives a certain overview of the different macro-environmental
factors that the company has to take into consideration.
Destination life-cycle The theory that tourism-orientated places experience a

sequential process of birth, growth, maturation, and then
possibly something similar to death, in their evolution as
destinations.
E-commerce Describes business dealings that are electronically based, such

as e-tailing, exchanging data, websites, and e-mail
communications.
Ecotourism A form of alternative tourism that places primary emphasis on a

sustainable, learning –based interaction with the natural
environment.
Family life cycle A sequence of stages through which the traditional nuclear
family passes. Each stage is associated with distinct patterns of
tourism-related behaviour associated with changing family and
financial circumstances.
7
Hospitality industry A group of businesses that welcome travellers, by providing
accommodations, products and services.
Marketing The interactions and interrelationships that occur among

consumers and producers of goods and services, through which
ideas, products, services and values are created and exchanged
for the mutual benefit of both groups.
Master plan A plan which includes a series of steps to be carried out or goals
to be accomplished of the organisation. It usually first explains
the current and desired situation.
MEK The Finnish Tourist Board (MEK) is a bureau included under

the Finnish Ministry of Employment and the Economy,
responsible as an expert agency and active operator in
tourism for promoting Finland as a tourist destination
internationally.
Metsähallitus It is a state-owned enterprise in Finland. The tasks of

Metsähallitus are to manage most of the protected areas of
Finland and to supply wood to the country's forest industry.
Metsähallitus employs about 3,000 people and it administers
some 120,000 square kilometres of state-owned land and water
areas.
National Park A national park is a reserve of land, usually declared and owned
by a national government, protected from most human
development and pollution. National parks are protected areas.
Nature tourism It is responsible travel to natural areas (parks/forest/etc), which

conserves the environment and the travel improves the welfare
of local community.
Niche market Highly specialised market segments.
Sustainable development In principle, development that meets the needs of present

generations while ensuring that future generations are able to
meet their own needs.
Sustainable tourism Tourism that is developed in such a way as to meet the needs of
the present without compromising the ability of future
generations to meet their own needs.
SWOT analysis An analysis of a company or destination’s strengths,

weaknesses, opportunities and threats that emerges from an
examination of its internal and external environment.
Travel and Tourism industry A variety of interrelated businesses that provide services to
travellers, the tourism industry includes a broad range of
businesses like airlines, casinos, travel agents, tour operators,
entertainment firms, etc.
8
Urban Park An urban park, also known as a municipal park (North America)
or a public park or open space (United Kingdom), is a park in
cities and other incorporated places to offer recreation and
green space to residents of and visitors to the municipality.
Wellness tourism Wellness is a multidimensional state of being describing the

existence of positive health in an individual as exemplified by
quality of life and a sense of well-being.” 2 Each person has their
own definition of wellness tourism, it is individual.
2
http://www.definitionofwellness.com/
9
Table of contents
Preface..............................................................................................................................................................4
Summary..........................................................................................................................................................5
List of Definitions..............................................................................................................................................7
Introduction....................................................................................................................................................12
Analyses current situation..............................................................................................................................14

2. Internal analyses........................................................................................................................................
2.1 Nuuksio National Park.......................................................................................................................
3. External analyses...................................................................................................................................15
3.1 The national tourism prospects.........................................................................................................
3.2 Finnish Tourist Board.........................................................................................................................
4. Destination analyses..............................................................................................................................17
4.1 Tourist profile....................................................................................................................................
4.1.1 Origin tourists...........................................................................................................................
4.1.2 Age...........................................................................................................................................
4.1.3 Reason for visit..........................................................................................................................
4.1.4 Main destinations visited..........................................................................................................
4.1.5 Stay.......................................................................................................................................18
4.2 Competitors.......................................................................................................................................
4.2.1 National level........................................................................................................................19
4.2.2 International level.................................................................................................................20
5. Development and Trends.......................................................................................................................21

5.1 DESTEP-factors..................................................................................................................................
5.1.1 Demographic............................................................................................................................
5.1.2 Economic...............................................................................................................................22
5.1.3 Social........................................................................................................................................
5.1.4 Technological............................................................................................................................
5.1.5 Ecological..................................................................................................................................
5.1.6 Politic....................................................................................................................................23
5.2 Trends................................................................................................................................................
5.2.1 Wellness tourism development & trends...................................................................................
5.2.2 Nature tourism development & trends.................................................................................25
5.2.3 National Parks and tourism...................................................................................................26
5.3 Nuuksio development & trends.....................................................................................................27
5.4 SWOT-analyses of Nuuksio National park......................................................................................28
5.4.1 Confrontation matrix............................................................................................................29
Analyses desired situation..............................................................................................................................30

6. National tourism........................................................................................................................................
6.1 Finnish brand.............................................................................................................................................
6.2 Nature tourism..............................................................................................................................31
6.3 Cultural tourism.................................................................................................................................
7. Finnish Tourism Board............................................................................................................................32
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8. Metsähallitus.........................................................................................................................................33
8.1 Mission..........................................................................................................................................34
8.2 Vision.................................................................................................................................................
9. Nuuksio National Park............................................................................................................................35

9.1 Mission..............................................................................................................................................
9.2 Communication objectives.....................................................................................................................36
9.3 Target group......................................................................................................................................
9.4 Nuuksio Nature Centre..................................................................................................................37
10. Conclusion.............................................................................................................................................38
Development Concept....................................................................................................................................40
11. Target Market.........................................................................................................................................41
11.1 Tourist profile....................................................................................................................................
11.1.1 Family life cycle.....................................................................................................................44
11.2 Type of communication.................................................................................................................45
11.3 Type of market..................................................................................................................................
12. Marketing strategy.................................................................................................................................46

