Visit Finland
Visit Finland is Finland's national tourism board, operating as a division of Business Finland. It promotes inbound tourism and supports Finnish tourism SMEs and regional destination management organizations through destination marketing campaigns, the VF Akatemia training platform, Sustainable Travel Finland certification, and the Visit Finland DataHub product distribution platform.
- Company typePrivate
- Founded-
- HeadquartersHelsinki, Finland
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Visit Finland does
Visit Finland is the national tourism board of Finland, operating as a division of Business Finland, a Finnish government agency headquartered in Helsinki. Its mandate is to promote inbound tourism to Finland from international markets and to support the internationalization, digital development, and sustainability of Finnish tourism businesses. The organization serves two primary customer sets: international leisure travelers (segmented into long-haul markets such as Japan, China, India, USA, Australia, and European source markets) and Finnish tourism enterprises including hotels, tour operators, restaurants, experience providers, and regional destination management organizations (DMOs).
The organization's core product portfolio centers on three interconnected platforms. VF Akatemia (Visit Finland Academy) delivers structured training paths for tourism companies and DMOs covering internationalization, digital capability development, data-driven management, AI upskilling, and destination management, delivered through a network of specialized Finnish consulting partners. The Sustainable Travel Finland (STF) program is a multi-step sustainability certification ecosystem with an online hub, 7-step development path, and a certified-company network supported by dedicated STF trainers. The Visit Finland DataHub serves as a centralized product database enabling Finnish tourism products to be distributed in English to international sales and marketing channels. Supporting these are digital assessment tools built on the Bislenz platform for DMO self-evaluation and readiness benchmarking.
Visit Finland does not generate commercial revenue. As a government-funded national tourism organization within Business Finland, it provides services to Finnish tourism businesses and destinations free of charge or at subsidized rates. Its financial backing comes from public funding and it relies on coordinated partnerships with airlines (Finnair, Ryanair, KLM), regional councils, training consultancies, and influencer/media activations to deliver its destination marketing and B2B capability-building mandate.
Visit Finland firmographics
Firmographics- Name
- Visit Finland
- Legal name
- Business Finland / Visit Finland
- Website
- https://visitfinland.fi
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Visit Finland is Finland's national tourism board, operating as a division of Business Finland. It promotes inbound tourism and supports Finnish tourism SMEs and regional destination management organizations through destination marketing campaigns, the VF Akatemia training platform, Sustainable Travel Finland certification, and the Visit Finland DataHub product distribution platform.
- Ownership category
- akta.pro rank
Visit Finland industry classification
Industry- Product category
- National Tourism Promotion
- NAICS
- Convention and Visitors Bureaus (561591)
- akta.pro primary industry
- Tourism Trade & Services Exports Development (BPADAMAO)
- akta.pro secondary industry
- Impact Monitoring, Verification & Reporting (MRV) Tools (Impact KPIs, Compliance Reporting) (THAAANAN)
Keywords
Where Visit Finland is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices1 record
Markets served
Visit Finland business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Government Funding: Visit Finland operates as part of Business Finland, a Finnish government agency. It does not generate commercial revenue but is funded through public means to promote inbound tourism to Finland and support Finnish tourism businesses.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Visit Finland product offering
Product offeringCore offering
Visit Finland is Finland's national tourism board and a division of Business Finland. It promotes Finland internationally as a destination through marketing campaigns and supports Finnish tourism companies and regional destination management organizations (DMOs) through training programs (VF Akatemia), sustainability certification (Sustainable Travel Finland), digital tools (DataHub, Menestyv\u00e4 matkakohde, survey tools), and market intelligence to drive inbound tourism to Finland.
Product overview
Visit Finland operates as Finland's national tourism board providing a platform of interconnected services for tourism businesses and destination management organizations. The portfolio includes: VF Akatemia (training academy with multiple training paths for internationalization, digital skills, sustainability, and destination management); Sustainable Travel Finland (STF) program with online hub, 7-step development path, and company network for sustainable tourism; Visit Finland DataHub (product database for international product distribution); Menestyvä matkakohde (destination analytics using Bislenz platform); Kyselytyökalut (survey tools on BisLenz for readiness assessments); and campaign marketing initiatives promoting Finnish tourism internationally.
