East Asia


A very interesting market area especially with focus on the Chinese and South Korean markets. Japanese and Taiwanese markets are also interesting. China has taken the lead as the biggest outbound travelling nation. There are still some obstacles that must be faced in China. Mainly related to visa procedures and length of stay in the Nordic and Baltic destinations and the many different types of visa status.

China (People's Republic of China)

China will be predominantly taking the lead of the biggest traveller group. There are still many obstacles to go there more related to visa procedures. ADS status and business visa travellers are those which are currently the issues we are talking here. The role of independent travelers (FIT) is increasing. Luxury market is quite strong despite some economical worries. There are more customer segments than in previous years. Travel trade is getting more professional and consumers more experienced travellers. Still the main stream of the Chinese outbound travellers are those who are travelling in groups and perhaps very first time in Baltic Sea area.

China and Confucianism - Chinese Cultural Pack-back

China and Confucianism (pdf)

We are expecting Chinese outbound travellers to increase up to 160 000 visitors globally in 2020. Compared to other nationalities the Chinese will also be the biggest spenders.

The Chinese are frequently combining many countries in their tours, which is the reason for why we are also promoting a larger area opposed to one specific country. The average length of stay can be under two nights in each destination. The number of experienced indvidual travellers looking for new destinations will increase and they will be prepared to stay longer in one destination. School Camps and Medical Tourism are also popular.

China's economic growth is likely to slow to close 6,5 percent in 2020 due to excess capacity in real estate and some industrial sectors is being worked off . Beijing governments efforts to tackle factory overcapacity and pollution have hit output, while a sustained anti-corruption campaign has hurt consumption, especially of high-end goods. Capital outflows should be liberalized with appropriate sequencing so as to help create a more balanced two-way market for the renminbi. Inflation is really low, 0,5 %. More people from countryside are moving to the big cities in China. The economical focus is in the east coast of China.

In Hongkong the economy is seen recovering some ground in 2020 on a favorable base effect and some support from fiscal stimulus. However, activity is set to remain feeble, as protracted instability will likely continue weighing on domestic activity. A further deterioration of the domestic situation and the U.S.-China trade war are the key downside risks. Our panel expects growth of 0.7% in 2020, which is down 0.7 percentage points from last month’s forecast. Moving to 2021, the panel expects the economy to grow 2.4%.


  • Travel fairs and workshops
  • Sales visits
  • Social media campaigns
  • Special Interest and Stopover-programmes to be launched
  • Travel Agent visits to the destination
  • Cross marketing campaigns
  • FAM trips amd media visits
  • Sales material and internet pages in Chinese language


Acting as a General Sales Agent ( GSA ) for your destination/company
Our Chinese speaking staff is acting as an intermediate agent between Chinese customers and your company. We can act as help desk for the travel trade and consumers by using Chinese social media sites, emailing and portals ( Qunar.com, Green North ).

Qunar.com - campaign 2022

New portal for Chinese travellers. Destination / company presentation in Qunar.com portal, which has about 800 million potential users. Contracts for one year. Separate campaign material available.

Other viral campaigns with Ctrip and Ali Baba Group.

COTTM 2023
China's leading outbound travel exhibitions for the Chinese travel trade only. 
Time: April, 2023
Place: Beijing, China

Early Bird prices until 15.12.2019

1 900 € + VAT 24 % / company / representative / shared table with another company.

2 500 € + VAT 24 % / company /  A maximum of 2 representative from the same company, own table.

Normal price 16.12.2019 - 28.2.2020

2 100 € + VAT 24 % / company / representative / shared table. 
2 700 € + VAT 24 % / company / representative / own table 

Price includes: Stand “Green North”, event arrangements, stand, manuals, prearranged meetings
Price does not include: Travel expenses, accommodation, meals, freight costs
Please note: A minimum of 8 companies is required. Possible to organize sales visits with additional cost of 350 € / day / participant

Registration:  by 28.2.2023. Registration link will be activated and updated later

ToolBox Chinese Outbound Tourism Development 
We provide tourism development projects, training courses, researches and marketing events. "Main Entrance to China" is our most popular training course which consists of 2 days of intensive seminars and workshops.

“Main Entrance to China" courses 
Structure of the course: 7 modules, duration 2 days. We also provide a special Chinese outbound tourism database and Tour Operator listing. Also a one day course called “eMarketing in China” and a 1/2 day “ Main Entrance to China II". More information: office [at] toolboxtravel.fi

China - Hong Kong

Hongkong outbound tourism market differs from the one in mainland China. It is more mature and travelling habits include also incentive travel, FIT travel, family travel, cruise travel and in- and outdoor activities. It is good to remember that the Hong Kong residents don't need a visa to enter EU countries.

Many Hong Kong tour operators and travel agencies are showing a growing interest in the Baltic Sea area, which is considered one big destination. "Country hopping" is a normal phenomenon both in connection with FIT and group travel.