12.1 Business goals...................................................................................................................................
12.2 Definition of the business..................................................................................................................
12.3.1 Brand....................................................................................................................................47
12.3.2 Physical brand...........................................................................................................................
12.3 Place Strategy....................................................................................................................................
12.4 Promotional Strategy.....................................................................................................................48
12.5 Conclusion.....................................................................................................................................49
12.6 Implementation.............................................................................................................................52
12.6.1 Time line...................................................................................................................................53
List of references............................................................................................................................................54
Appendix........................................................................................................................................................57
Appendix 1: Real Travel & Tourism activity growth...................................................................................58
Appendix 2: Real Travel & Tourism activity growth...................................................................................59
Appendix 3: Overview of Finnish Tourism Board Strategy Program..........................................................61
Appendix 4: Origin Tourists Finland...........................................................................................................62
Appendix 5: Tourist by age and sex...........................................................................................................63
Appendix 6: Reason of travelling to Finland..............................................................................................64
Appendix 7: Tourist Destinations (activities).............................................................................................65
Appendix 8: Tourist Destinations (locations).............................................................................................66
Appendix 9: Nights spent in Finland..........................................................................................................67
Appendix 10: Marketing communication channels...................................................................................68
Appendix 11: Example website National Park...........................................................................................69
Appendix 12: Example Nuuksio poster......................................................................................................70
Appendix 13: Tourism Planning.................................................................................................................71
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Introduction
Nuuksio National Park is located in the metropolitan area, a half-hour's drive from Helsinki-Vantaa
airport, the region offers tremendous potential to grow even more significant role in natural tourist
attractions.
Previous research showed that Nuuksio National Park is not optimizing its use. The park and area
do not know how to handle more entrepreneurs and more tourists. The park has no strategy or
plan to handle obstacles or plans for the future of the park. However, the goal is to make the park
more attractive and accessible for tourism. The main question of this project will be;
What concept should Nuuksio National Park use to reach the goals of the project?
The goal of the project is to develop a new concept for Nuuksio National Park, which can be used as best
example for nature park in the Nordic Countries. The project should be of quality that it can be used for
Nuuksio National Park, but the concept should also be used Nordic countries.
To answer the main question, the following research questions have been formulated:
(1) What is the current situation of Nuuksio National Park?
(2) What are the current trends of tourism? (National/International)
(3) What are the tourism prospects?
(4) What are the strengths and weaknesses of Nuuksio?
(5) What are the chances and threats for Nuuksio?
(6) Who are the main competitors for Nuuksio?
(7) What is Nuuksio Park aiming for?
(8) What is the main target group of Nuuksio?
(9) What are new potential target groups of Nuuksio?
(10) How should the new concept look like?
(11) What are the conditions for a new concept?
(12) What stakeholders are involved in the new concept?
This product report is divided into three main parts, first the analysis of the current situation of Nuuksio and
tourism in Finland. In this part also the current development and trends are being mentioned and linked to
Nuuksio National Park. The analysis of the current situation points out where Nuuksio is standing now,
what is the situation of tourism at the moment in Finland and how does the tourist in Finland look like.
The second part of the report is about the analysis of the desired situation. This analysis is about the aims
and goals of Nuuksio National Park, government, the Finnish Tourism Board and other stakeholders
involved. This part ends with a conclusion about the two analyses and the differences between these parts.
In the conclusion the differences are being made up and it shows in what areas Nuuksio can be improved or
what is missing.
The third part; development of the concept is formed by the target market, marketing strategy and
implementation plan.
Al the three parts together are forming the master plan of Nuuksio National Park.
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1. Project
Laurea University of Applied Sciences in Helsinki area started in cooperation with other stakeholders a
project to develop new concepts for Nuuksio Park. The goal of the project will be aiming to execute a series
of practical cases to act as best practice examples in developing Urban Parks in the Nordic countries. Special
interest will be paid to utilising urban parks as learning environments for schools and in integration of
immigrants into the local culture and natural environment, to realise of accessibility as part of the
development and to coordinating the flow of different user groups in order to manage the social
sustainability of target areas. These are also main objectives in the development strategies for Nordic urban
communities. The stakeholders involved are Laurea University of Applied Sciences which is the
administrative body of the project; other co-operative parties are Metsähallitus, Natural Heritage Services,
Culminatum Innovation, Haaga-Helia University of Applied Sciences, Tyresta National Park (Sweden) and
Lillehammer Kunnskapspark (Norway).
The Nordic natural environment is a rich resource. That is why sustainable new service concepts need to be
developed and tested to intensify and diversify the utilisation of Finnish nature areas for recreational,
touristic and educational purposes. These best practice–service models and concepts should be shared in
Nordic cooperation with special focus to neighbouring areas.
The project “Urban Park - Window to Nordic Nature” is a preparatory project for an international project
(Interreg) ‘Urban Parks’, for developing National Parks and other Natural Recreation Sites close to Baltic Sea
metropolis. Finland Metropolitan Area and Nuuksio National Park are involved in the preparatory project.
The project will build on, and utilise the methodology developed in the former project ‘Developing Visitor
Monitoring Methodology in the Nordic and Baltic Countries’. The project will also utilise Customer
Experience- and Service Design –approaches in park service concept modelling. The aim of the preparatory
project is to create (1) a shared Nordic vision for practical managerial development of Urban Parks as a basis
for international cooperation within the Baltic Area, (2) a partner-network and (3) a project plan for the
Interreg application. The project will strengthen Nordic cooperation by developing and testing new concepts
and methods for sustainable and customer-oriented nature area management and customer service to
create good examples for developing the governance of Urban Parks.
The goal of the project will be aiming to execute a series of practical cases to act as best practice examples
in developing Urban Parks in the Nordic countries. Special interest will be paid to utilising urban parks as
learning environments for schools and in integration of immigrants into the local culture and natural
environment, to realisation of accessibility as part of the development and to coordinating the flow of
different user groups in order to manage the social sustainability of target areas. Kunnskapspark (Norway).
During the work on this project, the goal of the project changed, instead of developing new concept like
services, it was found more useful after the analysis the write a master plan for Nuuksio. This master plan
has as main focus marketing strategies
These are also main objectives in the development strategies for Nordic urban communities. The
stakeholders involved are Laurea University of Applied Sciences which is the administrative body of the
project; other co-operative parties are Metsähallitus - Natural Heritage Services, Culminatum Innovation,
Haaga-Helia University of Applied Sciences, Tyresta National Park (Sweden) and Lillehammer.
13
Analyses current situation
2. Internal analyses
2.1 Nuuksio National Park
Nuuksio National Park is part of different regions. The focus mainly is on the Nuuksio lake region. Nuuksio is
located in the areas Espoo, Kirkkonummi and Vihti (see figure 1). The concept of Nuuksio National Park
dates back to the 1980’s, when the region established it national status. The boundaries of Nuuksio were
defined in 1986 when Helsinki had the Area Master Plan. The Nuuksio Park as it is today is established in
the year 1994, therefore it is one of Finland’s newest national parks. The park is set up in way to make
certain that nature is closely to the metropolitan area.
The whole Nuuksio National Park is 45 square kilometres large of typical Finnish landscape. Which mean
conifer, birch forest, small swamps, granite bedrocks and it has more than 200 square kilometres lakes
combined together.
The tourist season for Nuuksio Park is the summer, end spring and the beginning of the fall. The weather in
Nuuksio is like the weather is Helsinki, good summer, hard winters and wet springs and falls. However in the
winter Nuuksio is visited by cross-country skiers and used for other snow related activities. There are
different possibilities to get around in the park, there are; bicycling routes, and you are allowed to fish or
climb rocks or ice.
Nuuksio Park is free of charge to visit and they offer information at the information centre in the park. Even
the region offers a lot of services which have a wide variety of businesses. However there is for example no
chance to buy food in the park. Also is the information scattered and the entrepreneurs do not cooperate a
lot. One of the attractions in the park is to rent lodges; however there are not many so you have to book
very far in advance, but there are also four camping sides in the park. Outside the park there are hotels and
other tourist companies.
Nuuksio is an upcoming nature area, where the transport planning is currently improving. The schemes are
intended to reflect on the new vehicles, parking, etc. This planning started after the Solvalla debate
(25.5.2008). The outcome of the debate between the various parties and there views, was that Nuuksio
transport should be more developed to compete with the challenges. The residents in the Nuuksio are also
pleased with this planning; they hope that the transport arrangements will improve. Accessibility is
essential to the success of Nuuksio.
Figure 1: Nuuksio area and neighbouring municipalities (Metsähallitus 2006).
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3. External analyses
Every year Finland attracts millions of tourists, from all over the world. Finland is most well known for its
nature and its lakes. However most tourists bring visits to Finland’s capital Helsinki.
3.1 The national tourism prospects
According to research by Statistics Finland3, a total of 10.2 billion euro was consumed on tourism in the year
2006. The biggest tourist demand item consists of passenger transport services. Over the last years the
tourism activity increased in Finland. In the year 2009 is already increased 2,65% comparing to the same
period in 2008. However due to the global financial crises it is still awaiting to see how the tourism industry
will react. Looking at the facts of the World Travel and Tourism Council, Finland is still increasing and
continuing the positive growth. However the prospects for the year 2009 are less positive than in 2008,
however they are still positive. (Appendix 1&2)
3.2 Finnish Tourist Board
In the year of 2004 the tourist board of Finland did a report 4 on the scenarios of Finnish tourism in 2020. In
this report the tourism board has considered international crises and the increase in safety, experience and
globalization. The outcome of this report listed factors of change. Among the factors were the following;
 Urbanization
 Increase of life-cycle (which means the amount of working careers, the early retirements, etc.)
 Increase in leisure time in consumption
 Leisure industry is growing ‘safety’ experience
 Technological advantages
 Sustainable development
 Health awareness is increasing
 Individualism is an upcoming trend
 Ageing of the west-development in Russia
 Tourism barriers are reduced
 Consumption behaviour change
 Asian economic power, which increases the availability of labour
 Global prosperity consciousness in price/quality
 Increase the infrastructure development, diversity transport
 Focusing on tourism tax
 Greenhouse interest rates
These are all factors that will direct or indirectly affect the overall tourism and its development. Also are
these factors relevant to the prosperity of tourism development. The most outspoken factors are the
increase of life cycle (ageing population); globalization and increase leisure time in consumption, in addition
the factor increasing health awareness. The fact that the “baby boom generation” has reached the
retirement age, the domestic market will be able to improve and facilitate competition. This means that
seasons stabilizes, because retired persons are not bound to fixed holidays to travel. They have the
opportunity to travel all year round.
3
Tourism consumption EUR 10.2 billion in Finland, 04/04/2008, Statistics Finland,
(http://www.investinfinland.fi/news/2008/en_GB/Tourism_consumption%20/)
4
Kulttuurin matkailullinen tuotteistaminen, Esitys toimintaohjelmaksi 2009–2013,
(http://www.minedu.fi/export/sites/default/OPM/Julkaisut/2008/liitteet/tr34.pdf?lang=fi)
15
Due to globalization international investments were increasing, due to the current global financial crisis this
is not a subject anymore. However the world is still getting “smaller”, everyday it is easier and faster for
tourists to travel. Decisions to purchase are made short term, and the client is the active selector. Also that
the experience tourism is being more important and a bigger factor for clients making decisions.
Two researchers Kairamo (2005) and Himanen (2004) see that the Finnish economy spearhead are the IT-
industry as well as the culture. The welfare sector in Finland is in their opinion able to compete on an
international level, and it has a lot of potential. 5
Tourism is important for Finland in terms of the employment and the welfare. Tourism also provides a
growth in the Finnish economy. For the tourism growth it is important that the action to grow is long-term
and systematic. In the year 2006 the Finnish tourism board defined a tourism vision and strategic goals.
These factors determine the objectives. In addition, it is set to ensure tourism growth in its key priorities.
This plan will extend tourism until the year 2020 and there have been set date by which the targets should
be achieved. In this case the growth targets should be achieved in 2013. (Appendix 3)
5
ICT cluster Finland review 2006,
(http://www.tieke.fi/mp/db/file_library/x/IMG/18677/file/ITCTreview_netversion_060628.pdf)
16
4. Destination analyses
4.1 Tourist profile
It is important to create a tourist profile. A profile makes clear where the tourists come from, what they
visit, the age and sex, the length of the stay etc. By making a tourist profile makes, it for organisation clear
what the tourists want and what the upcoming trends are. This way all the different entrepreneurships can
interact with the given information.
4.1.1 Origin tourists
The table (Appendix 4) shows that most tourists come from Russia. The tourist volumes have been growing
positively over the last couple of years. In 2005, Finland even exceeded the 5 million foreign tourist barrier.
In the year of 2006, almost 5.3 million tourists visited Finland. 6
4.1.2 Age
The current largest group of tourists visiting Finland in the year 2006 are between 35-44 years old. The next
group due to demographic ageing will be tourists between 45-64 years old. Finland stands out, because
almost 33% of the tourists are in this age group of 25-55. 7 (Appendix 5)
4.1.3 Reason for visit
Looking at the table (Appendix 6) it is clearly that most tourists come for business or for leisure. The
business tourists mainly fly to Finland. However the leisure tourists prefer to travel by land. 8
4.1.4 Main destinations visited
The tourists who come to Finland, their favourite destination is shopping. Most tourists show that they do
not come for one destination, but would like to combine different aspects that Finland has to offer. It is
remarkable that most tourists go shopping during their stay Finland, when the country offers a lot of
nature.9 (Appendix 7&8)
6
Valtakunnallinen matkailuliikenne Matkailutilastojen koosteraportti, (http://www.mintc.fi/fileserver/LVM_03_08.pdf)
7
8
9
17
Almost 1/3 of the foreign travellers who go to Finland, have Helsinki has the main destination. For business
tourists the destinations Helsinki, Lappeenranta and Turku are the main destinations where leisure tourists
also go visit other areas in Finland. See next graphic for tourist destinations. 10
4.1.5 Stay
The tourists spent an average of 4.3 nights in Finland. The Russian tourists have the shortest stay, but this is
logic. Due to the geographical advantage of the Russian tourists, they can come for short stays. This also
applies for other Nordic countries, like Sweden for example. 11 (Appendix 9)
4.2 Competitors
Competitors for Nuuksio are in general all tourist destinations

and attractions, in particular, in a 100 kilometre radius of the
national parks. Competition can be perceived as a positive
thing. The main potential competitors who attract the same
target group as Nuuksio are other National Parks. Finland has
a total of 35 national parks, which are all managed by
Metsähallitus. The parks in the same region as Nuuksio are
Archipelago National Park and Liesjärvi, as well as the
traditional areas of forests. Other competitors are the Vaasa
Coastal Marine Area and Oulanka wilderness.
To analyse the competitors, they will be discussed on

two different levels:
 National
 International,
The main focus is on the Nordic countries.
Map: National Parks Finland 12
10
Valtakunnallinen matkailuliikenne Matkailutilastojen koosteraportti,
(http://www.mintc.fi/fileserver/LVM_03_08.pdf)
11
Valtakunnallinen matkailuliikenne Matkailutilastojen koosteraportti,
(http://www.mintc.fi/fileserver/LVM_03_08.pdf)
12
(http://www.visitfinland.com/W5/index.nsf/(Pages)/National_Parks)
18
4.2.1 National level
Finland and its nature parks can, according to the Finnish Tourist Board, are divided into 5 regions.
1) Helsinki region; Ekenäs Archipelago, Liesjärvi and Nuuksio
2) Lake district: Helvetinjärvi, Hiidenportti, Isojärvi, Koli, Kolovesi, Leivonmäki, Linnansaari, Patvinsuo,
Petkeljärvi, Pyhä-Häkki, Päijänne, Rokua, Salamajärvi, Seitseminen, Tiilikkajärvi, Torronsuo
3) Lapland: Lemmenjoki, Oulanka, Pallas-Yllästunturi, Perämeri, Pyhä-Luosto, Riisitunturi, Syöte, Urho
Kekkonen National Park
4) Southern Finland: Archipelago, Eastern Gulf of Finland, Repovesi, Valkmusa
5) West Coast: Kauhaneva-Pohjankangas, Kurjenrahka, Lauhanvuori, Puurijärvi-Isosuo
National Established Size Number of Activities Services

Parks visitors13
(sq.
(2007)
km)
Ekenäs 1983 500 60.000 Hiking Visitors centre
Archipelago Canoeing Archipelago centre
Sailing/motor boat Shops and restaurants
Fishing Campfire sites
Swimming Camping
Berry- & mushroom Wilderness huts
picking
Liesjärvi 1956 21 22.000 Hiking /trekking Tours

