Saaga Travel is embarking on an exciting familiarization tour around Oulu, designed to showcase the essence of Finnish happiness to a select group of international travel agencies. Participants will immerse themselves in quintessential Finnish experiences—from spending a tranquil day at a summer cottage to enjoying coffee and homemade cinnamon rolls at a local grandma’s home. This initiative not only introduces new travel products to foreign agents but also aims to foster meaningful connections. If the agents enjoy the offerings, there’s a good chance their clients will, too.
Achieving this vision wasn’t without its challenges. As Johanna Salmela, Saaga Travel’s head of international sales, notes, “Seeing Visit Finland’s marketing video, ‘Happiness is a Place Called Finland,’ sparked my curiosity about the true nature of Finnish happiness. I wondered if we could turn this abstract concept into tangible experiences. The challenge was finding activities that truly resonate with tourists.”
Salmela took the bull by the horns and began crafting a travel package that encapsulates the theme of happiness, aiming to give tourists much more than a simple sauna experience or a hike in the woods. “What we’re offering is a deeper, richer experience,” she enthuses.
### Live Like a Local
The first fam tour has welcomed ten travel agencies from countries as diverse as Italy, Switzerland, France, Spain, Estonia, the Netherlands, Germany, China, and Ukraine. Over six days, participants will explore various dimensions of Finnish happiness across Oulu, Hailuoto, and Iso-Syöte. Each day features themed itineraries focusing on aspects like family life, culture, art, and the natural world, with special emphasis on genuine interactions with local residents.
Salmela reflects on the societal undercurrents that contribute to Finnish happiness, noting, “The foundation of our welfare society is not something travelers can take home as souvenirs. But perhaps they’ll leave with a greater understanding of how to incorporate elements from our way of life to enhance their own happiness.”
The tour encourages encounters with locals, inviting visitors into their homes. “These connections are fundamental to our happiness. That’s why we’ve woven opportunities to meet local residents into our program,” she adds.
### Happiness Throughout Life
Participants will also gain insights into the societal pillars supporting Finnish happiness through conversations with local women who have successfully balanced work and family life. Mari Rannisto, Elina Liimatta, and Niina Harjunpää will share their personal stories, illustrating how life in Finland supports well-being from childhood through professional careers.
Harjunpää lists several components of Finnish society that nurture happiness: “From free education to generous parental leaves, health care, and the flexibility to travel and work abroad, our system helps cultivate a supportive environment for families.”
Their anecdotes, complemented by personal photographs, spark compelling discussions about the practical realities of life in Finland. While the initial meeting was planned for summer, the setting—a cozy restaurant at Nallikari—captures the essence of local culture.
“This is a unique opportunity to gauge whether this type of program resonates with our tour partners,” Salmela explains. The immediate feedback will inform how to refine these offerings into marketable packages tailored to diverse client needs.
### What Makes Us Happy
As the fam tour participants evaluate Oulu, their preferences vary widely. Some lean towards luxury experiences while others prioritize budget-friendly activities that accommodate larger groups. With the tourism industry eager to rebound after the pandemic, the quest for new travel trends is more pressing than ever. Perhaps, as people emerge from prolonged periods of isolation, the allure of Finnish happiness is just what travelers are seeking—a reconnection with nature, outdoor living, and authentic encounters.
For Michaela Hallman, a sales manager from Arctic Tours, the motivation to join this fam tour is crystal clear. “Ninety-nine percent of our offerings focus on Finland in winter. We need to develop enticing products for other seasons, especially as climate change shifts our winter landscape. This program shows promise.”
If all goes according to plan, Oulu could soon see a wave of visitors seeking their own slice of Finnish happiness as early as next summer.
As the local voices emerge, so too does a vibrant portrait of happiness rooted in connection, community, and nature—elements that are inherently Finnish.