Finland’s museum pass used over 2.4 million times – now offering guided travel packages

Finland’s Museokortti (Museum Card) scheme, which allows unlimited entry to hundreds of museums, has expanded into curated travel packages, reports Finnish public broadcaster Yle. The new service aims to simplify long-distance museum visits after data showed cardholders made over 2.45 million visits in 2023 alone.

Developed by the Finnish Museums Association, the Museokortti now partners with travel operators to offer pre-planned trips featuring one or more museums. Options range from self-guided visits to fully escorted tours, with some packages including additional experiences like dining in historic rectories or visiting chocolate factories.

Initial departures are limited to Helsinki and Tampere, though more cities will be added based on demand. Early bookings show strong interest in day trips from Helsinki to Åland or Mänttä, as well as multi-day excursions combining Olavinlinna Castle and Koli National Park in eastern Finland. International museum tours are also available at higher price points.

Anna Pirvola, product manager for Museokortti, said the travel service was created in response to user data revealing long travel distances and year-round activity. “People often travel significant distances to visit museums,” she noted. “We want to make that easier.”

Local museums welcome the initiative. Olli-Pekka Leskinen, director of Mikkeli’s War and Peace Centre Muisti and a board member of the Museums Association, confirmed the first booked tour was to his museum. “Multi-stop trips bring revenue to entire regions,” he said, adding that rural areas could particularly benefit from expanded offerings. The card has already proven valuable in summer-heavy regions like South Savo, where seasonal residents frequently use it.

Launched in 2015, the Museokortti saw over 350,000 users last year. The new travel packages are designed to further boost accessibility and regional tourism.