Bird watching Visitors centre
Cross-country skiing Café
Visit heritage farm Saunas
Swimming Camping
Berry- & mushroom Campfire sites
picking
13
"Metsähallitus – Käyntimäärät kansallispuistoittain 2007" (in Finnish). (http://www.metsa.fi/page.asp?
Section=2842). Retrieved on 2008.
19
Nuuksio 1994 45 170.000 Hiking Nature information hut
Trekking Campfire sites
Cross-country skiing Cooking shelters
Fishing Camping
Cycling Lodging (2 in the park)
Horseback riding Guide Hut (summer
Rock climbing only)
Swimming
Berry- & mushroom
picking
Nuuksio National Park has attracted the most visitors in the year of 2007. This is particular because it is
not the biggest National Park in the Helsinki region. However Nuuksio Park offers the most diversity, it is
suited for more activities. On the other hand, Nuuksio is not the best in services and also the diversity in
services is the lowest. Nuuksio is working on a Nature Centre; however there still is a lot of room for
improvement on services. Remarkable that this is only the number of visitors in Nuuksio National Park and
not in the entire Nuuksio forest area.
4.2.2 International level
Competitors on an international level are the countries connected to Finland. The main competitors are
Sweden, Norway and Russia. These countries have almost the same kind of nature. These countries can pull
international tourists to there countries. Finnish inhabitants are more likely to visit Finnish National Parks.
20
5. Development and Trends
The importance of tourism to Finland is recognized. The relevance of tourism to the economic, employment
and services are all influenced by tourism. All the time consumers and tourism is changing. The tourism
industry needs to adjust its products and services to the international and national developments/trends.
5.1 DESTEP-factors
The main trends and developments relevant to tourism and leisure industry in Finland can be described by
the DESTEP-model. This model describes some of the latest developments on Demographic, Economic,
Socio-cultural, Technological, Environmental and Political levels.
5.1.1 Demographic
The country of Finland has 5.3 million inhabitants, with a low density of 17 inhabitants per square
kilometre. Most of the population is concentrated on the south-western coast. Almost 60 % of the
inhabitants live in towns and the cities, Helsinki with its 1 million inhabitants being the largest.
In Finland, almost 25% of the population is 55 years or older. The “baby boom generation” 14 is ageing and
the low population growth means that in the future, the client group of Finland can be considered old. They
can also be described by the following characteristics: spiritual, recreation, action, healthy food, light
physical activities. In the outcomes of the tourist board (2007) it shows that among this group the cyclical
tourism has grown in popularity. It is important that the tourist industry takes into account the social and
demographic changes.
To ensure prosperity in tourism, the industry should adapt to the changes. In ten years time from now, there
will be a large group that can travel all year round due to the ageing and retirement. Tourism services are
planning to focus on the desires of the seniors and their needs. So, it will need more customized products
and be more personalized to the consumer’s behaviour, and knowledge of psychology in the future will be
even more important. The new big focus group of seniors have purchasing power, are active and more
demanding and selective. In the findings of the tourism board, it also shows that senior sport tourism is also
growing and will like senior tourism and nature tourism had expanding features.
With the ageing of populations, the family structure also changes. Now there a lot of people living alone
(single) and there is a strong increase in the amount of childless couples. The growth of amount of seniors
will change the entire Finnish society. This will all lead to challenges for the tourism industry and its
entrepreneurs. The tourist industry will be more demanding and needs to cope with international
competition which is more comprehensive. It depends on how the population change impacts the welfare
services for consumption, which is very much attached to product and service quality. It is clear that the
ability to offer high quality and personalized services, demand and consumptions are growing. The danger is
that the prosperity of tourism will focus on the quality instead of the offering quantity, and this could lead
to the consumption will remain the same or even decreasing.
14
Tourism in Polar Regions (http://www.grida.no/publications/tourism-polar/page/1419.aspx)
21
5.1.2 Economic
Looking at the economy of Helsinki, it is primarily service-based. It first was heavy industry, but moved away
from that. The city of Helsinki can contribute almost one third of the Finnish gross domestic market (GDM).
The economy is changing more and more into an experience economy, which means that the consumer
wants more than just a product. The consumers want an experience and they are willing to pay for it.
Tourism is a very cyclical industry and trends in addition to economic development and world issues are of
crucial importance to tourism and the well-being while developing tourism. At the moment the economy
appears uncertain and it is possible that at least some degree of slowdown or recession in the tourism
industry is certainly coming. This seems immediately, because tourism is usually the first opportunity to
economize on is.
5.1.3 Social
The standard of living in Finland is graded as one of the highest in the entire world. 15 The benefits in Finland
are the extensive and affordable public transport as well as its efficiency al year round. Also the Finnish
lifestyle is positive; it stays in touch with the natural environment which offers Finland.
However nowadays the values of civilization are more in important in society, values like respect,
responsibility are becoming more important. Consumers also have more interest in lifestyle. People pay
more attention to health and well-being.
5.1.4 Technological
There is an increase in the use of technology. Especially in today’s international world everybody is
connected. Finland is often ranked as one of the most competitive economies in the world. That is because
Finland invests a lot of money into research and development.
The growth of the World Wide Web over the last couple years is remarkable, even in the tourism and leisure
industry. The internet is not only used to make reservations, also more information appears to replace the
traditional travel agency. The latest development in technical marketing for companies is to use e-
marketing. As consumer increasingly spent more time on the internet, it will become more important as a
marketing tool to reach consumers and spell products in the future.
5.1.5 Ecological
The prosperity of tourism should focus on the national strengths of Finland. These include; clean air, well-
preserved nature, silence, organic products, outdoor exercise, sauna and a diverse cultures. These things
may not seem unique, but is very important for the development of new concepts for Finnish tourism. On
the other hand, the international trends should also be taken into account and monitored, to ensure you
have a concept that speaks out to more than national consumers. This also includes the aim of Nuuksio,
which aims to develop welfare of tourism globally and aims to increase awareness. The nature will provide a
framework for the services.
15
Statistics Finland (http://finland.fi/netcomm/news/showarticle.asp?intNWSAID=26468)
22
The development of the welfare of tourism concepts such as services needs to be created for long-term and
fit in with the principles of eco-tourism. The principles of eco-tourism are established by Metsähallitus16 and
consist of the following:17
 Habitat values are maintained and operating in way promoting nature conservation
 The environment gets loaded as little as possible
 The work will value local culture and traditions
 Tourists knowledge of nature and culture will increase
 Tourists’ mental and physical well-being will improve
 Has a positive impact on the local economy
 Communications and marketing is of high quality and responsible
 Activities are planned and implemented in cooperation
The Finnish tourism strategy to 2020 refers to smooth the tourist industry, the existing and developing of. In
return the coming tourists will bring transport services, economic benefits and will improve the profits.
However to bring more tourists the accessibility need to improve, the current level is not sufficient. Also the
different types of transport need to improve there modes of cooperation.
5.1.6 Politic
All organizations have to deal with rules and legislation, which have been entered by the European Union
and the different governments in Finland. In Finland the taxes are higher comparing to other EU-countries.
Therefore it also means that it is less attractive for companies to move to Finland. It also means that Finland
is very protective for its own national entrepreneurs.
5.2 Trends
5.2.1 Wellness tourism development & trends
Prosperity tourism is a precursor of the wellness tourism. The reason were health resources and to improve
mental well-being. Nowadays wellness tourism is used by a more broad definition, feeling good spiritual and
physical. This trend is not only a Finnish phenomenon, but clearly an international one as well. It is
important to note that in a country like Finland, the title of wellness tourism is not established yet. Around
the globe there are several terms for wellness tourism, however they all more or less mean the same.
“The fact that people nowadays have more leisure time and are more experienced tourist. Customized
product and personalized are developed to meet the needs of consumers and emphasis on the consumer’s
behaviour, also knowledge of psychology in the future will be even more important. The Finnish tourism
industry is quite small, therefore it is in the interest of everyone that the all the entrepreneurs doing the
best of what it is capable of. The strengths of Finnish tourism should be developed further and used to
reinforce the tourism business.” 18
16
Metsähallitus: Finland’s Forest and Park Service Management
17
(http://www.metsa.fi/sivustot/metsa/en/Projects/LifeNatureProjects/SyoteLife/Guidingandrecreation/
Sivut/Guidingandrecreation.aspx)
18
Ahtola, J,Turun Sanomat (2008)
23
Wellness tourism has different dimensions. The mostly described dimensions are the following; 19
Figure; dimensions of wellness 20

 Social wellness
This dimension encourages improving the physical and human
environment to the welfare of a community. Social wellness
emphasizes the interdependence with other people and with
nature.
 Occupational wellness
Occupational wellness is connected with work where one will
gain satisfaction and find enriched. This dimension is related
to the attitude about work.
 Spiritual wellness
This dimension involves seeking meaning in life and existence.
 Physical wellness
This dimension encourages physical activity. This dimension
encourages knowledge about food and nutrition. Physical wellness encourages activities and consumption
which improve the level of wellness.
 Intellectual wellness
This dimension tries to improve the intellectual by creative, stimulating mental activities.
 Emotional wellness
The emotional dimension of wellness emphasizes an awareness and acceptance of one’s feelings. Emotional
wellness includes the degree which one feels positive and enthusiastic about oneself and life.
 Environmental wellness
This dimension is about ones feelings and awareness of one’s feelings. It includes the capacity to manage
the feelings and cope with it effectively.
 Financial wellness
This dimension strives towards a combination between mental, spiritual and physical aspects of money.
Financial wellness understands how to deal the financial situation and how to respond.
 Mental wellness
This dimension is about in improving the mental state of mind. An example of a mental state is depression
or stress, etc.
 Medical wellness
“Medical wellness (as defined by the Medical Wellness Association) 21 us the practice of health and medical
care relating to wellness outcomes. A more specific definition of medical wellness: an approach to
delivering health care that considers multiple influences on a person’s health and consequently multiple
modalities for treating and preventing disease as well as promoting optimal well-being”.
19
20
21
http://www.medicalwellnessassociation.com/visions.htm
24
“The international interest in health and wellness tourism predicts a promising future. Nowadays tourists
expect to obtain food which is good and tasty, but also healthy and of good quality. It is expected that
tourists are increasingly travelling to the fact they want certain treatments and wellness experiences. The
wellness tourism is getting more famous, because the consumer’s perception of health is changing. Now
health is considered to cover more than just physical health and the perception is moving towards mind,
body and soul”.22
5.2.2 Nature tourism development & trends
In the year 2000, a survey among entrepreneurs in Nuuksio area resulted with the outcome that the
development of nature tourism has a positive trend. The survey was taken with 1.440 entrepreneurs in the
southern of Finland, and was about the views of wildlife tourism and its future. The eco-tourism was a trend
which the entrepreneurs thought has a big future ahead. Nature problems however its largest problem is
the marketing efficiency. It is at a very low level of networking and the development of public knowledge is
also low. The public is not aware of the possibilities of nature tourism. However on the other hand, the
University of Joensuu (2002) found out that the service quality and nature tourism in the overall picture was
experienced as positive.
The entrepreneurs find tourism the most important source of income; therefore it is very important sector.
However the profile of the entrepreneurs is changing. For example; accommodation was the main form of
service provided, 64% of the entrepreneurs offered it. Almost 40% of the companies offer a variety of
wildlife-based program and only 16% was offering travel services. The quality is one of nature tourism
development key issues, as the tourist.
The national tourism policy in Finland is based on the English profile 23 to pure nature. However the natural
role for tourism differs from region to region, but the natural for tourism is high. Tourism related to natural
and recreational use of forests began in 1920-1930; in this sense nature tourism is not new. Around that
time Finland also founded its first national parks. The national parks are key destinations for tourists and are
a pull factor for Finland.
The establishment must also be taken into account for the areas of tourism, recreation, environmental and
educational use. Nuuksio national park was established in 1994 and operated by Metsähallitus. This is an
organization that operates by sustainable eco-tourism principles. The aim is to promote sustainable
tourism, in cooperation with tourism and protected areas with other actors. Metsähallitus, according to
their principles of sustainable tourism, should engage in such a way that:
(Principles of eco-tourism activities Metsähallitus 2005)24
 The values of habitat are maintained and operating to promote nature conservation
 Ensure that the impact on the environment is as little as possible
 The product/service interact with the local culture and traditions
 The knowledge of tourists about nature and culture increases
 It has to have a positive impact on the local economy
 Activities are planned and implemented in cooperation with all actors involved.
22
Suontausta & Tyni (2005)
23
Nature tourism in Finland: Development Possibilities and Constraints
24
(http://www.metsa.fi/sivustot/metsa/en/Projects/LifeNatureProjects/SyoteLife/Guidingandrecreation/
Sivut/Guidingandrecreation.aspx)
25
In the Finnish tourism strategy, the government has set the goal for nature tourism that the number of jobs
should be doubled by the year 2010. It is an achievable goal, but therefore product development and
investment in nature tourism needs to take place. These investments need to support the infrastructure and
to support the service structure. Nature can be considered as a tourist attraction, in the point of view when
there are enough infrastructure and services/products present.
Finnish tourism increase in nature related activities of foreign tourists is a reason for consumers to choose
Finland as a travel destination. The strategy’s strengths are a high technological level, the standard of living,
quality of life and security. Weaknesses are tourism marketing and electronic sale channels. The
development of cooperation and innovative product development leave room for improvement.
Finland’s nature tourism at this point lacks capital to reach the before mentioned goals. The forest
government of Finland aims to create a Nuuksio Nature Centre at Nuuksio national park.
This nature centre would be metropolitan nature area for tourists. The main objective is to have a “window”
to Finnish nature.
Metsähallitus wishes to improve the natural recreational services the metropolitan area and the
surrounding area. Nuuksio Nature Centre will serve as an outdoor nature centre for the movement. Nuuksio
services will need a better and closer cooperation between the demand and supply of the residents’ and
customers' wishes. Another objective is to make Nuuksio Nature Centre a centre for environmental
education. The goal is to serve the capital and the surrounding cities of around 300.000 infants and
adolescents.
Metsähallitus service vision25 (2006) is that the services need to contribute to the conservation of nature
and human well-being. The goal is to provide a human touch is genuine nature. In cooperation with al the
actors like; the city of Espoo, Solvalla, Helsinki and Vantaa and with the build of the centre, this
metropolitan area of Finland will open a window to nature and nature experiences for visitors as well as
residents.
5.2.3 National Parks and tourism
The American National Park Yellowstone is the first national park in history and it is dated back to 1872. This
idea has gradually spread to other parts of the world and nowadays national parks are tourist destinations.
At this moment Finland has 32 national parks most of which are taken care of by Metsähallitus. Many
national parks are popular tourist destinations, and this creates a challenge for the major task of nature
conservation. There is a thin line between nature conservation and tourism, it needs to cooperate. However
it needs to cooperate so that wildlife and nature are interrupted as little as possible. On the other hand,
visitors need to be able to enjoy nature and feel free still keeping nature intact. For example; Thomas Perret
notes in Ojala (2002) “that Nuuksio will not be processed in infinitum, because this area of the capital and
the value is lost. The aim is that the value of nature should be reflected in everyday activities and therefore
it is the responsibility of all. National parks provide information on the tourist area of the wild and about
how human activities affect this.”
The point of view of nature tourism as an important increase understanding of what the nature lasts and in
what extent the environment can benefit from economically.
25
Recent Advantages in Protected Area Management in Finland, (http://www.dovrefjellradet.no/FLIB/721-
RVaisenen13.06%202006.ppt#256,1,Recent Advances in Protected Area Management in Finland)
26
5.3 Nuuksio development & trends
Nuuksio Park has been of great importance for tourism in the metropolitan area for over 10 years. However
Nuuksio has a very good chance of growing to become a significant nature park on the national level. The
Metsähallitus has based the park on a geographically good location. Located on the edge of the
metropolitan area makes it possible for all the metropolitan area oriented and international demand is an
opportunity for Nuuksio. In research (Perret 2008) turns out that al large number of wellness around the
theme of opportunities. “Nuuksio welfare tourism is holistic, combining natural and healthy lifestyles.”
Nuuksio provides a good framework for implementation of the tourism/leisure trends. The aim now is that
implement wellness tourism in Nuuksio, and also educate entrepreneurs how to advise consumers about
wellness. Currently, it appears that that is would be difficult to match wellness tourism with the existing
activities of the entrepreneurs.
The metropolitan cities Espoo, Vantaa and Helsinki are planning together with the area a tourism strategy,
which is scheduled for publishing in the beginning of the year 2009. The main idea is to make and carry out
cooperation with the metropolitan competing entrepreneurs, so that they are able to compete with other
European metropolises. All the three large cities will cooperate and use their strengths. The aim is that
these strengths may be packaged to make Finland more attractive.
Nuuksio and its, new still not built, Nature Centre have an important role to attract international guests to
attract to the metropolitan area. In the plan of the cities, Nuuksio is seen as the lungs of the metropolis. The
Espoo area and Nuuksio have an important role in the plan of the cities; it is one of the basic pillars. Even
wellness tourism fits in the spirit of the region and offer opportunities to combine it with other kinds of
tourism, for example congress/business tourism. This kind of tourism (congress) is an important form of
tourism in Espoo (Tuomi 2008). The city Espoo also sees great chances with Nuuksio. Espoo sees that
Nuuksio can be used as a brand to become the image of the region. This is a chance that the city of Espoo
would like to invest in and develop (Kokkonen 2006). The Espoo Strategy 2007-2009 26 has Nuuksio
appointed as retained and managed in conjunction with the subject of the archipelago, the sea-, beaches,
valuable cultural environment and important green-, regional assemblies. The strategy also mentions
environmental harm and risk identification, prevention and remediation of environmental protection and
implementation program.
26
Heikkinen; Eetu-Pekka; Hämäläinen; Heini & Ahola; Juha
27
5.4 SWOT-analyses of Nuuksio National park
Nuuksio National Park has a lot of strengths and opportunities, but also weaknesses and threats. The
strengths of tourism related to Nuuksio are the stagnation in adventure tourism, the silence and peace.
Nuuksio has a lot of possibilities to grow on a national and even on an international level.
Some other strengths; it is closely located to the international airport of Helsinki. At the airport a lot of
Asian tourists transfer to flight in the direction of the United States. Most of the time the transfer time is
2/3 days. In that time they would be able to visit Nuuksio Park.
Weakness in the region is the current infrastructure. However they are working on development and
improving the infrastructure. This means that the park is not very easy reachable for tourists.
Another weakness is the accommodation shortage at Nuuksio Park and Nuuksio area.
Nature Lack of funding

