Finland in the Mind of the Russian Traveller

FUTURE
STRATEGY
ACTION
Research-based
foresight
Futurebased
strategy
Strategy
enforcement
Finland in the Mind of the
Russian Traveller
A netnographic analysis of the perception of
Finland as a destination on the Russian market
1
We are consultants for strategic futures
FUTURE
Research-based
foresight
Kairos ( 
STRATEGY
ACTION
Futurebased
strategy
Strategy
enforcement
  
)
is an ancient Greek word meaning
the right or opportune moment.
2
At a glance
Finland in the mind of the Russian traveller
 Finland are mentioned more than 7,000 times per month in Russian blogs, forums and microblogs.
 More than 500,000 Russian Yandex searches related to Finland are performed every month.
 Highest interest in absolute numbers comes from Saint Petersburg, where also the relative interest is high. The search
interest is very dependent on geographical proximity.
 Helsinki is by far the most well known destination, followed by Lappeenranta, Turku and Lahti.
 Nature, including fishing, camping, skiing and watching the northern lights, attracts many Russian tourists. Finnish
nightlife attracts younger tourists.
 Sauna, Finlandia, Santa Claus and Moomin are common symbols. Santa Claus Village is the top attraction, followed
by Suomenlinna.
 Finland is seen as part of a Scandinavian as well as a Baltic travel route, and also as a gateway to the Schengen
area.
 Overall Finland is considered a convenient, safe and family-friendly destination.
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Table of Contents
 Methodology
 Overall awareness
 Topics, people, icons and symbols
 Insights
 Tribes
 Conclusions and recommendations
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Methodology
A combination of qualitative netnography and quantitative analysis
Qualitative netnography
• In-depth reading of
individual blogs,
microblogs, forum posts,
and other online content
• Analysis of photographs
taken by travellers and
shared online, on
Instagram or in blogs
Quantitative analysis
• Search statistics from
Internet search engine
Yandex, based on more
than 500,000 monthly
Russian searches
• Topic analysis based on
around 15,000 travel
related forum posts
• Research informed by
analysis of 80,000 blog
posts about Finland
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Overall awareness
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Russians cities most interested in Finland
Based on average number of monthly Yandex searches for Finland and Helsinki
City
Searches per month
City
Searches per month
1. Saint Petersburg
335,308
11. Samara
5,192
2. Moscow
131,712
12. Novosibirsk
5,043
3. Petrozavodsk
19,565
13. Perm
4,674
4. Murmansk
10,732
14. Kazan
4,551
5. Nizhny Novgorod
9,368
15. Voronezh
3,988
6. Yekaterinburg
8,402
16. Krasnodar
3,936
7. Vyborg
7,078
17. Tver
3,898
8. Veliky Novgorod
6,009
18. Arkhangelsk
3,893
9. Rostov-on-Don
5,398
19. Yaroslavl
3,772
10. Vologda
5,234
20. Chelyabinsk
3,388
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Where Russians are interested in Finland
Cities with highest interest (top) and highest relative interest (bottom) based on Yandex
searches for Finland and Helsinki
The size of the circles reflects absolute number of Yandex searches. Cities outside of Russia are included
to indicate all places where Russian-speakers seek information about Finland. (In all other analyses in this
report, only searches from within Russia are included.)
Vyborg, Sortavala, Petrozavodsk, Saint Petersburg, Gatchina and Murmansk are the Russian cities where
the search interest is most overrepresented.
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Cities in Finland that interest Russians
Based on number of Yandex searches from Russia
City
Searches per month
City
Searches per month
1. Helsinki (Helsingfors)
157,479
11. Joensuu
4,559
2. Lappeenranta
20,954
12. Oulu
3,882
3. Turku (Åbo)
19,018
13. Porvoo (Borgå)
3,635
4. Lahti
14,814
14. Jyväskylä
3,107
5. Rovaniemi
8,837
15. Kuopio
3,067
6. Savonlinna
7,585
16. Imatra
3,042
7. Vaasa (Vasa)
7,244
17. Kotka
3,042
8. Tampere
7,168
18. Levi
2,782
9. Mikkeli
5,338
19. Pori
2,712
10. Kouvola
4,798
20. Kuusamo
2,665
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Cities in Finland
that interest Russians
Based on number of Yandex searches
from Russia
Helsinki is dominating, but compared to similar
studies on European destinations the Russian
knowledge of cities in Finland is relatively
broad. Cities closer to the border have an
obvious advantage.
