To identify the changing Russian travel market signals
VisitKarelia OY is a state enterprise responsible for the promotion of tourism in North Karelia.
Our main goal was to conduct research to identify the changing Russian travel market signals. Based on the data obtained, we should develop a strategy for Finnish North Karelia so that the region is prepared for the changing needs of the Russian client.
We conducted research using an online survey panel Tiburon, in-depth interviews, media monitoring platform Youscan, and other relevant open data sources.
During the study we received answers to the following questions:
Based on received data and competitive review we developed a communication strategy for VisitKarelia that contained:
Based on the data obtained during the market research, we developed a platform for VisitKarelia that helps to monitor the Russian travel market signals dynamics for the last three years. Data for signals is collected by processing databases of key search queries related to a specific topic. The purpose of the platform is to help local North Karelia businesses effectively build communication to attract Russian tourists.
Our experts provided a full report on the results of the study, on the basis of which we developed a communication strategy for promoting the region of Finnish North Karelia in the Russian market, and we created a tool that helps local businesses in attracting tourists from Russia.
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