Lapland tourism 2024: Finland’s fastest growth region

National revenues decline, but the North bucks the trend

Finland’s tourism sector faced a downturn in 2024. According to travel data consultancy Visitory, direct tourism revenue in key destinations reached €5.81 billion, a decline of 4.4 percent compared to the previous year.

Helsinki leads, but with losses

Among the 47 municipalities and regions included in the analysis, Helsinki generated the highest revenue at €1.4 billion. Still, the capital also reported a drop. Tampere, Finland’s second-largest tourism earner with €504 million, recorded a sharp decline of 13 percent from 2023.

Lapland on the rise

In contrast, Finnish Lapland emerged as the biggest winner, with tourism income rising significantly. The regional capital Rovaniemi alone reported growth of nearly 15 percent.

Direct tourism revenue refers to the total visitor spending in a destination, excluding VAT.

Domestic spending down, international demand up

The study shows a clear divide: Finnish travelers cut back on spending, while international visitors contributed more. This mismatch explains why some destinations saw lower revenues despite slightly higher overnight stays.

Nationwide, registered overnight stays by Finnish tourists fell by around five percent. At the same time, unregistered overnight stays – such as at private cottages – rose by 19 percent. Foreign visitors, on the other hand, spent more and stayed longer: hotel overnights increased by more than ten percent, while Airbnb and similar accommodations grew by nearly one-third compared to 2023.

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