Kari Halonen
Rethinking Tourism Promotion Nordic-Baltic Region: A New Balance Between Public and Private Sectors
Rethinking Tourism Promotion in Finland and the Nordic-Baltic Region: A New Balance Between Public and Private Sectors How can national tourism organisations, regional destinations and commercial travel companies work together more effectively to generate international demand, improve accessibility and turn marketing investments into measurable tourism sales? By Kari Halonen,…
Southeast Asia Opens New Opportunities for Baltic and Nordic Tourism in 2027
A strategic outlook following ToolBox Consulting’s Southeast Asia Roadshow, organised in cooperation with OTR – October 2026 Southeast Asia is becoming an increasingly important region for international tourism, offering significant long-term opportunities for destinations and tourism businesses across the Baltic and Nordic countries. With expanding middle-class populations, growing international travel experience, and increasing interest in…
SWEDISH TOURISM ENTERED 2026 WITH MOMENTUM — BUT THE GROWTH STORY IS CHANGING
Swedish tourism delivered another strong performance in 2025 Tourism consumption reached a record SEK 504 billion, increasing for the fifth consecutive year and surpassing the pre-pandemic level. Tourism accounted for 2.8% of Sweden’s GDP, while the sector continued to support significant employment and economic activity across accommodation, transport, restaurants, retail, culture and experiences. But perhaps…
Türkiye and Finland: A Growing Tourism Opportunity
Turkey or Türkiye and Finland: A Growing Tourism Opportunity Turkish travellers are becoming increasingly important for Finland. Strong growth in arrivals and overnight stays, rising outbound travel from Turkey and growing interest in authentic nature-based experiences create a promising outlook for Finnish tourism — particularly beyond Helsinki and Lapland. A market on the rise The…
Tourest 2027: Plans Being Reassessed as Estonia Prepares for URC 2027
Tourest 2027 was originally planned to take place on 29–31 January 2027 at a new venue and with a renewed concept. However, the plans now need to be reassessed. The Ukraine Recovery Conference (URC 2027) is scheduled to take place in Tallinn at the same time, creating significant pressure on the city’s hotel availability, logistics…
Lufthansa Group Wi-Fi service free of charge
Our business partner, Lufthansa Group announced something very interesting: Lufthansa Group will begin rolling out its new Lufthansa Group Wi-Fi service on August 19. The first aircraft to receive Starlink connectivity will be a Lufthansa Airbus A320neo. The service will be free of charge for all Miles & More members and Lufthansa Group Travel ID…
Artificial Intelligence Is Rapidly Reshaping How Travelers Plan Their Trips
Artificial intelligence has become one of the most influential technologies in travel planning, fundamentally changing how people search for inspiration, compare destinations and make booking decisions. What was once viewed as an experimental tool is now becoming an integral part of the customer journey. According to Phocuswright’s 2026 report The AI Surge: Travel’s Fastest Behavioral…
LGBTQ+ Travel in Europe: A Growing Market Driven by Inclusion and Trust
LGBTQ+ tourism has become one of Europe’s fastest-growing travel segments. As destinations increasingly embrace diversity, equality and sustainability, LGBTQ+ travelers are placing greater value on destinations where they feel genuinely welcomed, respected and safe. Inclusivity is no longer a niche offering—it has become an essential part of destination competitiveness. According to the Italian Association of…
Experiencing Alvar Aalto’s Heritage from the Inside Out
Finland offers architecture and design enthusiasts a rare opportunity: not only to admire world-famous modernist buildings, but to stay in them. Here, architecture is not confined to museums or guided tours—it remains a living part of everyday life. For travelers interested in culture, design, and heritage, Finland provides immersive experiences that allow visitors to sleep,…