Eastern Finland tourism rebounds as Russian visitor losses fade

Tourism revenue is rising across Finland, particularly in regions attracting international visitors, according to a study by research firm Visitory covering over 50 areas.

Last year, growth was strongest in the Helsinki capital region, Tampere, Vaasa, Lapland, and Southeast Finland, where foreign tourists spent heavily on hotels, retail, and services. Elsewhere, domestic travelers spent less than in previous years.

In Southeast Finland, Lappeenranta led with €148 million in tourism revenue, a 3.2% increase from 2025. However, the region still trails North Savo, where tourists spent nearly €340 million. In Uusimaa, Hanko saw an 18% jump to €17 million, driven by its popularity for windsurfing and other outdoor activities.

Kymenlaakso’s growth was concentrated in Kouvola, where tourism revenue rose 8% to nearly €70 million. The combined revenue for Kotka-Hamina was €87.5 million.

Lapland remained the clear leader, with Rovaniemi reporting an 11.5% increase to €402 million, Inari reaching €175 million, and Kittilä €233 million. The growth was largely due to higher spending by foreign tourists, particularly on experiences and activities.

Tourism also plays a major role in employment. Across the 50 areas studied, the sector provided jobs for over 23,000 people. South Karelia and Kymenlaakso each added more than 2,200 direct jobs, while Rovaniemi created over 1,700 and Tampere nearly 2,000. However, productivity gains mean workforce growth has not kept pace with rising visitor numbers.

Meanwhile, tourism revenue declined in Southwest Finland, Central Finland, and the Oulu region, where domestic travelers dominate.