Current information about Japanese tourism

Updated April 2025

Finland's position in the market

Finland is now a very popular destination in Japan. The pace of recovery has been outperforming many longhaul destinations. We are among the top performing countries in Europe and longhaul destinations. Oxford Economics’ latest forecast says that Japanese market will return to 2019 business level in the revenue/spending by the end of 2025, outpacing its original forecast by a few years.

Very strong digital demands show that consumers are looking for authentic and cultural experiences in addition to general sightseeing. Sauna and café hopping are attracting travelers especially young generations. Connect with nature is also emerging interests. All these trends are now being showcased in Google's recent TV advertising campaign for its Pixel 9 & 9 Pro. A very popular celebrity and her friend are enjoying exploring Finland featuring shopping, café and sauna in nature. For your viewing in YouTube, Google Pixel 9 & 9 Pro : あなたの旅が、もっと広がる。

Travel agents have been very active in product developments and sales activities, driving promotions to our destinations. More resources have been allocated for Finland and northern Europe destinations. Our visibility through the trade distribution channel is on the rise. Many Japanese are dreaming and planning to visit us sooner or later.

Consumer trends and behavior

The strength in the labor market suggests the economy is showing signs of optimism and resilience for businesses in 2024. Major companies have raised the salary by 5%, the highest in 32 years. Nikkei Stock Average reached JPY40815 on 22 February, highest since the last time recorded back in 1989. Japan’s national net worth has reached $27 trillion. Bank of Japan expected to hike interest rates gradually. Rate hikes will impact investors and currency exchange rate due to BOJ’s inflated balance sheet.

13.7M Japanese traveled overseas in 2024. It was 3.0M more than the previous year, however the number is not back to the level of 2019 where over 20M people traveled. Short-haul Asian destinations such as Korea have been driving the volumes. While long haul destinations continue to struggle, key European destinations like France, Italy and Spain attracted tourists. Finland was among the top performing destinations in terms of the pace of recovery.

Consumers in general are more cautious about how they spend their money as cost of living has been rising. Japan’s average core consumer prices rose 3.1% marking their fastest increase in 41years due mainly to higher food prices. Weaker JPY is also affecting the purchasing power. It is impacting the slow recovery of FIT markets according to the travel agents. Instead, trend for direct bookings to airlines and hotels seem to be growing.

Industry update and distribution channels

Air capacity for the direct flights will continue to increase.

Finnair’s 2025 summer schedule will be 25 weekly from 4 major international airport, Haneda (7), Narita (7), Osaka (7) and Nagoya (4). Japan Airlines will operate 5 flights from Haneda. All Nippon Airways has a new route between Haneda and Stockholm from 31 January. The frequency is 3 weekly. ANA are promoting Finland through its B2B distribution channel, an emerging opportunity for us.

Feedback from the major travel agents were very good for Finland in 2024. Aurora products have been extremely popular in Q3, Q4, and early 2025. Prior to Covid-19, Finland attracted FIT travelers through B2B channel. However, the trend has changed dramatically over the last few year. Tour escorted products are now dominating the share. More and more FIT travelers are going direct booking. OTA is also growing, but steadily. For Q3 onwards, key travel agents are working on product development for new aurora destinations around the arctic borders. Northern lights will be a strong driving factor in fall and winter.l.

Finland travel USP's

Japanese are now much more wellbeing conscious compared to the pre-pandemic times. Perception of Finland's overall country image matches with the market demands. More and more people are aware of the world’s happiest nation and leading sustainability nation. Many people are dreaming of visiting at least once in a life time.

Diversity and gender equality are also becoming increasingly important in the society. Start-up and innovation are another emerging interests among business owners and investors. Education is another field for potential growth. Moomin’s 80th anniversary is very timely to strengthen our unique position in the tourism market. Tove Janson’s philosophy goes very well with the perception of the Finnish society. It definitely stimulates travel desires.

Sauna and mölkky continue to gain popularity across the nation. So called “saunners” and “mölkkers,” enthusiasts are growing rapidly. They are becoming a platform to connect people, companies and societies. Japanese admiration for Finnish designs and lifestyle is very strong. Food and café are emerging desires especially for young generations.

Products in summer:
Moomin World/Museum, City holiday, "Connecting with nature" products, heritage, café hopping, public sauna, authentic sauna experience in nature at a resort/cottage, gourmet, Finnish design and fashion

Products in fall:
Northern Light viewing, Ruska viewing, City holiday, café hopping, public sauna hopping, authentic sauna experience in nature at a resort/cottage, dining experience, Finnish design and fashion, Moomin Museum

Products in winter:
Northern Lights viewing, Santa, Christmas, City holiday, café hopping, public sauna hopping, Northern Light viewing, Authentic sauna experience in nature at a resort/cottage, dining experience, Finnish design and fashion, Moomin Museum

Future outlook and upcoming season

Overnight statistics have showed 90% recovery in January and February for the Japanese market. Outlook for the spring onwards is very promising. Travelers tend to book earlier as they are well aware of competition against inbound traffic. It is great to see this major shift in consumer behavior. Lead-time for planning and booking is getting longer. We are expecting more group tours traveling in Lakeland and Archipelago in Q2 and Q3. FIT’s direct booking trend will continue. They will travel to various destinations within Finland. Demand for norther light in autumn and winter is very strong.