David Campano: Finland registered a large influx of professionals from the Spanish and Latin American markets at FITUR
The Finnish stand at FITUR 2026 registered a large influx of professionals during the B2B days, not only from Spain, but also from Latin American markets. David Campano, Director of the Finnish Tourist Board in Spain, says that "thesemeetings reinforced the positioning of Finland as a key destination and as a natural hub for travellers". In addition, "we organised destination presentations, networking events and media interviews".
What impact will FITUR 2026 have on Finland's tourism positioning?
Visit Finland has been committed to FITUR for several years within the framework of Nordic collaboration, aware of the strategic importance of what is considered one of the leading tourism trade fairs in the world, with around 255,000 visitors, which places it among the industry's benchmark events on an international scale.
How do you rate your participation in the trade fair?
The overall assessment of our participation in FITUR 2026 is very positive, especially with regard to the professional days. It has offered us an excellent platform to strengthen existing relationships, generate new strategic contacts and consolidate Finland's image as a sustainable, innovative and attractive year-round destination.
Furthermore, this year we have beaten our record number of co-exhibitors at the Finnish stand, which reflects not only the growing interest of the Spanish market in travelling to Finland, but also the commitment and commitment of Finnish companies to actively participate in FITUR as a key platform for business development in Spain.
What was the total number of visitors to your stand?
During FITUR 2026, the Finnish stand registered a large influx of professionals during the B2B days, not only from the Spanish market, but also from Latin American markets. These meetings reinforced Finland's standing as a key destination and a natural hub for both Spanish and Latin American travellers accessing Europe via Spain.
In addition to business meetings, lots of other activities took place, such as destination presentations, networking events and media interviews. The stand also hosted the joint visit of diplomatic staff from the Finnish Embassy in Spain, headed by the Ambassador, as well as representatives from other Nordic countries, reinforcing the institutional and collaborative nature of our presence at the trade fair.
Which tourism themes or areas did the promotion of Finland focus on?
The main attractions promoted from the stand were Finnish nature, authentic year-round experiences, wellness and sauna products, culture, design and gastronomy, as well as emerging destinations and lesser-known regions of the country. The main message revolved around Finland as a sustainable, safe, responsible and high quality destination, ideal for individual travellers as well as for couples, families and small groups, with a clear focus on experiential and value-added tourism.
Special emphasis was placed on wellness experiences, where the sauna, a central element of Finnish culture, was presented as a way of life linked to equilibrium, nature and health, to the delight of the Spanish public. Finnish cuisine, based on local, seasonal and high quality products, also attracted growing interest for its authenticity and sustainable approach.
We particularly highlighted the attractiveness of the Finnish summer, with the midnight sun and the high number of daylight hours, as well as its pleasant temperatures, which allow the enjoyment of numerous nature-based activities, confirming a growing interest of the Spanish traveller in travelling to Finland in these seasons. Also worthy of mention, Oulu as European Capital of Culture 2026, positioning it as an emerging destination that combines contemporary culture, creativity, nature and authentic experiences, thus reinforcing the diversity and richness of Finland's tourism offer.