Current information about Spanish tourism

Updated May 2025

Finland's position in the market

Finland is a premium winter destination in Spain, with Lapland renowned for its Northern Lights and Santa Claus experiences. There is growing potential to market Finland as a year-round destination, leveraging rising interest in Nordic countries.

Summer regions like Lakeland and the Archipelago are gaining appeal for their natural beauty and sustainable lifestyle. Finland’s reputation as a safe, modern, and eco-conscious destination is reinforced which is particularly appealing to the Spanish market, given its strong interest in Finland’s status as the world’s happiest country for eight consecutive years.

Recent U.S. policies may enhance intra-European tourism by redirecting travel demand within Europe, offering Finland an opportunity to capture a larger share of the Spanish market as an accessible, unique destination. In Spain, Finland competes primarily with Norway and Iceland in nature-based tourism, with seasonal dynamics shaping the landscape. The potential boost in intra-European tourism due to U.S. policies could intensify competition while elevating Finland’s visibility as a sustainable, nature-rich destination. Additionally, the growing interest in coolcation trends — seeking cooler, less crowded destinations during the summer — has captured the attention of Spanish travelers, with several media outlets highlighting Finland as an ideal escape from extreme heat.

o Finnair continues to operate over 30 weekly flights from Spain to Helsinki, with daily services from Barcelona, Madrid, and Malaga.
o Iberia will operate direct flights from Madrid to Rovaniemi from December 3, 2025, to February 28, 2026. The route will run up to four times per week using Airbus A320neo aircraft.
o Vueling has announced the return of its seasonal direct flights between Barcelona and Rovaniemi, Finland, for the 2025–2026 winter season. The route will operate twice weekly, on Wednesdays and Saturdays, from 30 November 2025 to 11 January 2026.
o Norwegian is expanding its operations to Finland for the 2025 summer season, focusing on key Spanish airports: Alicante, Barcelona, Málaga, and Palma de Mallorca.
o airBaltic has expanded its connectivity between Spain and Finland for the winter season 2025–2026, offering direct routes from Barcelona, Málaga, and Gran Canaria to Helsinki and Tampere. 
o Charter Flights: Winter 2024 saw a 20% increase in charter flights to Lapland, reinforcing Spain’s position as the third-largest market for Lapland arrivals. For winter 2025, a similar number of operations is expected, with the possibility of a slight increase in response to sustained demand. TUI has expanded its services by introducing Finland’s Arctic Lakeland (Kainuu region) as a new destination, reinforcing the importance of the Spanish market.

Finland maintains strong visibility in Spain across TV, radio, print, social media, and travel fairs. Featured in El Mundo, El Viajero (El País), and RTVE (Senderos con Juan y Migas, MasterChef Junior). Top themes in the published stories included culture, nature, and sustainability, strongly aligned with Spanish travellers interests.

Consumer trends and behavior

With 94,000 trips and nearly 400,000 overnights, Spanish visitors show strong engagement, particularly in main destinations like Helsinki (57K) and Rovaniemi (21K). The majority are aged 25–44 (56 %), often travelling with family or friends (50 %) or with a partner (41 %), making Finland an ideal destination for shared, quality experiences. Motivations are clear: nature (53 %) and culture (48 %) are the top drivers, followed by city breaks and outdoor activities, underscoring the demand for authentic and active experiences.

While hotels remain the most chosen accommodation (52 %), it is significant that rental cottages/apartments account for 19 %—a growing segment that speaks to the increasing interest in independent, nature-immersive stays. These options are particularly well-suited to areas like Lakeland and the Archipelago, and align strongly with sustainability trends and COOLCATION-style travel.

Spanish travellers also show a preference for shorter trips (4–6 days), with bookings peaking in November–December (winter) and July–August (summer). There’s a rising trend of last-minute bookings, especially for shorter stays, and a notable shift in booking channels: OTAs dominate, especially for customizable “fly & drive” products, while direct hotel bookings and travel agencies are growing. Meanwhile, brand website bookings are declining, highlighting the need to adapt distribution strategies.

Overall, this data confirms that Spain remains a high-value market for Finland, offering strong potential not just in traditional segments, but also in emerging products such as rural and nature-based accommodations.

