Japan market report

Updated May 2026

Finland's position in the market

42M foreigners visited Japan in 2025. It was another record breaking year for the Japanese inbound tourism while our outbound market continues to struggle. Finland has been established a very strong position as one of the best performing destinations. The registered overnights have reached 91% level of 2019 despite adverse factors such as longer flight time, currency depreciation of JPY and inflation. We are in the leading position in Europe in term' of the recovery.

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. Finnish well-being lifestyle is attracting especially the young adults for the age between 25 and 45. Many Japanese celebrities and influencers are traveling to Finland. Their SoMe posts have been helping us stimulate travel desires to visit Finland.

Travel agents are very active in product developments and sales promotions. Our trade partners are making more investments to drive business for our destinations. Visit Finland's joint promotions and co-branding initiatives have been highly effective. Finland is gaining market share.

Consumer trends and behavior

We see tremendous impacts from the recent geopolitical instabilities especially on the surging fuel surcharge. Airlines have doubled the charge in May. It is costing travelers €600 in addition to the airfares. Fortunately, we do not see reports of booking cancellations for Finland at this stage.

Advanced bookings and longer lead-time are encouraging trends. They used to be around 3 months in the past. Avid travelers have already started booking for 2026 wlnter seasons. We did not see this behavior pre-Covid-19 period. Travel period is getting longer. It makes good sense as it takes longer to get there. And, it costs more. Consumers are keen on exploring new destinations and attractive products in Finland. Direct booking for FIT is growing. Finland's advantage is the perception of the country as a safe and clean travel destination.

Industry update and distribution channels

Japanese inbound reached another milestone in 2025 with 42M visitors. The outbound on the other hand remained 70% level compared to pre-Covid time with only 15M. While the air capacity has not been back to the level of 2019, this trend is causing us some headaches. Not to mention, consumers are afraid of flying on the middle eastern carriers. Emirates, Qatar and Ethihad have been offering huge capacities between Japan and Europe. It means countries like Spain, France and Italy suffer from the crisis in the Gulf region. It also means more demands for the European carriers.

Finnair’s 2026 summer schedule is 28 weekly flights from 4 major international airport, Haeda(7), Narita(7), Osaka(10) and Nagoya(4). We are expecting additional 3 weekly flights for KIX/Osaka from July. They are the only morning departures for Finnair's Japan routes, opportunity for the new demands across the greater Osaka Kansai region. Japan Airlines is expected to operate 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. 

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 market share. FIT travelers are booking direct through the airlines. OTA is also growing.

Aurora products have been extremely popular in 2025 Q3, Q4 and Q1. We are expecting another good year from the trade partners. Travel agents are eager to work with the new aurora destinations around the arctic borders. Finland is gaining market share.

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

We recently recorded +9% during the peak winter season between December 2025 and February 2026. According to the Adadeus/Destination Gateaway, the arrival forecasts from May and September 2026 will be +11.2% yoy. We see strong signals of momentumn for the continuing growth path. 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.

Outlook for the fall to winter season looks to be very promising also. New aurora destinations outside the Lapland region have been attracting the market for the group series. Demand for norther lights in autumn and winter will be very strong.