  • Sales visits
  • Media and PR
  • Campaigns with local tour operators
  • Campaigns with on-line tour operators
  • Travel Agent visits to the destination
  • Incentive travel packages
  • Cruise packages
  • Cross-marketing
  • Social media campaigns

MARKETING ACTIONS IN 2022 dates to be updated

Hongkong and Guangzhou Workshop Roadshow 

B2B sales event

Time: October 2022

Place: Hongkong and Guangzhou

Price: 790 € + VAT 24 % / city / 1 participant / company. 150 € + VAT 24 %, 2nd participant from the same company. Possible to organize a one day sales visit at additional cost of 350 € / participant. A maximum of 4 – 5 visits / day

Price includes: Organizing workshop, table at the workshop, Buyers Manual, ToolBox representative services. Train ticket Hongkong - Guangzhou - Hongkong, if the participant also joins the workshop in Guangzhou.

Price does not include: Travel and accommodation expenses, meals, freight costs, excursions in Hongkong, possible visa or travel document costs.                     

Please note! You may need a visa to enter Hongkong and Guangzhou. A minimum of 8 companies is required in order to organize this workshop. 

Registration: Link to be updated

More information: office [at] toolboxtravel.fi, Tel. +358 50 375 1328

Hong Kong International Travel Expo
The only travel show in Hong Kong for the MICE sector. Buyers are from Hong Kong, China and Asia.
Time: June 2022
Price: 2 250 € + VAT 24 % ( A minimum of 3 companies is required for the 9 sqm booth ).
Price includes: company logo, brochure distribution, newsletter to trade and media, full set of trade/media database, local brochure copywriting ( A4 size )
Price does not include: Travel expenses, accommodation, meals
Registration by: 15.03.2022. Link to be updated later.

ITB Asia 2022, Singapore

Time: 19.10. 21.10.2022

Place: Singapore

Price: 7 900 € + VAT 24 % / one participant / company / own table. Possible to organize sales visits at additional cost of 350 € / participant

More information: office [at] toolboxtravel.fi

Registration: link will be updated later



One can say that Japanese ladies are decision makers. Word of mouth is more important when it comes to decisions on short-haul destinations. The role of tourist offices and agents is more important for long-haul destinations. IT promotion only has limited role in final decision making. Japanese consumers appreciate printed materials in Japanese.
There are several interesting trends in Japan:
• Group travel →Individual travel
• Ordinary sightseeing →Purpose-led programmes
• Touring → Single destination
Travel agencies shift to inbound business. At the same time the package tour business is getting smaller. Global booking engines are getting more popular. Cruises are gaining more sales and more Japanese consumers. Websites are the main booking tool among consumers.

Communications Landscape

Japan has one of the most unique communications landscapes on earth and is completely free from government control, at least from a legal perspective. Unlike most of the Western world, traditional media outlets such as newspapers and magazines are more powerful than their online counterparts. This means that even though the Internet is the fastest way of transmitting information, business trends often begin offline before going online.

Read more here

Communications Landscape of Japan (pdf)


Economic growth is projected to edge up to 1,3% in 2019 and 0,9% in 2020 (GDP). The private consumption is estimated to be increasing in 2020 - after zero growth in three past years. Japan will host the Summer Olympics in 2020 and that will hopefully has some impact to the local economy.  But consumer spending is weak and cash-rich firms have been reluctant to make big pay rises. To reduce obstacles in employment is the key priority in Japan.


  • Sales visits to tour operators
  • Media and consumer events
  • Tour operators and media visits to Finland
  • Participating in traditional workshop events
  • Viral marketing in social media


Pop-up event in a Japanese department store
Combining food, design, handicrafts and tourism for Japanese consumers.
Time: November 2022 ( duration 5 days ) 
Place: Tokyo, Mitsukoshi department store
Price: 3 500 € /company, max. two company representatives
Price includes: Organizing the event, sales stand, cash register, storage

Price does not include: Travel expenses, accommodation, meals, freight and customs declarations
Please note: A minimum of 5 companies is required 

Guide books
Printed guide books are popular among Japanese travel consumers. Many bring these books with them on their holiday. They follow the tips and guidelines of the book. Guide books are valid 1 – 3 years. There are also internet versions available too. Guide book sizes are 135mm x 210mm
Time: All year around
Place: Distributed in Japan
Price: 1/1 page 3 700 € , 1/2 page 3 200 €
Price includes: Destination or company information, project timetable and coordination, translations in Japanese language
Price does not include: -
Please note: The guide books are published approx. every 2 years. Internet information is updated more often. 

JATA 2022 Sales Event

Japan Travel Expo is the biggest annual event in Japan for travel trade. JATA is aimed at both consumers and the travel trade, where the first two days are dedicated to travel trade and weekend for consumers. The ToolBox Sales Event is organized parallel to the JATA event in a nearby hotel, to which we invite both representatives of the travel trade and consumers to meet Suppliers. The event is a combination of a reception and a workshop. The event is open to all Suppliers operating in the Baltic states, Nordic countries and Western Russia (St.Petersburg and Leningrad Oblast).

