Nordic Caravan Business Forum 2025, Lahti
Matkailuajoneuvotuojat ry (MAT) on järjestänyt vuodesta 2020 alkaen laadukkaita toimialaa ja omaa jäsenistöään kehittäviä teemapäiviä. Tänä vuonna 2025 tilaisuus järjestettiin ensimmäistä kertaa englanninkielisenä. Syynä on harrastuksemme ja sitä ohjaavan regulaation jatkuva kansainvälistyminen. Matkailuajoneuvoala tavoittelee yhteispohjoismaista ja laajemmin eurooppalaista näkökulmaa ja yhteistyötä. Yhteisenä tahtotilana vaikuttaa olevan harrastuksen yhteistyön ja edunvalvonnan lisääminen yli valtionrajojen.
Kiinnostavien ja asiantuntevien alustusten lisäksi tilaisuudessa järjestettiin paneelikeskustelu Pohjoismaita ja Saksaa edustavien henkilöiden kesken. Ennen keskustelua osallistujille jaettiin ennakkokysymykset valmistelua varten. Keskustelu oli vapaasti ja vuorovaikutteisesti etenevä, ei jäykkää julistusta, tässä omat muistiinpanoni ennakkokysymyksistä (englanniksi) tilaisuuden alla:
The Nordic and European Outlook – Panel Discussion
Nordic Caravan Business Forum 2025, Lahti, November 4
Theme 1 – The Nordic Model and Cooperation
1. What makes the Nordic countries a model region for sustainable and high-quality caravan tourism?
Have a look at geography. We have plenty of nature around us. We are the green belt of Europe. We have the highest amout of trees and lakes per km2 and the least inhabitants per km2. Nordic countries have their values based on sustainability and human oriented social structure. Recently many European consider us to have favourable climate conditions.
2. How can we strengthen Nordic cross-border cooperation — both in infrastructure and in promoting the region as a unified destination?
I think we still are somehow restricted in cross-border cooperation. Let´s face it – taking a step back it is easy to see how the Nordic countries belong together. We are related in terms of nature, climate, cultural aspect and in many other ways. We should have the strength to overlook internal differences and see the common factors – and communicate them in a clear and uniform manner. Why don´t we establish a body to do marketing of the Nordics in cooperation? Both we as a special branch and Governmental bodies as an outcome of our advocacy.
3. What can Europe learn from the Nordic approach to regulation, sustainability, and innovation?
I may sound a little frustrated here but how do we perceive the system that drives our progress? I would argue that we should accept the complexity of our challenges and stop looking for “silver bullets” to solve every problem. The cause and effect -phenomen often seems to get ignored. We foster ideals and decide to rule out any other perspectives or opinions on a question. Then we are genuinely surprised by unexpected results. A cross-disciplinary approach in defining regulations, promoting sustainability and enhancing innovations would bring us much further. We live in a VUCA world – Volatility, Uncertainty, Complexity and Ambiguity. Certainly there are many things we can adopt from the Nordics (including civil activism) but there are many things we should have a unbiased look upon. We have the values, education and technology but how about really constructive strategic approach? But still, let´s not forget about for example Business Finland way of setting STF program membership as criteria for their decisions and of course the common digital inventory of Travel services - Datahub. I welcome also rewards, not only punishment in steering the market.
4. What role should public authorities and organizations play in supporting digitalization,green transition, and investments in the caravan sector?
This is a tricky question. Public authorities should not interfere with business but create a fair (and reliable) environment for businesses to operate in. Today we often have a feeling that authorities in their hearings focus more on getting a checkmark in fulfilling their duties instead of understanding the market dynamics.
Responsibility in public decision making should include more optional strategies and assessing their affect instead of pushing through premeditated decisions. To be honest I would appreciate setting a goal of promoting the national economies of the Nordic countries by setting targets for tourism and removing obstacles on their path. Together we can find ways to boost the national economy and welfare – in a responsible manner of course.
Theme 2 – Changing Traveller Profiles and New Audiences
1. Which megatrends — such as slow travel, live like a local, and van life — are shaping the future of caravan tourism?
All of the presented trends are going to have their impact in caravan tourism. In addition to these one´s I can clearly identify also national policy changes such as ban of RV camping, technology innovations but especially the changes in customer expectations- private and individual experiences will be expected. But I would also challenge us to identify other dimensions of change as well. In Future Studies for every trend there is a countertrend and the most probable outcome can be found in combining the two dwelling tendencies. I would like to elaborate on trends which can be tackled by camping and caravanning as a countertrend. The ever-intensifying change in all walks of life. We feel increasingly frustrated and insecure. We crave more relaxation and self-driven activities as a counterweight. Outside the tight and restrictive roles put upon us. Another point is the feeling of loneliness among both senior citizens and part of the youngsters as well. These are often causes of mental problems, while we could be the remedy.
