In Finland well-being comes naturally

Finland is a land of crystal-clear waters, clean air, and almost unbelievable nature experiences. It is precisely these strengths that provide companies in the wellness sector with a unique foundation on which to build services centered on nature, tranquility, and well-being.

A close relationship with nature is certainly one reason for Finnish happiness. International travelers need not fear Finland’s natural environment, which offers gentle experiences and easily accessible adventures. It is hoped that the offerings in well-being and nature tourism will attract travelers from a wider geographic area. City life in the south and a reindeer safari in the north can be part of the same trip. Travelers get to experience the best of Finland, while at the same time fostering new types of business between cities.

The InnoCities project, which leads the way in Well-being and Nature Experience Tourism, is accelerating the development of responsible, year-round tourism in Finland. Rovaniemi is the driving force behind the project. Rovaniemi is home to the Arctic Sport & Wellbeing Hub, which combines physical activity, wellness, and Arctic expertise. Lahti is a hub for nature, sports expertise, and sporting events, and is actively involved in the project. The network collaboration includes the City of Rovaniemi, LAB University of Applied Sciences, Lapland University of Applied Sciences, the University of Lapland, as well as VTT, Turku, Kuopio, and Liminka.

What is already happening?

Cross-city packages. Two cities, one booking. We’re building it so you can catch the thrill of Lahti’s sporting events, then head north to chase the northern lights, with wellbeing services and nature the whole way.

The quiet months become a season of their own. April and October are being filled with retreats and wellbeing weekends, which means year-round income and jobs, not just two rush peaks.

Nature is for everyone. Covered trails, routes for people with limited mobility, and service designed around the user. Accessibility is built in from the start, not glued on afterwards.

Sustainability is the business. We’re proud of our nature, so we look after it. That’s why we’ve built the whole business around sustainability, side by side.

Collaboration? That’s what we do best. No single company can pull research institutes, businesses, and tourism operators into one team. A city can. If your city is in the same situation, let’s talk. We’ll tell you what we’ve learned so far.

Contact: Ronja Rytkönen, ronja.rytkonen@rovaniemi.fi