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When Russians are interested in Finland
Searches over time, 2014. The two main peaks (Feb and May) are due to ice-hockey
games between Finland and Russia. Other searches are distributed over the year, with
higher volumes around the New Year Holiday and during autumn, starting in late August.
1 600 000
Number of Yandex searches for Finland
1 400 000
1 200 000
1 000 000
800 000
600 000
400 000
200 000
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
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Top attractions in Finland
Based on the number of Yandex searches from Russia
Attraction
Searches per month
1. Santa Claus Village
1,103
2. Suomenlinna
817
3. Uspenski Cathedral
550
4. Korkeasaari
522
5. Helsinki Senate Square
360
6. Sibelius Monument
253
7. Atheneum
223
8. Helsinki Cathedral
152
9. Kiasma
110
10. Temppeliaukio Church
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Top attractions in Finland
Photos from Russian photoblogs on Instagram.
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Topics, people, icons and symbols
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Topics about travel to Finland
Based on text analysis of Russian travel forums
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According to Russian travellers, the people in
Finland...
...don’t care about how they dress.
...are unlikely to start a conversation with a stranger, but very friendly when you ask them something.
...are silent and hide their emotions, unless they are drunk or watch sports.
...make long pauses when they talk, but when they talk they actually have something to say.
...don’t use much body language.
...love spending time in nature.
...have a very good sense of humour, especially when it comes to dark humour.
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Finnish people that are famous in Russia
Ville Haapasalo is an actor who has stared in several Russian films. He is described by Russians as a typical Finnish
person.
Tove Jansson is not as famous as her characters but still a strong association.
Ice-hockey players Teemu Selänne, Tuukka Rask and Mikko Koivu are known. The most famous team is Jokerit
Helsinki. Also Formula One driver Valtteri Bottas is recognized.
Nightwish, Children of Bodom and Darude dominate the Russian searches when it comes to music, and Alvar Aalto
when it comes to design.
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Symbols, expected and unexpected
Symbol
Sauna
Finlandia
Santa Claus
Moomin
Elks
Old and retro cars
Association strength
(qualitative estimate
based on occurrence in
photoblogs and travel
forums)
 Sauna. As one traveller expressed it: "Finland is
impossible to imagine without the sauna. Perhaps this is
the first thing that comes to mind at the mention of this
country.”
 Finlandia. The vodka is frequently seen in photos and
seems to be a popular gift for family and friends.
Finlandia Cranberry is an especially common motif.
 Santa Claus. The Santa Claus Village is the top
attraction as measured by the number of Russian
internet searches and Russian travellers seem to
accept Santa Claus as a Finnish symbol.
 Moomin. Although Tove Jansson’s books are not
commonly read in Russia, Moomin is nevertheless
perceived as a strong Finnish symbol and features in
various manifestations in travel photos.
 Elks. One of the most common symbols on souvenirs
and in travel photos are elks – as toys, images and road
signs.
 Old and retro cars. A surprising symbol displayed in
Russian photos from Finland is old and retro cars.
These are an especially popular motif among male
photobloggers.
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Symbols, expected and unexpected
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Symbols, expected and unexpected
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Insights
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1. Nature-lovers' paradise
Russians take a strong liking in the Finnish nature, with words such as "forest", "lake" and "mountain" showing high
frequencies. Photos of berry and mushroom picking and fishing abound on Instagram, and in forums travellers discuss
where best to enjoy these activities. There are also some mentions of hunting.
 Q: "When is the mushroom season in Finland? And what are good places to stay in the south, center and north?”
 A: "Go to Kuopio after mid-August! Mushrooms, berries and fishing. And there are not so many tourists there.”
The appreciation of nature in combination with the preference for finding places with few other tourists means that driving
is the preferred mode of transportation. Road trips is a topic commonly discussed in social media:
 "Route: Cranberry-Lappeenranta-Imatra-Mikkeli-Savonlinna. Enjoyed farm stays, sauna, fireplace and fishing. A lot of
stops for photography and light shopping. In Savonlinna we visited the castle. In Karimäki (15 km from Savonlinna) a
photo opportunity of the world's largest wooden church.”
Road trips and an interest in nature go well with camping, often displayed in Russian travel forum posts:
 "We will camp in Latvia, Sweden and Finland.”
