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Examining the Potential of All-Inclusive Offering in the city of Helsinki

Onunze, Ernest Arinze (2025)

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Onunze, Ernest Arinze
2025
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https://urn.fi/URN:NBN:fi:amk-2025052013503
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This thesis examines the potentials and practicality of introducing structured all-Inclusive tourism offerings in Helsinki, an urban destination traditionally known for its independent travel culture and personalised service offerings. While all-Inclusive models are well established in resort locations, their adaptation to city settings remains largely untaped. The primary objective of this research is to assess both the demand and feasibility of all-Inclusive tourism products in Helsinki, and to identify the strategic opportunities and challenges associated with their implementation.

A qualitive research design was adopted, using semi-structured interviews with hospitality professionals including senior managers, front-line staff, and industry stakeholders, as well as international and domestic tourist tourists. The data were analysed using thematic analysis which resulted to six core themes. They include the limited presences and awareness of all-Inclusive offerings; the market potentials and diverse demand segments; opportunities for expansion leveraging Helsinki’s unique nature; barriers and challenges such as high-cost perception and regulatory constraints; competitors in-sights and strategic adaptation from cities like Tallinn, Stockholm, and Lapland; finally future growth prospects coupled with recommendations for tailored, tiered package development.

Key findings show that although Helsinki possesses a well-developed infrastructure with a wide range of hotels, restaurants and cultural attractions, the market currently offers only bed and breakfast mostly or with spa-inclusive deals. The study identifies a substantial untapped market among international travelers, families, couples and business guests who value convenience and integrated experiences. Strategic opportunities include the development of seasonal packages such as winter offerings featuring Christmas markets and sauna experience and city tours as well as multi-city packages that capitalize on nearby cities for example a day trip from Helsinki to Tallinn. The research highlights vital challenges including high operational cost, strict alcohol laws, and Finnish culture of solo traveling which collectively limit the adoption of all-Inclusive model.

The thesis concludes that the adoption of well-design all-Inclusive tourism offerings in Helsinki is both feasible and potentially transformative for the local tourism industry. It recommends that stakeholders focus on forming cross-industry collaborations emphasizing experiential and value-driven service delivery, and tailoring packages to meet diverse consumer expectations. Such strategic adaptations will grow customer satisfaction and loyalty but also strengthen Helsinki position within the competitive Nordic tourism market.
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