Estonia Tourism Shows Recovery Signs with a Strong Christmas Season Ahead, Despite Challenges from Declining Russian and Finnish Visitors

Published on December 14, 2025

There are positive trends for the Estonian tourism industry, with high growth rates anticipated over the Christmas season of 2023, although the total number of tourists that visit the country is still lower than it was before the pandemic. Data by Statistics Estonia reveals that tourism is now stable, but still 15 percent lower compared with 2019, attributed by the loss of Russian tourists after the Visa ban imposed by the country as a result of the war between Russia and Ukraine. Despite this, the outlook for Estonian tourism is positive, with regional differences indicating improvement trends.

Impact of Russian Tourist Loss and Regional Disparities

The absence of Russian tourists, once a key demographic for Estonia, continues to be one of the most significant challenges to the sector’s recovery. Madis Laid, chairman of the Estonian Hotel and Restaurant Association, noted that while there has been a 0.5 percent increase in overnight stays in 2023, the overall number of foreign visitors remains lower, especially when excluding Russian tourists.

This loss, combined with regional disparities in tourism growth, shows that while areas like Tallinn and Harju County are seeing strong recovery, other parts of the country, such as Tartu, Pärnu, and Haapsalu, still struggle with weak tourism figures. Tallinn, as the capital, is benefiting from its status as a cultural and business hub, attracting both international visitors and regional tourists. Meanwhile, other regions have yet to see the same level of recovery, highlighting the need for a more balanced tourism strategy to ensure nationwide growth.

Declining Finnish Tourism: Rising Costs and Economic Factors

One of the key sources of international tourists to Estonia has been from neighboring Finland, which traditionally represents 36 percent of all foreign visitors. However, a decline in Finnish visitors has been observed over the past six months. The increase in food prices, now nearly matching Finnish prices, has contributed to this drop, alongside broader economic difficulties in Finland. Finnish tourists, in general, have been traveling less since the pandemic, with Finnish domestic tourism also seeing a 20 percent drop in travel compared to pre-COVID times.

Despite these setbacks, Estonia’s tourism industry has been resilient, showing growth in tourist arrivals from the Baltics, particularly Latvia, where visits have grown by nearly 50 percent since 2019. This growth is seen as a positive development for the future of regional tourism, which Estonia can continue to nurture as part of its long-term tourism strategy.

A Strong Christmas Boost and Regional Tourism Vision

Despite the challenges, the 2023 Christmas season is showing promise, with Estonia’s tourism sector experiencing a strong boost, especially in Tallinn and Harju County. Madis Laid has noted that November and December are expected to exceed previous years’ numbers, particularly during the Christmas period, which is forecast to surpass even pre-pandemic levels. However, this recovery is primarily driven by the capital and larger urban areas, while smaller regions still face difficulties.

Looking toward the future, Estonia’s tourism vision will need to address these regional disparities by focusing on diversifying offerings outside Tallinn, particularly in areas like Tartu, Pärnu, and Haapsalu. The goal is to create a more balanced tourism model, ensuring that smaller cities and rural areas also benefit from the increasing interest in Estonian culture, nature, and heritage.

Future Tourism Vision: Strengthening Estonia’s Global Position

Estonia’s future tourism vision is rooted in sustainability, regional diversification, and innovative tourism products that appeal to both international and local travelers. The country aims to leverage its natural beauty, rich cultural history, and growing reputation as a digital society to attract tourists who value both authenticity and modern amenities.

One of the major goals of this vision is to ensure that Estonia’s tourism is not only economically sustainable but also environmentally responsible. This includes promoting eco-tourism, green travel options, and increasing investment in regional infrastructure to support the local tourism economy. As part of the European Union’s tourism recovery initiatives, Estonia is likely to see further regional development programs aimed at boosting rural tourism and ensuring tourist experiences are distributed more evenly across the country.

Building on Strengths: From Digital Innovation to Sustainable Tourism

Estonia’s success in digital innovation provides an opportunity to enhance the tourist experience through technology-driven solutions. The country’s e-residency program and digital services can be integrated into the tourism sector, offering tourists a seamless and modern experience that aligns with Estonia’s tech-savvy reputation. Additionally, smart tourism tools, such as interactive apps and digital guides, could provide visitors with a more engaging and sustainable way to explore Estonia.

Sustainability will play a key role in Estonia’s future tourism strategy, with an emphasis on protecting its natural resources while providing authentic travel experiences. Estonia is already a leader in eco-tourism with its many national parks, protected landscapes, and green tourism initiatives, making it an attractive destination for travelers who prioritize sustainability in their choices.

A Promising Future for Estonia’s Tourism

Industry analysis for Estonia indicates that the tourism sector is recovering with positive trends observed in some areas, including Christmas tourism trends and tourism development in other Baltic states. On the other hand, factors that continue to pose challenges in the Estonian tourism industry include the loss of Russian tourists visiting the country, the reduction in the number of tourists from Finland, and disparities in the development of tourism in various regions. Future plans for the tourism industry of Estonia include developing it sustainably through the adoption of latest technological advancements that would position Estonia among other major tourist destinations around the globe.