Immunity
Small businesses disappearance
National Park Status
Accessibility (international airport) Labour shortages
Year-round supply
Facilities at Nuuksio
Ready clientele
Infrastructure
Silence and peace
Accommodation shortage
Tourism is related with other industries
Climate (not all year round destination)
Diversity of landscapes and nature
Majority of inhabitants speak the English language
Quality of life
Security
Not all year round destination
Infrastructure
Public transport
Accommodations
Facilities
Image Current international financial crisis
Development of cooperation Nature can damage due to the carrying capacity
International tourists as target group limits (sustainability)
Communication and mobility increase Other expectations by tourists than not correspond
Support for sustainable tourism to what Nuuksio offers
The fastest growing segment in the tourism industry Reduction in the multiplayer-effect
is eco/nature tourism Global warning
Create more options with regard to (indirectly) Small business disappearance
supporting activities Different interests among stakeholders
Growth target group “senior” Tourism is a fragile sector
28
5.4.1 Confrontation matrix
For the confrontation matrix the main points of the SWOT-analysis are being used. The matrix combines the
strengths, weaknesses, opportunities and threats. The matrix is used to answer the following questions;
- How can a strength be used to participate in an opportunity?
- How can a strength be used to defend ourselves from a threat?
- How can a weakness be improved to participate in an opportunity?
- How can a weakness be improved to defend ourselves from a threat?
Horizontal filled in confrontation matrix is examined to see if the strengths and weaknesses can be
exploited by the opportunities and the threats can be avoided.
0 = neutral
+ = Positive effect
- = Negative effect
Opportunities Threats
Public transport Senior Accom- International Sustainability Tourism is a
target modations financial of nature fragile sector
group crisis
Nature -/+ + -/+ 0 - 0

Strengths Ready clientele + + + - - -
English speaking 0 + + - 0 0
Lack of funding - 0 - -- 0 -
Weaknesses Facilities at - - - - - -
Nuuksio
Infrastructure - - - - - -
Vertical filled in confrontation matrix is to see if the external (opportunities and threats) have influences.
0 = neutral
+ = Positive effect
- = Negative effect
Opportunities Threats
Public transport Senior Accom- International Sustainability Tourism is a
target modations financial of nature fragile sector
group crisis
Nature - + - 0 -- 0
Strengths Ready clientele + + + - 0 -
English speaking + + + 0 0 -
Lack of funding - 0 - -- 0 -
Weaknesses Facilities at + + + 0 - -
Nuuksio
Infrastructure ++ - - 0 - 0
The confrontation matrix is made to give an insight in the organization. The results/outcomes are the bases
for the developing strategies. The outcomes show that there is lot of potential for the senior target group,
and also the facilities should be improved. However the main weakness is the lack of funding, also due to
the economic financial crises. Also shown in the SWOT that Nuuksio is not an all year round destination;
however this can be a threat and a strength. This way Nuuksio can also be better used in the winter; this will
save inhabitants a trip to Lapland, which is very famous destination for winter activities and nature
activities.
29
Analyses desired situation
To achieve a good result it is needed to develop a good master plan and marketing strategy; therefore an
analysis of the desired situation is necessary. In this part the goals and aims of national tourism,
Metsähallitus and Nuuksio National Park will be discussed. This way a comparison of the current situation
and desired situation can be made up; to see the difference and get a clear view of what the best way is to
reach the best concept.
6. National tourism
The goal of Finland’s Tourism Strategy is to create the ideas for the development, growth and
competitiveness of year-round tourism. Tourism is an important source of employment and prosperity for
the Finnish economy.
“The strategy defines international tourism as a source of profitable growth, while investments in the
development of domestic tourism are also necessary, since this comprises the bedrock of tourism in
Finland. The annual growth rate between now and 2013 for overnight stays registered by foreign tourists is
5 per cent on average, and 2 per cent for unregistered stays, while those of domestic tourists are expected
to grow by 3 per cent on average. During the same period, tourism’s share of Finland’s GNP is predicted to
increase to 3 per cent. To achieve intensive growth, tourism development activities will focus on two
strategic focus areas: the development of tourism centres and their spheres of influence, and that of
theme-based products and services. This will enable the development of enterprises of various sizes to
result in snowballing, intensive growth.” 27
In developing areas there is a vicious circle of nature degradation. Therefore it is important to make
sustainable plans. Tourism is increasingly put forward by international, national and local nature
conservation and development organizations, governments and the tourism industry as a promising
mechanism to resolve this circle in the South and a way to achieve the United Nations Millennium
Development Goals. As a consequence new institutional arrangements, policies and practices emerge at
different levels of scale (from the local to the global) in various developing countries. This research project is
a collaborative effort to address current knowledge gaps in sustainable tourism development in a number of
developing countries and to provide scientifically credible and practically relevant answers to the
achievements of Millennium Development Goals, specific policy targets as well as local needs.
6.1 Finnish brand
The Finnish Foreign Minister has appointed a high-level delegation to lead to develop a country brand for
Finland. It needs to create a strong national image that will improve Finland’s international
competitiveness. Appointment of the delegation is bases on the present Government Programme, where
the Government mentioned strengthening of Finland’s image as one of its central objectives.
The delegation is made up of prominent Finns with personal experience. The delegation’s term begin
September 2008 and will end in December 2010.
27
Completion of Finland’s Official Tourism Strategy will Boost Tourism
(http://www.matkailupohjanmaa.fi/Default.aspx?id=462375)
30
The purpose of making a good country brand is to improve the potential of Finnish entrepreneurs, increase
foreign political influence, promote interest in the country and of course to increase tourist flows. The
country brand is a cornerstone underpinning success and wellbeing. In the worst of cases, a poor image
means economic risk and political setback.
The country brand project is the responsibility of the Finland Promotion Board, which is directed by the
Ministry for Foreign Affairs and whose members include the central professional actors marketing Finland
on the international scene, i.e. the Ministry for Foreign Affairs, the Finnish Tourist Board and the Ministry of
Employment and the Economy.
6.2 Nature tourism
For Finland nature tourism is one of the most important sectors of the tourism industry. Therefore the
Finnish Government has set the objective for nature tourism to double the amount of jobs in this sector by
the year 2010.
Regional policy in Finland promotes the development of different parts of the country. Tourism has been
seen as one of industries through which the economic performance of peripheral areas can be influenced
(e.g. Laakkonen 2002). In peripheral areas nature-based tourism is usually the most important tourism
sector. The Finnish government has set ambitious objective for nature tourism development: to double the
jobs in the sector by 2010. In order to achieve the objectives, investments in nature tourism infrastructure
are required.28
6.3 Cultural tourism
As mentioned before, Finland profiled itself for nature tourism. However, cultural tourism and its
importance for Finland have improved over the last decades. The value of cultural heritage on national level
has been recognized and been taken into account in the Finnish Government’s Tourism Policy and also in
the strategy of the Finnish Tourism Board.
The Finnish Governments Tourism Policy29 has set up a plan for cultural tourism. It is a plan that will end in
2013, in that year the following objectives should be reached:
 Enhance the knowledge base and statistics
 Develop a model for product development
 Develop production business and producer operations
 Strengthen Finland’s cultural competitive identity
 Develop cultural events for tourism purposes
 Consolidate cooperation and networking, and
 Increase the use of instruments on offer in the European Union and international organizations.
Cultural tourism is being promoted on a local as well as on a regional level through different projects. Also
new cultural tourism services/products have been promoted, even the tourism industry in Finland has
started to take an interest in the cultural heritage. Presently the importance of cultural tourism is greatest in
south and west Finland, whereas in east and north Finland the percentage of nature tourism is greater.
28
Letholainen, M; Public infrastructure investments and their role in tourism in development in the Finnish lake
region; University of Joensuu (http://www.matkailu.org/jarvimatkailu/pdf/mika_iltcpaper.pdf)
29
Product development for cultural tourism; Proposal for a programme 2009–2013
(http://www.minedu.fi/OPM/Julkaisut/2008/Kulttuurin_matkalullinen_tuotteistaminen_Esitys_toimintaohjelmaksi_20
09_2013?lang=en)
31
7. Finnish Tourism Board
The main aim of the Finnish Tourist Board is to promote the image of Finland as a tourist destination. The
organization responsibilities are mainly based on product marketing. The goal is to attract more tourists to
Finland and to promote the different destinations, also Nuuksio National Park.
The Finnish Tourism Board30 (MEK) has some set the following goals for tourism in Finland:
1. Marketing communications on Finnish tourism
- Image of Finland as a tourist destination: MEK’s main task
- Responsibility for coordinating the Finland image
- Responsibility for fulfilling the tourism image lies with MEK together with businesses in the sector
- Shift to image marketing implemented gradually
- Product marketing
- Partnerships between tourism service providers and sellers
- Promoting networking
- Market-specific overseas partnerships with private operators
2. Acquiring market data and making it available to the tourism industry
- Data acquisition in partnership with entrepreneurs and other representative offices
- Seeking new target groups and countries
- Creation and maintenance of an electronic database
- Analyzing data and transmitting it to companies and transfer organizations
3. Promoting high-quality product development and commercialization

- Developing thematic projects based on the national tourism strategy
- Participating in tourist centres’ extensive product development projects in the capacity of experts
- Participating in creating regional tourism strategies and plans in the capacity of experts
- Communicating visions of tourism to public organizations that finance and develop the industry
4. Creating an electronic information and trading platform for Finnish tourism

