“Women have played a very integral part in my professional and personal growth. To me, #SheforShe is not just about support — it is about actively encouraging the narrative for women in business. As an entrepreneur, I understand that opportunities often come through networks, recommendations and trust. I’ve realised that one introduction, one recommendation or one moment of backing someone in a room full of decision-makers can genuinely change the course of a woman’s career. That is where #SheforShe becomes real — not just in words, but in everyday business choices.”
L-R: H.E. Kimmo Lähdevirta, Ambassador of Finland to India; Sara Sodhi Juneja, Founder & CEO, Sara Consulting Services; Dr. Antti Herlevi, Counsellor-Trade and Investment Water and Circular Economy
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.”
Finland targets booming Indian market for further growth
The Finnish participants included a mélange of tourism boards, hotels, DMCs as well as FinnAir, the national flag carrier of Finland (Photo: India Outbound/Varsha Singh)
To promote travel from India to Finland, as many as 16 travel and tourism companies from Finland participated in Finland India Tourism Workshop 2025 held in New Delhi on Wednesday.
In order to strengthen its footprint in India, the biggest source market in Asia in terms of tourists for Finland as well as a rapidly growing market, 16 travel and tourism companies from Finland participated in the Finland India Tourism Workshop 2025 organised in Delhi on Wednesday, in order to meet with leading outbound travel tourism professionals from India.
The Finnish participants included a mélange of tourism boards, hotels, Destination Management Companies (DMCs) as well as FinnAir, the national flag carrier of Finland, while the Indian professionals were mainly from the luxury travel companies focussed on outbound travel from India.
According to the organiser, Sara Consulting Services, the workshop, that was organised in Mumbai and Delhi, got a very good response from the Indian travel trade community, reflecting its performance over the years.
Sara Sodhi Juneja
“The Indian market has performed very well for Finland in 2024 and reached record highs across many parametres. We have had actually a 35 pc growth in overall overnights in 2024 compared to 2023 and this is the year when we actually surpassed the overnights from 2019 as well, which was also like a benchmark year for us pre-pandemic, and in 2025 again, in February and March, we have seen record overnights, highest-ever from India to Finland and overall the growth for the entire Lapland region was also 90 pc in 2024 compared to 2023,’’ Sara Sodhi Juneja, Founder and CEO, Sara Consulting Services, tells India Outbound.
Rovaniemi, the capital of Finnish lapland and the mythical home of Santa Claus, is one of the most popular destinations in Finland for tourists, including Indians.
Sanna Karkkainen
“The response has been overwhelmingly warm since we started coming here, because we noticed that it is a unique destination. Rovaniemi, the official hometown of Santa Claus in Lapland, offers something really exotic and interesting for Indian audience and now, as the awareness and overall product knowledge for Lapland and whole Finland has become so much bigger and better, so we see that there is a huge fan base of tour operators all over in India,” Sanna Karkkainen, CEO, Visit Rovaniemi, the destination promotion organisation of Rovaniemi, tells India Outbound.
Karkkainen says that she has been a regular visitor to India and has seen rapid growth over the years.
For Finnair, the workshop presented an opportunity to reconnect with the travel trade and introduce new products and services of the carrier which serves as a network airline, connecting passengers not just to Finland but beyond as well.
Anupam Vig
“Western Europe, with cities like London, Amsterdam Zurich, has always been very popular as a destination for Indian travellers. Finland, which was aways a popular destination, is getting a lot more traction in the Indian market,’’ Anupam Vig, General Manager (India), Finnair tells India Outbound.
The organisers say that the workshop, held in Mumbai and then New Delhi, was very successful. “All the agents have been very happy. My key role behind this is always to make sure that people go more enriched about Finland and about the region and I think that endeavour has been fulfilled because people have been very happy about the learning and especially the interest for the workshop is also very high because there is a lot of learning involved and people want to learn about the regions and sell those regions and I think the next at least five years are definitely going to be very booming for Finland and the entire Nordic countries,’’ says Sodhi Juneja.
The Finland–India Tourism Workshop, organised by Sara Consulting Services, brought Finland closer to the Indian travel trade with impactful showcases in Mumbai and New Delhi. Despite heavy rains and a red alert in Mumbai, the event drew strong participation from industry professionals, highlighting the growing interest in Finland as a destination.
The workshop was held at the Four Seasons Hotel, Mumbai, on August 19, 2025, followed by The Imperial, New Delhi, on August 20, 2025.
This year’s edition brought together 16 partners from Finland and India, including the Embassy of Finland, New Delhi, leading destination marketing organisations, hotels, resorts, DMCs, and activity providers. Over two days, the event connected Finnish suppliers with India’s top luxury travel agents, tour operators, MICE organisers, and media, creating fresh opportunities for year-round travel to Finland.
Reflecting on the success of the showcase, Sara Sodhi Juneja, Founder & CEO, Sara Consulting Services, said, “In Mumbai, the response was overwhelming. Despite the red alert and torrential rains, the fraternity turned up in full spirit, making it a very productive day. It was heartening to see such commitment from the industry, and truly, only Mumbai could have pulled that off. In Delhi too, the event was a big success with participation from key partners and promoters of Finland, along with agents from Raipur, Chandigarh, Jaipur, and Kolkata. This shows Finland’s growing popularity not only in Tier I but also Tier II cities of India.”
