Tourists remain scarce as global awareness of eastern Finland lags

Eastern Finland is seeking to offset the loss of Russian tourists by promoting cultural travel, but experts say the region’s lack of international recognition remains the biggest hurdle.

According to Antti Honkanen, a tourism researcher at the University of Turku and research director at Visitory, the region already has the infrastructure—accommodation, dining, shopping and services—built largely to serve Russian visitors who once crossed the border at Imatra by the thousands daily. That flow ended when Finland closed the frontier in late 2023.

Honkanen stresses accessibility as key to attracting new visitors. “Russian tourists could drive straight in, and the same ease of access matters for everyone else,” he said. He also warns that the region must avoid over-fragmenting its marketing. “Don’t brand the Lake District under a dozen different names. Focus on one clear promise of what travelers will experience.”

At the Black and White Theatre Festival seminar in Imatra on Tuesday, local officials discussed whether culture could replace lost border tourism. Panu Kärri, Imatra’s tourism and events manager, noted a shift in spending from retail to experiences, but said the bigger challenge is persuading visitors to stay longer.

Juho Pesonen, professor of tourism business at the University of Eastern Finland, argues that culture and tourism are a natural fit. “Culture is what makes people interested in a destination in the first place,” he said. He calls for deeper collaboration between cultural producers and tourism operators, citing storytelling, product development and customer insight as areas where culture can add value. “We don’t have world-class Instagram spots here, but the blend of culture, lifestyle and nature is what defines eastern Finland.”

Tea Laitimo, project manager at Imatra, said the goal is to extend visitor stays through curated events and attractions. “Money stays when people stay,” she said.

Honkanen cautions that individual events can draw crowds, but only a steady calendar of distinctive offerings will sustain growth. “You see it when other visitors start showing up.”