Entered by Visit Estonia under Enterprise Estonia

Finland is Estonia’s most important inbound tourism market, but also one of its most mature. The challenge was not awareness: Estonians and Finns are close neighbours, with frequent ferry connections and high familiarity with Tallinn. The challenge was giving Finns a fresh reason to return - and to see Estonia as more than a familiar weekend destination.

The need was visible in the data. In 2024, Estonia welcomed 696,000 accommodated tourists from Finland, still 13% below 2019 levels. In 2025, Finnish arrivals declined in almost every month. By January-February 2026, Finnish overnight stays were 23% below the pre-pandemic benchmark, with the decline outside Tallinn particularly pronounced.