Foreign demand now drives Finland’s tourism growth

Why season extension and international markets are becoming structurally decisive

Finland’s tourism numbers are rising – but the engine has changed. Recent data from Visit Finland shows that growth over the past two years has been driven entirely by international visitors. Domestic tourism is declining, while foreign arrivals continue to expand.

Growth powered by international markets

In 2025, foreign overnight stays reached a record 7.2 million. Growth was particularly strong in:

• Leisure travel

• MICE segments

• Long-haul markets such as the United States, Japan, China and Australia

• Key European markets including Germany, the UK, Italy and France

Foreign visitors spent approximately €3.7 billion in Finland. Without international demand, the overall tourism market would be contracting. For Benelux operators, this confirms Finland’s continued relevance in international portfolios.

Season extension is no longer theoretical

An important development is that tourism growth in Finland is no longer confined to the winter season. The spring off-season recorded strong increases, with April and October showing particularly notable growth rates. At the same time, Lapland’s summer performance improved, reflecting a broader diversification of demand across the calendar year.

While the “coolcation” narrative has gained media attention, the more significant shift lies in the steady move toward year-round demand. For tour operators, this creates new strategic opportunities. Shoulder season offers can be expanded more confidently, spring and autumn programs can be developed with stronger market backing, and reliance on peak winter capacity can gradually be reduced.

Operators who adapt their product planning early can benefit from this transition. The real story is not climate-driven travel trends. It is the growing structural role of international demand.

More on Finland.

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