Finland is intensifying existing tourism promotions in South-east Asia, with a focus on pushing the country’s diverse, year-round experiences that extend beyond its renowned winter attractions.
Speaking to TTG Asia, Juha Markkanen, Finland’s ambassador to Singapore, said that for 2025, campaigns in South-east Asia will focus on sustainable visitor experiences, Finnish cuisine, cultural highlights such as the Moomins’ 80th anniversary, and year-round travel experiences.
Finland’s cities, particularly Helsinki and Tampere, are leveraging their sustainability credentials to appeal to the eco-conscious business and leisure traveller.
Helsinki, recently named the world’s most sustainable travel destination in the Global Destination Sustainability Index, plays a central role in Finland’s green tourism appeal. With 90 per cent of its hotel rooms environmentally certified and a goal of becoming carbon-neutral by 2030, Helsinki offers visitors eco-conscious experiences paired with simple pleasures like clean air, saunas, and design-driven city life.
While winter remains a key draw, the strategy covers non-winter seasons as well.
Markkanen shared: “Finland is traditionally seen as a winter destination for the South-east Asian market because people from these markets prefer a cold destination for their holidays and some change to daily weather.”
However, there is growing interest in autumn visits, driven by the stunning Ruska (autumn foliage) and opportunities to witness the aurora borealis at more affordable prices.
Summer, on the other hand, remains a tougher sell, as perceptions are dominated by iconic winter experiences like snow-covered landscapes and the northern lights.
“It’s easier to promote Finland as part of a multi-destination Nordic holiday during summer than as a standalone destination,” Markkanen noted.
To encourage more year-round arrivals from South-east Asia, Finnish travel organisations and cities are promoting their summer season through both B2B and B2C marketing efforts.
There are also partnerships between local travel agencies and the national carrier, Finnair, which operates daily flights from Singapore.
Visit Finland also organises fam trips for South-east Asian travel professionals, and leads Finnish partners to key trade events such as ITB Asia in Singapore.
He noted that Singapore is one of the fastest-recovering Asian markets for Finland, with a 40 per cent growth in Singaporean tourist overnights during the first 10 months of 2024 compared to the same period in 2023.
