VAE II

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Visit Arctic Europe II – Stronger together 

Project partners: Finnish Lapland Tourist Board,
Northern Norway Tourist Board and Swedish Lapland Visitors Board
Participants: 122 Tourism companies from the region
Project period: until 30.9.2022 |  Budget: 6,4 Million EUR

                                                                 

Outcomes of VAE II project’s main activities:

Outcomes of VAE II project’s main activities:

Visit Arctic Europe II -project outcomes video

Competence Development

VAE II Project has held Following Networking events:

VAE II Kick Off Days in Piteå 13-14.11.2018, Sweden
Link for recording

VAE II Networking meeting in Narvik 3.-5.6.2019, Norway
Main topic of this event was in product development and sustainability
Link for recording

VAE II Networking event in Haparanda 23.-24.11.2021. The Theme of this event was in Post Covid trends.
(23.11) Link for recording
(24.11) Link for recording 

VAE II Final seminar  held in Olos, Finland, 25.-26 August 2022. Recording of this event (only 26.8) can be found here.

VAE II has organized  two Market view webinars:
Experts from the markets briefed us about the current situation in VAE II’s target markets and shared their view for future development. Thank you for following experts:

DACH – Jan Badur, Nordic Marketing

Benelux – Cees van den Bosch, Voigt Travel

UK – Clive Stacey, Discover the World
Link for recording 16.6.2020 event.
Link for recoding 24.3.2021 event.


Sustainability Webinars:

Learnings from Norway 4.2.2020 by Ingrid Solberg, Mimir
Link for the recording

Smart ways – nudging for sustainability 14.2.2020 by Milena Nikolova
Link for recording

This is how we do it . 28.4.2020 In this webinar you’ll meet Milena Mikolova and Ingrid Solberg Sætre from Mimir and they will talk about how to become a more sustainable business
Link for recording

VAE II Sustainability webinar 27.1.2021 by Mimir.
Link for recording


Digitalization
 webinars:


Digitalization development Webinar serie in VAE II
Webinar schedule – invitation VAE II

Digitalization Webinar 16.2.2021
Threat or Opportunity in Complex Times? Digital Giants and the Nordic Tourism industry by Ashwin Rajan.
Link for recording

Live Webinars are meant for VAE II participating companies.

Recording of the webinars are available also for other companies. Please ask link for recording from: maikku.raittimo @ lme.fi

You’ll find all recordings from VAE II Youtube channel. 

Read more here.


Marketing

IMAGE MARKETING:

                          Visit Arctic Europe Image marketing campaigns and activities can be found from This is Arctic -page

                           Targets for Image marketing activities in VAE II were:

                            –                          Increase delivery chain and final consumers awareness in selected segments and target markets of our low seasons strengths.
                            –                          Raise interest and lead final consumers to selected delivery chains and their web shops.
                            –                          Connect the image marketing activities closely to tactical marketing actions

                             In image marketing This is Arctic campaigns gained lots of media attention and great results: 134+ media publications by journalistic media. Estimated earned media                                       value was 6,5 million € and estimated total reach: 670 million, total video views was: 12,1 million.

                              As part of project image marketing activities This is Arctic communication concept was created. This is Arctic Toolkit was one part of it. The toolkit consists of images                                      and videos from VAE region for all companies and tour operators use. https://thisisarctic.com/toolkit/

                          TACTICAL MARKETING:

                           Based on the mapping process among VAE II companies project’s target markets were defined as following:

                            First level markets for activities including Image marketing, joint promotions with selected Tour operators, invitation to selected TOs to fam trips and sales workshop                                      DACH: Germany, Austria and Switzerland (German speaking Europe), Benelux and UK.

                            Secondary level markets for activities including image marketing and invitation to selected TOs to fam trips and sales workshops (high end clientele): US, China & Hong                                  Kong

                            Third level markets for activities  including invitation to selected touroperators to famtrips and sales workshops: France, Italy and Spain

                          In tactical marketing VAE II partners signed agreements for marketing cooperation with several tour operators from the selected markets.
                         Marketing cooperation with tour operators during VAE II project brought more than 65 000 travellers and they had more than 400 000 overnights in VAE region.
                         This has created more than 95M€ new income for this region. These numbers have been calculated based on Tour operators reports

                          SALES WORKSHOPS:
                           The biggest Sales Event for Travel Trade above the Arctic Circle
– VAE II Sales Workshops gathered together suppliers from whole VAE II area at once.
                           These event were a result of the cooperation between Finnish and Swedish Lapland and Northern Norway.  VAE II companies and Tour Operators and Incoming operators                               from selected market areas have been invited to this event. We welcomed those who are interested to develop together with our great Arctic community potential                                         seasons  in the area of Arctic Europe in a sustainable way.

VAE II Sales Workshop 2022 in Alta, Norway 13.-15.6.2022.
Altogether 160 participants.
And in addition 6 Pre- and Post-tours (familiarization trips) took buyers out to visit many of VAE companies and destinations.

VAE II Digital Sales Workshop 2021 14.-15.9.2021.
Altogether 132 participants.

VAE II Digital Sales Workshop 2020 29.-30.9.2020
Altogether 208 participants.

VAE II Sales Workshop 2019 in Levi, Finland 3.-5.9.2019
86 Buyers and 100 Service providers.
And in addition 10 Pre- and Post-tours (familiarization trips) took buyers out to visit many of VAE companies and destinations.

                           VAE II companies and tour operators had altogether 5502 business meetings during these all VAE II Sales Workshops.

                          FAM TRIPS:
                           VAE II has organized and invited Tour operators from selected market areas for fam trips to experience and see VAE region and companies. Fam trips are an ideal way for                               companies to show their services and products for tour operators.
                           Because of the pandemic and travel restrictions, we decided to organize some of our Fam trips as digital to be able to show companies and their services to tour                                               operators despite of travel restrictions.
                           The purpose of all fam trips was to show possibilities for cross-border combinations between Northern Norway, Finnish and Swedish Lapland.

                            During VAE I project we organized total 24 Physical fam trips with179 participants and total 21 Digital Fam trips with 373 participants.


Accessibility

The Arctic Route crossborder cooperation route between Norway, Finland and Sweden combines VAE area.
Crossborder daily connection The Arctic Route started 1.12.2019, first phase last until 30.3.2020. Involved transportation companies are Bussring from Norway, Eskelisen Lapin Linjat from Finland and Vy (in earlier stage SJ) from Sweden.

                           VAE II team approached numerous flight companies, airport owners in each country and potential tour operators presenting to them possibilities for marketing co-                                           operation in case they open new flight routes or charter operations from markets to VAE region.

                           VAE II Partners signed also marketing cooperation with Eurowings Flight company from Germany. Eurowings started five direct routes from Dusseldorf to VAE Region                                    airports in Winter 2022-2023 (Tromsö, Kiruna, Luleå, Rovaniemi and Kittilä airports). Eurowings opened new flight routes also for summer 2023.

                           VAE II had discussions with public transportation authorities (PTA’s) from all three countries several times during the project. VAE II raised discussions between tourism                                 and local public transportation needs and possible synergies.