Finnish travellers holiday abroad more than ever before. A recent survey from Matka Travel Fair, the leading travel event in Northern Europe, shows that nearly half of Finnish travellers plan to go abroad in summer 2025. One in three Finns has already booked a holiday outside Finland, while another 13 percent are considering a last-minute trip. This data makes it clear that Finnish travellers holiday abroad is becoming increasingly popular.
Southern Europe remains the top choice for Finnish travellers
Southern Europe continues to be the most popular area. Spain, Greece, Italy, and Portugal lead the list of preferred countries. Well-known destinations like Costa del Sol, Crete, Rhodes, Rome, and the Amalfi Coast attract many visitors. Other Mediterranean spots such as Croatia and Turkey also receive strong interest.
Nearby countries attract Finnish tourists
Close countries like Estonia and Sweden are popular because they are easy to reach and offer a familiar cultural experience. Estonia draws 14 percent of respondents, while Sweden appeals to 11 percent. Germany, Norway, and Denmark also appear in travel plans, often connected to family visits or road trips.
Long-haul trips show steady growth in Finnish travel plans
Some Finnish travellers plan longer trips, especially for the winter season. These trips usually involve early bookings and last several weeks. Popular faraway destinations include Thailand and Japan in Asia. In the Americas, Mexico and Caribbean islands like the Dominican Republic and Barbados are favored. These places offer warmth, sun, and fresh cultural experiences that attract Finnish holidaymakers during colder months.
What types of holidays do Finnish travellers prefer?
City breaks and beach holidays lead the list, chosen by roughly 30 to 35 percent of respondents. Cultural trips are important for 26 percent, while 24 percent enjoy nature and active holidays. Food and wine travel draws 11 percent of travellers. Festival and concert visits are popular, especially among younger adults.
While nearly half of Finnish tourists prefer to travel independently, 39 percent rely on tour operators or package deals. This shows a balance between flexibility and convenience when planning trips.
Responsible travel grows in importance among Finns
Sustainability is becoming a key part of travel choices for Finnish people. According to the survey, 67 percent of respondents aim to travel responsibly. Environmental issues and concerns about overtourism influence 8 percent when picking destinations. More than half of Finns (52 percent) are willing to pay extra for sustainable travel services. Many choose trains instead of short flights or avoid busy cities to reduce their impact.
What does this mean for travel destinations?
Finnish travellers are experienced and selective. They appreciate quality and look for authenticity in their travel experiences. There is growing interest in less crowded areas and visits outside the main tourist season. Destinations that want to attract Nordic visitors should focus on genuine cultural experiences, easy access, and clear sustainability efforts.
