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14 Finnair Group Finnair's raison d'être in recent years, and in the future, can be summed up in two words: asia strategy. Without it, Finnair would have withered away into a feeder traffic airline on the edge of europe; due to it, it competes in the heavy-weight division. through Finnair's strategy, asia has already provided work for thousands in Finland. Asia strategy generates work Four years ago Finnair told of the reverse China phenomenon: jobs from Finland were not disappearing to China; the opposite was the case. Asian traffic had tripled in four years and brought a thousand jobs to the Finnish airline. Now, after 85 years in existence, Finnair has around 60 flights per week to ten destinations in Asia. By 2008, Asia had generated work for 3,486 people. This figure comes from research conducted on the impact of Finnair's Asia strategy. The research was carried out by Professors Seppo Ikäheimo and Panu Kalmi of the Helsinki School of Economics and Professor Tomi Laamanen of the Helsinki University of Technology. Part of the growth of other traffic can also be attributed to Finnair's Asia strategy, because Asian flights increase feeder traffic: two out of three passengers continue from Helsinki on a connecting flight to somewhere in Europe. The Asia strategy has generated around 38 per cent of the growth in international passenger numbers at Helsinki-Vantaa. on society as a whole. Professor Ikäheimo is of the same opinion. "It was a complete surprise that the impact to date has been so extensive, primarily on Finnair, but also on its partners. The growth due to Finnair's Asia strategy corresponds to around 3.7 per cent of Finland's GDP growth in the period 2002-2007," explains Ikäheimo. L B etween 2001 and 2007, the number of passengers on international flights at Helsinki-Vantaa Airport grew by 3.8 million. The researchers calculated that around 23 per cent of this growth came from Asian traffic. et's look into the future with the professors' help. By their calculations, the effect of Asia on employment is stunning; several hundred people per year may be recruited. By 2015 the Asia strategy as planned will have employed 8,158 people, using the 2007 turnover/employee ratio as a reference point. After seven years, Asia will have produced a cumulative 45,233 man working years. This is a huge figure and it will have a big impact, not only on Finnair but N early all of Finnair's growth in the period 20012007 came from growth in scheduled traffic revenue. This growth is precisely due to Asian flights, and the researchers also calculated the value of this additional revenue 609 million euros. And what if Finnair did not have its Asia strategy? Everyone probably has a pretty good idea that things would be looking rather grim. The research trio calculated that if Finnair were to lose the 609 million euros generated by the Asia strateon asian flights, aircraft also have staff that know the language and culture of the destination country, thus ensuring good customer service.
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