David Campano: The Finnish stand at FITUR 2026 will almost double the number of partners

What is the potential of the tourism industry in Finland and what does it currently represent in the country's economy?

Tourism in Finland continues to grow in importance and is already one of the main drivers for both the economy and the development of many regions of the country. In 2023, tourism accounted for around 2.6% of GDP, generating more than 150,000 direct and indirect jobs. Beyond the numbers, tourism is key to bringing life to rural areas, creating local employment and bringing diversity to the economy. And the best thing is that there is still a lot of potential to be tapped, especially in terms of sustainable international tourism, nature experiences and attracting travellers all year round.

What goals has Finland's tourism strategy set for the coming years?

 Finland's tourism strategy for the coming years is committed to sustainable, balanced and quality growth, with the goal of generating greater economic, social and environmental value. The success of the development of our tourism model does not necessarily depend on having more tourists every year, but on attracting quality travellers who generate a positive impact and bring real value to local economies in a sustainable way. This is the main pillar on which Finland's tourism strategy is built: tourism that benefits communities, respects the environment, and offers authentic and transformative experiences for visitors.

Finland aims to reach 6.5 million annual international overnight stays by 2030 by expanding year-round tourism, attracting conscious travellers who value sustainability and authenticity, improving international connectivity and access to the whole territory, boosting the digitisation of the tourism industry and strengthening public-private partnerships. All of this with a vision aligned with the Sustainable Development Goals and with the ambition of consolidating Finland as a reference destination for responsible tourism at a global level.

In particular, which tourism segments and market niches do you plan to develop?

We work closely with our partners in the B2B industry who play an essential role in our development. In addition to consolidating the segments we already work with, such as families with children, couples or groups of friends who want to get to know the country, we also want to further develop Finland as an ideal destination for incentive trips throughout the year, a type of trip in which the destination always surprises.

What other performances are you also betting on?

One of Finland's big bets is to position itself as an alternative summer destination in Europe, in line with the growing trend of coolcation: travelling to destinations with more temperate climates to escape the extreme heat. This is the Lake District, with more than 188,000 lakes, making it the region with the highest concentration of lakes in Europe. It is an ideal summer destination, where the average temperature is between 20 and 25 degrees Celsius, perfect for outdoor activities, pure nature, lakeside saunas and authentic experiences far from mass tourism. This region perfectly represents Finland's summer value proposition: wellness, sustainability and calm.

The interest of both the media and the professional industry in this approach is evident. Last summer alone, we recorded a 30% increase in overnight stays by Spanish travellers compared to the previous year, confirming a positive and sustained trend.

Overall, what are the tourism relations and flows between Finland and Spain?

In the case of the Spanish market, the evolution has been very positive: overnight stays in Finland grew by 12% between January and May 2025, in line with international growth. It is a market that has not stopped growing since 2018, with the sole exception of the period marked by the pandemic. Since then, the recovery has been steady and sustained, consolidating Spain as one of the most dynamic source markets for Finland.

This result is the fruit of constant and committed collaboration with tour operators, airlines, media and industry professionals. But above all, it is the joint work with our B2B partners, without whom this development would not have been possible. Their trust, involvement and ability to convey Finland's differential value to the Spanish traveller have been key to the destination's sustained and solid growth.

A revealing fact is that in December 2018, Spain ranked ninth in arrivals to Finnish Lapland; and in 2024, we have become the third largest international market, which confirms the maturity and potential of this strategic market for Finland.

Since we opened Visit Finland's official representation in Spain seven years ago, the destination has gained visibility, establishing itself as an attractive year-round option, especially for those seeking nature, sustainability and authentic experiences.

What is Finland's goal with its presence at FITUR?

FITUR is one of the most important international trade fairs in the industry, with more than 250,000 visitors and thousands of accredited professionals, making it a key platform for strengthening commercial relations and raising the profile of destinations. Finland has participated continuously since we opened our representation in Spain, always in collaboration with our Nordic partners. For us, FITUR is a strategic opportunity not only to consolidate the Spanish market, but also to generate new opportunities with Latin America, a market that our Finnish partners particularly value for its growing interest and potential.

For Finland, it represents a key platform to strengthen the country brand and further consolidate our position in the Spanish market, which is already well established and shows an ongoing interest in our destination.

What tourism innovations will Finland present at FITUR 2026?

For FITUR 2026, we are very proud to announce that we are almost doubling the presence of Finnish partners at our stand, which demonstrates the industry's growing interest in the Spanish market and its high growth potential. We will be accompanied by a large group of Finnish companies from the tourism industry, including Finnair, one of our main partners in Spain, as well as cruise companies, hotel chains and receptive companies that will present a wide and renewed offer. This offer covers not only the high winter season, but also the summer, with the lake district as the main attraction, and the autumn, a wonderful time to discover Finland.

Finland is a country the essence of which is based on the connection with nature, 70% of its land area is covered by forests, and this is reflected in the kind of experiences we offer. This is all part of the Finnish DNA, the same DNA that has made Finland the happiest country in the world for 8 years in a row. FITUR 2026 will be a great opportunity to showcase the wellbeing and authenticity that defines us all year round.