Current information about Japanese tourism

Updated October 2025

Finland's position in the market

Finland is now a very popular destination in Japan, one of the best performing destinations. Overnights have reached almost 90% of 2019 despite adverse factors such as longer flight time, currency depreciation of JPY and inflation. Digital demands show that consumers are looking for authentic and cultural experiences in addition to general sightseeing attractions.

Connect with nature is also emerging interests as awareness of Finnish happiest nation image keep on growing. Well-being is the trendy word. Japanese celebrities are traveling to Finland. Their SoMe posts are definitely stimulating desires to visit Finland. More resources have been allocated for Finland and northern Europe destinations. Travel agents have been very active in product developments and sales activities, driving promotions to our destinations.

Consumer trends and behavior

Planning and booking lead-time are getting longer. They used to be around 3 months in the past. Avid travelers have already started booking for 2026 summer tours. We did not see this behavior pre-Covid-19 period. Travel period is also getting longer. Combination of Finland with Baltic countries and Sweden are becoming more popular. It makes sense considering the longer flight time and higher costs.

Consumers are looking for more product information. The industry is adopting to this trend in the product planning cycle. FIT is a growing trend. Airlines are increasing revenue through the direct booking channels. High-end and repeat senior FIT markets continue to book through the traditional travel agents.

The strength in the labor market suggests the economy is showing signs of optimism and resilience for businesses in 2025. Nikkei index has reached the record high in October. The first female Prime Minister is keen on driving economic stimulus policies. Major companies have raised the salary by 5%, the highest in 32 years.

Industry update and distribution channels

Japanese inbound is expected to reach 40.0M in 2025. Due to the surging incoming traffic, many destinations continue to face challenges in developing outbound markets. North America and Hawaii continue to show around 50 to 60% level compared to 2019. Australia has more air capacities in 2025. However, the outbound is only around 80% still as Australians are visiting Japan more frequently.

For European countries, Spain, France and Italy have been driving the volume for the travel agents. However, Turkiye is the only growth destination over 2019 due to the favorable exchange rate and abundant capacity/frequency. Germany seems to be struggling this year.

Finnair’s 2026 summer schedule will be the same as this year, 25 weekly flights from 4 major international airport, Haeda(7), Narita(7), Osaka(7) and Nagoya(4). Japan Airlines is expected to operate 4 to 5 flights from Haneda. All Nippon Airways Stockholm will be 3 time weekly to/from Haneda. ANA are promoting Finland through its B2B distribution channel, an emerging opportunity to Finland.

Feedback from the major travel agents has been very positive for 2026. Aurora products have been extremely popular in Q3, Q4 and Q1. Prior to Covid-19, Finland attracted FIT travelers through B2B channel. However, the trend has changed dramatically over the last few years. Tour escorted products are now dominating the share. More FIT travelers are going direct booking. OTA is also growing, but steadily. Travel agents are eager to work with new aurora destinations around the arctic borders. Northern lights will be a strong driving factor.

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 emerging needs for the business owners and investors. Education and student programs are the potential markets. 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. The World Championship 2026 will take place in Helsinki.

Japanese admiration for Finnish designs and lifestyle continue to be 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

Outlook for the fall to winter season look to be very promising. New aurora destinations outside the Lapland region have been attracting the market for the group series. We are expecting more travelers in Lakeland and Archipelago for Q2 and Q3. We expect to see more tour products for the midnight Sun and autumn in Lapland.

FIT’s direct booking will continue to expand. They are looking for authentic experiences and products within Finland. This window of opportunity will present many Finnish suppliers and destinations to attract FIT travelers. Demand for northern lights in autumn and winter will be very strong.