The Saimaa region in Finland has seen a gradual increase in international tourism, particularly from Southern Savonia, which is known for its cottage culture. According to overnight stay statistics, travelers from Germany, France, the Netherlands, and Britain visited the region more than ever before last year, accounting for 84,000 overnight stays, which represents 13% of all visitors. This uptick suggests that the efforts to promote the region through engagement with bloggers are beginning to pay dividends.

However, while the current numbers of domestic and international tourists are approaching the levels seen in 2019, they still lag behind the peak years of Russian tourism. The surge of Russian tourists to Finland came to a halt following the Russian invasion of Ukraine, which initially closed the eastern border and severely impacted travel. For instance, in 2013, the region recorded 140,000 Russian overnight stays, a stark contrast to the current situation.

In looking towards the future of tourism in Saimaa, there is optimism among local business owners and tourism development leaders, such as Maisa Häkkinen of Miksei Mikkeli. She believes that the influx of international visitors bodes well for the local economy and that collaboration with social media influencers is helping to generate interest in the area's natural offerings. This shift in visitor demographics highlights the region's ability to adapt to changing global travel patterns, potentially reinforcing its appeal as a tranquil getaway for those seeking nature. Ultimately, the ongoing challenge will be to sustain this growth and continue attracting visitors in the face of evolving international circumstances.