 "We usually stay at Huhtiniemi camping in Lappeenranta where we swim, fish and have dinner. In the morning we feel
well-rested, full of energy and ready for the ferry. ”
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1. Nature-lovers' paradise
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1. Nature-lovers' paradise
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1. Nature-lovers' paradise
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2. A place to recharge one’s batteries
Finland is seen as the perfect destination for recharging one's batteries. The
visa procedure is relatively smooth, it is easily accessible by car and it offers a
full range of active nature experiences.
 "Finland is one of those countries you can go to without getting a headache!
It is easy to get a Schengen visa. There are lots of things to do: shopping,
fishing, quiet vacation on the lake – and the lakes there are amazing! Rafting
and water parks. The perfect place to go for a while.”
A commonly held view among Russian travellers is that the ideal way to relax is
to staying in a Finnish cottage (image to the left), embedded in nature and
complete with Finnish sauna.
 "I am interested in two things: where should I stay for a night between Narva
and Tartu? Where should I go in the region of Tartu? I just want a relaxing
weekend. There should be possibility for walking, BBQ and fishing but
without the sports fanaticism and for a reasonable price. Preferably at a not
so crowded place."
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2. A place to recharge one’s batteries
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3. Everything tastes better in Finland
Russians do not travel to Finland for gastronomic delights, but once there many of them express surprise at the food.
One blogger notes that even the same brands taste better in Finland:
 “Surprisingly the same brands of tea and coffee from Finland are much tastier. I buy simple Lipton tea bags,
impossible to compare to ours. Even Nescafe has brighter flavor.”
Some travellers also discover new food in Finland that they did not know about prior to the trip:
 “I knew what tapas was but not “sapas”, so I decided to try it. It turned out to be almost the same just that in sapas they
use only Finish products.”
 “Our relatives recommended this restaurant [Juuri Keittio & Baari] for its speciality: sapas, kind of Spanish tapas. 3course menu cost €55/person. The restaurant was full of locals (good sign). The food was delicious and the waiter was
awesome. I definitely recommend it!”
The natural aspect of Finnish food is well noted, not least since nature is such a strong association and activities
commonly associated with Finland include fishing, mushroom picking and berry picking.
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3. Everything tastes better in Finland
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4. A gateway to Europe
According to discussions in Russian social media, Finland has the easiest visa
procedures among the Schengen countries. For example, the Finnish visa
procedure does not require official documents from the place of work. This has
given rise to much discussion about how to use Finland as a transit country
to other European destinations – how to make hotel reservations and then
cancel them, what to say at the border, and and what problems you might have
if you spend most of the time in another Schengen country. On the other hand,
it also means that people who are not primarily interested in Finland as a
destination enter Schengen through Finland and spend time and money there
that they would otherwise have spent elsewhere.
"I got a Finnish Schengen visa. I entered into Germany by plane and travelled
through Poland. I didn't visit Finland. Now I need a new Schengen visa. What
problems will I face?”
In this context, among non-Scandinavian and non-Baltic European countries
(see next page), Finland is most often mentioned in travel forum posts together
with Germany, Italy, Spain, and Poland.
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5. Where the Scandinavian and Baltic routes
intersect
Place
Scandinavian route:
Association
The table to the left shows the other destinations that
Finland is most strongly associated with, based on the
discussion in Russian travel forums.
Stockholm
Norway
Sweden
Denmark
Copenhagen
Oslo
Iceland
Baltic route:
Tallinn
Estonia
It clearly shows that Finland is part of a Scandinavian as
well as a Baltic route: travellers frequently include
Finland in an itinerary that also involves Sweden and/or
Norway and/or Denmark as well as in a trip that spans
Finland, Estonia, Latvia and/or Lithuania.
The common arrangement of travelling to several
countries during one trip creates the possibility for
collaboration with other destinations, but also a situation
of competition for travellers time. Based on forum
posts, most travellers spend around 2 in Finland during a
one-week trip around Scandinavia.
Riga
Latvia
Lithuania
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6. The magic of the North
The number one attraction in Finland as measured by the number of Yandex internet searches, the Santa Claus Village, is
located in northern Finland. Northern Finland is also the region where the magic of Finland’s nature is the clearest,
reindeers, northern lights, dog sledging, etc.
For many travellers, northern lights are thought of as something near-magical. Along with Norway, Sweden and Iceland,
Finland is presented as a destination where, in the right location, one can be almost certain to catch the northern lights.
