The Embassy of Finland in New Delhi, in partnership with Sara Consulting Services, hosted its annual Christmas dinner for members of the Delhi-based Indian travel trade and media at the Ambassador’s residence in New Delhi, celebrating a year of remarkable growth in tourism between India and Finland.
Addressing the gathering, H.E. Kimmo Lähdevirta, Ambassador of Finland to India, highlighted the strong momentum in bilateral tourism and acknowledged the pivotal role played by the Indian travel fraternity in driving this success.
“Tourism between India and Finland is showing strong and measurable growth, and we would like to sincerely thank the Indian travel community for its continued support, commitment, and partnership. Your efforts have played a central role in expanding awareness of Finland as a destination and in translating interest into actual travel.”
Highlighting key milestones, the Ambassador shared that 2024 marked a record year for visa issuance, with the Embassy of Finland in New Delhi granting the highest number of visas ever to Indian citizens. This growth was mirrored on the ground, with overnight stays from India to Finland increasing by 35 per cent during the year.
He added, “Even more striking is the growth in Rovaniemi, in Lapland, where overnight stays from India rose by 90 per cent in 2024. These figures reflect not only rising demand, but also the effectiveness of collaboration between destination partners, airlines, tour operators, and authorities.”
Emphasising tourism’s wider impact, Ambassador Lähdevirta pointed out that the sector plays a vital role in Finland’s regional development, employment generation, and international connectivity. Reaffirming Finland’s long-term commitment to the Indian market, he formally introduced Sara Consulting Services as the destination representation partner in India.
“We are especially pleased to introduce Sara Consulting Services, which is now actively working to promote Finland as a travel destination in India with the full support of the Embassy. Together with SARA Consulting Services and our partners in the Indian travel trade, we aim to build long-term, structured cooperation to sustain and further expand this growth,” he said.
Positioning India as a strategic market, the Ambassador highlighted the country’s rapidly growing outbound travel potential. “Driven by rising economic prosperity and as one of the world’s fastest-growing major economies, India is emerging as a top global source market for leisure travel. Within Asia, India has particularly strong potential to become one of Finland’s leading source markets,” he added.
Finland’s strong brand equity among Indian travellers was also a key focus of the address. Widely recognised as the world’s happiest country, a title it has held consistently for eight years in the World Happiness Report, Finland has carved a distinctive niche, especially through its winter offerings.
“Winter experiences such as snow activities, husky and reindeer safaris, viewing the northern lights, and visiting Rovaniemi, the home of Santa Claus, have created a strong and unique appeal for Indian travellers,” Ambassador Lähdevirta said, noting that these experiences have generated significant word-of-mouth visibility, particularly among urban Indian audiences.
Beyond winter, he observed a growing interest in Finland’s summer experiences, with the Helsinki region, archipelago, and lakeland areas witnessing increasing demand. “Indian travellers are discovering Finland’s long summer days, pristine nature, lakes, forests, and coastal landscapes, which complement the country’s winter image and support year-round tourism,” he added.
Drawing cultural parallels, the Ambassador highlighted Finland’s sauna culture as a meaningful point of connection. He shared, “Sauna is deeply ingrained in Finnish society. Many Indian travellers see parallels between sauna traditions and Indian wellness practices such as Ayurveda, particularly in their shared emphasis on relaxation, balance, and overall well-being. This connection adds depth to the visitor experience beyond sightseeing.”
Finland’s reputation for safety, cleanliness, and sustainability was also cited as a major draw for Indian travellers. “These attributes are highly valued by Indian visitors, who seek destinations that are secure, well-organised, and environmentally responsible,” he said.
Touching upon culinary experiences, Ambassador Lähdevirta noted the positive reception of Finnish cuisine among Indian travellers. “Finnish food, with its focus on fresh, local, and seasonal ingredients, from traditional dishes like reindeer meat to a wide variety of breads and pastries, adds another enriching dimension to the destination experience.”
Concluding his address, Ambassador Lähdevirta said, “The growth we are witnessing today is the result of shared effort and strong cooperation. Tourism between India and Finland is on a solid upward trajectory, and we look forward to continuing this journey together with Sara Consulting Services, our partners in the Indian travel fraternity, and all stakeholders involved in building Finland’s presence in India.”
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