Spanish travelers in 2025 prioritize evolving preferences
• Wellness and Transformation: Experiences focused on mental health, personal growth, and neuro-inclusive tourism.
• Multigenerational Travel: Family-oriented trips blending adventure and relaxation.
• Emerging Interests: “Heritage Holidays” (exploring family roots), “Bravecations” (adventurous trips), and late-night tourism.
• Budget Awareness: With travel budgets growing only 1% due to inflation-driven price increases, there’s demand for affordable, short European getaways. The potential increase in intra-European tourism due to U.S. policies aligns with this trend, favoring destinations like Finland.
• Experiential Travel: High demand for music and sports events, with travelers willing to pay premiums for unique experiences.
• Local Getaways: Preference for nearby European destinations to reduce costs, reinforcing Finland’s appeal as an accessible Nordic option. (Source: Booking.com, November 2024)

Consumer Behavior
• Search Channels: Social media (especially Instagram), travel forums, meta-search engines, and reviews on Google and Tripadvisor are critical. Influencer recommendations significantly influence decisions.
• Preferences: Spaniards seek nature-rich destinations offering relaxation, social distancing, and authentic cultural experiences. Gastronomy, slow and sustainable tourism, historic attractions, architecture, and smaller cities are key draws. Finland’s landscapes, saunas, and cuisine align perfectly. There’s also a growing interest in experiential escapes tied to music and sports events.
• Post-Pandemic Shifts: Increased focus on wellness, sustainability, and immersive local interactions, boosting interest in “green” and less crowded destinations. Travelers are increasingly willing to pay for sustainable options, with 69% seeking eco-friendly experiences.

Booking Behavior
• Channels: Online Travel Agencies (OTAs) dominate, particularly for customizable summer packages like “fly & drive” in Lakeland. Traditional agencies remain relevant but face digital transformation challenges, with a noted decline in brand website bookings and growth in agency and direct hotel bookings.
• Seasonality: Booking peaks in November–December (winter, planned early) and July–August (summer, more evenly distributed). Popular destinations include Rovaniemi, Kittilä, and Ivalo, with Oulu gaining interest for 2025.
• Last-Minute Bookings: A rise in bookings within 30 days reflects “smart bookers,” particularly for short stays.
• Trip Duration: Increase in short stays (4–6 days), with a decline in longer trips, aligning with economy travel trends.
• Categories: Flight-only bookings lead, but dynamic packages show strong potential, especially for bundled travel solutions.
• OTA Influence: Platforms like eDreams use AI for personalized offerings, increasing conversion rates. OTAs are vital for dynamic summer packages.

To attract Spanish visitors:
• Highlight nature, cultural experiences, local gastronomy, wellness, and experiential events (e.g., music and sports).
• Offer flexible, tailor-made packages through OTAs, emphasizing last-minute deals and 4–6-day trips.
• Promote immersive, sustainable experiences in small towns and regions like Lakeland.
• Ensure digital accessibility and competitive pricing to appeal to budget-conscious travelers, leveraging the potential rise in intra-European travel.

Industry update and distribution channels

The Spanish outbound travel market is thriving post-pandemic:

• Growth: Spain surpassed 2019 spending levels, with a 12% increase in 2024 expenditure (Oxford Economics). Global tourism recovery continues, though unevenly due to labor shortages and geopolitical uncertainties.
• Innovation: The Tourism Innovation Summit (Seville, October 2024) emphasized AI, sustainability, and personalization as key drivers for competitiveness.
• Tour Operators: Major Spanish operators exceeded 2019 sales in 2023 and plan to expand offerings in 2025, focusing on luxury, adventure, and diversified products. Smaller operators specializing in sustainable and experiential travel are gaining traction.

Distribution Channels
• OTAs: Essential for summer travel, offering dynamic, AI-personalized packages driving growth in customizable options like Lakeland “fly & drive.” They support bundled travel solutions for value-driven travelers.
• Tour Operators: New opportunities from operators focusing on luxury, adventure, and sustainability align with market trends.
• Incoming Agencies/DMCs: Growing role in creating bespoke, sustainable experiences, particularly for short-stay and experiential travelers.
• Events and Partnerships: Visit Finland’s Madrid workshop, set to take place next October this year, along with FITUR 2025, represent a record in Finnish company participation—highlighting the growing importance and strategic weight of the Spanish market. IBTM World (November 2025) remains a key international platform for B2B networking and promoting Finland as a leading MICE destination.

Air connectivity remains the primary driver in 2025, with no significant updates on other transport modes. Finnair’s 19% capacity increase, alongside contributions from Norwegian, Iberia, Vueling, airBaltic, and Ryanair, ensures strong access to Helsinki, Rovaniemi, and Tampere.

Finland travel USP's

Winter Appeal: Lapland’s Northern Lights, Santa Claus, and winter activities establish Finland as the premier winter destination.
Sustainability Leadership: Recognized as a Nordic eco-conscious leader with clean air, water, and sustainable practices (#FinlandWorks).
Natural Luxury: Unique nature experiences blending adventure and serenity (lakes, forests, saunas).
Finnish Happiness: Cultural elements like saunas, cottages, and urban living tied to Finland’s happiness ranking resonate deeply.

Finland strongly owns its winter image and sustainability credentials, significantly influencing travel decisions, especially for Lapland. This year, a new winter operation to Arctic Lakeland will be introduced, offering an additional option to diversify the winter product in the Spanish market.

Summer USPs (lakes, outdoor activities, cultural heritage) are gaining traction but need further promotion to compete with established European destinations. Gastronomy and wellness, including sauna experiences, are emerging decision drivers.

