Finland targets European leadership in fishing tourism

Finland aims to become Europe’s leading fishing tourism destination within the next decade, Yle reports. The country is developing fishing tourism services and business conditions while seeking more visitors to its seas, lakes and waterways.

The ambition is set out in a 10-year programme published by the Ministry of Agriculture and Forestry in 2024. The programme proposes measures to improve fishing tourism, business operations, sales and marketing.

Finland’s international profile remains a challenge despite its thousands of lakes. A survey conducted by Haaga-Helia University of Applied Sciences as part of the Boating Finland project found that 80 per cent of visitors to an international boating fair in Germany were at least fairly interested in Finland’s waterways and travelling to them. Only 17 per cent, however, had visited Finland.

Respondents were about as interested in Finland as in other Nordic countries, including Sweden, Norway and Denmark. Finland was nevertheless seen as a more distant destination, and many respondents were unfamiliar with its lake landscapes.

“There were even comments such as, ‘Oh, there are lakes there too?’” said Antti Jylhä, the project manager and research area director at Haaga-Helia.

Fishing tourism entrepreneurs in Viitasaari believe the programme’s goals can be achieved, but say they will be difficult to reach. Fishing guide Marko Pollari said individual businesses cannot succeed alone and that the entire travel chain must be developed, including tour operators, airlines, accommodation and transport services.

Pollari, who organises jig fishing trips on Lake Keitele and Lake Kolima in Viitasaari, said customers often value comfort and need a broad range of services, including package trips.

Fishing tourism has already produced results in Konnevesi. The municipality bought seven rapids in 2012 and has developed services around them for more than a decade. Riku Tulla, chief executive of Konneveden Voima, which is responsible for the municipality’s business services, said the rapids have attracted increasing numbers of foreign anglers in recent years.

The company’s largest markets are currently the United States, the United Kingdom and Switzerland, Tulla said. He described Finland’s fishing tourism destinations as “hidden gems” that remain relatively unknown abroad and need more effective marketing.

Jylhä said marketing should be more concrete and emotionally engaging, particularly on social media. The aim, he said, should be to show what fishing in Finland’s lake landscape feels like.