Place: TBC, Japan

Time: 20 - 25 September 2022


2 000 € + VAT 24 % / one company representative, additional representative 500 euros + VAT 24 % 

1 300 € + VAT 24 % / one company in a shared table wit another company

Price includes: Organizing the sales event, entrance tickets to Japan Travel Expo, ToolBox representative service

Price does not include: Travel and accommodation expenses, meals and freight expenses

Please note: A minimum of 10 companies is required

Registration: office [at] toolboxtravel.fi 

More information: Mr. Mikael Hasegawa, mikael.hasegawa [at] toolboxtravel.fi 

South Korea


The market leader in South Korea is Hana Tour, which also organizes its own annual sales event. Baltic Sea region receives both FITs and groups. An oddity from South Korea is student groups, which mainly consist of young adults. These groups stay in country capitals and major cities for several weeks and are looking for leisure programmes especially for the weekends. South Koreans tend to combine several European countries during their journeys. There is an emerging new market of older consumers. Travelling is a relatively new thing to many. 


Recently, the IMF projected that the global economy will grow at a low rate of 3.0% in 2019 due to trade disputes and sluggish manufacturing, and then climb to 3.4% in 2020 as emerging countries recover at a modest pace. Korea’s economic growth could rally slightly if external economic conditions gradually improve in 2020, but the pace of recovery in the private sector will likely be limited. Private consumption will show a slight recovery as consumption sentiment bounces back but the GDI improves slowly.


  • Sales visits to tour operators
  • Media and consumer events
  • Tour operators and media visits to Finland
  • Participating in traditional workshop events
  • Viral marketing in social media 


HITS – Hana Tour International Travel Show 2022
This is the largest travel marketplace (B2B) organized by Hana Tour (No.1 wholesaler) in Korea and the best way to distribute your product brochures to many qualified travel retailers & agencies.
As B2B travel fair, the participants are companies (travel wholesaler, retailers, destination, airlines, etc.) Number of visitors in 2013: 85,000 (consumers), more than 600 (travel trade).
As Joint Partners’ participation at Finland Travel Booth, it is also possible to participate with the theme of Region or Special Theme.
Time:  May 2022
Place: Seoul (Greater Seoul area), Korea
Price: 1 900 € + VAT 24 %
Price includes: Booth, coordination
Price does not include: Travel expenses, accommodation, meals
Please note: A minimum  of 4 companies is required

Sales calls to the Korean travel trade
Sales calls accompanied by a Korean professional (English). All the appointments will be made upon request by and via a discussion with the seller. Face to face meetings with travel agencies are almost “must” activity for companies entering the Korean market. This is the best activity to discuss product development.
1 day: 540 € + VAT 24 %
2 days: 950 € + VAT 24 %  
1 week: 1 900 € + VAT 24 % 
Price includes: Coordination, pre-information kit for the buyer, English and Korean interpretation
Price does not include: Travel and accommodation expenses, meals, freight

Digital marketing activities
All digital marketing activities are available all year round. There are no minimum or maximum limits.
1) Online Viral Marketing on Korean portal website (Naver, Daum)
When potential travellers look for specific travel information. The seller’s company product information will be displayed as an online posting.
Price: Starting from 600 € + VAT 24 % per month. Can also be realized as a Seasonal Campaign.
2) E-newsletter distribution (to the travel trade and media) from
We will produce the e-newsletter, for distribution to the valuable trade/media (100 companies).
E-Newsletter can combine the information/news of 5-10 sellers and is suggested to be sent 3-4 times/year.
Price: 1 000 € + VAT 24 % per distribution ( A combination of information from 5-10 sellers )
3) Company online blog or Café creation/ operation
Range of services can be discussed on demand. Café Creation means that a ToolBox representative rents an existing Seoul- based cafeteria and creates a hosted café for the client.

Sales Data Development
Development of a sales database e.g. travel agents, media journalists etc. Organized by the ToolBox representative in Seoul. Th database will be delivered in English. 
Price: Basic 600 € + VAT 24 %
Price includes: 50 contacts

Our partner companies:
in mainland China: Astroshiny Investment, Finnish-Chinese Cultural Association
in Hong Kong and Southern China: Aster Lai
in South Korea: Michelle Kwan

Image: Visit Helsinki image bank

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ToolBox Consulting Ltd. is specialized in improving service sector and especially tourism industry; its entrepreneurship and area organizations. Focus in all operations is towards international markets and progress.


ToolBox Consulting Ltd.
Maininkitie 2 C 22
FIN-02320 Espoo Finland
Tel. +358 50 375 1328
office [at] toolboxtravel.fi
» View detailed contact information here


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