Overseas demand shifts toward emerging European regions – why Finland stands to benefit

New ETC research highlights growing interest from long-haul markets in lesser-known destinations, supporting geographic and seasonal dispersion across Europe

Recent research presented at the Annual Meeting of the European Travel Commission reveals a significant shift in travel patterns from key overseas markets. Travelers from the United States, Canada, China, Japan, South Korea and Australia are increasingly choosing alternative European regions over traditional hotspots. For Finland, this development is strategically important.

Cooler and nature-based regions gain visibility

While established destinations such as Tuscany, Andalusia or Île-de-France remain strong, demand growth is accelerating in emerging regions – including Southern Finland, Vestland in Norway, Northern Portugal and parts of Poland. Nature-based and active tourism experiences are identified as primary drivers of demand in these areas. Destinations offering authentic identity and lower crowd density are gaining attention among long-haul travelers.

Shoulder seasons benefit

The research also shows that overseas travelers are less concentrated in July and August. Asian markets in particular demonstrate a preference for travelling outside Europe’s peak season. This creates clear opportunities for destinations like Finland to strengthen occupancy in spring and autumn.

What this means for Finland

Finland combines several characteristics highlighted in the research as growth factors:

• Strong nature and outdoor positioning

• Cooler climate regions

• Lower visitor density

• Distinct cultural identity

• High-quality accommodation standards

Southern Finland, in particular, is explicitly mentioned as an emerging destination in overseas demand patterns.

The data confirms that long-haul markets are not only volume drivers but also contribute to more balanced tourism distribution across regions and seasons.

More on the long-haul markets in Finland.

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