Current information about German tourism

Updated October 2025

Finland's position in the market

Finland and the Nordics are generally considered to be safe and problem free areas, that are relatively close to main European source market in travel. Within the Nordic context Finland is a leading winter holiday destination among Central Europeans with “Lapland” being almost synonymous with “Finnish Lapland”.

However, outside of the winter season, Finland’s market share stays below 8%. Even if we take the greater distance, limited accessibility, smaller marketing resources and less recognition as summer holiday destination into calculation: we are behind our potential.

The importance of flight connections cannot be underestimated, as for example Sweden and Denmark are easily reachable with a car and train, so they already have a head start when comparing accessibility, as Finland relies heavily on air travel. Here new seasonal connections to destinations offer opportunities for growth as we see with Northern Finland.

The pandemic and geopolitical tensions have changed Finland’s possibilities as well: different crises have “closed” many destinations. Finland’s visibility in media has been higher and according to the “Reiseanalyse 2024” the awareness of Finland as holiday destination has grown remarkably since 2016 and has reached Swedens awareness above 80 % of the population. Our conclusion is that Finland is generally well known, but our regions and the diversity of our holiday offerings are not.

Consumer trends and behavior

Relaxation and wellness, nature experiences, sustainability and camping remain the biggest trends among Finland’s visitors during summer. Our classic consumer segment is the nature-oriented traveller with their own means of transport, though in the future, rail travel is expected to grow a little depending on the availability of the services.

The role of tour operators remains significant for certain segments such as sun & beach holidays and winter holidays in Lapland have a higher share of package tours. On the other hand, summer holidays are commonly booked at suppliers and OTAs, if at all: package tour make up less than 10 % of the summer market.

Here from the “German Travel Trend Survey for 2026” by TUI, adapted for Finland in reverse countdown:

5) Train Travel: The Slow, Green Glide to Discovery
Over 60% of people are considering summer trips inside Germany or around Europe, which is perfect for bringing back train travel. Routes like the ICE lines or scenic Alpine routes are expected to be full of travellers, choosing a cozy train car over a stressful layover. Trains are becoming the go-to choice for those who want to travel responsibly. For Finland this brings a problem and an opportunity: there is no direct access over rail from Germany, but once they arrive in Finland, they are offered affordable and high-quality services to discover Finland.

4) Multi-Stop Holidays: Weaving Urban and Wild Worlds
The "Multi-Stop Holiday" transforms trips from single destinations into dynamic experiences, blending bustling cities with serene natural getaways in a smooth, continuous journey. Ideal for those with limited time but a strong desire for diverse experiences, it addresses the modern traveller’s "fear of missing out" without the stress.

City breaks, favoured by around 33% of travellers, provide excellent starting points for these combined adventures – for instance, you might pair a quick weekend in Helsinki with a relaxing hike in the nearby Nuuksio National Park. Flexible fares are making grand, multi-stop trips increasingly doable. It really shows that vacations in 2026 might be less about picking *one* place and more discovering *many*. As touring holidays are already Finland’s main travel type in the summer, we are already well positioned in the game.

3) Indie Travel: Crafting Your Own Adventure
Why stick to a strict itinerary when you can design your own adventure? "Indie Travel" empowers travellers to be their own guides, emphasizing independence and customized planning that suits their individual desires. This trend appeals to those who value spontaneity, using apps, online communities, and local insights to plan trips rather than relying on traditional travel brochures.

Around 45% of travellers surveyed get their inspiration from blogs and websites, indicating a move away from standardized travel packages. In 2026, we're likely to see more solo trips, unplanned detours, and highly localized accommodations – such as renting a classic camper van for a road trip along the coast or attending a spontaneous social event discovered online.

Here digital services like the Visit Finalnd Datahub can improve the way consumer find your services.

2) Taste Tourism: Savoring the Soul of a Place
Forget checking off typical tourist attractions – in 2026, food will lead the way. "Taste Tourism" highlights culinary exploration, transforming meals into chances for cultural immersion. From street vendors in lively markets to farm-fresh feasts in secluded villages, travellers prioritize flavours that tell a destination’s unique story.

The survey highlights this interest: 45.7% of German travellers allocate a significant portion of their budget to dining, and 54.4% regularly seek out local specialties during their trips. This might mean mushroom hunting in Punkaharju or exploring the market hall in Tampere. It's about more than just enjoyment; it's about total immersion. Consider offering personalized food tours and classes led by chefs to strengthen Finland’s culinary tourism appeal

1) Back to Nature: Reconnecting with the Wild
In our age of constant notifications and hectic city life, the trend called "Back to Nature" represents a deep desire for peace, reflection, and renewal found in natural settings. This could mean anything from hiking trails in the woods to simply relaxing beside a quiet lake, blending leisure with gentle adventure.
The figures show a considerable 34.9% of German travellers surveyed ranked natural landscapes as a primary factor when choosing a destination.

From other studies we know that more than 90 % of our German visitors say nature in the main reason to travel to Finland. This is more than just an escape; it's a conscious choice for improved mental well-being. Opportunities lie in expanding eco-friendly lodging accommodations, luxurious camping sites, and guided forest bathing experiences across Finland and elsewhere.

