Climate change opens unexpected new travel destinations as tourists seek respite from extreme heat
Extreme weather conditions are opening up new travel destinations around the world, including Finland. The small city of Heinola, in the region of Päijänne Tavastia, gained unexpected recognition when it was mentioned in a travel article in the British newspaper, The Times. The article listed 30 attractive travel destinations where tourists can vacation without enduring oppressive heat.
On a recent visit, Michael and Bernadette Jaeger from Bavaria, Germany, prepared a snack for their children on the deck of their boat, as they admired the scenery of Heinola port. Having already explored Helsinki, they are now getting to know Heinola. The family rented a houseboat to explore the Finnish lake landscape around Heinola. “There are fewer people here, there’s space for everything you want to do, and the temperature is perfect,” Michael praised. Bernadette added, “I also like these long days. It’s difficult to sleep at night when it’s so light, which is wonderful. The days seem to last forever.”
The Jaegers have spent vacations all over Europe, but Southern Europe is currently unattractive to them due to the heat. Marketing professional and tourism entrepreneur, Riikka-Maria Lemminki, has been closely following the discussion on tourism. She believes that news about heatwaves, floods, Sahara sand, and protests against tourism in Spain are already manifesting as an increase in the number of tourists coming to Finland.
“People’s awareness of phenomena affecting tourism has increased. It can be seen in the information people search for on Google, for example,” explained Lemminki. “At the same time, it’s been noticed that these phenomena are increasingly complex. For instance, the water shortage troubling Spain has made people consider responsibility: should there be water in the swimming pool, or is that taking away locals’ drinking water?”
Lemminki believes Finland should think about promoting tourism in a new way, highlighting meaningful features of the country. “We have many good things, such as clean nature and water, tranquility, suitable temperature, spaciousness, and the fact that we don’t have the extreme phenomena that afflict Southern Europe, for instance. We should also offer add-on services that tourists want.”
Igor Pepel, the CEO of houseboat rental company Houseboat.fi, is pleased with the start of the summer season. Renters have already arrived in Heinola from five countries in addition to domestic customers. “Tourists come here primarily to relax. It’s easy to come to Finland and Heinola, and the nature is beautiful here. The water and air are almost the same temperature, and you can move freely, which tourists enjoy a lot,” Pepel praised.
Heatwaves, floods, sand from Africa, and anti-tourism protests have been discussed with customers. “Many guests have told me they are avoiding traditional Southern holiday destinations because the temperature can rise to 45 degrees, but the weather here has been really good,” Pepel said.
Pepel believes that Finns still don’t see the forest for the trees and don’t praise their homeland enough. “Don’t hesitate to praise Finland. Dare to tell people about it, and they will come here. There are many experiences and adventures to be had. Local food and shops are also of interest. We just need to understand how to tell about them and share them with others.”