Global Demand, Local Benefits International Tourism Driving Growth in Satakunta

International Tourism Growing in Finland

According to Visit Finland (2026), international tourism to Finland grew significantly last year and faster than the European average. Foreign overnight stays in accommodation establishments reached a record 7.2 million, representing a 12% increase compared with the previous year. Across Europe, growth was only 3%.

The number of international visitors to Finland rose to 5.1 million, with strong growth particularly in leisure travel and meetings and congress tourism. These segments generate high economic value, as international visitors typically spend more on accommodation, services and experiences.

International Visitors in Satakunta

Tourism statistics show that accommodation demand in Satakunta has recovered after the pandemic. Domestic travellers remain the largest group, but the number of international visitors has increased in recent years.

Year	Domestic visitors	International visitors	Total
2019	334 663	57 465	392 128
2020	288 815	24 220	313 035
2021	337 711	28 310	366 021
2022	367 406	47 175	414 581
2023	352 924	50 308	403 232
2024	351 043	63 348	414 391
2025	306 987	53 892	360 879

Table 1. Registered accommodation in Satakunta 2019–2025 (Statistics Finland, 2026).

Official statistics do not include unregistered accommodation, such as short-term rentals booked through platforms like Airbnb or Vrbo. These have grown rapidly in recent years. According to Statistics Finland, international platform bookings in Satakunta increased significantly between 2018 and 2024.

Satakunta	2018	2019	2020	2021	2022	2023	2024
Total	27 274	33 608	30 322	44 740	60 133	79 349	107 298
Domestic	17 127	21 960	24 403	34 979	42 856	57 521	73 209
International	10 147	11 648	5 919	9 761	17 277	21 828	34 089

Table 2. International short-term accommodation booked via digital platforms in Satakunta 2018–2024 (Statistics Finland, 2026).

Based on regional estimates, international overnight stays in Satakunta in 2025 were likely around 60,000–70,000 when unregistered accommodation is included. This suggests that official statistics underestimate the real volume of international tourism in the region.

Why International Tourism Matters

Finland’s total tourism demand reached €16.6 billion in 2024, slightly exceeding the pre-pandemic level of 2019. However, domestic tourism spending decreased, while international visitor spending increased.

International tourism is important for three main reasons:

• It functions as an export sector, bringing new money into the national economy.
• It supports core tourism services more strongly: around 74% of international tourism spending goes to accommodation, restaurants and passenger transport.
• It strengthens the tourism industry’s economic structure, as international demand is more concentrated in tourism services.

In a situation where domestic demand is declining, international tourism helps stabilise and grow the tourism sector.

Strengthening International Tourism Through Cooperation

International tourism development in Satakunta is based on cooperation between regional organisations and tourism businesses. The Satakunta Tourism Internationalisation Team has worked for several years to strengthen international readiness in the region.

As part of the Next Level – Satakunta’s Growth Through International Tourism project, tourism businesses’ digital readiness was analysed in 2025. The study identified 161 tourism businesses across the region.

Key findings showed that:

• 59% of businesses offer their websites in English or another foreign language
• 49% provide online booking
• 36.6% are listed in Visit Finland’s DataHub database

Accommodation providers are generally better prepared for international markets than restaurants or activity providers.

Developing International Tourism Products

A series of workshops was organised to develop tourism products for international markets and strengthen cooperation between businesses. The workshops identified Satakunta’s key attractions, including UNESCO World Heritage sites, coastal destinations, industrial heritage areas, Alvar Aalto architecture, and national park landscapes.

Germany was selected as the main target market due to its strong market potential and geographic proximity.

Three international touring concepts were developed:

• Timeless Satakunta – Alvar Aalto, Ironworks and Cultural Heritage
• Explore the Nordic Nature by the Four Waters Route
• Maritime Satakunta – Seaside Towns, Islands and Coastal Heritage

The workshops resulted in a regional product manual for tour operators, containing more than 60 tourism products from Satakunta.

Internationalisation Requires Strategic Development

For tourism businesses aiming to reach international markets, several basic conditions must be met:

• clearly defined tourism products with price, duration and availability
• English-language websites and online booking systems
• understanding of B2B cooperation with tour operators
• collaboration with other tourism businesses
• high standards of quality, safety and sustainability

International tourism development is not a single project but a long-term strategic process. In Satakunta, cooperation, product development and international touring routes are already strengthening the region’s tourism offering.

When tourism products are well developed, networks function effectively and purchasing is easy for customers, global tourism demand can translate into local economic benefits and sustainable growth in Satakunta.

Acknowledgement

This article was written as part of the Next Level – Growth of Satakunta Tourism through Internationalisation project, funded by the European Union’s Just Transition Fund (JTF). The Next Level project aims to strengthen the internationalisation readiness of tourism businesses in the Satakunta region.

Author

Saila Valkeaniemi, Master of Hospitality Management (MHM)
Research Manager, Tourism Development Centre
ORCID: 0000–0002–0714–2269

Saila Valkeaniemi is a tourism business expert with an entrepreneurial background and more than 25 years of experience in the tourism industry. She strongly believes in the power of collaboration and in achieving more through cooperation.

References

Nurmi, O. (29 June 2021). Airbnb and similar platforms are mostly used by foreign visitors – a quarter of international bookings came from Russia in 2019. Retrieved 27 February 2026 from
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Statistics Finland. (2026). International short-term accommodation bookings via digital platforms in Satakunta 2018–2024. [Statistics]. PxWeb database.

Visit Finland. (17 February 2026). Record number of international overnight stays – tourism in Finland growing faster than elsewhere in Europe. Retrieved 27 February 2026 from
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