Finns increasingly prioritize cultural experiences, food, and unique activities over just price and warm weather when choosing their vacation destinations.
A recent study conducted by Apollomatkat reveals a shift in Finnish vacation preferences, with an emphasis on local culture and immersive experiences rather than just low prices and warm climates. According to the research, 55.2% of Finns consider local culture the most critical factor in selecting a holiday destination. Additionally, 44.4% of respondents prioritize culinary experiences, showcasing a growing trend towards gastronomic travel as an important part of their vacations.
Furthermore, 43.2% of Finnish travelers desire sunshine and beaches, while 28.3% appreciate short flight durations to their chosen destinations. This data indicates a clear movement towards more holistic vacation experiences that combine relaxation with enriching content, as stated by Satu Kontulainen, Communications Manager at Apollomatkat. She highlights that Finnish travelers now seek experiences that are memorable and provide sensory engagement.
The study also illustrates that 63% of Finns tend to plan their trips meticulously, indicating a trend towards thoughtful preparation and research before embarking on vacations. This changing mindset reflects broader global trends in travel behavior, where authenticity and personal enrichment are becoming increasingly valued. As Finnish people evolve their travel choices, understanding what influences these decisions can provide insights into tourism development in Finland and abroad.
