Emerging from Covid-19 recovery, in 2022, Visit Jyvaskyla approached Bloom Consulting to understand the domestic and international touristic appeal of Jyvaskyla compared to other Finnish cities.
Research using the D2 Digital Demand© tool provided tourism-related online search data from global tourists, reflecting the gravity of Covid-19's impact on cities.
Research indicated that Jyvaskyla surpassed pre-pandemic demand levels in 2021, especially evident in the third quarter of the year, in part due to the Finnish domestic market responsible for most of Jyvaskyla’s demand. Domestic searches skyrocketed for different accommodation options, restaurants, and tourist attractions in general when compared to pre-pandemic levels, whereas the international markets reflected with a decrease of searches when confronted with more Covid-19 regulations.
It is important to point out the pertinence of domestic tourism in these measurements, as 95% of the searches for Jyvaskyla came from the domestic market, indicating a strong desire for more citizens to stay closer to home on their vacations. Only two competing cities, due to their proximity to the borders, had a higher international tourist uptick.
Overall, we see an amazing growth of the domestic market when comparing to pre-pandemic levels, which continues to grow, although more steadily, in 2023. The most notable highlight of the pandemic rebound for Jyvaskyla is their consistent growth in the off-season, with higher popularity in the Spring and Autumn months than what was measured in the past.
Though its competitors are also seeing a pandemic rebound, Jyvaskyla is setting the bar high while it continues to steadily grow, especially in conjunction with its wide range of tourist accommodations and restaurants. Bloom Consulting looks forward to working with Visit Jyvaskyla to further the touristic appeal and promote both facets of tourism in the area.
