Visit Finland

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.

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

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

• National tourism marketing
• Destination promotion services
• Sustainable tourism certification
• Tourism business training
• Inbound travel promotion

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. 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

Core 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

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core and secondary.

• Nice Group Consulting OycoreImplementation/ SI/ Consulting PartnerTraining 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 OycoreImplementation/ SI/ Consulting PartnerTraining partner providing internationalization training with trainers including Greta Tanskanen and Jan Badur for both Finnish and German markets
• Ellare OycoreImplementation/ SI/ Consulting PartnerTraining partner contributing expertise to internationalization coaching programs for Finnish tourism businesses
• Doama Solutions OycoreImplementation/ SI/ Consulting PartnerSTF (Sustainable Travel Finland) trainer providing practical sustainability training with Juho Ikonen specializing in development plans and certification
• Mood of Finland OycoreImplementation/ SI/ Consulting PartnerSTF trainer led by Anu Nylund specializing in responsible and regenerative tourism, providing Sustainable Travel Finland and DMO sustainability training paths
• Tarinakone OycoreImplementation/ SI/ Consulting PartnerStorytelling-focused training partner with Anne Kalliomäki providing nature and culture route development training and story-based productization
• HMMH Consulting OycoreImplementation/ SI/ Consulting PartnerTraining partner led by Hanna Lak specializing in revenue management, data-driven decision making, AI training, and digital leap programs for tourism businesses
• Flowhouse OycoreImplementation/ SI/ Consulting PartnerTraining partner with Miikka Raulo providing successful destination development training and social media marketing programs
• ATIRE Coaching & ConsultingsecondaryImplementation/ SI/ Consulting PartnerSTF trainer providing Sustainable Travel Finland training support with Tiina Reijonen
• Sitowise OysecondaryImplementation/ SI/ Consulting PartnerSTF trainer with Elina Levula providing sustainability reporting and circular economy training modules
• Taigawise OysecondaryImplementation/ SI/ Consulting PartnerSTF trainer with Päivi Suutari and Hanna Liappis providing inclusive tourism, safety, and responsible food tourism training
• Cordial Communications OysecondaryImplementation/ SI/ Consulting PartnerSTF trainer with Anu Ruusila providing sustainability communication training
• Intertravel OysecondaryImplementation/ SI/ Consulting PartnerSTF trainer with Esko Sorakunnas specializing in nature tourism environmental impacts and biodiversity
• Blueberry ConsultingsecondaryImplementation/ SI/ Consulting PartnerTraining consultant with Marjo Ranta-Irwin providing digital leap training, Culture Finland training path, and UK market expertise
• Planet EgansecondaryImplementation/ SI/ Consulting PartnerSTF trainer with Helena Egan providing sustainable tourism training with focus on safety and nature
• FinnaircoreStrategic or Co-development PartnerExpanded winter flight schedules coordinated to support tourism access to Lapland resorts
• RyanaircoreStrategic or Co-development PartnerExpanded winter flight schedules coordinated to support increased tourism capacity
• KLMcoreStrategic or Co-development PartnerExpanded flight routes coordinated to improve international accessibility
• BislenzcoreTechnology or IntegrationPlatform provider for survey tools including the Menestyvä matkakohde analysis tool and other DMO self-assessment instruments
• Regional Councils of FinlandcoreStrategic or Co-development PartnerRegional development funding partners including South Savo Regional Council supporting Eastern Finland sustainable tourism growth program

Scale indicators9 records

Recent moves6 records

Expansion highlights3 records

Direct 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

• LinkedInlinkedin.com/company/visit-finland

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Finland