Finland boasts 41 national parks, which offers a plethora of choices for nature exploration. [Photo provided to chinadaily.com.cn]
Finland's national tourism authority, Visit Finland, along with a delegation of 25 Finnish tourism companies, concluded a roadshow in China last week, visiting Hong Kong, Beijing and Shanghai from March 24 to 28. The three-city tour aimed to deepen partnerships with China, Finland's largest Asian tourism market, and explore new opportunities for collaboration amid the ongoing post-pandemic recovery.
Sauna sessions by the water is a major highlight of Finnish tourism. [Photo provided to chinadaily.com.cn]
"We are here today with our 25 supplier partners. It is a sign that we value the market," said Teemu Ahola, director of International Operations at Visit Finland. He highlighted that Chinese travelers now rank eighth globally in overnight stays in Finland, nearing pre-pandemic levels and maintaining their position as Finland's top Asian source market.
"If we look into Chinese overnight stays in Finland in 2024, we see the one-year growth has been over 60 percent compared to 2023, which gives a signal that we are coming back. However, it's still a long way to go and that's why we are here to bring back the business," Ahola added.
Nature is an integral part of Finland's happiness, offering visitors a serene experience. [Photo provided to chinadaily.com.cn]
In 2024, Chinese tourists spent an average of €1,435 ($1,555) per visit, topping spending rankings among international visitors to Finland. This, combined with growing return visits, has become a key driver of Finland's tourism recovery. According to Ahola, winter trips to Lapland to witness the Northern Lights remain a major attraction for Chinese travelers.
Nature is an integral part of Finland's happiness, offering visitors a serene experience. [Photo provided to chinadaily.com.cn]
To better engage with Chinese consumers, Visit Finland announced plans to relaunch its presence on Xiaohongshu, or RedNote, in 2025, leveraging the platform to promote Finland's natural attractions and cultural experiences.
A city view of Helsinki. [Photo provided to chinadaily.com.cn]
Finland, one of the first European countries to adopt Alipay, has made significant efforts to accommodate Chinese tourists. Mobile payment options like Alipay and WeChat Pay are now widely accepted, particularly in popular destinations such as Santa Claus Village in Lapland, Ahola introduced.
Visit Finland, along with a delegation of 25 Finnish tourism companies, concludes a roadshow in Shanghai on March 28. [Photo provided to chinadaily.com.cn]
In addition, travel convenience is also improving, with Finnair announcing plans to increase its Shanghai-Helsinki direct flights to four weekly in summer 2025. Juneyao Airlines, another key partner, will continue operating flights between Shanghai, Zhengzhou and Helsinki, further enhancing accessibility.
Finland's appeal extends beyond tourism, as highlighted by its eighth consecutive ranking as the world's happiest country in the United Nations' 2025 World Happiness Report. The nation's strong connection to nature, simple lifestyle and commitment to sustainability continue to attract global visitors.
Finland provides many choices for serene lakeside escapes. [Photo provided to chinadaily.com.cn]
"Nature is an integral part of Finland's happiness, offering visitors a serene experience," said Anu Vuori, consul general of Finland in Shanghai. She recommended activities such as forest walks by lakes, sauna sessions by the water, and island-hopping near Helsinki. With 41 national parks, Finland provides endless opportunities for nature exploration, from trekking and berry picking to serene lakeside escapes, added the consul general.
Finland provides many choices for serene lakeside escapes. [Photo provided to chinadaily.com.cn]
Additionally, Finland's unique education system and family-friendly environment have made it a popular destination for educational tourism. During the 2024-25 winter break, there was a notable increase in Chinese families participating in winter study tours, combining parent-child interaction with insights into Finland's renowned education model.