- Create an electronic information and trading platform for Finnish tourism.
- Examine the requirements/conditions for building a shared portal
- Determine the content of the customer-oriented portal and open the project to competitive bidding
- Manage and monitor the completion of the project
- Ensure the portal is maintained
- Increase awareness of the portal as a part of marketing communications
30
http://www.mek.fi/W5/meken/index.nsf/(pages)/About_us
32
8. Metsähallitus
Metsähallitus manages Forest and Nature Parks in Finland, the strength of the organization lies in its broad
based economic recreation, which are combined in its operations to produce sustainable and high quality
results.
The basis for all the activities of Metsähallitus: is that the organization stresses the importance of co-
operation, employees’ well-being, customer focus and profitability, as well as the responsible management
and use of natural resources.
The two current projects of Metsähallitus are: 31
1) Life Nature Projects

Nature protection actions financed under this instrument contribute to the implementation of the Habitats
Directive and the Birds Directive. In particular, the actions aim to maintain and restore the habitats and
species listed in both Directives to a favourable conservation status. As the creation of NATURA 2000 as a
coherent ecological network of protected areas in the EU is central to both Directives, Life Nature is focused
to them.
The overall objective of Life financing is to promote the implementation of Community policy and legislation
in the field of the environment.
2) Structural Funds Projects

The aim of the European Union's regional and structural policy is to reduce the regional differences within
the European Union by giving support to the least developed areas. The resources of the structural funds
will be focused on the realization of the target program of the member states. This financing can be used to
carry out various kinds of environmental projects.
Apart from the target programs, the structural funds render financing to so-called community initiatives
which aim at resolving problems on the European scale. It is a trans-boundary cooperation programs whose
aim is to speed up the European integration by cutting down obstacles that national frontiers present for
the cooperation.
At the end of the year 2008, Metsähallitus implemented a survey of its operational environments which led
to a renewed operational strategy. According to the survey, Metsähallitus’ operations are based on two
things: all of the management of state-owned land and water areas is centralized in the same organization
and the units that handle the organization’s tasks work together more closely than ever. Metsähallitus aim
for the future is that it wants to be an innovator in the green markets.
31
http://www.mek.fi
33
8.1 Mission
Metsähallitus’ mission of the company is a mission for all National Parks in hands of the organization.
“People have a wide range of expectations regarding commercial activity, nature conservation and
recreation in state-owned land and water areas. Metsähallitus’ strengths lie in its broad-based economic
and ecological competence, which are combined in its operations to produce sustainable, high-quality
results.
With the help of interactive procedures, we try to find the best possible solutions for aligning different goals.
The basis for all our activities are the values jointly defined at Metsähallitus: we stress the importance of co-
operation, employees’ well-being, customer focus and profitability, as well as the responsible management
and use of natural resources.”32
8.2 Vision
Metsähallitus’ target is that it is a leading operator in the sustainable use and conservation of natural
resources in Europe.
Metsähallitus manage state-, land- and water- areas according to the goals set by society. Metsähallitus
produce a wide range of high quality services in the use and conservation of natural resources in Finland
and abroad. In our work we combine traditional Finnish expertise in forest management with an
international operating environment.
http://www.metsa.fi/SIVUSTOT/METSA/EN/ABOUTUS/OPERATINGPHILOSOPHY/Sivut/Metsahallitus’
32
OperatingPhilosophy.aspx
34
9. Nuuksio National Park
At the moment, Nuuksio National Park had 170.000 visitors in the year 2007. Due to the fact that more and
more tourists every year come to visit the park, the traffic increases which is not the aim of Nuuksio.
Instead, more and more visitors come for the natural environment, recreation and for educational
purposes. On of the goals is that the quantity number of visitors will increase, which shows potential, also
improving the attractiveness of the region and accessibility are goals.
To becoming a more important National Park and tourist destination in the future, Nuuksio planned to
develop services especially for the following the target groups 33, which they hope to attract more to the
park.
 Young people and people with the retirement age. To attract this target group Nuuksio needs mainly
to increase the information and services, improving
 Families with children. To attract this target group Nuuksio needs mainly to increase the information
and services, improving
 Current, permanent, and active people who seek to maintain the standard services to customers by
improving the rarely visit or visits by the plan
 Foreign tourists. Which seek Nuuksio for improving information availability and better accessibility
to Nuuksio from the centre of Helsinki, and the development of services in product development
 People in the metropolis area. Whose departure from the natural environment to facilitate the
provision of easy and ready for their movement.
9.1 Mission
The mission of Nuuksio National Park is not formulated, due to the fact that Nuuksio has no own webpage
or information centre about the organization itself. However I think that the mission of Nuuksio can
described by the following aspects:
 Provide the customers with a possibility for recreation and a chance to learn about the nature
 Create opportunities for nature tourism
 Create opportunities for sustainable development
 Cooperate with entrepreneurs on an (inter)national level
 Be a destination for people from the metropolis area to get away and enjoy the peace of nature
33
Nuuksio Nature study report (2005)
35
9.2 Communication objectives
Nuuksio can use its activities as communication objectives. Exhibition of traditional technology and
multimedia have successfully implemented an efficient and effective way to communicate, but the
disadvantages are the high costs that come with in. Nature and its Nature Centre are to be used as a
tool for communication. Nuuksio National Park has set the following communication objectives to
reach the desired situation;34
 Traditional technology - exhibition: nature photos, models, samples - real things that can never
completely replace the current.
 Modern technology in providing an opportunity to create an indoor feel genuine circumstances, fire
district, the trees sigh, storm, etc., contribute to more use of sensory.
 Multimedia: an efficient and visible instrument.
 Network environment: an efficient, interactive, learning environment.
 Online photo links in nature: providing appropriate access to the unique nature moment.
 Workshops: temporary exhibitions, or exhibitions elements created workshops.
 Guidance and storytelling: using both a high level of narrative-based guidance products and audio
technology applications (iPod headphones, etc.).
 Publications (brochures, books).
 Tutorial for the products and events of the terrain: the real purpose is to get people to nature.
 Advice and guidance: direct contact with customers (face to face, by telephone, online).
 Environmental and / or natural programs: the different age groups personalized education
programs, designed in collaboration with schools in the metropolitan area with other
environmental educators.
9.3 Target group
Residents of the metropolitan area make up the so-called general public. The goal of Nuuksio is that every
resident of the metropolitan area, find themselves a suitable subject and nature activity in Nuuksio National
Park and its Nature Centre. The Nature Centre is going to be an important subject and service provider.
Among foreign tourists, the sector eco-tourism is estimated to be one of the fastest growing tourism
sectors. Nuuksio is also a growing potential for a foreign clientele. Most foreign tourists come to Finland
from Russia and Sweden, followed by Germany, Estonia and Great Britain. Nuuksio appears, however,
especially interesting for southern European tourists who are into nature, camping and activities. The multi-
interest in nature of tourists in Nuuksio National Park status, thanks to independent businesses.
34
Nuuksio Nature study report (2005)
36
9.4 Nuuksio Nature Centre
A clean, fresh natural northern flora, animals and lakes attract more and more tourists to Nuuksio. Tourists
come to Nuuksio for peace and relaxation. Nature tourism and the need to experience the silence, is a
growing international tourism trends, which Nuuksio and future Nature Centre strive to respond to. Nuuksio
is already popular among tourists, but Nuuksio’s attraction will increase further and appeal to future
tourists when the service and supply will increase. The Nature Centre is being built to attract more visitors.
The aim is to develop Nuuksio as part of the metropolitan area green circle, and as part of a zone, beginning
at the Helsinki Central Park. The goal is to create a customer-oriented system, which will last well into the
future, and is flexible for further development. The plan is to turn the new nature centre into a flagship of
all nature centres. This and the new centre’s role as an environmental educator are the reasons for the
build.
Metsähallitus is going to rent the new building and to run a nature centre in Nuuksio. This centre is going
to be used for exhibitions, but also is planned to have an auditorium with a capacity of 200 seats, a
restaurant, and a nature school. “The aim of Metsähallitus is to create a destination for guided tours.
The centre is to be a window into the entire network of national parks and nature in Finland”,
reports35 Stig Johansson, the chair of the board of the Nature Centre and the Regional Director of the
natural heritage services of Metsähallitus in Southern Finland.
The new Nature Centre will try to attract particularly congress visitors in the Helsinki area as well as
travellers changing planes at the Helsinki-Vantaa airport.
Another significant target group includes those who will participate in educational programs. The
aim is to give wilderness education particularly to schoolchildren; the number is around 350,000 in
the economic zone of the new centre. “The idea is that all schoolchildren would visit the Nuuksio
Centre at least once during their school days”, Kukko reports.36
35
Nuuksio National Park to provide Nature Centre for visitors
(http://www.hs.fi/english/article/Nuuksio+National+Park+to+provide+Nature+Centre+for+visitors+/1135243575117)
36
Nuuksio National Park to provide Nature Centre for visitors
(http://www.hs.fi/english/article/Nuuksio+National+Park+to+provide+Nature+Centre+for+visitors+/1135243575117)
37
10.Conclusion
Nuuksio National Park is a park in an upcoming area; therefore the Park would like to improve to attract
more tourists. These visitors need to be aware of the nature and sustainability. Nuuksio Park offers
opportunities for multiple audiences, such as sports, nature lovers and for people looking for relaxation.
There's a lot of money (10.2 billion in 2006) in the Finnish tourism. Tourism creates so many jobs and is
important for the Finnish welfare. Due to the fact that tourism is a fragile industry, and many Finnish
tourists come in contact with nature, it is important to make long-term and systematic plans.
The Finnish Tourist Board's objective for Finland is to make Europe's cutting edge, attractive, easy accessible
destination. At this moment, the greatest number of tourists from Russia. This is due to the geographical
benefit of the location. Most tourists also come to Finland to shopping, especially visitors from countries
surrounding it. Tourists go away, come to Finland in Helsinki but also for the Finnish nature and culture.
Finland is known for its high standard of living, where the tourists want to enjoy.
Many tourists find it expensive here is a disadvantage; average prices are higher than most European
countries.
Looking at the trends and development of tourism at a national and international level, Nuuksio has many
opportunities. Among the developments are the ageing, the uncertain economic conditions, technical
developments and the emerging interest in nature tourism and wellness tourism. Nuuksio can make good
use of the ageing and respond to the trend of nature tourism. Nuuksio is a National Park.
Nuuksio tries to respond to these trends to build a Nature Centre, where they want to offer better services.
The centre should also provide better information and can be used also for educational purposes.
Nature tourism is traditionally not been a mass tourism. Wellness tourism is also an interesting trend at the
moment. It combines the silence and the search for peace and stagnation. Wellness tourism can be very
important for the future focus of Nuuksio tourism. Natural environment is a key asset in this regard,
because it can not be built. Well-being does not aspire to Nuuksio luxury. Pampering and health is seen as
the difference. Nuuksio will play a significant role in well-being of the metropolitan area of tourism
development.
To foreigners and international tourists, nature is a unique experience. Product is still in its infancy. Foreign
tourists are able to be split into two separate groups; individual tourists, who go to adventure and need for
services and other leisure group travellers. Foreign tourists to the region’s image are an important target
group.
The possibilities for schoolchildren to learn about Finnish nature in Nuuksio will improve in three years,
when a new nature centre called Nuuksiokeskus will be built in cooperation by Metsähallitus, the city of
Espoo and the Solvalla Sports Institute.
“Mr. Timo Kukko, the managing director of Nuuksiokeskus, emphasizes that the centre will help to control
the growing numbers of visitors in the area – to advise people to keep to marked routes, for example.
“The capacity of a national park depends on how it is used. It is assumed that Nuuksiokeskus will not
increase the number of visitors, as it already is very high,” Kukko says.” 37
(http://www.forest.fi/smyforest/foresteng.nsf/fa89b3360d6db5b2c22573a6005059ec/ded09d489e131709c2257450
37
003880db?OpenDocument)
38
However the main weakness of Nuuksio National Park is the lack of information providing and marketing.
The park does not have an own website, own organisation information, etc. Nuuksio is being managed by
Metsähallitus and they manage more national parks with the same strategies. However each National Park
has its own strengths and is unique, therefore it should have an own marketing strategy.
Many national parks, like Nuuksio, attract significant numbers of customers to the product. The customers
travel to the place of production to consume their holiday in and around the national park. However how
can consumers find Nuuksio National Park and use it optimally?
Marketing can be defined as the performance of business activities that direct flow of goods and services
from the produces to the consumer. Such activities are vital to tourist businesses. 38 It is important for the
future for Nuuksio and even more important to its new built Nature Centre, that Nuuksio creates a strategy,
communication plan and marketing plan. In the following chapters the main focus is on formulating and
profiling target groups and different marketing strategies. In these strategies will be explained how and in
what way the target groups can be reached and can be persuaded to visit Nuuksio National Park.
38
39
Development Concept
In reviewing the desired and current situation of its tourism sector, Nuuksio National Park is faced with the
lack of:
- Communication
- Promotion Solution: Marketing Plan
- Strategy
The following plan is derived to provide Nuuksio National Park with tools for marketing activities. Marketing
is widely regarded as the core business concerned with matching the organisation’s skills with market
demand. The organisation’s tasks is to determine the needs, wants and interests of target markets and to
deliver the desired satisfaction more effectively and efficiently than competitors I a way that preserves or
enhances the customers’ and the society’s well-being (Kotler, Haider and Rein, 1994). 39
In a competitive and fast-changing tourism market, deployment of the marketing tools with feature inmost
marketing courses (price, promotion, place and product) is not sufficient. At a strategic level, marketing is
about matching company’s abilities to the needs and interests of consumers, both existing and potential.
Flair is required to present the product as different from competitors in ways to appeal to customers. It is
important to communicate with the correct target groups. From a customer’s perspective, a destination can
seem to be like any other product to be chosen amongst a range of competing alternatives offering broadly
similar benefits. Product branding provides destination and retain customer interest by creating customer
identification with products based on their attributes and benefits. 40
The heart of good marketing management today is the marketing concept, or a consumer orientation.
Tourism organisations which practice the marketing concept find out what the consumer want and then
produce a product that will satisfy those wants at a profit. A marketing concept requires that management
thinking be directed towards profits rather than sales volumes. 41
39
Laws, E; Tourism Marketing, Quality and Service, Management Perspectives
40
41
40
11.Target Market
Philip Kotler, a marketing guru, defines a target market as a well-defined set of customers whose needs the
organization plans to satisfy. He suggests that the target market may be the total focus of the organization
or it may be viewed as only a starting point for later expansion to other market segments.
As mentioned before the residents of the metropolitan area make up the so-called general public. The goal
of Nuuksio and its stakeholders is that every single resident of the metropolitan area visit Nuuksio. Besides
the inhabitants of the metropolitan area, Nuuksio also aims on different target groups. To ensure that these
target groups find their ways to Nuuksio, it is important to identify these target groups;
 Young people
 Families with children
 55+ year old
 Active people
 Metropolitan area inhabitants
 Foreign tourists
To make it easier, there target groups

