Learning objectives
Upon completion of the course, the student
• is able to evaluate the destination competitiveness.
• is familiar with Finland and Helsinki region destinations.
• is familiar with the key organizational operators at the destination.
• recognizes destination’s customer segments.
• is familiar with distribution channels for travel and tourism products.

Contents
• Travel and tourism destination competitiveness
• International tourism destination as a concept
• Travel and tourism statistics
• International travel and tourism trends
• Destination Helsinki

The learning goals of this course can be reached in the following way:

a. Lectures and related assignments as full-time studies

Assessing one’s own learning is a compulsory part of the course.

To be studied after the module Johdanto matkailuun liiketoimintana.

Grade 1
Student lists some factors for destination competitiveness. Student lists strengths, pull factors and attractions of Helsinki. Student names key operators at the destination. Student gives some examples of global trends.

Grade 3
Student explains and defines the content of tourism destination competitiveness. Student compares strengths, pull factors and attractions of Helsinki in international contact. Student divides tourists in distinct customer segments based on tourist motivation. Student is able to craft a destination value chain. Student discusses global trends in travel and tourism context.

Grade 5
Student assesses destination competitiveness of Finland in international scale. Student gives justified suggestions of distribution channels for different customer segments. Student reflects tourism facts and figures of Finland in international competitiveness context. Student assesses impact and potential of international trends in destinations.