Summer tourism in Finland recovers slower than winter travel

Finland sees weaker growth among international summer visitors

Summer 2024 saw a modest recovery in overnight stays by international tourists in Finland. While registered overnight stays increased by 12% compared to the previous year, they remained 16% below 2019 levels. Additionally, summer visitors spent less money compared to the previous summer.

Nature, cities, and cultural experiences were key attractions for foreign tourists. While domestic demand continued to decline, there is potential to boost longer stays and revenue through the development of attractive offerings, such as packaged tours.

Positive trends in select regions

Overnight stays grew significantly in the Helsinki region (+22%) and coastal archipelago areas (+8%). However, overall growth has lagged behind the recovery of winter tourism. To balance tourism flows year-round, greater emphasis should be placed on promoting the spring and autumn shoulder seasons.

Notable growth came from long-haul markets such as the United States, China, and Japan, while Germany, Sweden, and the U.S. remained the largest markets in terms of overnight stays.

One billion Euros from international summer visitors

In summer 2024, international travelers made 1.6 million trips to Finland, a number on par with the previous year. However, total spending dropped by 20%, amounting to one billion euros. Daily spending remained steady, with visitors from the U.S., Germany, and Sweden spending the most.

Nearly half (48%) of foreign summer visitors arrived by ferry, reducing the carbon footprint of travel by 10% compared to the previous year.

Rising interest in urban experiences

While nature remains a central draw, international visitors showed growing interest in cities and cultural themes. Search engine data revealed increased interest in Finnish cities, hotels, and museums compared to previous years.

Some topics, such as camping and lake experiences, saw significantly less interest. Most searches came from the U.S. and Japan, though searches from Germany, a key market, declined by 5%.

Winter tourism on a strong growth trajectory

In contrast, bookings for autumn and winter have surged. Winter bookings are currently 26% higher than the previous year and 45% above pre-pandemic levels. Germany, the UK, France, and the U.S. are leading markets, with Helsinki and Lapland remaining the most popular destinations.

Direct flight capacity for autumn and winter has increased by 10% year-on-year, with approximately 2.6 million seats available. Connections from the U.S. have been significantly strengthened, improving access from this crucial market.

More on summer tourism in Finland (in Finnisch).

Header: © Visit Finland / Juho Kuva