Published on
January 1, 2026
Finland has outpaced Greece, Italy, Portugal, Germany, Ireland, and other European nations in the 2025 tourism boom, driven by a remarkable 14% year-over-year growth in foreign overnight stays and increased visitor spending. This success is largely due to Finland’s unique combination of breathtaking natural landscapes, sustainable tourism practices, and high-quality travel experiences that continue to captivate international travelers. Finland’s exceptional growth in tourism stands out in a competitive European landscape, where many other countries have struggled to achieve similar gains. While traditional European destinations like Greece, Italy, and Germany have seen modest increases, Finland’s focus on nature-based tourism, sustainability, and cultural offerings has allowed it to rise above. The country’s appeal lies not only in its iconic attractions such as Lapland and the Northern Lights but also in its growing reputation as a hub for eco-friendly travel and wellness experiences. As Finland continues to attract more visitors and higher spending, it has positioned itself as a leading destination for travelers seeking both adventure and tranquility.
Finland is making waves in Europe’s tourism sector, surpassing well-established destinations like Greece, Italy, Portugal, Germany, and Ireland in 2025 with an impressive 14% year-over-year growth in key metrics such as foreign overnight stays, visitor numbers, and revenue. Despite facing a competitive landscape with many countries vying for a larger share of international travelers, Finland has emerged as one of the standout performers, with its unique blend of natural beauty, thriving cities, and sustainable tourism initiatives. This article delves into the factors contributing to Finland’s tourism boom and compares its remarkable performance to that of other European countries.
Finland’s Record-Breaking Growth in 2025
Finland’s tourism sector in 2025 has been nothing short of exceptional. From January to May, the country recorded a 3% increase in foreign trips compared to the same period in 2024, driven mainly by leisure travelers. What makes this growth even more impressive is the fact that, while other European countries faced sluggish recovery in tourism numbers following the global pandemic, Finland’s tourism has surged.
Visitor Trends
In a year where global tourism is slowly but steadily recovering, Finland has posted remarkable figures. The 3% rise in foreign visitors is particularly noteworthy as it reflects an upward trajectory despite economic uncertainty in many parts of the world. While business tourism dropped by 6% during the same period, leisure travel saw an impressive surge of 8%, showcasing that travelers are increasingly drawn to Finland’s outdoor experiences, serene landscapes, and cultural offerings.
- Top International Markets: Finland’s growth has been particularly strong in markets like Germany, France, and the UK, all of which have recorded significant year-over-year increases in the number of visitors.
- Germany saw an increase of 10% in visitors.
- France experienced a 14% rise, thanks to growing interest in Finland’s winter destinations like Lapland and cultural hubs like Helsinki.
- The UK recorded an 8% increase, reinforcing the appeal of Finland as a go-to destination for travelers seeking both adventure and relaxation.
Overnight Stays Surge
While Finland’s overall visitor numbers are impressive, what truly sets it apart from many other European destinations is the exceptional growth in foreign overnight stays. From January to May 2025, Finland saw a 13% increase in registered foreign overnight stays, reaching 2.7 million, which not only outpaces its own previous records but also exceeds 2019’s pre-pandemic levels by 1%.
The standout factor here is that Finland has been successful in getting visitors to stay longer, which has significantly increased the country’s economic impact from tourism. This is a trend that many other European countries are still striving to achieve. In May 2025, alone, Finland saw a 21% increase in overnight stays compared to the same month in 2024. This surge was particularly noticeable in Helsinki, Vantaa, and Lapland — key destinations for both domestic and international visitors.
Revenue Projections and Economic Impact
Finland’s tourism sector is projected to hit a new milestone in 2025, with US$3.51 billion in revenue expected by the end of the year. This substantial figure is a result of Finland’s ability to attract high-spending international visitors. The country’s €16.6 billion in tourism demand in 2024 was driven by increased visitor numbers, more overnight stays, and higher spending on services, activities, and accommodations. Finland has set an ambitious target of €20 billion in tourism revenue by 2028, with a focus on doubling foreign spending. This growth is not just about attracting more visitors; it’s also about improving the overall experience to encourage higher spending per traveler, ensuring long-term sustainability.
Comparing Finland’s Growth to Other European Countries
While Finland’s tourism sector is booming, several other European countries have struggled with slower growth rates in 2025, particularly in foreign overnight stays or overall arrivals. By comparing Finland’s performance with these countries, we can better understand the challenges some destinations are facing and the strategies Finland is employing to ensure its continued success.
1. Ireland’s Decline in Foreign Overnight Stays
- Foreign Overnight Stays: -6.1%
Ireland’s tourism sector has faced significant headwinds in 2025. The country saw a 6.1% decline in foreign overnight stays during the first half of the year compared to 2024. The reasons behind this decline include rising prices in key cities, a less competitive offering compared to other European destinations, and fewer international marketing campaigns. While Ireland remains a popular destination for many, it is struggling to keep up with the growth rates of more dynamic destinations like Finland.