can be divided in three subjects.
(1) The residents
(2) Education
(3) Seeking leisure
It is important to know how your target

group looks like. In the current analyses
the current tourists of Finland are
profiled, however the target groups
which Nuuksio is aiming for is not clear
yet.
11.1 Tourist profile
The assessment of target group needs-often called needs assessment-represents one of the first steps in
planning and developing extension programmes. Programme planning and development is an ongoing and
interrelated process that, in addition to assessing client needs, includes selecting appropriate content and
methods in programme delivery, managing programme delivery, and evaluating programme processes and
outcomes.42
The increased desire for healthy living and the need to escape working environments have stimulated the
demand for niche products such as spa/wellness tourism, outdoor activities and educational trips.
Nowadays, the awareness of the need to be more 'green', authenticity is also of growing importance to
holidaymakers than ever before. They want more interaction with local people and a more emotional and
cultural link to the people and communities they visit.
42
http://www.fao.org/docrep/w5830e/w5830e07.htm
41
 Young people
This group will not come to the National Park voluntarily. However Nuuksio and the governments want to
improve nature education in Finland. With the Nature Centre, Nuuksio can provide more information and
will make it more attractive for students to come and learn. This target group will like to travel for
experiential and experimental, learn about nature and culture while having fun. This group need to learn
about local culture and nature in an interactive way. This fits with the communication goals of Nuuksio and
the aims of the different governments.
Focus:
 Definition: students at primary and high school
 Travelling with classmates and teachers
 Age of the children: 7-16
 Aim: Education
 Retirement age
Still growing group, who is looking for a peaceful environment, are interested in nature and want to stay
healthy by exercise. This group likes to travel outside the school holidays. The average stay is longer than a
weekend, and this group is interested in the surroundings. This target group is 23% of the Finnish
population and can be described as spiritual, recreational, interested in healthy food and like to do light
physical activities. They like to come to Nuuksio for the silence and peace surroundings. The new group of
people with retirement age will be healthier and will have higher disposable incomes than in the past.
Focus:
 Definition: people with retirement age
 Travelling with partner and are not season bounded
 Age: 55+
 Aim: leisure
 Families with children

Families with children less than 14 years of age and an average to high household income make up are one
of the most important target groups for tourism. A family come to the park for leisure, but it is an extra plus
if children learn something about nature. Families travel during the regular school holidays and in
weekends. The main focus is that the children can have fun at the destination.
Focus:
 Definition: two generations travelling together
 Parents or grandparents with children
 Age of the children: under +/-14
 High and average earners
 Aim: Mostly leisure and a little bit of education
42
 Active people
Nuuksio offers a lot of possibilities for active people, who like to be physical in the nature. Active people
come to National Parks for active leisure in natural surroundings. This is also a form of wellness tourism. The
sociologist Cohen identified different types of tourist. Active people are the explorer type. They make their
own travel arrangements and set out, consciously to avoid other tourists. They like to get in touch with
nature and do physical leisure.
Focus:
 Definition: active leisure seekers
 Age: 25-45
 Aim: Active leisure
 Foreign tourists
Among foreign tourists eco-tourism is estimated to be one of the fastest growing tourism sectors.
International visitors with an interest in an eco tourism experience linked with quality accommodation and
tourism infrastructure. Nuuksio will offer this group a break and to get some fresh air. Nuuksio can offer a
unique combination for these tourists; the combination of the city Helsinki and Finnish nature Nuuksio
National Park.
Focus:
 Definition: foreign tourists
 Age: 25-45
 Aim: Leisure seeker
 People metropolitan area
An important target group for the National Park forms the area residents. Without support among this large
group the existence of the National Park in danger. This group consists of residents who live in Nuuksio area
and therefore are likely to visit the park on a more regular basis.
43
11.1.1 Family life cycle
The different target groups are in different stages of the life cycle. To improve the profile of the target
groups, it will be put in the family time life cycle. The model describes the stage which consumers in
their live as they have families. 43
Stage in Family Life-Cycle Likely preferences and needs of consumers

