visit finland kristiina hietasaari

Kristiina Hietasaari

Visit Finland

Kristiina Hietasaari on nimitetty Visit Finlandin uudeksi johtajaksi 1.1.2021 alkaen.

Nykyinen johtaja Paavo Virkkunen on 1.6.2020 lähtien toiminut Business Finlandin organisaatiossa Finland Promotion Services –palvelualueen johtajana. Finland Promotion Services käsittää Visit Finlandin, Invest in Finlandin sekä Suomen kaupallisen maakuvan strategisen ohjauksen toiminnot.

Porvoossa asuva M.B.A. Kristiina Hietasaari on työskennellyt matkailuedistämisen parissa vuodesta 2010 lähtien. Hietasaari aloitti matkailun parissa Matkailunedistämiskeskuksessa, joka muuttui myöhemmin Finproksi ja vuonna 2018 Business Finlandiksi. Visit Finlandin johtajaksi hän nousee Business Development –yksikön johtajan paikalta.

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Finnish travel industry going carbon-neutral

Credits: Mikko Nikkinen

We want to support Finland in achieving its position as a leading country in sustainable tourism.

Visit finland and 60 other finnish tourism companies and regions, have signed the glasgow declaration for climate action in tourism in june 2022..

The Glasgow Declaration is the most comprehensive statement about climate change in the tourism sector. The declaration provides a framework that, for the first time, brings together all operators in the tourism industry around these shared commitments in five different ways: measuring and reducing CO2 emissions, reforming policies, increasing cooperation, and securing funding needed for development.  

“Visit Finland wants to do its part in achieving these goals, and our strategy is guiding us towards an inclusive and professional industry as well as a holistically sustainable travel destination that will be carbon-neutral by 2035. Visit Finland's own climate measures are related to, among other things, responsible business trips, events, and communication. Above all, the goal is to offer tools to Finnish tourism companies in the form of the Sustainable Travel Finland program", says Kristiina Hietasaari , the senior director of Visit Finland.  

Tourism must continue to be possible in the future, and the business opportunities and employment offered by the tourism industry have to be ensured. Sustainable tourism supports essential national goals, such as regional economic development and the fight against climate change. 

“Finland's tourism product is sensitive to the effects of the warming climate. It must be safeguarded as we want travelling to be possible also in the future. The development of low-carbon travel options, experiences, and destinations must be secured. The Finnish tourism industry is committed to this common goal”, Hietasaari continues. 

“We want to support Finland in achieving its position as a leading country in sustainable tourism and show our region's tourism operators and stakeholders that environmental responsibility affects us all, and only with responsible actions can we preserve our unique lakes and nature for future generations”, says Katja Vehviläinen , director of regional destination management organization goSaimaa.  

“Sustainability must be a way of life, it is not a choice we have. The future of our kids relies on it. Our actions today will directly affect their tomorrow”, says Theo Turner , CEO of Wild About Lapland.  

Find more information about The Glasgow Declaration on Climate Action in Tourism at UNWTO website >>

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Finnish Hospitality Heroes

Credits: Vastavalo / Juha Määttä

Press release, Helsinki, 30 June 2021

Visit finland celebrates finnish hospitality heroes while leisure travel restarts.

From the outset, Finland is a great country for post-pandemic travel. The country is known for its nature, room to roam, inherent personal distances and the world’s cleanest air. Finland is also serious about cleanliness, safety and social stability.

“Finns don’t give up easily, and our travel industry let their creativity fly. Entrepreneurs sought out innovations, created new, safe experiences and helped others. Essentially, they prepared for a new era of health-conscious travel, something our country’s assets are perfect for”, stresses  Kristiina Hietasaari , Head of Visit Finland at Business Finland.

Visit Finland is presenting eight inspiring stories about unrelenting travel industry heroes and their courage during the pandemic.  From late June, Visit Finland will be highlighting these heroes on their social media channels and website.These stories show the Finnish travel companies’ tireless work to create safe and memorable experiences for their guests.. The highlighted heroes also share a strong ambition to develop the Finnish travel industry and advance its sustainability.

“As for the future, we believe that wellbeing, authenticity and sustainability will continue to trend upwards. Our goal is to make Finland the most sustainably growing destination in the Nordics”, Hietasaari states.

Get to know the Finnish Hospitality Heroes and their inspiring stories:

Joonas Nurmi

Helsinki Citycopter  is a company that was born out of the pandemic. The company provides sustainable luxury helicopter flights over Helsinki as well as flights to other destinations, including the Archipelago and wildlife watching locations. They also provide transfers to and from Helsinki Airport, meaning you can reach your flight without setting foot inside the airport.

Ever the brave Chef and culinary influencer did not stand still when the pandemic hit. During the lockdown, he organised a week-long charity event where thousands of top-notch dishes were provided to people who usually do not get to enjoy fine dining. What’s more, he also worked together with scientists to discover successful new ways of battling the virus in his restaurants.