Additional Selling Points
• Coolcation trend: Authentic, off-the-beaten-path experiences in cool climates appeal to Spaniards seeking relaxation and nature.
• Oulu 2026: As the European Capital of Culture, Oulu offers a fresh cultural hook to diversify Finland’s appeal.
• Gastronomy: Finnish cuisine, emphasizing local and sustainable ingredients, aligns with Spanish interest in culinary tourism.
• Experiential events: Opportunities to tie Finland’s offerings to music and sports events, capitalizing on high traveler interest.

Strong Themes
• Luxury: Growing demand for high-end, immersive experiences, with Spain showing potential in this segment. This upward trajectory in luxury tourism presents opportunities for destinations like Finland to attract Spanish travelers seeking high-end, immersive experiences, especially those emphasizing sustainability and unique cultural offerings.
• Culture & Lifestyle: Historic attractions, modern design, and local traditions strongly attract cultural explorers. This theme is fundamental and a true hallmark of the Spanish market, where travelers are deeply curious about understanding how locals live—making Finnish culture and lifestyle a particularly powerful draw.
• Outdoor Activities & Sports: Year-round hiking, fishing, and sports appeal to adventure seekers.
• Wellness & Sauna: Saunas and nature-based relaxation tap into wellness trends.

Sustainability is increasingly critical
• 69% of Spanish travelers seek eco-friendly options, with growing willingness to pay premiums for sustainable travel.
• 40% are aware of environmental impacts; 30% prioritize companies with positive footprints.
• Finland’s sustainable tourism aligns well, but messaging must be amplified in Spain, a less mature market compared to Central Europe.

Future outlook and upcoming season

Season Outlook
• Winter 2024–2025: Spain was the third biggest source market by the number of registered overnights in Lapland region in December 2024, even though overnights decreased compared to December 2023. However, Spanish overnights in Finland increased both in January and February compared to previous year. Accessibility from Spain during the winter months has improved with increased charter flights and Iberia/Vueling routes to Rovaniemi, Kittilä, and Ivalo. Early booking trends for winter continue to dominate.
• Summer 2025: Building on 2024’s 30% summer growth, Lakeland and Archipelago packages will target nature, cultural, and experiential travelers, with more even booking patterns throughout the year.

New Product Offerings
• Cultural Packages: Oulu 2026-themed products to promote Finland’s heritage and modern art, integrated with Spanish operator packages.
• Wellness and Outdoor: Year-round sauna, hiking, and fishing experiences tailored for wellness and adventure seekers.
• Dynamic Packages: OTA-driven “fly & drive” options for Lakeland and Archipelago, emphasizing flexibility and bundled solutions (flights, accommodations, activities).
• Luxury Segment: High-end nature, cultural, gastronomic, and event-based experiences (e.g., music and sports festivals) for affluent travelers.
• Short-Stay Packages: 4–6-day trips and weekend getaways to align with the rise in short leisure trips and budget-conscious travelers.
• Helsinki is an appealing destination for Spanish travelers due to its proximity to nature and distinct seasonal charm.

• The city offers rich cultural experiences, excellent Nordic design, and high culinary standards that resonate with culture-seeking visitors. Efficient infrastructure and easy access make it ideal for stopovers and multi-city trips. Its walkability, sea views, and unique local elements like saunas and the Oodi Library enhance the visitor experience.
• Summer months are particularly attractive for outdoor events, island hopping, and social atmospheres. Spanish travelers appreciate Helsinki’s safe, compact, and accessible environment. However, cold weather, high costs, and shorter business hours can be challenging. Cultural differences, such as social interaction styles and nightlife expectations, may also surprise visitors. Despite being less known than other Nordic capitals, Helsinki offers comparable experiences. Spanish tourists, being high spenders and culture-oriented, represent a valuable segment with strong potential.

Strategic Recommendations
• Enhance visibility of last-minute deals to capture “smart bookers” making bookings within 30 days. Online Travel Agencies (OTAs) can play a key role in boosting volume, especially during the summer season, by increasing reach and facilitating quick, spontaneous travel decisions.
• Promote 4–6-day trips and weekend getaways, emphasizing bundled travel solutions for value-driven travelers. A strong stopover program is also essential, offering added flexibility and enhancing the appeal of Finland as a flexible and exciting spot.
• Position Finland as a budget-friendly yet premium destination to counter inflation-driven price sensitivity (1% budget growth).
• Emphasize sustainability and accessibility to align with 69% of travelers seeking eco-friendly options and the rise in intra-European tourism. It's key to keep highlighting these values consistently across our B2C and B2B communications, as well as through our presence at events.
• Leverage OTAs and travel agencies over brand websites, reflecting shifts in booking preferences.
• Highlight experiential offerings (e.g., music and sports events) to tap into high-demand segments.