Child Stimulation. Other children to play with. Parental
guidance and support
Teenagers New experiences. Excitement. Status. More
independence from parents. Opportunities for active
participation. Social interaction with other young
Young Adult adults.
New experiences. Freedom of action. Opportunities
for active participation. Social interaction with other
Young couple young adults
New experiences. Romance
Young couple with baby
Facilities for babies. Economy. Ease of access for
Growing families pushchairs and prams
Empty nesters Economy, e.g. a family ticket. Something for all family
to do.
Elderly Chance to learn something new. Passive rather than
active participant most of time.
Watching rather than doing. Economy. Company of
other older people. Easy accessibility for people with
mobility problems.
The target groups of Nuuksio are in the following stages of the family life-cycle.
Target group Stage in family life-cycle
Young people Teenagers
Retirement age Empty nesters and elderly
Families with children Young couple with baby and growing families
Active people Young adults
Foreign tourists From young adults to elderly
People metropolitan area All stages
43
Swarbrook, J, Consumer behaviour in tourism, 2nd edition
44
11.2 Type of communication
To achieve the goal of attracting the before mentioned target groups it is important to have a clear strategy
with good promotion activities. The aim of promotion activities is to create a demand for a service.
Promotion is broad term that includes advertising, personal selling, public relations, publicity and sales
promotion activities such as give-aways, trade shows, and point of purchase and store displays. 44
This paragraph will explain what types of communication the Finnish population uses, so this can be taken
into account while creating a strategy. (Appendix 10)
In Finland the Internet Advertising Bureau (IAB) resourced the use of marketing communication channels in
different European countries, also in Finland. Among IAB European membership countries web-based
media marketing volume in 2006 was close to 8 billion Euros. Most money was spent in the United Kingdom
(€3.100 million) Germany (€1.752, 1 million) and in France (€1.178, 8 million). In Finland the web-based
advertising was according to statistics 91, 2 million Euros and in Greece 16, 3 million Euros. The advertising
expenditure was shared between key advertising 45%, banner advertising 31%, classified advertising 21%
and electronic advertising 2%. IAB’s corporate members believe that Internet is the ideal total media
solution for difficult economic times – allowing for PR, branding and marketing in a highly targeted way,
combining creativity with opportunities for customer engagement. (IAB Europe)
The production of web-media stood in 2006 only for 3% of total medial production according to Viljakainen
et al. (2008) In total marketing communications planning – and production – costs were 2,8 billion Euros in
Finland during 2006 of which printed newspapers and direct advertising stood by large at the biggest
proportion.
11.3 Type of market
A market is simply a group of buyers of a product. There are three major types of markets.
(1) The consumer market. Individuals and households who buy goods for their own use or benefit are
part of the consumer market. Drug and grocery items are the most common types of consumer
products.
(2) The industrial market. Individuals, groups or organizations that purchase your product or service for
direct use in producing other products or for use in their day-to-day operations.
(3) The reseller market. Middlemen or intermediaries, such as wholesalers and retailers, who buy
finished goods and resell them for a profit.
Nuuksio mainly aims at the consumer market, but also at the reseller market could be an opportunity for
Nuuksio. However the main market is the consumer market, which is a market for products and services
bought by individuals for their own or family use.
44
McIntosh, Goeldner, Ritchie, Tourism, Principles, Practices, Philosophies, 7th edition
45
12. Marketing strategy
The marketing strategy is shaped by the overall business goals of Nuuksio National Park and Metsähallitus.
It includes a definition of the business, and defines the company's role in relationship to the competition.
The marketing strategy is essentially a document that is to be used to judge the appropriateness and
effectiveness of your specific marketing plans. Normally a marketing strategy uses the 4P’s; price, place,
product and promotion. However in this case it is more useful to discus the branding strategy and place
strategy. This due to the goals of Nuuksio and the stakeholders involved.
12.1 Business goals
The aim is to develop Nuuksio as part of the metropolitan area green circle, and as part of a zone, beginning
at the Helsinki Central Park. The goal is to create a customer-oriented system, which will last well into the
future, and is flexible for further development. The plan is to turn the new nature centre into a flagship of
all nature centres. This and the new centre’s role as an environmental educator are the reasons for the
built.
12.2 Definition of the business
A tract of land declared public property by the Finnish government with a view to its preservation and
development for purposes of recreation and culture.
12.3 Branding Strategy
Branding is about making the experience of a place as positive, memorable, different and exceptional as it
can possibly be. A brand is a promise. To mean anything, a promise must be delivered and kept. The
promise is not that visitors will find features of the destination physically present but that they will enjoy
the experience of those physical attributes in a way that exceeds their expectations. It is the experience, not
physical attributes and features that fulfils a brand’s promise. 45
Nuuksio is one the National Parks with a unique geographically position. It is also a perfect destination for
nature and culture tourism. For Finland nature tourism is one of the most important sectors of the tourism
industry.
Therefore the Finnish Government has set the
objective for nature tourism to double the
amount of jobs in this sector by the year 2010.
The brand is very important for not only the
image Nuuksio, but also for the region and
maybe even the whole country.
The model, adapted from work done by
Professor Theodore Levitt, can help to highlight
the many other aspects of the extended
product.46 All these highlights together form the
brand.
45
Whitfield, G, DMO World Newsletter Jan.2005
46
www.buildingbrands.com
46
12.3.1 Brand
Nuuksio National Park’s brand should stand for that Nuuksio is a special place with its own unique identity,
with a good location. The National Park brand stands for all that is positive about and Nuuksio encourages
organisations and communities who aspire to the values of nature and sustainability. Nuuksio National Park
brand can represent nature, leisure, quality and environmental sustainability. This brand definition also fits
into the business goals.
12.3.2 Physical brand
Nowadays brands are getting more physical, looking at the touch screen or multi-interactive is evolved to
the consumer brand channel. Therefore it is important for reaching the target groups to think about how
brand experience van be made engaging, unique as well as relevant.
To start to create a physical brand, it is important that Nuuksio National Park will have its own website. This
is part of creating and forming the brand. The website should show what Nuuksio is about, what is stand
for and what it offers. There should be information for tourists, stakeholder, entrepreneurs and educational
institutions.
At this moment Nuuksio has no own webpage which provides information and can be used as promotion
material. How can you this way expect the consumer to find Nuuksio? Nuuksio should use its business aims
in the making of the brand (unique, nature and sustainability). With a webpage Nuuksio can aim for the
different target groups. The information on the webpage should be about the services, the park, its history,
culture, products, and accessibility, but also can be used as an education tool.
It is expensive to create a brand and make it well known, however a webpage nowadays is necessary.
Looking at other countries and their national parks, almost all of them have there own webpage in different
kind of language.
This website of National park de Hoge Veluwe in the Netherlands, does not only shows it services and
stakeholders but it is also informing and interactive with the wild cam. (For example of a webpage;
Appendix 11)
12.3 Place Strategy
The place strategy of the marketing strategy is about where the customer receives the service. In this
situation of a National Park service is it is most often Nuuksio National Park. The place of delivery/receiving
is for example the visitors centre (2011), but also the parking. However by place strategy the customer can
also receives its service by marketing channels, like provided information. In the case of a National Park, the
services are mostly on providing information etc. In the future Nuuksio will also provide products when the
Nature Centre built will be finished.
Marketing intelligence should be sought at point of information providing and particular opportunities exist
for this through the online channel (webpage). This is a good way to reach most of the target groups. The
only target group which will probably not use the information that much is the group: retirement age.
This group will get its information from papers, radio and visitor centre. However if during the opening of
the Nature Centre the brand and Nuuksio will be well published in the papers, the retirement group would
at least have noticed the name and brand Nuuksio National Park and maybe will find the website.
47
12.4 Promotional Strategy
Everyday consumer get confronted with many different messages, however there is no way that consumer
act on all these messages. Therefore it is important to choose the correct promotional tools. There are four
main promotional tools: advertising, personal selling, sales promotion and publicity. Developing a good
strategy for Nuuksio demands more than just promotion tools. Promotion is an ongoing process that
requires much planning. Modern marketing calls for more than developing a good service and making it
available for target groups. Companies must also communicate with their present and potential consumers.
In the promotional strategy the business goals are central. The promotional strategy should give the
following atmosphere impression that will give the correct view of Nuuksio and will create interest of the
target groups. Using the AIDA method to explain the promotional tool; attention, interest, desire and action.
To explain this model more clearly, an example poster as advertising tool has been used. (Appendix 12)
Attention:
First, the attention or focus of the customer needs to be drawn. The purpose of the communication is to
obtain the attention of consumers.
The left picture shows nature, beauty and rest which will get the attention of the target group retirement
age.
The picture in the right above corner will get the attention of the active people. It shows the nature but also
the beauty of it and the possibilities of hiking and climbing.
The picture in the right corner below will get the attention of the families with children. It shows the silence
and beauty of nature, but also a family enjoying the day in Nuuksio National Park.
The overall picture will get the attention of the foreign tourists and the inhabitants. It shows the different
possibilities and the unique nature that Nuuksio offers.
Interest:
Interest is the second step in the model. The aim is for the consumer to recall the positive aspects of the
product or brand. The consumer must become interested.
The slogan (close to nature) of the poster has a double meaning. The first one; that Nuuksio is close to the
metropolitan area Helsinki and Espoo, it implies that is close to home and that is an urban park. The second
one implies that visiting Nuuksio will get you in touch with nature; this is one of the main social trends of
the Finnish society. For Finnish inhabitants it is very important to stay in touch with nature.
Desire:
Desire is the third step. In this step, the interest into a desire or preference for the product needs to be
created.
The poster shows beautiful nature, persons enjoying nature and enjoying leisure time with family members
and friends. This way it tries to create a desire among the target groups to visit and enjoy Nuuksio National
Park.
48
Action:
Action is the last phase of the AIDA-model. The purpose of this phase is to move consumers to visit the
destination.
After the steps above, the action would be that the target groups will actually visit Nuuksio National Park
and enjoy the nature as they thought it would be. They expected a similar experience that has been shown
on the poster.
However besides a poster, a website should also be built, with special interest to the needs of the target
groups, but also of Nuuksio and other stakeholders involved.
12.5 Conclusion
A website is a great marketing tool. You can create a site to increase brand awareness to your product or
service to sell. But something from your website to communicate to man it, you'll need to attract as many
visitors as possible. Website promotion is one of the main components of the marketing strategy of Nuuksio
National Park.
The main important thing is how the target group will find the website. The target group young people
(students/pupils) need be informed by their educational institutions. A way is to send all these institutions
in the Metropolitan area an informational letter about the website and the possibilities of educational
services that the park is offering. This letter refers to the website and the information on the World Wide
Web.
The target group families with children can be reached by printed media and advertising (poster). Printed
media does not have to be expensive, for example a local paper or an interview about the Nature Centre
can be used to refer to the website and increase awareness of the park and the website.
The third group retirement persons can be reached with most of the same means as the families. However
they will not use the internet as much as the other target groups. However by using advertising and printed
media, the awareness will be improved. Also the Nature Centre (2011) can be used as information and
promotional source for this target group.
Foreign tourists will not use the Finnish printed media and/or advertising. This group will mainly use the
internet for information search before arriving in Finland. Therefore the webpage should have a clear
webpage name and easy to find by ‘googling’. Also the webpage can be linked to other websites, f.e. the
National Finnish Tourism agency (MEK).
The last target group ‘the inhabitants’, are familiar with Nuuksio, however the website can help them with
more information and inform them about activities. This target group can also be informed with advertising
like local papers and posters.
A good marketing mix is a combination of marketing tools to satisfy consumer and the objectives of the
organisation. It is importance to have a good marketing strategy that will normally increase the results of
Nuuksio National Park. In the case of Nuuksio the main important thing, at this moment, is to implement
the strategy and make it also central in the other activities that concern the National Park. Due to the fact
that Nuuksio currently does not have a strategy or master plan, it was not possible to compare it to the
previous one or use as subject for benchmarking. In the future it will be clear if Nuuksio organisation will
have the same business aim, at that moment there will be time for evaluation and adjustments.
49
12.6 Implementation
The following activities of the implementation plan are to provide a program in which way the above
mentioned strategies can be achieved. The activities have been divided per strategy. For each different
case, it is up to the organisation in what way it will put it into practise. It is essential that each activity is
organised in a way it aims at the chosen specific target group.
Due to the fact that tourism chances every time, it is important to monitor the development on different
levels. This means that tourism and its organisations need to work in circle (Appendix 13). It starts with
planning and designing, second pick a design, create the chosen selection, implement the selection, analyse
and if needed adjust the selection, go back to planning and designing. This way a project is never finished.
In the following table the main actions needed to put the master plan into action are mentioned with the
belonging objective.
N⁰ STRATEGY ACTION ORGANISATION IMPORTANT LINKED

INVOLVED FACTORS TO N⁰
OBJECTIVE To increase communication and
awareness of Nuuksio National Park
1 BRAND Develop a brand Metsähallitus & Unique and 8, 4
Urban Park attractive to all
working group* target groups
2 BRAND Develop awareness for the brand by Initiative 8
using marketing initiative Nuuksio
National Park
Management
3 BRAND Use brand to promote recognition Use place and 8, 12
of the park promotional
strategies
* Urban Park working group consists of the following organisations: Laurea University of Applied Sciences,
Metsähallitus, Natural Heritage Services, Culminatum Innovation, Haaga-Helia University of Applied Sciences, Tyresta
National Park (Sweden) and Lillehammer Kunnskapspark (Norway)
50
OBJECTIVE To increase the accessibility of
information and promotional
activities of Nuuksio
4 PLACE Develop Nuuksio webpage Laurea Interact with 1, 8, 14
University of aimed target
Applied groups
Sciences &
Metsähallitus
5 PLACE Pilot webpage Interact with
aimed target
groups
6 PLACE Launce webpage Metsähallitus Use free publicity
(printed media) to
create awareness
7 PLACE Evaluate and adjust Laurea Keep the
University of webpage up to
Applied date
Sciences &
Metsähallitus

OBJECTIVE To increase the awareness of
Nuuksio National Park
8 PROMOTIONAL Create promotional tool Laurea Target group 1, 4, 13
University of specific
Applied
Sciences &
Metsähallitus
9 PROMOTIONAL Try out promotional tool Laurea Use of brand in
University of promotional
Applied tool
Sciences
10 PROMOTIONAL Adjustment if needed Laurea
University of
Applied
Sciences &
Metsähallitus
11 PROMOTIONAL Launch promotional tool Metsähallitus Use free
publicity
(printed media)
to create
awareness
51
N⁰ STRATEGY ORGANISATION IMPORTANT LINKED
ACTION INVOLVED FACTORS TO N⁰
OBJECTIVE Improve the organisation of
Nuuksio National Park aiming at all
the organisations objectives
12 GENERAL Participate in corporate marketing Metsähallitus Interact with all
activities (& Urban Park entrepreneurs
Working Group) and
stakeholders in
and around
Nuuksio
National Park
13 GENERAL Participate in the development of Metsähallitus,
destination specific promotional entrepreneurs
activities region Nuuksio
(& Urban Park
Working Group)
14 GENERAL Develop a culture that facilitates Metsähallitus
learning and customers services in (& Urban Park
and across Nuuksio National Park Working Group)
15 GENERAL Establish collaborative relationships Metsähallitus,
with other organisations and entrepreneurs
entrepreneurs involving Nuuksio region Nuuksio
National Park (& Urban Park
Working Group)
16 GENERAL Encourage increase professionalism Metsähallitus
17 GENERAL Monitor development and trends Metsähallitus,
(regionally, nationally and entrepreneurs
internationally) region Nuuksio
(& Urban Park
Working Group)
The objectives advised, should be reached before the opening of the Nature Centre, which is planned in
September 2011. In the next paragraph the steps are set up in a time period from June 2009 till August
2011.
52
12.6.1Time line
(8) Develop (14) Develop a culture
promotional tool that facilitates
(13) Participate in the
learning and
development of
(4) Develop customer services in
(11) Launch destination specific
Nuuksio and across the park
promotional promotional activities
webpage
tool
June 2009 Nov 2009 Dec 2009 Jan 2010 March 2010 Jan 2011 March 2011 June 2011 Aug
(1) Develop a
2011
brand (12) Participate in
(6) Launch corporate
Evaluating previous
webpage steps and adjusting marketing
when necessary activities
(2) Develop awareness

