The Market Profiles of Individual European Countries

The results of market profile studies for Finland, Sweden, France and the UK are known. The purpose of these studies was to gather data on the characteristics and directions of the individual outgoing tourist markets for conducting targeted marketing on each of these markets. The studies offer insight into the profile of the average international tourist from each market. Guidelines for the preparation of suitable tourist programmes for each market are also given.

Finland is a large and potentially outgoing market for Slovenian tourism, which is why the Slovenian Tourist Board (STB) has decided to conduct a study of the Finnish outgoing market. The research goal was to gather data on the characteristics and directions of the Finnish outgoing tourist market (its profile) for conducting targeted marketing. With this study, the STB wanted to create a profile of the average Finnish international tourist. Guidelines for the preparation of suitable tourist programmes for the Finnish market are also given. What did the study show? A large number (41.1%) of those inquired listed Slovenia as the destination they are most interested in. The Finns spend a great deal on food and drink as well as in shopping centres. Travel products for the Finns should contain the option of sporting activities and other forms of entertainment.

The research goal for France was to gather data on the characteristics and directions of the French outgoing tourist market (its profile) for conducting targeted marketing. With this study, the STB wanted to create a profile of the average French international tourist. Guidelines for the preparation of suitable tourist programmes for the French market are also given. French tourists should be offered travel products allowing them to spend their free time actively (in sporting and cultural activities) and to tour Slovenia’s natural and cultural sites of interest. The tourist products should be connected to health resorts and wellness centres, clubs for entertainment and gaming houses.

Sweden is an interesting outgoing market for Slovenian tourism. The research goal was the gathering of data on the characteristics and directions of the Swedish outgoing tourist market (its profile) for conducting targeted marketing. With this study, the STB formed a profile of the average Swedish international tourist. The Swedes travel in groups (with their partner, families or friends), which is why both the travel products and the promotional instruments should emphasise the family and social values of tourist products.

The British tourists are more and more important for the Slovenian tourism. The research goal regarding the UK was to gather data about the characteristics and directions of the British outgoing tourist market (its profile) for conducting targeted marketing. With this study, the STB wanted to create a profile of the average British international tourist. Any destination wanting to attract British tourists should have a good offer of tourist products for recreation and relaxation and the possibility of tours of natural, historical and cultural sites of interest. It should feature easy access and should attract visitors with undiscovered sites of interest and its authenticity.

Nazaj na novice