Finland's national tourism authority, Visit Finland, along with a delegation of 25 Finnish tourism companies, concluded a roadshow in China last week, visiting Hong Kong, Beijing and Shanghai from March 24 to 28. The three-city tour aimed to deepen partnerships with China, Finland's largest Asian tourism market, and explore new opportunities for collaboration amid the ongoing post-pandemic recovery.

"We are here today with our 25 supplier partners. It is a sign that we value the market," said Teemu Ahola, director of International Operations at Visit Finland. He highlighted that Chinese travelers now rank eighth globally in overnight stays in Finland, nearing pre-pandemic levels and maintaining their position as Finland's top Asian source market.

"If we look into Chinese overnight stays in Finland in 2024, we see the one-year growth has been over 60 percent compared to 2023, which gives a signal that we are coming back. However, it's still a long way to go and that's why we are here to bring back the business," Ahola added.