 "Nothern lights – my dream from childhood.”
 "In the Finnish villages around the ski resort Ylläs in West Lapland, it was decided that street lights should be turned off
after 22:00 in the evening so that the northern lights can be seen more clearly. This is great for tourists.”
 "Will I be able to see northern lights in Lapland in the middle of March? It is the dream I've had all my life to see it.”
A fascination with reindeers is expressed especially in Instagram photos by Russian travellers (see next page). It has
become one of the symbols of Finland used by travellers to capture and communicate the destination.
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6. The magic of the North
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7. The best country to give birth in
Finland is singled out on Russian forums as the best place in Europe to give birth. One forum contributor points out that
Save the Children research shows that Finland is the safest country among 176 to give birth in.
"The situation is paradoxical: the Russians are going for delivery to Germany, France and the US. But the French,
German and other Central and Western European women go to Finland. The paradox, however, can be easily explained
by the 'national character' of Russians: we focus on fame and fashion while others focus on the final outcome."
"Best experience ever, I did not regret at all that I choose this clinic in Finland. It was not much more expensive that a
private clinic in Russia. From the first contractions to the gala dinner, my husband was with me during the whole time.”
"No need to fly to USA. Finland is the best and nearest place to do this. Of course, if you live in Eastern Russia go to
Singapore.”
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8. Cultural immersion through sauna
Saunas are appreciated in Russia too, so the cultural distance to the phenomenon is small. The sauna is thus an example
of an activity that is different but not too different, making it a highly popular activity among Russian visitors. It goes well
with the ideal of relaxation and recharging, often occurring in forum posts together with “camping”, “sky resort”, “fishing”.
 "I love Finish Sauna – I could say it is one of the things you absolutely have to try when you travel in Finland. It is the
way to understand the Finnish mentality and traditions.”
 "It is a nice experience for everyone, even if you are not a big sauna lover.”
Many Russian tour agencies offer sauna as an additional attraction:
 "Book with us and get a free day in a Finnish sauna."
Sauna is more than an activity, however. It is a lens through which Russians’ consider Finnish culture:
 "Finland is impossible to imagine without the sauna. Perhaps this is the first thing that comes to mind at the mention of
this country.”
 "If we say that the duty of a real man is to build a house, plant a tree and raise a son, in Finland a real man must first
build a sauna, and then to take on all those other things.”
 "Sauna in this country is not only a useful pastime, but also a national sport. There are Annual championships of sauna
endurance. Tourists are not recommended to test our endurance, but just taking a sauna is extremely enjoyable.”
 "Sauna for Finnish people is something almost Holy.”
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9. A different nightlife experience
Judging from online discussions, Russian visitors take a big interest in Finland’s nightlife. Going out is part of a good trip
for many young travellers.
 "Usually collage towns have the best selection of night clubs and there are a lot of those across the country. Among
them: Helsinki, Turku, Tampere, Jyväskylä, Kuopio, Oulu, Vaasa, Joensuu, Lappeenranta and Rovaniemi.”
 "Clubs are often open quite late. In Helsinki, for example, many of them work from 22 to 4 o'clock in the morning,
although the last drink you can order exactly at 3:30 and not a minute later.”
 "Nightlife in Finland is calm and safe. Finland is the least criminal country in Europe. Drunken Finns become more
sociable, but never aggressive. You never see fights and riots in clubs or bars. Night clubs set an age limit for visitors,
varying from 18 up to 24 years. If your youthful appearance arouses the guard's suspicions, all you can do is present a
valid ID – no persuasion will help. If you're drunk they will deny entrance too.”
The Finnish nightlife is perceived as in many ways different from Russian nightlife.
 "I don’t like to pay an entrance fee when I go out. I never pay in Moscow. I did not like Helsinki’s nightlife cause it is just
ridiculous. I am beautiful a girl, why should I pay an entrance fee to get in??”
 "Сlubs, in the Russian sense of the word, do not exist in Finland. Usually these are half bar, half club. In my opinion,
Finnish people can not and don't like to dance. They dance in a really funny way and it doesn't seem like they enjoy it.”
 "There is no dress code. You often see guys in sneakers. I think this is the only thing I found weird. I prefer to know
what the proper dress code is of the place I'm going to to avoid being over dressed or not dressed well enough.”
