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Travel market outlook from Spain in 2025

Credits: Svante Gullichsen

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Why Spanish travellers are heading to Finland

Visit Finland's Spain and Italy Country Manager David Campano explores the latest Spanish travel trends from coolcations to sustainability, and explains the reasons behind Spanish travellers' desire to head north in growing numbers.

Credits: Svante Gullichsen

Spanish tourism to Finland hits record high – with sustainability in mind

Credits: David Campano

Finland's recent tourist industry expansion, particularly regarding the "coolcation" and sustainable tourism trend, can provide Spain and other southern countries with insights as they seek to improve and diversify their tourism offering to northern countries.

During the summer season 2024, Finland experienced in the Spanish market a significant 30% increase in overnight stays, indicating a rising enthusiasm for its summer offerings and strengthening the efforts to balance tourism throughout the year. The year 2023 was marked by strong achievements, and with continued momentum, the summer of 2024 had even more growth. This trend cements Finland's appeal as a sustainable and inviting destination across all seasons. 

Since 2018, the Spanish tourism in Finland has been on a steady growth, and in 2024 it reached a milestone with a record number of visitors totalling nearly 200,000 overnight stays, which underlines the growing importance of Spaniards as some of the most key European visitors in Finland. When Spanish holidaymakers make vacation decisions, sustainability plays a crucial role, with 69% acknowledging that environmental aspects partially guide their travel choices. This sentiment is a testament to the growing prominence of eco-conscious “coolcation” tourism among travellers from Spain.

Coolcation and gastronomy fuel interest, new flight connections enable growth

The "coolcation" trend is growing among European travelers, including Spaniards, who seek cooler destinations like the Nordic countries to escape extreme summer heat. Bookings have surged by 30-40%, but high costs remain a challenge, making campervan trips a popular alternative. This shift could impact traditional tourism in southern Europe.

Flight connections between Spain and Finland have improved recently, with more flights and new routes from carriers like Finnair, Iberia, Norwegian, Air Baltic, and Vueling. This growth has been key in tapping into the Spanish market, especially for summer travel. Spain is now the third-largest European source of flight traffic to Finland, and Finnair has played a crucial role in expanding these services.

According to our insights, this perfectly aligns with what Spaniards seek in a destination—cultural experiences, gastronomy, and the opportunity to live like a local. Helsinki offers vibrant city life with local festivals and street cafés, while Lapland invites adventure and a connection to nature. The lake district provides a tranquil retreat, allowing visitors to experience the local way of life, relax, and enjoy Finnish cuisine in a serene environment.

Summer Coolcation and Oulu2026 is set to amplify the allure of Finnish culture, particularly its rich culinary experiences, further captivating the Spanish market. Alongside luxury, lifestyle, and the great outdoors, the Spanish interest in Finland is deepened by the prospect of indulging in Finnish gastronomy, which is an integral part of Finland's culture with saunas, lakes, cottages, and sparkling urban life - all contributors to the famed Finnish happiness that intrigues visitors from Spain.

Additionally, as a strategic market, Spain will host several Oulu2026 events, further strengthening cultural ties and enhancing awareness of Finland's unique offerings.

For the Spanish market, this presents an exciting opportunity to explore Finland beyond its traditional winter appeal. With growing interest in sustainable travel, outdoor experiences, and authentic gastronomy, Spain is emerging as a key market for Finland’s tourism development. As demand for unique summer destinations rises, Finland stands out as the perfect escape for Spanish travellers seeking fresh, unspoiled nature, cultural richness, and an exclusive Nordic lifestyle.

Credits: Okkolan Lomamökit

More information

David Campano
Visit Finland Country Manager, Spain and Italy
david.campano (at) businessfinland.fi
tel. +34 634 718 855