Every year in early March, a large part of the global tourism industry gathers in Berlin. ITB Berlin remains one of the most important travel trade fairs in Europe, and again this year the halls were full of meetings, conversations, and the steady rhythm that defines large industry events. Finland was well represented. Visit Finland hosted a large national stand where Finnish destinations and tourism companies presented their products and regions to international buyers. The Finnish approach to trade fairs is something I have always appreciated. Instead of competing against each other, destinations and companies work together to showcase the country as a whole while still highlighting the unique characteristics of each region. For destinations like Oulu and Northern Finland, this kind of collaboration is essential. Many buyers visiting the stand are looking at Finland for the first time or are still learning about the diversity of experiences available across the country. Having a shar...

Attending ITB Asia this year in Singapore has been a good opportunity, not only for me but for the many small businesses especially from Northern Finland that benefit from the work of Visit Finland . For many of these smaller tourism companies, having a presence at an international trade fair like ITB Asia would be financially out of reach without the support of Visit Finland , which sets up the national stand and provides a platform that brings Finnish tourism offerings to the global stage. At the heart of this collaboration is the idea that together, we are stronger . Small businesses from Northern Finland, such as those offering nature tours, wellness retreats, and arctic experiences, can now present their unique offerings to the booming Asian travel market. This kind of visibility allows them to tap into an audience they may never have reached on their own. The Asian market holds significant importance for Finland , especially when considering the rising demand for MICE (Meetings...

As one of Finland’s most prominent export industries, tourism plays a crucial role in the country’s economy, creating jobs, supporting local businesses, and driving international interest in Finnish culture, nature, and adventure. At the heart of this effort is Visit Finland, the national tourism organization responsible for promoting Finland as a top travel destination. However, recent discussions about government spending cuts have raised concerns about the future of Visit Finland’s funding, which could impact the growth and sustainability of the tourism sector. Visit Finland has been instrumental in developing Finland’s international tourism brand, promoting the country as a destination known for its unspoiled nature, innovative design, and commitment to sustainability. Finland has long leveraged these assets, especially through programs like Sustainable Travel Finland, which emphasize eco-friendly travel options and responsible tourism practices. These initiatives not only attract...