Italian, French and Greek cuisine are instantly recognised around the world. Finnish cuisine, however, still remains largely undiscovered internationally. That is exactly what Visit Finland now wants to change.
With its new “Have Some Finnish” campaign, Finland is positioning itself more actively as a culinary destination and inviting international travelers to experience exclusive fine dining journeys in two very different regions of the country.
At the centre of the campaign are Finland’s new “Official Tasting Menus” – specially designed tasting experiences that aim to showcase the country’s regional flavours, local ingredients and food culture.
Visit Finland itself describes Finnish cuisine as “the world’s last undiscovered cuisine.” For the campaign, locals from across Finland were asked which dishes, flavours and ingredients best represent their home regions.
Together with some of the country’s leading chefs, these insights were transformed into two immersive culinary experiences. In September, eight international guests per destination will be selected for an all-expenses-paid four-day journey focused on food, culture and regional identity.
One of the journeys takes place along Finland’s coast and archipelago region. The menu is created by Erik Mansikka from Restaurant Kaskis in Turku, the first Michelin-starred restaurant outside Helsinki, which later also received a Michelin Green Star for sustainability.
The second experience takes place in Finnish Lapland, combining Arctic landscapes with modern Nordic cuisine. The culinary program is led by Joel Manninen from Sky Kitchen & View in Rovaniemi, one of Finland’s most recognised young chefs.
Beyond the tasting dinners themselves, the program also includes activities, encounters and experiences connected to the surrounding region. The idea is not only to present food, but to create a deeper emotional connection to place and culture.
Travelers can apply either individually or together with another foodie companion. To apply, participants are asked to post a short video on TikTok or Instagram explaining why they would like to discover Finland through food.
Food tourism continues to grow as an important travel motivator, including across the Nordic region. For destinations in Northern Europe, culinary storytelling is increasingly becoming part of destination branding and a growing opportunity for premium, experience-based and slow travel products.
More on Visit Finland.
© SundayMorningResort_Kota Collective