Artificial intelligence (AI) is reshaping Finnish travel habits, with 26% of Finnish travelers now relying on tools like ChatGPT for trip planning.

This shift reflects a broader trend where technology and tourism converge, influencing how Finns explore the world.

AI-powered platforms provide personalized recommendations, making it easier for travelers to plan cultural, nature, wellness, and health-focused trips.

Outbound travel from Finland is surging, with 70% of Finns planning international trips in 2025, a significant jump from 56% the previous year. Popular destinations include southern Europe—Spain, Greece, Croatia, Cyprus, and Portugal—along with long-haul hotspots like Thailand, the Maldives, and Vietnam. Northern European neighbors, such as Norway, also attract Finnish adventurers, drawn by their scenic landscapes.

Despite economic concerns, Finns remain avid travelers, with 91% taking at least one trip in 2024. Families and couples account for the bulk of travel spending, averaging €1,800 per household for international vacations. Cultural and wellness travel tops the list, while retreats and food-focused trips show rising demand.

Finnish tourism also reflects a growing emphasis on sustainability. Over half of respondents value responsible travel options, with a particular focus on preserving local cultures. Meanwhile, regenerative tourism is gaining attention, as 34% of Finns prioritize impactful and eco-conscious experiences.

Internationally, Finland is earning a reputation as a top-tier destination. Tourists are drawn to its pristine nature, snowy winters, and serene lakes, with Lapland standing out as a unique attraction.

Finland’s cultural and wellness offerings also captivate visitors, particularly from Italy and France.

However, a lack of awareness about Finland’s tourism options remains a barrier, with 31% of potential travelers citing insufficient information.

Photo credit: Emilia Hoisko / Visit Finland