The British newspaper The Times, in an article published on February 20, enthuses about the Turku Archipelago, promoting it as an attractive destination for a long weekend road trip in the Nordic region. The piece, authored by journalist Laura Jackson, describes her explorations through Turku and the picturesque islands of Parainen, Nagu, Korpo, and Houtskari. Jackson emphasizes a myriad of local businesses, accommodations, and services that cater to visitors who enjoy swimming, locally crafted gin, and the stunning Nordic landscapes.

This reporting from The Times is indicative of the concerted public relations efforts by Visit Turku Archipelago that have yielded international media interest. The local tourism board acknowledges that such coverage is a result of long-term promotional strategies aimed at showcasing the unique offerings of this breathtaking archipelago. Jackson had also written a feature about the area's charm and diversity during her previous visit last summer, accentuating the allure of what she called "Finland’s offbeat third city" with its vast number of islands, promoting it as a hidden gem waiting to be discovered by more tourists.

By capturing the essence of the Turku Archipelago through engaging narratives and vivid descriptions, the article serves not only to promote tourism but also to enhance Finland's profile as a travel destination. The attention from respected international outlets like The Times could significantly boost visitor numbers, contributing positively to the local economy and sustaining the businesses that thrive on tourism.