Differentiator
Problem solved
Functional benefit
Brands
- Sustainable Travel Finland (STF): A sustainable travel certification program for Finnish tourism companies and destinations
Products and services
- Sustainable Travel Finland (STF) Program Program for sustainable tourism development providing an online hub, a 7-step development path for companies and destinations, and a company network for sharing best practices and certifications. Targeted at Finnish tourism companies, DMOs, and destinations seeking sustainability credentials.
- VF Akatemia (Visit Finland Academy) Training academy offering structured coaching paths, training programs, and workshops for Finnish tourism companies and DMOs on internationalization, digital skills, sustainability, and destination management.
- Visit Finland DataHub Centralized product database where Finnish tourism companies create English-language product cards that are distributed to international sales and marketing channels for inbound tourism distribution.
- Menestyv\u00e4 matkakohde Analysis and Coaching Path Destination performance analysis tool and training path on the Bislenz platform enabling regional destination management organizations to evaluate capabilities across leadership, implementation, and administration dimensions.
- Sustainable DMO Coaching Path Coaching path for destination management organizations covering strategic leadership for sustainable destinations, low-carbon destination development, sustainability planning, and safety and crisis preparedness.
- Digiloikan ABC 2.0 (Digital Leap Training) Digital capability training program for tourism companies covering digital discoverability, digital ecosystem, distribution channels, digital marketing, customer listening, and data-driven management. Updated to version 2.0 in 2025.
- Internationalization Coaching Program for Tourism Companies 12-module internationalization coaching program for Finnish tourism companies covering market trends, customer segmentation, sales channels, pricing strategy, risk management, and funding.
- AI Coaching Path for Tourism Companies and DMOs AI training path for tourism companies and destination management organizations covering AI fundamentals, operational efficiency, customer experience, marketing optimization, and profitability improvement.
- Survey Tools for Regional Organizations Survey tools on the Bislenz platform including internationalization readiness assessment, digital readiness assessment, and data-driven management readiness assessment for tourism businesses and DMOs.
- Tourism Impact (Matkailun vaikuttavuus) Data and analytics service tracking tourism performance metrics, visitor statistics, and economic impact of tourism in Finland for industry and policy stakeholders.
Quantifiable outcome
- 5.1 million foreign visitors and €3.7 billion spending in 2025
- +2 more outcomes
Companies that use Visit Finland
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Visit Finland technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Visit Finland partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and secondary.
- Nice Group Consulting OycoreTraining partner for internationalization coaching programs for tourism enterprises, implementing Visit Finland's internationalization guide curriculum with multiple expert trainers including Pirjo Räsänen and Kirsi Mikkola
- NordicMarketing Finland OycoreTraining partner providing internationalization training with trainers including Greta Tanskanen and Jan Badur for both Finnish and German markets
- Ellare OycoreTraining partner contributing expertise to internationalization coaching programs for Finnish tourism businesses
- Doama Solutions OycoreSTF (Sustainable Travel Finland) trainer providing practical sustainability training with Juho Ikonen specializing in development plans and certification
- Mood of Finland OycoreSTF trainer led by Anu Nylund specializing in responsible and regenerative tourism, providing Sustainable Travel Finland and DMO sustainability training paths
- Tarinakone OycoreStorytelling-focused training partner with Anne Kalliomäki providing nature and culture route development training and story-based productization
- HMMH Consulting OycoreTraining partner led by Hanna Lak specializing in revenue management, data-driven decision making, AI training, and digital leap programs for tourism businesses
- Flowhouse OycoreTraining partner with Miikka Raulo providing successful destination development training and social media marketing programs
- ATIRE Coaching & ConsultingsecondarySTF trainer providing Sustainable Travel Finland training support with Tiina Reijonen
- Sitowise OysecondarySTF trainer with Elina Levula providing sustainability reporting and circular economy training modules
- Taigawise OysecondarySTF trainer with Päivi Suutari and Hanna Liappis providing inclusive tourism, safety, and responsible food tourism training
- Cordial Communications OysecondarySTF trainer with Anu Ruusila providing sustainability communication training
- Intertravel OysecondarySTF trainer with Esko Sorakunnas specializing in nature tourism environmental impacts and biodiversity
- Blueberry ConsultingsecondaryTraining consultant with Marjo Ranta-Irwin providing digital leap training, Culture Finland training path, and UK market expertise
- Planet EgansecondarySTF trainer with Helena Egan providing sustainable tourism training with focus on safety and nature
- FinnaircoreExpanded winter flight schedules coordinated to support tourism access to Lapland resorts
- RyanaircoreExpanded winter flight schedules coordinated to support increased tourism capacity
- KLMcoreExpanded flight routes coordinated to improve international accessibility
- BislenzcorePlatform provider for survey tools including the Menestyvä matkakohde analysis tool and other DMO self-assessment instruments
- Regional Councils of FinlandcoreRegional development funding partners including South Savo Regional Council supporting Eastern Finland sustainable tourism growth program
Scale indicators9 records
Recent moves6 records
Expansion highlights3 records
Visit Finland competitors and assessment
Company assessmentDirect peers
- Visit Iceland: Iceland's national tourism board, a small-population Nordic country with a similar nature-based, sustainable tourism proposition. Highly comparable business model and customer segments.
