In March, Estonian accommodations saw a notable dip, welcoming 19 percent fewer tourists than in the same month last year. Paavo Nõgene, the CEO of Tallink Group, cited rising costs as a key factor, noting that fewer Finns are making the journey to Estonia than before.
According to Statistics Estonia, the decline was particularly stark among Finnish visitors, reflecting broader trends in the tourism sector during the early months of the year. In an interview with ERR, Nõgene emphasized the challenges faced in the first quarter, suggesting that the reduction in overnight stays could signify a shift in travel habits. Either Finns are now opting for day trips to Estonia, or other factors are at play.
“Sadly, Estonia has become a more expensive destination, and while we are grateful that Finnish visitors haven’t entirely vanished, their frequency has diminished,” Nõgene commented. He pointed to 2019 as a benchmark for comparison, acknowledging that subsequent years have been shaped by the pandemic, geopolitical tensions, and other influences.
He further noted the current struggles of the Finnish economy, which have led to increased price sensitivity among Finnish travelers. “People are making decisions very carefully, and this is likely contributing to their reduced travel to Estonia,” he explained.
Passenger volumes on the busy Tallinn-Helsinki ferry route have yet to return to pre-pandemic levels, with around 20 percent still needing to bounce back. The number of Estonians traveling to Finland has also declined, largely due to a significant drop in the number of workers commuting for jobs in the Finnish construction sector, which has yet to recover.
“This has a direct impact on those who used to travel regularly for work—those who would leave on Mondays and return by week’s end. That group is definitely smaller now than it was before COVID,” Nõgene noted.
Still, there is a glimmer of optimism as Tallink looks toward the summer months. As warmer weather arrives, travel patterns are likely to shift. Nõgene highlighted that travel from Finland typically surges around major holidays and during the summer, which feels like an extended break for many.
“In Finland, we really see about six active weeks in the summer—the period between the end of the school year and the start of the new one. The peak travel times are undeniably in July and the first ten days of August,” he remarked. “After that, as school resumes, we typically see a bit of a slowdown. This six-week window is critical for tourism businesses in Estonia that rely on Finnish visitors.”
Looking ahead, Nõgene expressed hope for a robust summer season, anticipating a rebound in passenger numbers and an increase in visitors coming to Estonia.
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