Maija Suutarinen

The charming  Hakamaa Sheep Farm  in Petäjävesi, Central Finland, managed to play the pandemic to their advantage by developing new, virus-safe services, such as relaxing forest escapes and virtual sheep encounters for remote meetings. They also have a small farm shop selling own and local products and are soon opening a restaurant with the help of crowdfunding.

Kirsi and Mark Heidt

The café chain  Valkoinen Puu  doubled their operations during the pandemic. Their cafés in Seinäjoki, Kauhajoki, Tampere and Jyväskylä serve delectable cakes and other treats that are made with ingredients from local producers. The essence of their business is mood, interior design, baked goods, food and coffee accompanied by great service.

Jussi Paavoseppä

The novel and chic  The Barö  archipelago hotel opened in June 2021, providing incredible experiences in the Inkoo Archipelago. Located only an hour from Helsinki, the attractive boutique hotel also provides contactless service for safe visits. The hotel is built with eco-friendly natural materials. Sustainability have been part of the new hotel from the very start.

Janne Leinonen

Savonlinna’s  Vip Cruise  allows passengers to travel safely in the mesmerising labyrinth of Lake Saimaa. One of their main attractions is the newly renovated steamboat S/S Paul Wahl, renewed during the pandemic. They offer a unique luxury experience for all senses.

Juha Kuukasjärvi

Hotel Iso-Syöte  is a great example of Finnish determination. When ravaged by fire, the owners doubled down and built anew. Not even the pandemic has slowed them down, and now travellers get to enjoy a new design-driven hotel with top-level experiences in grand scenery, located atop a fell next to a serene national park.

Lauri Sassali

Kota-Husky  in Posio, Lapland, provides adventures with huskies in the magical Riisitunturi National Park. A pioneer of sustainable travel and animal welfare, the company has received the Sustainable Travel Finland label. By finding new customers, the company has survived the toughest times and is now looking forward to welcoming international travelers again.

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For more information on healthy and safe travel, and inspiring destinations in Finland, visit  https://www.visitfinland.com/en/practical-tips/health-and-safety/

About Visit Finland

Visit Finland, a unit of Business Finland, is a national authority on tourism and an active force in promoting international travel to Finland. Its main goal is to develop Finland’s international image as a destination. Visit Finland supports the travel industry through research and helps businesses and groups develop products and services for the international market. For more information, please visit  www.visitfinland.com .

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Post-COVID tourism turns towards sustainability

Snowy landscapes, such as this one in Ylläs, Lapland, are among Finland’s biggest tourist attractions. 

The Covid pandemic has profoundly changed tourism but not only to the worst. It has helped us to discover local travel gems and make sustainability a number one priority across the industry, writes Kristiina Hietasaari, Senior Director at Visit Finland.

We Finns are avid travellers. In 2019, Finland  ranked fifth  among European countries in the number of nights spent abroad per inhabitant. During the last couple of years, most of us were forced to stay in Finland for our holidays as the global pandemic strongly restricted travelling abroad. For many, the initial disappointment soon turned into a positive perception of our own country as a holiday destination. Trips around one’s own surroundings and to destinations on the other side of the country revealed many hidden gems and oases for relaxation or inspiration. It isn’t a surprise to us any more that people from other countries consider Finland, and especially our pure nature, so beautiful and fascinating. 

Now that travelling within Europe and from the US is quickly picking up – and hopefully soon also from Asia – every country and city is competing over returning visitors. Everybody wishes that life returns to normal and back to what it used to be, but the last two years have also taught us something. Throughout the 21st century, tourism has been steadily growing all over the world, but the tourism flows haven’t been at all evenly distributed. There are many places, cities and attractions that have seriously suffered from too many visitors. Many inhabitants in regions that earlier had to contend with over-tourism were relieved to see fewer visitors in their yards and streets during the pandemic. They surely do not wish to go back to “normal”. 

Once again, we learnt that every cloud has a silver lining. The pause in international tourism gave us time to think about how our industry would look in the future and how we could steer it in a more sustainable direction. Today, sustainable tourism has become a norm for all national and regional tourism development and marketing organisations. We are no longer competing merely for returning visitors, but for the most sustainable growth. 

“Our vision is to be the world leader also in sustainable tourism.”

In 2019 there were  over seven million registered overnight stays  by international visitors in Finnish accommodation facilities. The value of tourism exports had doubled since 2000, and tourism was the second biggest service export area of the economy. Despite the fast growth, Finland has not been threatened by over-tourism. That is how we want to keep it also in the future. 

Finland has already worked for years to be a benchmark of a sustainable society. According to  the latest report , Finland ranks first globally in progress across the UN Sustainable Development Goals (SDGs). Our vision is to be the world leader also in sustainable tourism. We have compelling reasons for that. Finland’s biggest tourist attractions are pristine nature, fresh air, pure waters and snowy landscapes, especially in the wintertime. All of those are threatened by climate change, which is proceeding in the arctic region at triple the speed compared to the rest of the world. Many of Finland’s travel products and services depend on weather conditions, making them highly vulnerable to climate change. Thus, protecting our number one asset for future generations – locals and visitors – must be our number one priority.