Finland’s tourism strategy for 2022–2028

‘Achieving more together – sustainable growth and renewal in Finnish tourism’ is the name of Finland’s national tourism strategy for 2022–2028. The strategy defines targets for the development of tourism until 2028 and measures to be taken between 2022 and 2023. Finland is aiming to become the most sustainably growing tourist destination in the Nordic countries. Tourism is being developed as a responsible and growing service business that generates welfare and creates jobs across the country.

Finland’s tourism strategy 2022–2028 and action plan 2022–2023  (in Finnish)

Finland’s tourism strategy identifies four priorities that will facilitate the sustainable growth and renewal of the tourism sector:

  1. supporting sustainable development
  2. responding to the digital transformation
  3. improving accessibility, taking into account the needs of the tourism sector
  4. ensuring an operating environment that supports competitiveness.

Joint guidelines for developing the tourism sector

The cross-cutting theme of the strategy is cooperation, which is essential for achieving sustainable growth and renewal in Finnish tourism. Actions will be taken in intersectoral collaboration by a wide range of operators. The measures are monitored by a High-Level Working Group on Tourism appointed by the Ministry of Economic Affairs and Employment. The group serves as an expert advisory body on strategy related to tourism development.

Drawing up the strategy

The strategy was published in July 2022. In the spring 2022 update, the measures of the strategy published in 2019 were clarified as a result of the monitoring of the 2019 –2021 measures and the changed operating environment, including the coronapandemic and Russia's attack on Ukraine. The focus of the update was on future outlook and measures to be taken, in accordance with the new situation.

The tourism strategy has been drawn up under the coordination of the Ministry of Economic Affairs and Employment. The ministry is responsible for setting the priorities of the Finnish tourism policy and develops the sector in cooperation with other ministries and sectoral actors. The High-Level Working Group on Tourism played a key role in promoting the update.

Estimated effects of the Covid-19 pandemic on Finnish tourism demand

Tourism demand is one of the key measures of tourism strategy. The estimated effects of the Covid-19 pandemic on Finnish tourism demand have been published regularly. The latest estimate is based on the autumn 2021 situation. The estimates describe the effects of the coronavirus on tourism in Finland as a whole.

Previous strategies

Achieving more together – sustainable growth and renewal in Finnish tourism. Finland’s tourism strategy 2019–2028 and action plan 2019–2023

Roadmap for growth and renewal in Finnish tourism 2015–2025

More information: Sanna Kyyrä, sanna.kyyra(at)