Entered by City of Helsinki

Helsinki identified a significant gap between the quality of its tourism businesses and their digital visibility. While many local businesses offered high-quality visitor experiences, their online presence often failed to reflect this. Common challenges included missing, incomplete or outdated Google Profiles, weak search engine visibility, inconsistent information across digital channels, and limited references to Helsinki as a destination on their websites. Information about sustainability and local partnerships were frequently difficult to find. These shortcomings reduced both businesses discoverability and the visibility of Helsinki as a tourist destination.

Many businesses recognised the need to improve but lacked the expertise, resources, and evidence needed to determine where to focus their efforts. At destination level, Helsinki lacked a systematic way to measure digital visibility across its tourism ecosystem and identify the most impactful development priorities.