Helsinki, the Finnish capital, has lagged behind its regional rivals in tourism growth post-pandemic, as per a study conducted by the Helsinki Tourism Foundation. In 2023, the city saw less than two million overnight stays by foreign visitors, only 78% of the total in 2019. Compared to cities like Copenhagen, Hamburg, Oslo, and Stockholm, Helsinki’s recovery has been slower.
Investments in marketing play a significant role, with Helsinki lagging behind in allocated funds for attracting foreign visitors. While Helsinki Partners budgeted 2.2 million euros out of 8.4 million for this purpose, cities like Copenhagen have up to 36 million euros for tourism marketing. Mikko Leisti, chairperson at the Helsinki Tourism Foundation, pointed out the untapped potential in Helsinki’s tourism sector.
As Finland faces challenges due to a decline in Russian and Asian visitors, policy actions are needed to revive tourism. The negative balance of payments and impact on tax revenue emphasize the urgency for investment in tourism marketing and infrastructure to boost Helsinki’s growth in the competitive global market.