Current information about Chinese tourism

Updated May 2025

Finland's position in the market

Finland is known as the happiest country, a Nordic country, a country with good education system, the hometown of Santa Claus, and a destination for aurora hunting; Finland is still considered as a niche destination; Finland is a destination which could offer once-in-a-lifetime experience. With the fast recovery of outbound educational travel in general and popularity of Finnish education, the demand for educational travel to Finland is very strong. Finland is considered as a popular destination for edu travel of kids both in summer and winter academic holidays.

Iceland, and Northern Norway (Lofoten Islands, Tromsø, etc.) are the major competitors from the Nordic in the winter time for Finnish Lapland. But there are also many multi-destination products going to many places in Nordic in the same trip. Finnish Lapland+Iceland, Northern Norway + Finnish Lapland are quite pupolar mutil-destination products in the market. New Zealand, Australia and North America could also be competitors for Finland in the winter season. In the summer, we are mainly competing with other European countries as well as Nordic countries. For educational travel, we are mainly competing with traditional edu travel destinations like UK, Australia, New Zealand, US, etc. in both school holidays.

The current flight recovery status from China to Finland:

Finnair
Shanghai-Helsinki, 4 times a week
Hongkong-Helsinki, daily flight, 7 times a week

JuneYao Airlines
Shanghai-Helsinki, 4 flights a week
Zhengzhou-Helsinki, once a week

In 2019, Finnair operated flights from Beijing (two airports), Shanghai, Nanjing, Guangzhou, and Hongkong, to Helsinki. JuneYao operated in Shanghai and Zhengzhou. Tibet Airlines had Jinan-Helsinki route. Sichuan Airlines opened Chengdu-Helsinki route.

The recovery of flight capacity between China - Finland is among the slowest recovered international destinations. The current recovery is below 30% of capacity in 2019 level. The slow recovery of flight capacity isn't a good sign for Finland's image in the market for both the consumers and travel trade professionals. By Q1 2025, the recovery of China-EU flight routes is 83.9%. Some destinations like Spain, Greece and Italy had over 150% recovery of flight capacity which brought even more tourists than pre-pandemic level from China market.

Visit Finland have two social media channels in China, which are Weibo (@芬兰旅游局) and WeChat (芬兰旅游局). And VF is going to set up an account on one of the most popular and trendy SoMe platform, Red Note. Other Business Finland units and Team Finland players are also active in marketing in Chinese social media channels. Finland as the happiest country and Finnish education could generate quite nice exposures and discussions in the social media. Santa and Aurora are always popular topics in the winter and Christmas time.

Consumer trends and behavior 

The amount of Free & independent travelers (FIT) are bigger than the amount of group travelers nowadays. Especially young generation prefer to book the travel through various online channels and travel together with family or friends. Niche destinations in Europe, unique experiences and flexible travel are the big trends. Chinese travelers spend less on luxury goods while traveling abroad but pay more for experiences, shows and local food.

Social media platforms, especially emerging ones, like Tik Tok and The Red Note in China have become the major platforms for dreaming/seeding phase of destinations. Short video contents become the main contents for media consumption. And, social media channels are also platforms for buying products including travel packages/products, especially hotel deals, attraction tickets, etc, through live streaming events.

Most of the bookings are digitalized. OTAs including Ctrip, Meituan, Fliggy, Mafengwo, etc. are the major platforms for travel bookings. Traditional TAs also operate their own shops on OTA (OTS) platforms. Most of players (OTA, TA, travel brands) invest heavily in their own social media channels, which don’t only serve as a marketing channel but also a booking channel with e-commerce functions. Consumers would use multiple channels (apps) to collect information and compare the offerings before making the actual booking. It is also common for travelers to buy flight, hotel or attraction entrance ticket coupons (refundable) when OTAs or brands are on sale, before they have a “concrete" travel plan.

Digitalization is even developed after the pandemic in travel context. Touchless experience is preferred in accommodation, restaurant, or other services. Consumers prefer shorter-period trips (weekend trip or short-distance trip). However, if they travel to a long-haul(comparably) destination (even domestic), they would rather stay for a longer period time.

Consumers in China are looking forward to the nature, Aurora, exotic accommodation, snow fun, winter experience, ski, etc, in Finland. Winter Lapland is a big thing for the market, still. Educational travel products (camps, real-classroom experience, forest/nature tours) in Finland are very welcomed by Chinese parents.