- VisitBritain: UK national tourism agency with a comparable mandate of inbound promotion, B2B industry support, and campaign-driven marketing. Direct peer in the European national DMO category.
- Visit Norway: Norway's national tourism organization promoting fjord, nature, and Arctic experiences with comparable target audiences and seasonal patterns. Direct peer competing for the same Nordic/leisure traveler mindshare.
- Switzerland Tourism: National tourism board of a small, premium, nature-rich country with strong sustainability credentials and high-yield visitors. Directly comparable in positioning, mandate, and B2B supplier development programs.
- Tourism Ireland: Ireland's national tourism development authority with a comparable small-country DMO mandate, nature/culture-led brand positioning, and B2B industry development programs. Direct peer in the national tourism board category.
- Visit Denmark: Denmark's national tourism organization with a comparable DMO mandate, Nordic positioning, and B2B support services for tourism businesses. Direct peer in the same regional DMO peer group.
- Tourism New Zealand: National tourism board of a small, nature-led destination with strong sustainability positioning and similar long-haul market focus. Highly comparable in mandate (DMO plus 100% Pure campaigns) and audience (active nature travellers).
- Brand USA: USA's national destination marketing organization with a comparable inbound promotion mandate, large-scale campaign marketing, and B2B support for U.S. travel suppliers. Direct peer in the national DMO peer group.
- Visit Sweden: Sweden's national tourism board promoting a Nordic destination with a similar focus on nature, culture, and sustainability. Closest direct peer given shared Nordic positioning, similar B2B support model, and overlapping source markets.
- Tourism Australia: Australia's national tourism agency with a strong nature-led proposition, long-haul market focus, and similar campaign-driven marketing model. Directly comparable in DMO structure and audience targeting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
Visit Finland social profiles
Digital presenceVisit Finland financial estimates
Financial estimateRevenue estimate
Valuation estimate
Visit Finland leadership team
Management profileNumber of profiles
Profiles3 records
Visit Finland funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Visit Finland M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Visit Finland
What does Visit Finland do?
Visit Finland is Finland's national tourism board and a division of Business Finland. It promotes Finland internationally as a destination through marketing campaigns and supports Finnish tourism companies and regional destination management organizations (DMOs) through training programs (VF Akatemia), sustainability certification (Sustainable Travel Finland), digital tools (DataHub, Menestyv\u00e4 matkakohde, survey tools), and market intelligence to drive inbound tourism to Finland.
Is Visit Finland a public or private company?
Visit Finland is a private company. It is classified as state government owned and is currently operating.
When was Visit Finland founded?
Visit Finland was founded in -1. It employs 51 to 100 people.
Where is Visit Finland based?
Visit Finland is headquartered in Helsinki, Finland, in the Europe region.
How does Visit Finland make money?
One revenue line is on record: government Funding.
Who are Visit Finland's main competitors?
Direct peers on record are Visit Iceland, VisitBritain, Visit Norway, Switzerland Tourism, Tourism Ireland, Visit Denmark, Tourism New Zealand, Brand USA, Visit Sweden and Tourism Australia.
Does Visit Finland have an API?
No public API is recorded for Visit Finland.
What industry is Visit Finland in?
Visit Finland's product category is National Tourism Promotion. Its primary akta.pro industry code is BPADAMAO, Tourism Trade & Services Exports Development, with a secondary code of THAAANAN, Impact Monitoring, Verification & Reporting (MRV) Tools (Impact KPIs, Compliance Reporting). Its NAICS code is 561591.