Tourism sector in Finland faces challenges as peak season concludes at Water Park Serena

On a hot August day, the slides at Water Park Serena sit empty as schools have reopened, marking the end of Finland’s peak summer tourist season. Most tourist attractions in Finland will close by tomorrow, unlike many other European countries where the tourism season hits its peak in August.

While Finnish families have already concluded their summer holidays, traditionally, Central European tourists begin arriving in August. Many are surprised to find that some tourist services have closed or shortened hours. The early summer holiday schedule in Finland complicates efforts to attract more visitors from abroad.

According to Petteri Järvenpää, Deputy CEO of the amusement and water park company Puuharyhmä, which includes Water Park Serena, they see August as having significant growth potential for the tourism sector. He noted that tourism business relies heavily on volume, which is currently low in Finland.

In the summer of 2022, there were 23.5 million foreign overnight stays in the Nordic countries, but Finland’s share was only 7%, down from 9% in 2019. Järvenpää highlighted the decline in competitiveness due to recent crises, as the country loses market share during peak holiday seasons when foreign tourists contribute significantly.

Tourism entrepreneurs and organizations in Finland are advocating for a two-week extension of the summer school holidays to help revitalize the industry. A report from the Ministry of Economic Affairs previously suggested that shifting the summer break could potentially increase summer tourism revenues by €219 million annually.

Despite these proposals, no measures regarding the shift in school breaks have been prepared by the ministry, leading to disappointment among tourism stakeholders. They stress the importance of recognizing tourism’s role in Finland’s economy and the need to remove barriers to growth.