In order to serve or attract Chinese travelers in the future, you could consider:

• To speed up the digitalization in booking and service; to enhance the presence and supply on digital platforms (OTA, metasearch, etc)
• To produce quality digital promotional materials like short videos for social media platforms
• To have flexibility for change of itinerary or cancellation policy
• To establish the contacts with Chinese travel trade

Industry update and distribution channels

Nordic is the region which recovers the best among EU destinations for most tour operators. Some even had growth compared with 2019. Although Finland is still facing challenges with very little development of flight capacity recovery. The other Nordic capitals are all connected with Beijing, Chinese capital city by Air China and Hainan Airlines. China Eastern will open a new route in July 2025 from Shanghai to Copenhagen which would bring big competition for Finnair and JuneYao Airlines.

Finnish Lapland in winter is still popular among the travel trade but Northern Norway, especially Lofoten Island and Iceland are relatively more attractive destinations for the travel trade. Connecting products even in the winter season is more a mainstream product than Mono-Finland product.

Travel trade is getting more fragmented and segmented. Travelers prefer tailor-made service and smaller group size which make the business distributed among all big or small TOs. The resources (hotel & activity) that Chinese TOs can secure in Finnish Lapland are quite limited. Meanwhile, other destinations in the Nordic are prioritizing China market

Main distribution channels (biggest TOs)

• OTAs: Ctrip, Dianping, Fliggy, LY.com, Mafengwo, Tuniu, etc
• Traditional TOs: ETI, Utour, CYTS, CITS, Jinjiang Travel, Spring Travel, GZL, Premium Holidays, Wing On Travel, etc.
• Tailor-made TOs: 6RenYou, 8 Continental, etc.

Incoming agencies offer package products to travel agencies in China by collecting services from different service providers including accommodation, transportation (bus and cruise), activities, attractions. Due to the language barrier and payment term, Chinese TA/TO, especially players with big volume (mass group) tend to work with incoming agencies instead of making the booking directly. However, it is also common for smaller or tailor-made agencies to make some of the bookings directly from first-hand service providers to optimize the revenues.

Finland travel USP's

Easy access to the forests, Santa Claus, The land of Thousand Lakes, Lapland are the most relevant USP's.

The image of Finland in China market as a destination for Aurora hunting and hometown of Santa Claus is quite solid. The Happiest Country is also quite well-known title of Finland in the market. The image of Finland as a winter destination with exotic accommodation, Aurora hunting, and hometown of Santa Claus has proven to drive the decision making for the consumers in the market.

Finnish educational system brings many positive PR and social media buzz, which makes Finnish educational travel product quite popular among Chinese families.

Stong themes:

• Educational travel (camps in school holidays, weekend product) is a must-have thing for most of families in China.
• Winter Sports is a rapidly growing theme in the market after 2022 Beijing Olympics was hold. Ski (downhill mainly) has become a new hobby for many and ski holiday becomes extremely popular.
• Outdoor and glamping are also getting popular as people would like to be close to the nature after the pandemic started.
• Sports travel is becoming more and more popular and could be a major drive for people to travel for the sports related events like trail run, marathon, biking, etc.

The industry has started to have discussions around sustainability and many destinations are promoting sustainability in the market. Some associations are formed by travel agencies and travel advisors with a theme of sustainability. Bigger players are needed to be included into the discussion in order to get more attentions among the consumers. Chinese government has a clear goal for carbon neutralization which will push forward the development of sustainability in travel industry from a macro level.

Future outlook and upcoming season

In 2024, Chinese overnights ranked No. 8 among all the nationalities, which had over 60% growth of 2023, and was close to 45% of 2019 yearly level. In Q1 2025, Chinese overnights had 8.6% YtoY growth, which means that it hits the cap of not-growing flight capacity.

The summer plan towards Nordic countries for connecting products (multi-destination) is massive in the market. Norway will take the most overnights from the Nordic products in the summer time.

Educational travel to Finland in summer is getting popular among schools. Another trend is that TOs will have educational travel elements (like camp school) in the connecting products with other Nordic destinations, which will bring Finland extra overnights.

But the strong EURO might impact on the willingness of travel to Europe for price-sensitive audience. I still believe the upcoming summer looks quite promising for Finland but other Nordic counties, especially Norway and Iceland, will have bigger growth.