 "I would say underground is the keyword for nightlife in Finland. If you like life music and underground bars you will like
Finland. But if you are looking for clubs with progressive music, dress code and stylish hot girls around no no no you will
not find it in Finland."
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10. A decent winter sports destination
Though not one of the most spectacular skiing destinations, Finland is considered to offer some good skiing experiences.
 "Finland is not the Caucasus or the Alps, but still there are enough good ski resorts where you can enjoy skiing or
snowboarding (although most the mountains and hills are only up to 400 metres). Good for beginners and family
vacation.”
Many Russians want to get away during the New Years Holiday and skiing is a good activity for such trips.
 "We already paid the cottage in Finland for New Years Holidays. Skis would be a nice addition. Where can I rent
equipment?”
 "It is often a long way between the resorts and the slopes. If you want to relax from the moment you exit the apartment,
take advantage of the low-cost transport companies that provide Shuttle service.”
There are also more general comments about skiing in Finland.
 "The local population of Finland simply idolizes skiing. Children are on skis at age two. In Finland, every Christmas
holiday the whole family go to ski resorts, of which there are more than 150. In the south the slopes are gentler with
focus more on family vacation. In the north the resorts have longer and higher slopes, designed for intermediate and
advanced skiers.”
Skiing is often combined with snowmobile safaris and dog sledging.
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Other insights
11. A destination that surprises with its impressive design and architecture. Some Russian travellers express
surprise at the nice architecture and design, something they were not aware of prior to their trips.
 Finnish architecture, most strongly associated with Alvar Aalto but also discussed in terms of its nice, clean and simple lines and
materials (an exhibition on Finnish architecture, The Future of Space, to be held in St. Petersburg in November 2014 is also
mentioned).
 Finnish design, most strongly associated by Marimekko and Littala, which make for popular souvenirs.
12. A lack of information. There are sometimes more questions than answers in the Finland section of Russian travel
forums, perhaps an indication that more information is needed. Questions such as “Where can I get the schedule of
upcoming music festivals and concerts in Finland?” go unanswered.
13. Not a destination for the rich. Russian travel agencies organize buss trips for Russians who want to cross the border
and shop European brands cheaply. Shopping in Finland is discussed in travel forums more in terms of the closest
“European shop” than a place for high-end shopping. Not indication can be found that Finland is a preferred destination
for the rich.
14. Within the comfort zone. Finland is a destination where Russian’s do not perceive a big culture shock. While for other
destinations there are many complaints about the difficulty of communication, such complaints are much less common
in relation to Finland. This may be explained by a combination of factors. The Finnish nature and customs such as
sauna are not so different from the Russian counterparts, but different enough to feel interesting. Being far from Russia
culturally, Finland as a destination seems to be the best of both worlds.
15. Nice and boring cities. Nine of the ten top attraction in Finland based on Russian internet searches are located in
Helsinki. For other cities, Russian social media users usually provide brief description. These cities are appear to be
mostly on the way to somewhere else. They are nice, but not exciting. The real allure is in the Finnish nature.
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Common complaints
Compared to other studies on Russian tourists the
tourists going to Finland seem very positive. Except
that most complains are about accommodation, food
and service there are no general patterns, but rather
some sporadic examples. These include:
1.
2.
3.
4.
5.
Some places overrun by tourists
Negative attitudes against Russians
Lack of activities in the cities
Museums not as exciting as expected
No information in Russian and no Russian speaking
shop assistants
6. Unfavourable exchange rates
7. Lack of style, especially in nightclubs
“Too many tourists at the Santa Claus Village, and the
kids seemed a bit disappointed when they met him.”
“They changed a bit when we told them we’re from
Moscow. I don’t think Russians are popular here.”
Tribes
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Tribes (1/2)
A qualitative categorization of travellers based on reading of social media posts and
photoblogs of Russian travellers in Finland. Overlap between the groups exist.
 Nature lovers travel to Finland primarily for nature experiences such as fishing and berry picking. In this group, Finland
is cooler than Russia but compared to other destinations with a strong nature offer, such as Norway and Iceland,
Finland’s main strength is its proximity. They get around by car and stay in cottages or camping sites.
 The cottage dwellers share many traits with the nature lovers, but for them nature is more of a setting than a primary
activity. They want to get away from their normal environment and charge their batteries, which often involves the same
activities as for the nature lovers, such as fishing and berry picking. But they are less sporty than the nature lovers and
tend to stay in one place, preferably a cottage, for an extended period of time. They love the sauna and visits local
attractions nearby. They are motivated by the simplicity and safety of travel to Finland and drive their own car from
Russia.
