Visit Finland partners with ForwardKeys to share travel intelligence and insights with all travel trade partners. This collaboration aims to improve regional tourism opportunities across key areas such as the Helsinki Region, Lapland, Lakeland, and the Coast and Archipelago, increasing their attractiveness to visitors and growing annual tourist arrivals. However, it’s not a case of driving growth at all costs — the focus is on attracting the right visitor profile to preserve the beauty and charm of these lesser-known destinations.

Helsinki, Finland’s capital, has effectively utilised ForwardKeys’ outlook data to better prepare for the upcoming season and optimise the timing and targeting of their marketing and sales activities.

Leena Lassila, Director of Visitor Attraction & Convention Bureau at Helsinki Partners, highlights the significance of ForwardKeys to their partnership collaboration, “For businesses within the “Makers of Helsinki” network, which includes tourism, events, and restaurant sectors, the flight reservation data on the Helsinki Destination Insights platform “DataLokki” is highly valued. This data is instrumental in preparing for the influx of visitors and planning city marketing campaigns.”

Helsinki also serves as a gateway to other Finnish destinations, such as the picturesque Finnish Lakeland and the world’s largest archipelago, which are still relatively unknown to international visitors. Lapland’s various travel destinations have seen increasing numbers of visitors arriving on direct flights.

These visitors tend to stay longer and explore nearby destinations, contributing to the sustainable growth of tourism in the region. All these destinations primarily depend on international travellers arriving by air — making the air ticketing data provided by ForwardKeys a game-changer for these regions.