Visitor experience in Helsinki
The City of Helsinki has taken a systematic approach to managing visitor experience. The aim of the work is to identify the relevant visitor profiles, customer paths and overall visitor experience in the city. Visitor experience management and data monitoring will improve the impact and significance of tourism and events in the City's strategic plans and development measures.
We are developing the visitor experience in Helsinki based on a visitor experience management model drawn up in collaboration with our stakeholders. We monitor the visitor experience based on visitor surveys, the Matkailijamittari statistics and reviews on peer-review platforms. Based on the data, we identify potential issues and can initiate the necessary improvement measures in collaboration with various operators.
Based on the collected and monitored data, the visitor experience in Helsinki is at a good level. Members of the Helsingin tekijät partnership network will be able to view visitor experience data from the DataLokki – Helsinki Destination Insights service(Link leads to external service) using their member IDs. You can join the Helsingin tekijät (Makers of Helsinki) partnership network today!
Highlights from Helsinki Visitor Feedback 2025
Visitors are highly satisfied with their experience in Helsinki. In 2025, Helsinki’s visitor experience survey recorded a Net Promoter Score (NPS) of 59, while Visit Finland’s Traveller Monitor gave the city an NPS of 55 for January–March 2026. Helsinki is especially valued as a safe destination, and visitors also see it as a tolerant and well-functioning city. Benchmarking based on publicly available APIs shows strong performance overall: Helsinki’s sentiment score reached 84.6 in 2025, up 0.5 points from the previous year and ahead of nearby capitals such as Stockholm, Copenhagen and Tallinn.
Visitor feedback in 2025 was strong across Helsinki’s different areas. The highest ratings were given to services in the archipelago area and in Kallio & Taka-Töölö.
Tourism and Events Master Plan 2035
Sustainable and vibrant tourism and events are cornerstones of Helsinki's development. Helsinki has achieved its goal of being the most sustainable tourist destination in the world. Thanks to many positive starting points, Helsinki continues to grow and develop as a diverse and vibrant city for tourism and events. To enable sustainable growth, a comprehensive, land-use-focused Master Plan has been prepared, identifying Helsinki's current tourism and events priorities and future development directions.
The starting point has been the current land use situation and the development opportunities it creates, as well as the trends that will guide tourism and event industries going forward. The plan was developed for the long term, so the effects of the different trends and growth scenarios have been taken into account in the development plan and vision. This work will be used to define future strategic objectives for the development of tourism and events. It will also be taken into account in the updated City Plan Implementation Programme and in future land use plans and implementation. The Master Plan is also a good planning and decision-making tool for operators and investors in the tourism and events industry.
Tourism and Events Master Plan 2035 (in Finnish)(Link leads to external service)
Tourist bus services and public toilets
As tourism grows in the city, there is an increasing need for parking spaces, including for buses. When travelling with groups, another important facility is public toilets. The City of Helsinki prepared a separate Tourist Bus Service Development Plan (in Finnish) in 2021, and the service requirements for bus transport were last reviewed in 2025 in collaboration with traffic planners, the tourism sector and transport operators as part of the Tourism and Events Master Plan. You can find the parking spaces for tourist traffic here(Link leads to external service).
There are 54 free public toilets in Helsinki, as well as a public toilet on Sofiankatu. The toilets are also suitable for wheelchair users. Exceptions to this are the toilets near Kiasma and in Matti Heleniuksen puisto, Dallapénpuisto and Hesperianpuisto parks. Find out more about the city’s public toilets and their locations on the City of Helsinki’s Service Map.
You can find out more about the city’s roadworks, traffic disruptions and public projects (Link leads to external service) on the Urban Environment and Traffic website.