Finland is blessed with charming Helsinki, breathtaking nature, warm people and a brilliant website to promote tourism. What am I talking about? Visit Finland of course, the official travel guide of Finland. If you’ve not had a look at it, you really should.
While exploring the site, you’ll notice it’s immaculate and responsive design, it’s wealth of informative and inspiring articles, and stunning visuals. All of these elements work together to promote Finland as the number one destination for those seeking an alternative holiday experience.
Whilst the team is working hard to reach out to audiences around the world, what can your tour and activity company do to make the most of this platform? Here are 5 ways to make the most out of Visit Finland.
1. Get your company listed on their directory
When you search for “Finland” on Google (as would most people who are thinking of visiting Finland for the first time), Visit Finland appears second on the search results, just after the Wikipedia page for Finland. Furthemore, Visit Finland is focusing their efforts to attract tourists from Russia, China and Japan.
If your company has a relatively small online presence, the chances of someone finding you online are incredibly slim; and keeping your fingers crossed that someone might stumble across your site isn't the best strategy for exposure. Having your company listed on their directory means having access to the audience Visit Finland speaks to.
Check out the various campaigns they’re running at the moment and how your tour and activities business can get involved.
2. Learn how to market your company online
Visit Finland has clearly outlined their marketing strategy, identifying the different major regions of focus in Finland and the target audience they wish to reach out to. This could serve as a useful guideline as to how you can market your tours to the right people.
They have also come up with pretty amazing branding guidelines detailing how Finland should be shown off to the world. Have a look at their brand book to learn about how Finland’s unique characteristics are best captured and communicated to the world.
Their website is also a great example of a seamless user experience. Don't forget that having an easy-to-use booking system and integrated experience is also key to growing your tour and activity business.
3. Stay updated through Travel Trade
Visit Finland shares regular reports about the local travel industry, where visitors come from, accommodation statistics and other useful figures that could help your company better understand the market. This can be found on through their Travel Trade section.
It is important to keep up-to-date with the latest trends and key changes in the industry as it can help you spot growth opportunities and avoid potential “danger zones”.
4. Get feedback on your company
Visit Finland has also partnered with Quality Net to develop the Quality 1000 programme to allow companies to gain useful feedback on their tours and activities, and compare their performance against industry standards. Based on information gained through surveys and feedback from customers, your tour and activities company can carry out a SWOT analysis to identify areas for improvements and opportunities for growth.
5. Make use of their other services
Visit Finland offers a variety of free services like finding out your Finnscope or your inner Finnish name with the Finngenerator. But seriously, there are a whole host of services they offer that could help you grow your tour and activity services. Apart from the Quality 1000 programme, through the Team Finland Network, there are a whole range of services from obtaining useful insights into international markets to financing services and training.
Do you have any other ideas about how Finnish tour operators can make the most of Visit Finland?
Written by Nicole Kow
Having graduated from the UK, Nicole travelled around Europe before joining TrekkSoft's marketing team. She is now based in KL and regularly blogs about her travels at Next Train Out.