Helsinki’s tourism industry has yet to recover from the impacts of COVID-19 and the travel restrictions implemented due to the ongoing conflict in Ukraine. A recent survey commissioned by the Helsinki Tourism Foundation revealed that the Finnish capital lags behind other Nordic capitals in terms of international and domestic tourism recovery.
The survey, which compared tourism data for all Nordic capitals except Reykjavik, attributed Helsinki’s lagging performance to travel restrictions that have curtailed Russian tourism and disrupted travel from Asia. Russian tourists, who were once frequent visitors to Helsinki, have been barred from entering Finland since 2022, while airline Finnair has suspended routes from Asian countries that pass through Russian airspace, resulting in a decline in visitors from countries like Japan and China.
In 2023, Helsinki saw less than 2 million international overnight stays, significantly lower than Copenhagen and Oslo, which have both surpassed their 2019 levels. Meanwhile, Copenhagen emerged as the most popular tourist destination in the region, with over 6 million international overnight stays last year.
Mikko Leisti, chair of the Helsinki Tourism Foundation, emphasized the need for increased marketing efforts to attract tourists from alternative markets. He identified countries like Sweden, Germany, the United States, and Great Britain as potential target markets.
The survey also highlighted disparities in tourism promotion funding among Nordic capitals. Copenhagen allocated 36 million euros, Stockholm 4.9 million euros, and Oslo 7.5 million euros for marketing, while Helsinki’s budget stood at a mere 2.2 million euros.
Leisti stressed the importance of expanding marketing reach and diversifying target markets to boost tourism in Helsinki. By focusing on alternative markets and increasing its marketing efforts, the city can strive to regain its position as a leading tourist destination in the Nordic region.
