Finnish travel habits are experiencing a notable shift, with a rising number of Finns traveling abroad and a strong interest in cultural, wellness, and sustainable tourism, particularly in Southern Europe. In 2024, Finnish international travel returned to pre-pandemic levels, while domestic travel saw a significant increase, up by 10 percentage points. Despite economic concerns, Finns’ travel plans remain robust, with 70% intending to travel abroad, up from 56% in 2023. Domestic travel plans are consistent with the previous year.
An international survey conducted for the first time reveals a growing interest in Finland as a tourist destination. However, it also highlights a knowledge gap, with many potential visitors unaware of the full scope of Finland’s tourism offerings. The survey shows that 91% of Finns traveled at least once during the year, whether within Finland or abroad, and over 20% made six or more trips.
SMAL Managing Director Heli Mäki-Fränti attributes a shift in consumer behavior to a decline in economic confidence, particularly in family travel. However, she notes that business travel has recovered, which could positively influence leisure travel in the coming months. “As in recent years, we are still seeing a shortage of travel during the tourism restrictions,” she adds.
AI Drives Travel Planning
Artificial intelligence (AI) is becoming an integral tool in the travel planning process, with 26% of Finnish travelers now using AI services like ChatGPT for travel-related information. A significant trend is the growing desire to travel abroad, particularly to Southern Europe. Destinations such as Spain, Greece, Croatia, Cyprus, and Portugal are experiencing increased interest, while nearby Norway and long-haul destinations like Thailand, Malaysia, the Maldives, and Vietnam are also gaining traction.
Among the most popular types of trips, cultural, concert, nature, wellness, and health holidays stand out. Interest in retreats, food, and wine tourism is also growing. Over half of Finns spent their holidays at a holiday cottage in 2024.
Sustainability and Responsible Travel Take Center Stage
Sustainability continues to play a key role in travel decisions. More than half of Finns (51%) consider it important for tour operators to offer responsible travel options, with cultural preservation being the primary sustainability concern. Interest in regenerative tourism is moderate, with 34% of respondents viewing it as significant. Additionally, 12% of Finns have expressed interest in purchasing a second home abroad, influenced by factors such as remote working opportunities and retirement.
Families and couples tend to spend the most on travel, with households budgeting an average of €1,800 for international trips. A notable 34% of respondents estimated their expenditure on international vacations exceeded €2,000.
European Interest in Finland: A Focus on Nature and Culture
Europeans are increasingly drawn to Finland for its natural beauty, cultural experiences, and wellness offerings. Nature remains the top attraction, with 70% of cultural tourists also expressing interest in Finland’s landscapes, and 53% of nature tourists curious about the country’s cultural attractions. In comparison to other Nordic destinations, Finland stands out for its cultural, activity, and wellness offerings, leading the region in these areas.
Italians and French are the most eager to visit Finland, drawn by its pristine nature, including forests, lakes, and Lapland, as well as the allure of snowy winters and the welcoming Finnish people. Urban culture in cities like Helsinki also holds appeal for 27% of potential visitors, while the mild summer climate attracts 19%.
Despite the interest, 31% of international respondents feel they lack sufficient information about Finland as a tourist destination.
The findings of these trends were captured through multiple surveys conducted by Taloustutkimus, including the Matka Travel Fair’s Travel Survey, Holiday Travel Forecast, and International Travel Survey. Data for the international survey was gathered in November 2024 from 1,313 respondents across key European markets: Germany, the UK, the Netherlands, France, and Italy.
