According to several indicators, tourism in Helsinki is gradually returning to the level it was in 2019, before the pandemic. In fact, that level has been exceeded in some areas. Helsinki had more than 1.3 million recorded overnight stays in summer 2022, in addition to which the city had plenty of day visitors. Furthermore, approximately 15% of all the overnight stays are estimated to have taken place outside the official accommodation options, such as in private homes.
– Foreign visitors have once again found their way to Helsinki, says Tourism Director Nina
Vesterinen from the City of Helsinki.
Tourists came to the city from a number of countries.
– Helsinki is fortunate to have such an extensive customer base, which also promotes sustainability. In the grand scheme of things, it is not catastrophic if visitors from one market are missing. Even as we speak, hardly any visitors come from China. But of course, it can be devastating for an individual company that has focused heavily on that market, Vesterinen continues.
In summer 2022, the number of registered overnight stays by German and French visitors to Helsinki was very close to the 2019 level. After the Germans, the highest number of nights was spent in the city by tourists from the US, Sweden and the UK. Finnish tourists also resumed trips to the capital city and, in July, broke the record of overnight stays for the second year in a row.
Events attracted visitors; several new hotels opened
Summertime Helsinki was filled with events, which attracted visitors from Finland and abroad. For example, concerts at the Olympic Stadium and the UEFA Super Cup filled the city and its hotels. This year, the accommodation capacity of Helsinki increased by several new hotels, and since 2019 the hotel capacity has grown by more than 20%. Occasionally, this increased capacity came in handy last summer when the utilisation rate rose above 90%.
Events will continue to be important to Helsinki, going forward. Further developing this aspect and enhancing Helsinki’s competitiveness in holding international conferences and large-scale events are also the focal points of the Helsinki tourism and events programme 2022–2026.
Tourists appreciate real customer service agents
Between May and August, the staff at Helsinki Tourist Information, skilled in languages and providing customer service, reached more than 130,000 tourists from Finland and abroad. The feedback gathered face-to-face from the customers was predominantly positive. Additionally, the number of visits on the myhelsinki.fi website by foreign tourists nearly doubled.
In terms of attractiveness, customer service provided by real people remains a popular choice and is also a way of setting yourself apart from your competitors. As one visitor from the US put it: ‘It’s so great to talk to a person. I’ll come see you again soon!’
Effects of pandemic and war bring mixed future expectations
The coronavirus pandemic and the war of aggression that Russia is waging against Ukraine had a visible impact on tourism last summer. Only around half of the anticipated number of international cruise liners visited Helsinki, and their utilisation rates were considerably lower than before. This and the small number of Asian tourists caused tourist guides, incoming offices and adventure activity organisers, in particular, to have a less profitable summer than expected.
Even though business trips are on the rise, the number of upcoming events and exhibitions is high and expectations are positive for many of the travel markets that are important to Helsinki, such as Japan, the uncertain geopolitical situation, slower economic growth and accelerating inflation pose risks to the continued recovery of tourism. Furthermore, the effects of the energy crisis and rising costs on tourism are significant.
– At the same time, the tourism sector is suffering from a lack of employees. We try to help with finding solutions and promoting the necessary measures, step by step, says Tourism Director Nina Vesterinen.
New tourist information office opens in Torikorttelit
A new Helsinki Tourist Information branch opened in Torikorttelit on Monday 3 October 2022, on the corner of Sofiankatu and Aleksanterinkatu streets.
– A central location next to the Senate Square, as well as these new and improved facilities, is a natural place for us to continue providing advice year-round, says Tourist Information Manager Mari Somero.
Moving to the new location was part of long-term development work, which includes efforts to make the operations a smarter and more sustainable aspect of Helsinki’s attractiveness as a tourist destination. The service is undergoing a digitalisation process as a result of which information and brochures are distributed in a digital environment through the means of new innovations, without forgetting the importance of providing face-to-face service as well.
Aiming to become sustainable and smart
Helsinki’s strengths include a functioning society, diverse attractions, low traffic, sustainability and smart solutions, which are increasingly important factors in the tourism industry that is once again growing. The sea, cultural attractions, events and high-quality food options further add to the list of things that the city can offer to visitors.
– In May, we published the tourism and events programme for 2022–2026, and we are systematically working on its objectives and measures, says Vesterinen.
Helsinki’s strategic tourism goals include becoming an increasingly vibrant and globally more attractive travel destination and event venue, by adopting the role of a trailblazer, sustainable measures and smart solutions, such as the use of diverse and proactive information.
More information:
Helsinki tourism and events programme 2022–2026
News photo: Aleksi Poutanen
