Visit Finland Segmentation Study 2017 – From Modern Humanists to Authentic Lifestyle Seekers

The purpose of this thesis was to observe Finland as a tourism destination and to analyze tourism marketing strategy made by Visit Finland. Visit Finland has created a marketing segmentation strategy to pinpoint the most valuable target clients for the country in order to increase the visibility and attract more visitors. The thesis contains a brief overview of a tourism industry in general, with the main focus on Finnish tourism industry. The main research objective was to observe Visit Finland’s old and new market segmentation theory and analyze differences and impacts on the country’s tourism image, as well as Visit Finland’s vision. The thesis also contains a theoretical part and an analysis of Visit Finland’s market segmentation strategy, its purpose and an observation through segmentation theory analysis and the 8p marketing mix