2. How can we attract new generations of users and professionals to the industry?
In my humble opinion we need to broaden our understanding to the diversity of expectations. All of the people are not alike. Many of us are accustomed to do various top-down classifications. This seems to lead us to be interesting only to a part of the entire potential. I think we should enhance our attraction by first of all focusing on the people we wish to reach. Do we know exactly what kind of people we are looking for? What are their preferences? How do they perceive currently the Camping and Caravanning industry? Where can we reach them now, which channels, when and how? How can we establish a message so convincing that there will be a possibility significant rise in interest? Do we need to address these questions in cooperation?
3. What do younger travellers and future employees expect from our sector — and how can we meet those expectations through flexibility, sustainability, and digital services?
Perhaps one of the changes is the change in time frame of these people. We may wish to find a decades lasting solution and a stable path to success. It is not there. I honestly believe that we need to allocate more resources into fact-finding and marketing. This goes to us all as a branch. Perhaps the reality is much more diverse than we would like it to be?
4. How can new service models (like private leasing, long-term rental, and flexible ownership) lower entry barriers and invite newcomers to the lifestyle?
We can clearly see that both ownership of a vehicle as well as decades long membership in our clubs had decaded. There are several reasons for it. The paradigm shift has drawn focus from “ownership” into “consumerism”. Rapid gratification and ability to change one´s mind have become the dominant model. We can divert from the focus of ownerhip into catering for needs in an efficient manner.
We need to stop clinging to ownership of tangible goods and find our role from a new perspective. Should we identify ourselves as enablers of wellbeing, rewinding and refocusing instead of being tied up to tangible goods?
We need new models to respond to changes, we need to test them and adapt them.
Theme 3 – Future Vision and Industry Development
1. Looking 5–10 years ahead, what will define success for the Nordic and European caravan industry?
The timespan of 5-10 years will bring along many changes not yet anticipated. The only thing we know with high probability is that change is inevitable and bigger than we expect it to be. Staying put in past setup is a certain way of decay and disruption. So the most crucial thing is to learn staying alert and agile. We need to identify both the potential changes pro and con caravanning and establish a procedure to collect data, analyse, sort out these potential changes. We also need to convert these findings into branch-wide aligned actions. Past events do not determine success on the future market.
2. What one concrete action could we take together in the Nordics to make that vision a reality?
Establishing a body of advocacy through which all of the camping, caravanning and Motorcaravanning branch would receive analyzed information on things affecting the future of the hobby. This body should unite the perspectives of vehicles, related services, tourism suppliers and consumer points of view. This branch-specific body would actually point out to eventual fox holes and business opportunities ahead in the changing environment to all of interest groups.
3. How can companies integrate manufacturing, retail, rental, and financing into one responsible and digital ecosystem?
I think one potential key to this question would be the identification and mapping of client needs (demand). The entire branch is dedicated to fulfilling the needs of our clients. These needs are interlaced. A market exists where there is both demand and supply added with a way of connecting them together. You could call it a kind of Platform economy if a client would find suppliers to his/her needs in one place. I would argue that the need is not only to have access to a suitable RV but to find an individually satisfactory way of spending one´s leisure / holidays. That would include vehicles, routes, accommodation, local services, tourist attractions + local experiences. In alignment with individual interests.And a helpdesk to call for assistance on the road. Client needs based combined service.
4. How will digital platforms and lifecycle-based financing — from production to recycling — shape the next era of customer experience and sustainability?
I would like to bring up the idea of aesthetics. This includes both the things we value as correct and beautiful but also useful in practical terms. In other words this means seamless customer experience and the absence of unsolved problems. From sustainability and responsibility perspective this could enable efficient use of all related resources. The service could dedicate to optimal cost/benefit ratio and profitability of investments. This all would be feasible without having to make the client fit into one mold. Make freedom on wheels a living statement.
Closing Question for All Panelists
And finally — in one sentence, what does “freedom on wheels” mean to you personally?
Wow, this is a huge question! I could perhaps chatter on this topic for a long time. Now there is a need for some well selected words. I hope you allow me a few sentences in brief.
I think there has never been a time when camping and caravanning would have been more important than it is in today´s world. We make aquintance with new landscapes, new cultures and new experiences. We build understanding and bridges between differences, not walls to separate us from each other. We build wellbeing.
Olli Rusi
Onnistuneen tilaisuuden jälkeen asiaa on referoitu seuraavasti:
Liikkuvakoti.fi (MAT): Nordic Caravan Business Forum 2025 visioi alan tulevaisuutta / Nordic Caravan Business Forum 2025 envisions the future of the industry
Caravan-lehti: Pohjoismainen karavaaniala hakee uutta suuntaa - Lahdessa keskusteltiin alan tulevaisuudesta ja EU-vaikuttamisesta
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