The national tourist board of Finland has joined the ranks of the Association of Touring and Adventure Suppliers (Atas) as its newest associate member. This partnership aims to introduce UK travel agents to the impressive array of touring and adventure opportunities that Finland has to offer throughout the year.
Finland enjoys a thriving tourism relationship with the UK, with British visitors leading the charge during the winter months and ranking fourth in summer excursions. Among the standout initiatives to emerge from this collaboration is the Sustainable Travel Finland (STF) program. This initiative is designed to inspire tourism businesses and destinations across the country to adopt eco-friendly practices, a move that has already garnered participation from 900 travel companies, with over 300 earning the STF label by completing a comprehensive seven-step process.
Caroline Beaton-Moscatelli, Visit Finland’s sales and marketing manager for Great Britain and Ireland, emphasized the importance of raising awareness among travel agents through Atas training and events. “Agents are more vital than ever in promoting Finland, and helping them grasp current consumer trends is key,” she noted.
To aid agents in tapping into the growing luxury travel market in Finland, Visit Finland will provide online training sessions. British travelers will find a wealth of options, from guided tours of the vibrant capital, Helsinki, to adventurous escapades in Lapland and Lakeland, not to mention unique experiences like bear-watching in the scenic eastern reaches of the country.
Travel access is more convenient than ever, with Finnair and Norwegian Air operating year-round flights to Helsinki, complemented by connections to regional airports. Additionally, Ryanair offers direct routes to both Helsinki and Tampere, along with seasonal flights to Rovaniemi, known as the capital of Lapland. Meanwhile, easyJet runs direct services to Rovaniemi during the winter months, from November to March.
Claire Brighton, Atas account director, expressed her enthusiasm about the collaboration, stating, “We’re thrilled to welcome Visit Finland to Atas. Their extensive range of touring and adventure options aligns perfectly with current travel trends like nature and wildlife exploration, sustainable tourism, and authentic local experiences such as sauna sessions and Northern Lights viewing.”
As the partnership unfolds, both Visit Finland and Atas are poised to uncover even more exciting opportunities for travelers seeking adventure in this stunning Nordic destination.
Pictured: Helsinki, by Mistervlad/Shutterstock.