People enjoying a sunny day at Esplanadi Park in Helsinki on 6 June 2025. Photo: Antti Aimo-Koivisto / Lehtikuva
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Finland has launched a new tourism strategy aiming to raise annual tourism demand to €20 billion by 2028, with a particular focus on doubling foreign tourist spending compared to 2019.
The strategy, titled “Achieving more together – sustainable growth and renewal in Finnish tourism,” was released by the Ministry of Economic Affairs and Employment on 12 June. It updates earlier plans to reflect recent shifts in global and domestic conditions and sets out measures to grow tourism while maintaining sustainability.
In 2024, the total demand for travel and tourism in Finland was €16.6 billion. The tourism sector accounted for 2.4 percent of the country’s GDP and employed 146,600 people. Exports from tourism made up 14 percent of Finland’s total service export income.
Minister of Economic Affairs Wille Rydman said the new strategy highlights the importance of tourism for the national economy.
“Tourism is a key industry in Finland where the service sector keeps growing. We have a lot of untapped potential and many benefits to reap by enhancing our tourism sector and by making Finland better known, despite the current instability in the world,” Rydman said.
The plan introduces four strategic focus areas: improving accessibility, managing sustainability, addressing digital transformation, and strengthening competitiveness through a supportive operating environment. It places a renewed emphasis on social responsibility and smoothing seasonal fluctuations in demand.
Compared to previous strategies, the updated version also gives a greater role to regional tourism bodies. New indicators will now better track tourism development across economic, environmental, and social dimensions.
The strategy was developed with input from the High-Level Working Group on Tourism, chaired by Wille Rydman, and involves coordination among public authorities, private sector stakeholders, and regional actors.
Authorities expect that the growth in demand will benefit tourism businesses, workers, communities, visitors, and the broader society. The government said the strategy represents a shared commitment to common goals and actions across the sector.
Implementation will be carried out through coordinated efforts involving multiple operators, reflecting the strategy’s call for collaboration as its central theme.
HT
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Source: www.helsinkitimes.fi
