Nearly 550 representatives from the tourism sector came together at Finlandia Hall for the Helsinki Travel Seminar on 7 May. Discussions during the day highlighted the importance of growth, the power of cooperation and the ability to renew amidst global challenges.
Strong growth in tourism income is key in strengthening the competitiveness, vitality and economy of Helsinki and all of Finland. The more well-known, competitive and culturally rich Helsinki is, the more attractive all of Finland is as a destination. The shared message from the industry was that tourism must be made a strategic priority.
Tourism in Helsinki continues to grow sustainably
The first quarter of 2025 set a record in overnight stays registered in Helsinki. This was an increase of five per cent from the previous record in 2019 and an increase of nine per cent from the corresponding time period in 2024.
International travel, in particular, is experiencing strong growth. Overnight stays by international tourists increased by a staggering 20 per cent in March, with the most significant markets being the United States, Germany and the UK.
The record for overnight stays by Finnish tourists was also broken in the first quarter of the year.
The share of Helsinki and the rest of the metropolitan area of tourism in Finland is significant.
“Forty-three per cent of all the international overnight stays in Finland and 40 per cent of the tourism income in 2024 happened in the metropolitan area,” said Visit Finland’s Senior Director Kristiina Hietasaari in her talk.
Busy tourism summer expected in Helsinki
This summer, Helsinki will be hosting numerous events from a major conference on neurology to concerts, sports events and festivals. The number of flight passengers is expected to grow from the previous year. Based on data on booked flights, most travellers are expected to arrive from Germany, the UK and the United States. Significant growth is anticipated from the UK and the United States, in particular, as well as from Japan and China.
Tourism Director of the City of Helsinki Nina Vesterinen reviewed the achievements of sustainable tourism in Helsinki and the outlook of tourism in the near future. In March, Helsinki received the Green Destinations certificate, which is based on the world’s strictest Global Sustainable Tourism Council (GSTC) criteria, as the first large city to earn this distinction. The certificate is awarded for commitment to sustainable tourism and responsible practices. This, combined with the top position in the Global Destination Sustainability index, elevates Helsinki to a pioneer in sustainable travel on a global scale.
In addition to this, a recent survey on the residents of Helsinki showed that nearly 80 per cent of the city’s residents are proud of their home town as a tourism destination and support the development of tourism.
Helsinki’s reputation and recognition abroad have also developed favourably.
“This is the perfect time to attract tourists who value responsibility and happy living and experiences to Helsinki. Our excellent work and the recognition we have received set us apart and provide us with a competitive edge that we should and must make the most of, now. We will be investing in regenerative tourism. The basic idea of regenerative tourism is that the visitor leaves the destination in a better state than it was before they arrived,” Tourism Director Nina Vesterinen says.
Close cooperation for growth in tourism
Tourism and the related services are a growth industry that employs more than 150,000 people in Finland. Promoting tourism in Helsinki is a shared goal that companies also want to support.
“Tourism provides jobs, brings customers to businesses, improves services, enriches cultural life, enlivens urban life and increases a city’s attractiveness. Operators in the sector have focused on Helsinki and established new hotels, restaurants and experiences for tourists from Finland and abroad. Helsinki is already prepared for increased numbers of visitors; what we need now is investment in sales and marketing to elevate Helsinki to the same league with other Nordic capitals,” says Laura Tarkka, COO of Scandic Hotels, Finland, Germany & Poland and the chair of the advisory working group for the Helsinki City Tourist & Convention Bureau.
“Helsinki Expo and Convention Centre Messukeskus and other businesses in the field of tourism are ready for growth. Helsinki must assume responsibility befitting of its size as the capital city for accelerating tourism, increase investment in marketing and focus marketing efforts on international B2B travel, in particular. The income effect of international conferences and corporate events for the metropolitan area and impact on the growth of tourism in Helsinki is significant. Each individual conference guest is known to spend approximately 2,000 euros here,” says CEO of the Finnish Fair Corporation Anni Vepsäläinen.
Promoting tourism together will yield better results.
“Tourism will thrive when people have interesting reasons to visit Helsinki. For example, we are working together with Helsinki Biennial this summer to increase the number of visitors. It is also essential for growth in tourism that the city is easy to access and navigate,” says Commercial Director Pekka Haverinen from SOK Liiketoiminta Oy’s hotel business Sokotel Oy.
Tourism needs bold and responsible pilots
Tourism think tank Place Generation’s founder Frank Cuypers presented an identity survey on Helsinki conducted by involving various target groups and researching them. Based on the survey, tourism in Helsinki should focus more on the cultural offering of the city, its design identity and responsibility communications.
In his keynote speech, ‘Planning for turbulence – travel in uncertain futures’, futurist and serial entrepreneur Ed Gillespie challenged the audience to think outside conventional modes and build the future of tourism with a bold and genuine approach. Gillespie’s message was clear: you cannot fear change – you must prepare for it.
The Helsinki Travel Seminar proved that Helsinki is on its way to becoming a more attractive and responsible city destination. Let’s build the future together – now.
Governing Body of Suomenlinna named Tourism Company of the Year
The third annual Tourism Company of the Year award was awarded during the event. Partners in the ‘Helsingin tekijät’ (Makers of Helsinki) partnership network selected the Governing Body of Suomenlinna as the winner among its membership, stating that the Governing Body has a positive attitude towards development, is innovative and is always willing to engage in cooperation. The Governing Body of Suomenlinna is also exemplary in investing in promoting sustainable travel, developing its operations as a smart destination and engaging in excellent cooperation with the ‘Helsingin tekijät’ partnership network and the City.