A recent study commissioned by Visit Finland highlights an astonishing untapped potential in the German travel market. While only 0.5% of Germans visited Finland between 2021 and 2023, a remarkable 5%—equating to 3.5 million people—express a strong interest in traveling to Finland by 2026. This tenfold gap underscores an exciting opportunity for Finnish tourism to strengthen its foothold in Germany.
Germany’s perception of Finland is increasingly favorable, with 82% of respondents recognizing it as a compelling travel destination. Finland leads its Nordic neighbors with its stunning landscapes, unspoiled nature, and excellent winter sports opportunities. For Germans seeking unique experiences, Finland has been rated as the most "unique" and a top sustainable holiday destination, only rivaled by Austria and Sweden.
While Finland’s appeal is undeniable, it faces stiff competition. Germans interested in visiting Finland are also drawn to other destinations, including Sweden (87%), Norway (78%), and even non-Nordic countries like France and Italy. On average, these potential travelers consider up to 31 destinations, highlighting the need for Finland to stand out with tailored marketing strategies.
Finland appeals most strongly to younger travelers aged 20–49, well-educated individuals, and couples without children. These potential visitors value immersive natural experiences, adventure, and sustainability, aligning perfectly with Finland's tourism offerings.
To translate interest into action, Finnish tourism authorities must focus on increasing visibility, offering customized travel packages, and emphasizing the country’s sustainable and unique qualities. Strengthening partnerships with German travel agencies and promoting Finland as a year-round destination will be vital in tapping into this promising market.
More on the study of Visit Finland in Finnish or in English.
Header: © Visit Finland Doris Beling