Visit Finland has launched a campaign to promote Eastern Finland as a prominent tourism destination, with the aim of attracting international tourists. The initiative involves a marketing effort dubbed "Chill like a Finn," which seeks to enhance the visibility of the region particularly in Germany, France, the UK, and Spain. Virva Katajala, the marketing head at Visit Finland, highlights that the goal is for Eastern Finland to be recognized in Europe as a place where the happiest people in the world take their vacations. This campaign emphasizes the unique aspects of Finnish summer holidays, which include activities like sauna bathing, swimming, and enjoying nature in a relaxed setting.

The campaign presents Eastern Finland as a cohesive tourist area, allowing visitors the opportunity to explore multiple destinations from Kymenlaakso to Kainuu during their holiday. Katajala states that many people are unfamiliar with the Finnish tradition of cabin retreats and the leisure activities associated with them. By showcasing these activities, the campaign aims to create interest among Central Europeans and introduce them to a new type of travel experience. The campaign is funded as part of a state plan to boost tourism in Eastern Finland, indicating the region's reliance on international visitors for economic recovery.

Overall, this initiative not only aims to revitalize the tourism industry in Eastern Finland but also reflects a broader strategy by the Finnish government to leverage unique cultural experiences for attracting international tourists. The focus on summer cabin culture and relaxation aligns with current travel trends, suggesting that Finland could present itself as an attractive alternative for leisure seekers in Europe who are looking for tranquility and authentic experiences.