2022 saw a return to positive growth across Finland’s travel and tourism industry as inbound and outbound travel registered particularly strong growth, while domestic tourism continued to record healthy increases in demand. After the COVID-19 pandemic led to a huge decline being seen in demand for all categories of travel and tourism during 2020, 2021 saw only a muted recovery as inbound and outbound tourism flows remained under huge pressure due to the lingering impact of ongoing COVID-19 control measures.
The war in Ukraine has presented enormous challenges for Finland’s national flag carrier Finnair. For many years, the airline has based its highly successful long-haul strategy on flying travellers from various key Asian source markets to Europe via its hub in Helsinki, Finland’s efficacious location in the far northeast of the EU to present Helsinki as the ideal staging post for onward travel into Europe.
Scandic and S Group remain the leading players in hotels in Finland, with S Group having launched its new Heymo by Sokos Hotels concept during 2022. This is a reflection of the optimism that exists in the category due to strong demand and a sense that buoyant growth in inbound arrivals will combine with elevated levels of domestic tourism to result in higher demand for hotels generally.
As in other categories of travel and tourism, 2022 was a year of strong recovery for booking after two years of negative retail value growth, although it should be noted that value sales have not yet returned to pre-COVID-19 levels. Strong growth was based mainly on the boom seen in outbound travel during 2022 as the substantial lifting of COVID-19 control measures meant that Finnish people had unfettered access to numerous key outbound destinations.
While the strong growth that was seen across Finland’s travel and tourism industry during 2022 could be seen as a sign that the forecast period holds considerable promise for the industry, the situation remains very delicate and marked by high levels of uncertainty. In particular, Finland’s proximity to Russia and its reliance on Russia and Ukraine as key source markets for inbound arrivals places the country in a challenging position.
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Travel
Travel encompasses several categories including tourism flows, lodging, travel modes, in-destination spending and booking.
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