Kari Halonen Tool Boxtravel marketing consulting The Booming

Kari Halonen Tool. Box-travel marketing & consulting The Booming Market Asian Outbound Tourism Education in Finland

Tool. Box –travel marketing & consulting • • • Tool. Box is operating in fields as: education and training programmes product development research and survey projects improvement of marketing activities marketing channels development of design products and services

Agenda • Academic Degree of Asian studies • Adult / Travel Trade Trainings • International Training with the Certificate

Incoming Tourism Market Shares in Finland (from bednights) Market Share of Asia, % 2014 FINLAND 2015 2016 2017 Europe 78, 6 74, 9 71, 9 72, 1 EU-28 48, 7 53, 4 53, 0 52, 5 ASIA 10, 4 13, 2 14, 8 15, 1 Oseania 1, 1 1, 2 Africa 0, 4 0, 5 0, 4 America 4, 9 5, 3 5, 7 5, 8

OPERATIONAL ENVIRONMENT OF TOURIST DESTINATION Destination Public Bodies and Departments Other Public and Private Organizations Attractions, places to visit Events DMO Regional Cooperation National Cooperation 3. 3. 2021 Locals Products Travel Trade International Cooperation Kari Halonen Educational Institutions 5

Universities in Finland FUNT • The Finnish University Network for Tourism Studies (FUNTS) provides a genuinely multidisciplinary approach and an innovative way of developing research and education in universities. Finnish University Network of Asian Studies • Faculties of Social Sciences Was established in 1996 and has provided e-learning courses on Asia since 1999 Arranges online courses on the Bachelor’s, Master’s and Ph. D level • Centre for East Asian Studies, CEAS in Turku Master's Degree Programme in East Asian Studies, MPAS • 2 years, in English

Universities in Finland continue Jyväskylä University – The Department of Language and Communication Studies conducts high grade research, and provides high quality academic education in language and communication studies. Cross-cultural studies. – At the department, research is conducted on the significance of language and communication in relation to individuals, communities and the society. Helsinki University South Asian studies focuses on cultures and societies in the region and East Asian studies examines the development of Chinese and Korean cultures and societies, focusing among other things on their history, religions, politics, ethnic communities and intercultural interaction.

Asia Outbound Tourism Education in Finland Universities of Applied Sciences

University of Applied Sciences Haaga-Helia • Haaga-Helia is the leading education institution of tourism education in Finland • The Booming Market Asia Course, 5 credits – Three times per year

Exchange Student Programmes • Normally provided in spring during the 2 nd year studies • Many educational institutions have exchange student programmes (Laurea, JAMK and Haaga-Helia) – When Finnish students are abroad, there are foreign students reciprocally studying in Finland – From 1 month to 3 months • Asia Exchange – Destinations: Bali, Bangkok, Kuala Lumpur, Lombok, Phuket, Shanghai, Seoul, and Taipei (11 universities)

Training, Lb. D Programmes and Thesis / Diploma Work • • • Training for max. 3 or 6 months abroad Lb. D = Learning by Doing Projects R&D Projects Erasmus Programmes; Erasmus+ since 2014 Also student is able to make the Diploma Work abroad (in the end of third year)

The Booming Market Asia Training Course for Tourism Studies

Goals of The Booming Market Asia course • About Asian Outbound Travellers – Providing participants with focused information based on scientific research and practical experiences about the special characteristics, needs, expectations and behaviour of Asian travellers – The course will provide students deep insights into the development of Asian outbound tourism market both expectations and needs of Asian visitors. After completing the course, the students will gain enough knowledge from culture’s and hospitality industry perspective regarding the target market – Enabling participants to adapt tourism and retail products and services, to develop adequate strategies and facilitate quality assurance

CONTENTS • The course is structured in 7 modules which means here 4 class session with 7 different target areas and additional travel motives and themes • The target market areas are – China mainland – China Hongkong – Japan – India – Singapore – South Korea – United Arab Emirates (and Middle East) + Asia as a continent

CONTENTS • The themes are – Technical visits (China) – Luxury travel (UAE) – Religious travel (India) – Shopping (Thailand) – Cruise travel (Hongkong) – Safety (Japan) – Special diets (South Korea) – Stop-over (Singapore)

The Booming Market Asia 5 credit courses are held in English For Second or Third year students No other pre-requirements to attend at the course Two options: – Intensive Course = 5 days – Course in one period = 2 months • Both courses includes methods of workshops, group and individual assignments, articles, class sessions, presentations, theory studies, practical approaches • •

Asian Studies at JAMK (Jyväskylä) Virtual training, material in Learning Platform 3 credits In English Focus in Chinese and Japanese markets (only) Videos (= interviews and lectures) Articles Assignment => (Imaginary) Marketing Campaign for 1 Finnish destination => Evaluated • Course Diary => Evaluated • •

Travel Trade Training Courses / Adult Training Courses

Tourists from China • Germany based company • 5 steps • 1 -on-1 coaching • Digital Booklets programme • ETrainings; videos

Main Entrance to China • Main Entrance to China by Tool. Box –travel marketing & consulting • 1 day or 2 days, conducted in English • 7 modules covering cross-cultural studies, product development, customer service, marketing and sales + China as target market area. Product and marketing workshop. Two exams included • Certificate, no time limit, not necessary if participating to the course • Benefits: 10 % discount from the participation fees in different travel events in China (COTTM, ITB China, CITM, Hongkong Travel Expo)

International Training with the Certificate

Chinarancia organize trainings for private and public companies, in cooperation with the Chinese Friendly Italy. Their aim to support their customers in understanding and being successful with the Chinese tourists visiting Italy. “Chinese Friendly” certificates: • Destinations • Museums • Hotels • Tour Guides • Shopping Centres • Activities

COTRI • COTRI China Outbound Tourism Research Institute is the independent research institute for consulting, research, information, training, and quality assessment relating to the Chinese outbound tourism market • Training courses for travel trade 1 or 2 days, certificate for 2 years, possibility to renew the certificate after two years – More global phenomenon in focus of Chinese outbound tourism – Chinese Tourism Awards for those who have been certified by COTRI training courses

Welcome Chinese To join Welcome Chinese standard, first step is acquire a certification. There are different levels of certificatione based on services one can provide and different Benefits one will have from their promotional and trade marketing activities on China.

Welcome Chinese Categories: • Hotels & Apartments • Museums • Tourism Offices • Sightseeing • Tours @ Excursions • Restaurants • Cruise • Transportation • Parks • Shopping

THANK YOU! Kari Halonen, www. toolboxtravel. fi