She further highlighted Finland’s impressive growth in the Indian market, “We have seen a 35 per cent increase in overnights last year, and Lapland alone recorded a 90 per cent growth. The support from the Indian fraternity has been phenomenal, and we are confident of even stronger growth going forward.”
For Sara Consulting Services, this milestone also marked its first official showcase since its establishment. “Considering this was our very first event as Sara Consulting Services, I am truly delighted with the tremendous support we received from the Government of Finland, the Embassy of Finland, and the Finnish fraternity. With 16 participants, including some Indian partners with offices in Finland, the workshops proved highly productive, with many new products and insights being shared. Finland continues to evolve with newer hotels, igloo accommodations, and unique experiences, keeping the destination engaging and exciting,” Sara added.
Finnish Lapland’s wilderness just became even more exclusive with the announcement of Octola II, the latest ultra-private retreat from luxury pioneer Octola. Building on the success of the original Octola Private Wilderness & Spa, this new sanctuary promises unparalleled privacy, bespoke experiences, and a seamless blend of nature and Nordic luxury.
Nestled deep within nearly 800 square meters of untouched Arctic landscape, Octola II is designed for discerning travellers who crave both solitude and sophistication. The main lodge boasts five ensuite bedrooms, three saunas, a private spa, a gym, and a cosy cigar lounge — amenities that cater to both wellness and indulgence. Notably, the retreat features a Northern Lights–viewing room with glass ceilings and walls, allowing guests to marvel at the aurora borealis from the comfort of indoors.
Complementing the main lodge is the Octola II Supersuite Villa, offering two ensuite bedrooms, each with its own sauna, outdoor hot tub, and panoramic glass walls that immerse visitors in the Arctic’s ethereal beauty.
Octola II redefines exclusivity with its private transfer-only access and absence of online bookings, ensuring that each guest’s experience is crafted with the utmost discretion. Founded by Janne Honkanen, a veteran of the luxury travel industry, Octola continues to champion privacy as its “highest virtue,” merging sustainable eco-tourism with the highest standards of Nordic design.
In a strategic move to strengthen its presence in the Indian luxury travel market, Luxury Action, the multi-award-winning & pioneering provider of high-end Arctic experiences, is pleased to announce the appointment of Sara Sodhi Juneja as its official representative in India. Luxury Action specializes in creating high-end experiences and expeditions …
Change is the defining force of our times, reshaping geographies, generations, and geopolitics. In the world of tourism, too, change is the only constant. Luxury travel is also undergoing a silent shift and is being redefined beyond opulence. Are today’s high-end travellers looking for something less material and more purposeful? Are the old markers of luxury being reimagined? In this evolving dimension, TTJ attempts to explore a pertinent question: What does luxury travel mean in today’s times?
This simple yet powerful question lies at the heart of our exploration into the changing landscape of luxury travel. For some, luxury may still be defined by five-star service, private jets, and lavish design. For others, it is about having the freedom to disconnect, slow down, and experience a destination in a deeply and authentically meaningful way. It could mean the silence of a remote retreat, a bespoke journey curated to personal passions, or the rare privilege of access to the unexplored. Posing a leading question to the brightest minds in travel leads to new avenues of discussion, and each thought sparks innovations and shapes transformative journeys for tomorrow’s traveller.
Sara Sodhi Juneja, Founder & CEO, Sara Consulting Services announced, “Over the years I have supported Finnish tourism brands in the region, organising a number of Fam Trips, Workshops, Marketing & PR Collaborations. I am thrilled to share that my cooperation with them will continue & I am representing some fantastic Finnish Tourism brands.
“While heading Visit Finland in India & Gulf for seven years, my greatest achievement was driving the highest number of overnight stays from India to Finland to date. Another highlight was growing the number of Indian overnights to Finland by 35 per cent in 2024.”
While heading Visit Finland in India & Gulf for seven years, my greatest achievement was driving the highest number of overnight stays from India to Finland to date. Another highlight was growing the number of Indian overnights to Finland by 35% in 2024. I am now happy to continue my work on country branding projects with Team Finland India. Currently I am representing Visit Rovaniemi
Tourism Board for The Offcial Hometown of Santa Claus, Strawberry and Nordic Hotels & Resorts in Finland – Most Iconic Hotels in Helsinki, Apukka Resort, Rovaniemi – The premier glass igloos in Lapland and Eckerö Line – For seamless travel between Finland & Estonia! I am also organising the annual Finland Roadshow to India (Mumbai & New Delhi) this year.”
Sara Sodhi Juneja, a well-known name in India’s tourism representation space, has announced her independent international representation portfolio, Sara Consulting Services, beginning with a powerhouse selection of Finnish tourism brands. This move comes after a successful seven-year tenure heading Visit Finland in India and the Gulf, during which she achieved record-breaking performance for the destination.
In 2024 alone, Finland saw a 35 per cent rise in Indian overnights under her leadership, marking the highest number of overnight stays from India to Finland ever recorded. Her approach included trade-focused programming such as familiarisation trips, roadshows, media alliances, and tailored brand-building across India and the Gulf markets.
Speaking about her new venture, Sara stated, “My mission is to bridge the gap between my clients’ offerings and the diverse Indian traveller by fostering strategic, long-term integration with key stakeholders in the Indian travel industry. Leveraging a strong network and well-established relationships, we implement proven strategies to help tourism brands thrive in India’s dynamic and rapidly growing market”
As she embarks on this new chapter in her career, Sara now represents a portfolio of esteemed Finnish tourism brands, furthering their presence in India.