Industry update and distribution channels

Distribution channels in Germany are unique globally, as there is a strong tour operator-travel agency network, that accounts for around 50 % of the market share in all leisure trips. However, we see the business becoming more direct with new formats like check-in, linking insurances to benefits when booking at their OTA.

A great change in consumer behaviour is the classic beach holiday shifting from June-August to September-November. This gives us the opportunity to not only grow Finland’s share in the main summer season but also utilize the Ruska and Northern Lights season to its full potential.

Currently, about 600 tour operators offer leisure trips to Finland. Most of the tour operators offer just 1-2 trips as group couch tours and usually purchased at a package tour operator like SRG.

For traditional package tour operators touring is the main product in the FIT segment and the range of operators is large from global players like TUI or Der Touristik to small boutique travel agencies with themed tours. Some of the best-known operators featuring Finland include Studiosus Reisen, Tuja Reisen, Fintouring, Wikinger Reisen, Arktis Tours, Vianova Reisen, Feelgood Reisen and in Switzerland Kontiki Reisen, Fins Tours and Glur.

The German outbound market is significantly influenced by OTAs and carries selling land arrangements directly like Finnair or via own OTAs like Eurowings using Eurowings Holidays.

Here is a quote from RTK manager Thomas Bösl. The industry is undergoing change explains Bösl: "We are seeing airlines with their own tour operator structures, platforms with voucher models, international OTAs, and hotels with direct sales pushing more strongly into the market. This is massively changing the playing field." "Everyone is trying hard to secure their margins—not because they enjoy it, but because the value chain in tourism is under enormous pressure."

A common misconception is that travel agency bookings are “offline”. Today only a few tailored tours are “on request” manually and can be a part of a complex upmarket service for customer that wish something special. Also, this part of the business is transferring to DMCs as the tour operators do not have enough resources for extensive own production to produce multi destination trips in-house.

Accessibility to Lapland has been increasing rapidly, with all year connections from Germany and Switzerland. Oulu is also more connected with Air Baltic and the Lufthansa Group. For the coming winter season, we expect a double-digit growth with major routes like Düsseldorf-Kittilä/ Rovaniemi moving towards daily service and longer operations coming winter.

Finland travel USP's

Nature combined with Finland other main USPs happiness, freedom to roam, a thousand lakes and Finnish wellbeing through sauna culture are all highly potential for our audiences. Safety and sustainability play an increasingly big role in travel decisions.

Finland is home to Santa Claus, and it works in Germany. Christmas is one of the main holidays with new year celebration which are often combined, and both together form a peak winter travel season.

Are our USP strong enough to drive business? Absolutely, but we might lose the client if we do not give availability for our products. Especially online channels are not "on request" and a clear “call to action” is critical for success. Communication should be direct and inspiring and clear & easy narratives should be used to inspire our prospects.

We seem lack hit products that link to our USPs. So, our recommendation is to discover better ways to use the USPs in communication, stack USP in tour suggestions and highlight the benefits for consumers more.

Sustainability is something we can own with the other Nordics and maybe we should conclude that sustainability is an integral part of every Finland holiday. Now ca. 8 % of travellers see sustainability as the decisive factor when choosing a holiday product but around 70 % are reacting positively to the theme. In other words: Sustainability can be a competitive advantage for Finland and sustainable holidays in Finland should sell well on the German market.

Future outlook and upcoming season

It seems German economy has overcome stagnation and tariffs with the large-scale government investment programme pushing the development. Germans love to travel, and many even take several holiday trips a year. Germans make up around 70 million long holidays a year and 90 million short holidays of 2-5 days. The total travel expenditure is expected to be reaching 100 billion by 2025. While travel in the Nordics is growing, only ca. 4 % of the market is travelling to the north.

In Finland, winter tourism has been developing well and the booking figures for summer are finally rising. We are in the middle of a bigger disruption with business travel decreasing - this means the total volume of travel in stable but with the volume changes are happening. Growth is shifting toward leisure travel and new business travel formats such as “bleisure” and workations offer opportunities to retain business travellers in new ways.

The announcement that Finnlines renewed their fleet on the Travemünde-Helsinki route gives us the possibility to develop our overland tourism and even double the figures in the next 5-6 years. To reach that we need more products at the market and increase the awareness outside the winter in the north.

Travel in 2026 is becoming more personal, mindful, and experience driven. According to multiple industry reports (Skyscanner, Hilton, Forbes, and others), the following trends are shaping the year:

• Mindful and Authentic Experiences: Travellers seek meaning, authenticity, and self-expression. Beauty rituals, local food, and wellness are central.
• Snack & Food Tourism: “Eating like a local” is redefined—supermarkets, street food, and casual eats are part of the cultural experience.
• Nature Retreats: Year-round escapes and nature-based holidays are booming, with 92% of surveyed travellers considering a nature getaway.
• Multi-generational & Social Solo Travel: Families are travelling together more, and solo travel is becoming more social, with people seeking connections on the road.
• Design-Led Hotels: The hotel itself is often the destination, especially for Gen Z.
• Sustainability: Eco-conscious and responsible travel is a must, with slow travel and “coolcation” (escaping heat) gaining traction.
• AI & Digitalization: AI-powered trip planning, digital booking, and seamless travel experiences are increasingly expected.