Youth campaigns set to shed oldie image

Short breaks by Matt Bond

Youth campaigns set to shed oldie image

Lucrative market leads to rise in bookings

Scandinavia’s history and natural beauty have long attracted the more mature traveller. But at the start of the new millennium the Nordic cities are keeping up with the times by targeting younger, hipper visitors.

Throughout this month the Swedish Travel and Tourism Council has been running a £130,000 campaign on the London Underground designed to appeal to younger visitors. In addition, the Danish Tourist Board is planning a city-break campaign to start in September, running until April next year, aimed at the youth market.

Cresta cities brand manager Ian Ackland said: “The Scandinavian cities are open to a wide market and have the ability to attract all ages but there are many reasons for younger clients to take a short break.

“There are lots of museums and galleries but there are also trendy bars, restaurants and shopping.”

Helped by such a buoyant youth market for lively nightlife, and driven mainly by Stockholm and Reykjavik bookings, Travelscene’s Scandinavian Cities programme saw an increase of 7% last year.

Travelscene commercial director Paul Stanley said:”Stockholm and Reyjkavik in particular have benefited from directional marketing to the young singles sector.

“Recently the Scandinavian countries have come into their own as clients try one city and then decide to try another.”

The success of Stockholm and Reykjavik is having a knock-on effect on Norway’s cities, and operators suggest that agents should brush up on their knowledge of the country as demand begins to increase.

New for Copenhagen this year is a daily direct flight from Newcastle with British Airways. Eight UK airports now offer daily services to the Danish capital.

Cresta’s Ackland said:”This is good news for the northeast as up until now the only direct service to Scandinavia from Newcastle has been to Oslo.”

Helsinki is the rising star in the UK city-break market, enjoying a boost last year as one of the European Cities of Culture. The number of UK overnight stays rose by 8.3%.

Street life: the lively bars and street cafés make Stockholm popular with the youth market