Eastern Finland and Finnish food in Visit Finland's spotlight

Visit Finland is entering an exciting new phase in future theme development, one that balances sustainability, regional vitality, and distinctive local experiences. Over the coming years, Visit Finland will focus on two key growth areas: boosting international travel to Eastern Finland and elevating Finland’s unique food culture on the global stage. Both themes are anchored in long-term strategy and supported by multi-year programmes in collaboration with regional and national stakeholders.

Eastern Finland is rich in natural beauty, cultural heritage, and untapped travel potential. However, the region, historically reliant on domestic and Russian visitors, has faced challenges in recent years. To accelerate recovery and build future resilience, Visit Finland has launched a new three-year growth programme focused on increasing international travel to Eastern Finland.

This initiative, with a total funding of €3 million and supported by the Regional Council of South Savo, aims to improve awareness, accessibility, and buyability of travel services across six eastern regions: Kainuu, North Savo, South Savo, North Karelia, South Karelia, and Kymenlaakso.

The programme provides concrete tools for regional tourism companies to reach new markets, especially in Central Europe. Activities include international familiarisation trips, participation in B2B sales events, marketing campaigns, sustainability training clinics, and improved data-driven destination development.

“Eastern Finland is home to some of the country’s most impressive destinations, but low international awareness has long been a barrier to growth,” says Susanna Markkola, Programme Manager at Visit Finland. “This initiative is about building competitiveness, visibility, and ultimately, long-term success.”

The programme is delivered in close cooperation with regional tourism organisations and relies heavily on the active involvement of local businesses. It is a strategic step forward for the region and for Finland’s position on the international travel map.

At the same time, Visit Finland is investing in a theme that has long flown under the radar: Finnish food. With global interest in local, authentic culinary experiences growing, the time is right to position Finland as a rising food travel destination.

Despite its high-quality ingredients and distinct regional identities, Finnish cuisine is still relatively unknown internationally. A new three-year project, funded by the Ministry of Agriculture and Forestry, aims to change that. The programme supports targeted food-related content, PR efforts, and brand storytelling to enhance Finland’s image as a food destination.

“Finnish food is deeply tied to our nature, seasons and way of life,” says Terhi Hook, Food Travel Specialist at Visit Finland. “We now have the opportunity to tell that story to the world with a stronger voice.”

In 2025, the project will focus on research, social media content and earned media. In 2026, the initiative will expand with a major international image campaign, with key focus markets including Germany and France.

The project also supports broader goals, such as boosting Finnish food exports and connecting local food producers, chefs and tourism operators under a shared narrative. Celebrated chef and restaurateur Henri Alén is among the experts contributing to the campaign.

“Food is a powerful part of culture and identity. Now is our chance to showcase it in a new way and increase Finland’s visibility globally,” says Alén.

Both of these initiatives reflect Visit Finland’s long-term vision: to develop Finland into a sustainable, distinctive and competitive year-round destination. 

They also offer international travel trade partners new opportunities to engage with Finland, whether through regional experiences in the east, or curated culinary journeys that tell a uniquely Finnish story.

For more information on collaboration opportunities, materials, and upcoming B2B events, please contact Visit Finland’s travel trade team.