It is widely recognized that the Finnish people have a close relationship with their environment enjoying the best air quality in Europe. These environmental factors make Finland a highly competitive and attractive wellbeing tourism destination. Alongside these attributes, there has been a major growth of investment in the creation of new destination spa and resorts, day spas and the conversion of former medical rehabilitation centres into modern spa complexes.
Four years ago in March 2005, the Finnish Tourist Board undertook a national review of wellbeing tourism. This research highlighted the growth potential of this sector based upon the strong inherent assets of a safe, high quality natural environment within which a wide range of outdoor activities take place, while still incorporating the peace and tranquillity of the countryside and the culture of the sauna.Finland is now purposefully stimulating research and development into training new technologies associated with health, wellbeing and wellness as a catalyst for tourism, economic and regional development.
Finland has a population of just 5.2 million, but is one of the largest countries in Europe at 338,000 sq km. Its rural nature is highlighted by the fact that its population density is only 17 per sq km and 62 percent of the population live in towns. Finland shares its borders with Sweden, Norway and Russia. Over three quarters of the land area is forest and there are over 188,000 lakes and 179,000 islands. There are four distinct seasons, with February being the coldest month and July the warmest. From May to July there is almost continuous daylight.Finland has been a Parliamentary Republic since 1917, having been part of the Kingdom of Sweden from the 12th Century until 1809 when it became an autonomous Duchy within the Russian Empire until independence. The country is predominantly 84 percent Lutheran. It enjoys a high standard of education with free schooling for all. There are 20 universities and institutes of higher education and 13 percent of the population has a university degree.Finland has a highly industrialised free market economy with a per capita output roughly that of the UK. Exports account for 40 percent of GDP. Inflation is less than 1 percent but unemployment, at 8 percent, remains a persistent issue. Finland has been part of the European Monetary Union since January 1, 1999 and a member of the EU since July 1, 1995.Each year some five million international visitors cross borders to Finland-the main source countries being Russia, Sweden, Estonia and Germany. However, overnight stays by foreigners totalled only 4.4 million nights, because many visitors from Sweden, Estonia and Russia are making day trips. Domestic tourism trips accounted for 12.3 million overnight stays in 2004. Demand remains heavily seasonal, with July and August being the busiest months and February the quietest. The average spend per head, per trip was ��238, with the total contribution being ��1.2 billion.It is estimated that 12 percent, about 441,000, of all international tourists to Finland will include a visit to a spa as a main activity during their stay. It is estimated that there are some 50 spa resorts and spa complexes in Finland. Of this total the Finnish Tourist Board collects attendance data from 26, these have a total annual visitation of 3.6 million visits, both domestic and international.
Prioritized by the national tourist board, wellbeing tourism is now seen as having significant potential to grow and attract new international tourists. The board will now focus on developing the wellbeing tourism product base and its subsequent marketing.Wellbeing is seen as a holistic and integrated concept involving a number of different products and services, but primarily attracting customers who want access to a variety of these products and services that are beneficial to both body and soul.
This wellbeing product group is primarily targeting international markets in Sweden, Norway and Russia with Germany and the Netherlands as secondary target markets."The positive images relating to Finland such as pure air and water, healthy lifestyle of its people, the food, beautiful countryside, space, peace and the traditional Finnish sauna are the context for promoting the country as a well-being destination," said Mari Mäkelä, product manager of the Finnish Tourist Board."There are already many existing products and service. New investment is happening across Finland. We now need to put these products together into attractive packages to meet the needs of our potential international guests."Clearly, the product and service base is more complex than that described by Mäkelä. Indeed the domestic markets, so familiar in their everyday lives with the natural qualities of Finland, are keen to seek out other aspects of wellbeing and health tourism. Specialists on wellness tourism in Finland have commented that one of the biggest challenges facing the sector in Finland is successfully marrying the needs of the domestic market seeking modern spa facilities, treatments and products with the interests of an international market wanting more traditional Finnish products. Whilst the two sets of demands are not incompatible, it will require careful planning and management to ensure a balance.Irma Tikkanen, Professor of Marketing at the University of Kuopio, has identified six main health,well-being and wellness tourism sectors:
Clearly these sectors are not mutually exclusive. Overlaps occur and customers can be involved in several different types of experience whilst primarily being motivated by any one of the six.In August each year, the Sauna World Championship Games, billed as the "Hottest Event in the World" are held in Heinola. The sauna enjoys almost religious status featuring at the start and end of life. Traditionally, babies were born in the sauna and the dead were washed before burial. There are, according to the Finnish Sauna Society, over two million saunas in Finland. Finland and the sauna are inextricably linked.The modern concept of the spa in Finland really started in the early 1970s when the government introduced a scheme to pay for the rehabilitation of war veterans using spas. This obviously led to a strong clinical focus and an emphasis upon the medical sector. The situation has, however, changed dramatically over the past ten years as the wider opportunities associated with spa and wellbeing now recognized across the country.The Finnish Health Spa Association has over 40 members and represents a range of different types of spas across Finland, all of whom feature different types of saunas at the heart of their product.
Throughout Finland there is now considerable investment and innovation taking place to harness the country's natural and cultural assets to develop the wellbeing product. Investment is also taking place to upgrade and develop new spa facilities, treatments and products to support, supplement and enhance these natural resources.Susanna Soininen of the Lahti College of Hospitality in Finland is keen to ensure that alongside this hard product development there is commensurate investment in the training and human resources."As with all tourism experiences the guest is highly dependent upon the craft, skill and techniques of those providing the services," Soininen said. "In Finland we have an excellent reputation for tourism and hospitality education. We now need to incorporate the new skills required to make wellbeing tourism a success story. The Finnish Tourist Board needs to include service standards in their criteria for wellbeing tourism product development," she added.
Dr. Terry Stevens is part of a UK firm called Stevens and Associates, which specializes in tourism and leisure consultancy. He has provided strategic advice for countries and regions, as well as a private sector of companies in over 30 countries. In recent years, there has been a particular emphasis upon benchmarking destinations and evaluating international best practice. To contact Dr. Stevens, visit his website at www.stevensassoc.co.uk