2. Sweden’s Negative Growth
- Foreign Overnight Stays: -5.3%
Sweden recorded a 5.3% drop in foreign overnight stays in 2025. Despite its beautiful landscapes and vibrant cities, Sweden has failed to capitalize on the increasing demand for nature-based tourism, a segment where Finland excels. Finland’s ability to offer authentic experiences in untouched nature and cultural immersion has made it a preferred destination over Sweden for many international travelers.
3. Germany’s Sluggish Growth
- Foreign Overnight Stays: -2.9%
Germany, traditionally one of Europe’s strongest tourism performers, has struggled to match Finland’s rate of growth in 2025. A 2.9% decline in foreign overnight stays highlights the country’s challenges in enticing international visitors to stay longer. With Finland offering a similar mix of city culture and natural beauty, Germany’s tourism sector faces increased competition from its northern neighbor.
4. Portugal’s Modest Gains
- Q2 Arrivals: +3%
Portugal saw a modest 3% increase in arrivals during Q2 2025. While this growth is positive, it lags behind Finland’s 13% increase in overnight stays. Portugal’s recovery has been slower, as it struggles to differentiate itself from other European destinations offering similar experiences. Finland, on the other hand, has focused on unique selling points such as the Northern Lights, Lapland, and wellness tourism, which have drawn growing international interest.
5. Greece and Italy: Stable, Yet Slower Growth
- Greece: +4% in foreign overnight stays
- Italy: +4% in foreign overnight stays
Greece and Italy posted a 4% increase in foreign overnight stays, which, while positive, is significantly lower than Finland’s 13% surge. Both countries remain favorites for sun-seeking tourists, but Finland’s strategic investment in sustainable tourism and high-value experiences has allowed it to pull ahead in 2025.
6. Spain’s Strong Performance
- Spain Foreign Overnight Stays: +9%
Spain recorded a 9% increase in foreign overnight stays, marking a strong performance compared to many other European countries. However, Spain still lags behind Finland, where the overall increase in overnight stays was not only higher but also accompanied by greater visitor spending and longer stays.
Why Finland Is Leading Europe in Tourism Growth
Several key factors contribute to Finland’s tourism success. The country’s commitment to sustainability, its rich natural landscapes, and its innovative tourism offerings have helped set it apart from its European peers.
1. Nature-Based Tourism: A Growing Niche
Finland’s unspoiled nature, from its dense forests and serene lakes to the magical Northern Lights in Lapland, is a major attraction. Unlike traditional European tourism hotspots, Finland’s natural environment offers tourists a sense of tranquility and adventure. The country has capitalized on this by offering unique experiences such as husky sledding, ice fishing, and staying in glass igloos for a front-row view of the Northern Lights.
2. Sustainability and Eco-Tourism
Finland is renowned for its commitment to sustainability. Tourists are increasingly choosing destinations that prioritize eco-friendly practices, and Finland has positioned itself as a leader in this space. The country’s focus on sustainable tourism, from eco-lodges to green travel policies, has resonated with environmentally-conscious travelers seeking low-impact vacation experiences.
3. Wellness Tourism
Finland’s wellness offerings, particularly its world-famous saunas and spa experiences, have become a cornerstone of its tourism strategy. The Finnish sauna is an integral part of the national identity, and its growing appeal among international travelers seeking relaxation and rejuvenation is a testament to Finland’s unique cultural tourism offerings.
4. Cultural and Culinary Tourism
Finland is also increasingly known for its vibrant cultural scene and innovative culinary offerings. From the bustling capital of Helsinki to the quieter towns of Turku and Rovaniemi, Finland offers a diverse mix of modern and traditional experiences. Finnish cuisine, which emphasizes fresh, locally-sourced ingredients, is becoming a key draw for food tourists looking to explore new flavors.
In 2025, Finland’s tourism sector has not only outperformed many of its European counterparts but has also set new records in overnight stays, visitor spending, and overall economic impact. With a unique combination of natural beauty, sustainability, and innovative tourism offerings, Finland has positioned itself as a top destination for travelers looking for an authentic and enriching experience.
Finland has outpaced Greece, Italy, Portugal, Germany, Ireland, and other European nations in the 2025 tourism boom, thanks to a 14% year-over-year growth in foreign overnight stays and increased visitor spending. This surge is driven by Finland’s unique blend of natural beauty, sustainable tourism, and high-quality travel experiences.
As other European countries face stagnating growth, Finland continues to prove that a focus on high-quality, sustainable tourism experiences can yield significant results. With ambitious plans to reach €20 billion in tourism revenue by 2028, Finland is poised for continued success and remains a key player in the European tourism market. As the country builds on its record-breaking year, it will likely attract even more international visitors, securing its place as one of Europe’s premier travel destinations.