for the brand
Evaluating
previous
steps and
adjusting
when
necessary
Timeline Instructions:
The timeline is made up after the steps are explained in the implementation plan.
The numbers of the steps match with the numbers used in the chapter of the implementation plan.
All the time:
(16) Encourage increase in professionalism
(17) Monitor developments and trends
List of references
Literature
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 ELME, A-L. & Vänskä, T. 2000. Nature tourism object development. Mikkeli, Finland:
 Erälehti 2008. Nuuksio Nature Center opens in 2011. (2008)
 Eskola, J. & Suoranta, J. An introduction to qualitative research,Tampere
 Kairamo, H. Accommodation and travel services (2005) Porvoo: WSOY.
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 Kopu, R. & Ylitalo, H. 2005. Nuuksio Nature study (2008)
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 Tourism development. 2004. Tourism in 2020 - facts and fiction. Helsinki: Plancenter.
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of Trade and Industry: Helsinki.
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Tourism Research, Volume 1. ISBN 951-634-643-X
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 Gunn, C: Tourism planning, basic concepts cases, 3rd edition,Taylor and Francis, ISBN 0-8448-
1743-0
 Harrison, J.S (2005): Hospitality Strategic Management, concepts and cases, New Jersey:
Wiley&Sons
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protected areas
 Lûck, M, Global Ecotourism Policies and case Studies, perspectives and constraints, Clevedon –
Channel view publications, ISBN 1-873150-40-7
 Mancini, M: Connecting with customers, ISBN 0 13 093390 2
 Micheal, C, Tourism and innovation,1st edition, Routledge Taylor&francis Group, ISBN: 978-0-
415-41404-3
 Middleton, T.C, Clarke, J: Marketing in Travel and tourism, 3rd edition, ISBN: 0 7056 4471 0
 Ministry of Education Kulttuurin matkailullinen tuotteistaminen Esitys toimintaohjelmaksi 2009–
2013,Helsinki (2008):
 Ministry of Transport and Communications Valtakunnallinen matkailuliikenne Matkailutilastojen
koosteraportti, Helsinki (2008)
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frequency of visits - A case study in Helsinki. Urban Forestry & Urban Greening 6(4): 235-247.
Sievänen, T., Pouta, E. & Neuvonen, M. 2007. Recreational home users - Potential clients for
countryside tourism? Scandinavian Journal of Hospitality and Tourism 7(3)
 Swarbrook, J. Consumer behaviour in tourism, 2nd edition
 Tourism consumption EUR 10.2 billion in Finland (2008), Euro statistics
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 Urhausen, J (2008), Tourism in Europe: does age matter? Helsinki: Eurostat
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 Weaver, D, Opperman, M, Tourism Management (2000),Wiley, ISBN 0 471 34125 8
World Wide Web
 http://www.hs.fi/english/article/Nuuksio+National+Park+to+provide+Nature+Centre+for+visitors+/
1135243575117
(visited on 3rd of March)
 http://ec.europa.eu/enterprise/tourism/major_activities/social_tourism/index_en.htm
(visited on 8th of March)
 http://formin.finland.fi/Public/Print.aspx?contentid=160343&nodeid=15699&culture=en-
US&contentlan=2
 http://jvm.sagepub.com/cgi/content/abstract/7/1/5
 http://jvm.sagepub.com/cgi/content/abstract/7/1/5
 http://landscaperesearch.livingreviews.org/Articles/lrlr-2007-2/
 http://wdfw.wa.gov/wlm/tourism/index.htm
 http://www.cairngorms.co.uk/thepark/parkbrand/
 http://www.coorong.sa.gov.au/webdata/resources/files/Coorong_Tourism_Marketing_plan1.pdf
 http://www.definitionofwellness.com/
 http://www.destination360.com/europe/finland/national-parks.php
(visited on 1st of April)
 http://www.dovrefjellradet.no/FLIB/721-RVaisenen13.06%202006.ppt#256,1,Recent Advances in
Protected Area Management in Finland
 http://www.dovrefjellradet.no/FLIB/721-RVaisenen13.06%202006.ppt#256,1,Recent Advances in
 http://www.environment.gov.au/parks/publications/kakadu/pubs/draft-tourism-master-plan.pdf
 http://www.grida.no/publications/tourism-polar/page/1419.aspx
(visited on 11th of April)
 http://www.intute.ac.uk/socialsciences/cgi-bin/browse.pl?limit=25&id=114378&type=
%&sort=record.title&gateway=% (visited on 11th of April)
 http://www.investinfinland.fi/news/2008/en_GB/Tourism_consumption%20/
 http://www.knowthis.com/tutorials/principles-of-marketing/promotion-decisions/1.htm
 http://www.mek.fi/w5/meken/index.nsf/6dbe7db571ccef1cc225678b004e73ed/8bba8682b27a70c
6c225735b0032a951/$FILE/MEK_Matkailu2020.pdf
 http://www.metsa.fi/SIVUSTOT/METSA/EN/ABOUTUS/OPERATINGPHILOSOPHY/Sivut/Metsahallitus’
OperatingPhilosophy.aspx
(visited on 22nd of April)
55
 http://www.minedu.fi/export/sites/default/OPM/Julkaisut/2008/liitteet/tr34.pdf?lang=fi
 http://www.minedu.fi/export/sites/default/OPM/Julkaisut/2008/liitteet/tr34.pdf?lang=fi
 http://www.mintc.fi/fileserver/LVM_03_08.pdf
 http://www.naturvardsverket.se/In-English/Menu/Enjoying-nature/National-parks-and-other-
places-worth-visiting/National-Parks-in-Sweden/Abisko-National-Park/
 http://www.newforestnpa.gov.uk/nfnpa_221_07_annex_1_new_forest_tour.pdf
(visited on 3r of March)
 http://www.newmediatrendwatch.com/
 http://www.openspace.eca.ac.uk/coste33/pdf/LiisaTyrvainenpresentation.pdf
 http://www.planetware.com/tourist-attractions/finland-sf.htm
 http://www.tieke.fi/mp/db/file_library/x/IMG/18677/file/ITCTreview_netversion_060628.pdf
 http://www.tieke.fi/mp/db/file_library/x/IMG/18677/file/ITCTreview_netversion_060628.pdf
(visited on 8 th of April)
 http://www.timethoughts.com/goalsetting/HowToFindOutWhatYouWant.htm#Goal_Setting_Result
_Areas
 http://www.tzonline.org/pdf/tourismmasterplan.pdf
 http://www.visitfinland.com
(visited on 2nd of March)
 http://www.weforum.org/pdf/tourism/Finland.pdf
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 http://www.wttc.org/eng/Tourism_Research/Tourism_Impact_Data_and_Forecast_Tool/
(visited on visited on 12th of March)
56
Appendix
Appendix 1: Real Travel & Tourism activity growth.......................................................................................578

Appendix 2: Real Travel & Tourism activity growth.......................................................................................599
Appendix 3: Overview of Finnish Tourism Board Strategy Program................................................................61
Appendix 4: Origin Tourists Finland................................................................................................................62
Appendix 5: Tourist by age and sex.................................................................................................................63
Appendix 6: Reason of travelling to Finland...................................................................................................64
Appendix 7: Tourist Destinations (activities)...................................................................................................65
Appendix 8: Tourist Destinations (locations)..................................................................................................66
Appendix 9: Nights spent in Finland...............................................................................................................67
Appendix 10: Marketing communication channels.........................................................................................68
Appendix 11: Example website National Park................................................................................................69
Appendix 12: Example Nuuksio poster...........................................................................................................70
Appendix 13: Tourism Planning......................................................................................................................71
57
Appendix 1: Real Travel & Tourism activity growth
Results for Finland, Real Travel & Tourism activity growth (% per annum), between the years 2006 – 2008
and forecast for 2009.47
Real Travel & Tourism activity growth Prospects

(% per annum) (Finland) 2006 2007 2008 2009
Personal Travel & Tourism 5,59825 4,22238 3,19935 2,65331
Business Travel & Tourism 6,22414 4,93776 3,90441 3,51127
Gov't Expenditures 1,37777 1,43462 -0,88475 1,33492
Capital Investment 8,73616 13,7781 5,75032 20,7686
Visitor Exports 12,4367 0,716102 2,35394 1,90951
Other Exports -3,21016 -11,337 -2,12663 13,9398
Travel & Tourism Consumption 6,80335 3,54999 2,98946 2,63784
Travel & Tourism Demand 6,47417 4,76094 3,28708 7,09428
Travel & Tourism Industry Aggregates (Direct Impact
Only)
Gross Domestic Product 6,55627 7,56971 4,78941 0,260103
Employment 3,52389 5,57972 3,26704 -1,51201
Travel & Tourism Economy Aggregates (Direct and Indirect Impact)
Gross Domestic Product 6,92247 8,92644 4,91793 5,40274
Employment 2,74904 6,38915 3,29767 2,51057
47
(http://www.wttc.org/includes/pages/cms_edit_tsa_data/excel_work/WTTC_Data_Export_1236074252.xls)
58
Appendix 2: Real Travel & Tourism activity growth
Results for Finland, Real Travel & Tourism activity growth (% per annum), between the years 2006 – 2008
and forecast for 2009.48
Prospects
Travel & Tourism activity (US$ bn) (Finland) 2005 2006 2007 2008 2009
Personal Consumption 9,04337 9,70787 11,2452 12,6027 12,072
Intermediate Consumption (transp. of
3,56292 3,84738 4,48725 5,06328 4,89063
persons)
Non-Market Products - Individual 0,877704 0,908906 1,02468 1,10293 1,04292
Exports (Visitors) Services 3,07 3,509 3,92795 4,36604 4,15191
Travel & Tourism Consumption 16,554 17,9732 20,6851 23,1349 22,1575
Non-Market Products - Collective 0,455746 0,465314 0,524585 0,564643 0,533922
Gross Capital Formation 4,42333 4,88945 6,18304 7,1007 8,00204
Exports (Non-Visitor) Merchandise 1,31168 1,29061 1,27181 1,35177 1,43722
Travel & Tourism Demand 22,7448 24,6185 28,6645 32,152 32,1307
Industry Aggregates
Gross Domestic Product 11,3301 12,2714 14,6694 16,6913 15,6138
Employment (000s) 139,849 144,759 152,816 157,788 155,383
Direct
Employment (000s) 67,1171 69,4822 73,3591 75,7558 74,6104
Indirect
Employment (000s) 72,7322 75,2764 79,4569 82,0326 80,7725
Imports 5,22387 5,70176 6,01574 6,4436 6,54369
Other Taxes (Direct Only)
Total Taxes 1,86109 1,97246 2,33874 2,62682 2,45723
Total Economy Aggregates
Employment (000s) 207,225 212,922 226,526 233,996 239,87
Direct
Employment (000s) 97,5872 100,131 106,125 109,515 110,911
48
(http://www.wttc.org/includes/pages/cms_edit_tsa_data/excel_work/WTTC_Data_Export_1236074252.xls)
59
Indirect
Employment (000s) 109,638 112,791 120,401 124,481 128,959
Imports 6,6499 7,12439 7,48535 8,02097 8,39654
Other Taxes (Direct & Indirect)
Other
Non-Market Products - Total 1,33345 1,37422 1,54926 1,66757 1,57684
60
Appendix 3: Overview of Finnish Tourism Board Strategy Program
Vision
Finland is Europe’s cutting edge, attractive and easy accessible

destination
Strategic goals:
- Create conditions for year round tourism, development,
growth and competitiveness
- Profitable growth
- To develop attractive, high quality and easy to buy travel
Services
A network of tourism-like long-term development of the
Growth Targets in 2013

- Foreign overnight stays are growing to 25 million
- Domestic overnight stays will increase to 33 million
- Tourism will increase the total 9 billion to 11.1 billion
- Tourism growth in the strategic priorities

- Tourist development
- Theme-based products and services and the
61
Appendix 4: Origin Tourists Finland
62
Appendix 5: Tourist by age and sex
63
Appendix 6: Reason of travelling to Finland
64
Appendix 7: Tourist Destinations (activities)
65
Appendix 8: Tourist Destinations (locations)
66
Appendix 9: Nights spent in Finland
67
Appendix 10: Marketing communication channels
68
Appendix 11: Example website National Park 49
49
(http://www.hogeveluwe.nl)
69
Appendix 12: Example Nuuksio poster
Nuuksio National Park

Close to nature
70
Appendix 13: Tourism Planning
Planning and
design Select Design
Create the
Analyse
chosen
selection
selection
Implement
selection
71

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Window to Nordic Nature

 National Park Nuuksio

Simone Blinde, 2009

Benchmark An indicator value, often based in some past desirable state,

Carrying capacity The amount of tourism activity that can be accommodated

DESTEP Stands for "Demographic, Ecological, Social, Technological,

Destination life-cycle The theory that tourism-orientated places experience a

E-commerce Describes business dealings that are electronically based, such

Ecotourism A form of alternative tourism that places primary emphasis on a

Marketing The interactions and interrelationships that occur among

MEK The Finnish Tourist Board (MEK) is a bureau included under

Metsähallitus It is a state-owned enterprise in Finland. The tasks of

Nature tourism It is responsible travel to natural areas (parks/forest/etc), which

Niche market Highly specialised market segments.

Sustainable development In principle, development that meets the needs of present

SWOT analysis An analysis of a company or destination’s strengths,

Wellness tourism Wellness is a multidimensional state of being describing the

Analyses current situation..............................................................................................................................14

5. Development and Trends.......................................................................................................................21

Analyses desired situation..............................................................................................................................30

7. Finnish Tourism Board............................................................................................................................32

9. Nuuksio National Park............................................................................................................................35

12. Marketing strategy.................................................................................................................................46

Figure 1: Nuuksio area and neighbouring municipalities (Metsähallitus 2006).

3.1 The national tourism prospects

3.2 Finnish Tourist Board

4.1 Tourist profile

4.1.1 Origin tourists

4.1.3 Reason for visit

4.1.4 Main destinations visited

Competitors for Nuuksio are in general all tourist destinations

To analyse the competitors, they will be discussed on

Map: National Parks Finland 12

National Established Size Number of Activities Services

Liesjärvi 1956 21 22.000 Hiking /trekking Tours

4.2.2 International level

5.2.1 Wellness tourism development & trends

Figure; dimensions of wellness 20

5.2.2 Nature tourism development & trends

5.2.3 National Parks and tourism

Nature Lack of funding

Nature -/+ + -/+ 0 - 0

6.1 Finnish brand

6.2 Nature tourism

6.3 Cultural tourism

3. Promoting high-quality product development and commercialization

4. Creating an electronic information and trading platform for Finnish tourism

1) Life Nature Projects

2) Structural Funds Projects

9.3 Target group

To make it easier, there target groups

It is important to know how your target

11.1 Tourist profile

 Families with children

Stage in Family Life-Cycle Likely preferences and needs of consumers

11.3 Type of market

12.1 Business goals

12.2 Definition of the business

12.3 Branding Strategy

12.3.2 Physical brand

12.3 Place Strategy

N⁰ STRATEGY ACTION ORGANISATION IMPORTANT LINKED