 Family holiday makers. For the family holiday makers, the children are in the center. Attractions such as the Moomin
Valley and the Santa Claus village are ideal, as well as water parks and nature activities. They consider Finland a safe
and convenient destination, where roads and cities are easily navigated and children-friendly, although the cities do not
offer a wide range of activities for children.
 Social travellers travel with friends and seek fun and action. They like BBQs and fishing in the wild but also spend time
in cities where they explore the local nightlife. This group often overlaps with Road trippers, for whom travelling is as
much about being on the road as experiencing the local culture. For them, Finland is often one part of an itinerary
involving several countries. They take the ferry from Helsinki to Stockholm or Riga. They plan their route as to pass by
attractions on the way.
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Tribes (2/2)
A qualitative categorization of travellers based on reading of social media posts and
photoblogs of Russian travellers in Finland.
 Explorers within the comfort zone overlap with other groups but have some distinct features. They seek cultural
experiences, are interested in local culture and customs, and enjoy tasting Finnish food and exploring shops for things
uniquely Finnish. They observe and reflect about Finnish people and discuss topics such as architecture and design.
 Top list hunters are travellers with a been-there-done-that attitude, motivated primarily be the status of a destination
and its attractions. Finland is not very attractive for these travellers, but some of them get a Finnish visa, considered
easy compared to other Schengen visas, even though they plan to travel elsewhere. Some top list hunters can be found
in the Santa Claus Village.
 Ski vacationers go to Finland during the New Year Holiday or other times of the winter season. They go primarily for
downhill skiing and enjoy snowmobile safaris and dog sledging. Although they don’t consider Finnish resorts among the
best in the world, they think they offer good value for money not too far away from home.
 Bus shoppers travel to Finland with buses in tours organized by tour agencies. The trip is a combination of sightseeing
and shopping. They see Finland as the closest place to shop European goods for decent prices. They do not go for the
high end brands.
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Conclusions and recommendations
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Conclusions and recommendations (1/2)
 Finland, in the eyes of Russian travellers, have several benefits that should be maintained and utilized:






Close, convenient and safe
Family friendly
First-rate nature and relaxation
Civilized
Exotic (as in northern lights, reindeers and dog sledges)
Smooth visa process
 Food, design, and architecture are not factors that pull Russian tourists to Finland, but things that make them
pleasantly surprised when they are there. Can increased awareness be built around these areas?
 Local connections to Russia can often help attract Russian travellers to a destination. It is worth thinking about what
such connections exist between Finland and Russia. Could people like actor Ville Haapasalo, who is well-known in
Russia, be used for promotion?
 Finland is tightly integrated into European travel routes, especially Scandinavian and Baltic ones. This creates
opportunities to achieve synergies through collaboration, but also a need for Finland to distinguish itself from its
neighbors to increase its share of time of such trips.
 Finland has several strong symbols associated to it, including sauna, Finlandia, Santa Claus, Moomin and elks. How
can these existing symbols be used for even greater benefit?
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Conclusions and recommendations (2/2)
 Shopping is a relatively large theme for Russian tourism overall, but its association to Finland is low. Finland is largely
thought of as the closest place for shopping European goods and a small share of travellers have shopping as a major
component of a trip to Finland. Russian travellers are generally well aware of what each country or region specialize in.
Can Finland offer products and brands that sets it apart from other European destinations?
 There are currently many unanswered questions about Finland in Russian travel forums. Ways in which the right
information can reach Russian consumers should be considered. There might be lessons to learn from private
companies, for example, who actively respond to questions and concerns in social media.
 Unsurprisingly, internet searches from St Petersburg and other cities close to the Finnish border are overrepresented
compared to the rest of Russia. From these cities, it is convenient to take ones own car and drive to Finland. A
challenge for Finland is thus to attract travellers from Moscow and other large sources of outbound travellers that
have a lower tendency to travel to Finland. For example, can it become easier or more attractive to rent a car in
Finland?
 While Finland’s skiing resorts are perceived to offer good value for money, they are considered suitable mainly for
families and intermediate travellers. Nonetheless, Finland’s best resorts, such as Levi could be promoted more
aggressively to attract advanced skiers from all over Russia.
 If desirable, Finland as a destination for giving birth has the potential to grow significantly.
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