Estonia’s Tourism Grows Despite Six-Month Decline in Finnish Visitors

Published on December 12, 2025

Estonia is witnessing a positive overall rise in foreign tourism, with 291,000 tourists visiting the country in October 2025, marking a 6% increase compared to the previous year. This growth, as reported by Statistics Estonia, underscores the country’s growing appeal as a travel destination. However, despite the overall increase in international visitors, the number of Finnish tourists has been on a six-month downward trend, a shift that has raised questions regarding regional travel patterns and preferences.

According to the data, of the 291,000 total tourists visiting Estonia in October, 52% (153,000) came from abroad, while 48% (138,000) were domestic travelers. Finnish tourists have traditionally represented one of Estonia’s largest tourist groups, making their decline particularly notable. Finnish travelers are often drawn to Estonia due to its geographical proximity, shared cultural ties, and affordable travel options. However, recent months have seen a slowdown in Finnish arrivals, in contrast to the increasing number of visitors from other countries.

The Impact of Finnish Tourist Decline

The decline in Finnish tourists comes after a sustained period of strong cross-border travel between Estonia and Finland. Finnish visitors have long been a key demographic for Estonia’s tourism industry, often arriving by ferry or short flights to explore Tallinn’s medieval Old Town, Estonia’s beautiful coastline, and the country’s rich cultural and historical offerings.

Finnish tourists typically favor short stays, with Tallinn being a popular weekend getaway destination. Attractions such as the Tallinn Old Town, Kadriorg Palace, and the Seaplane Harbour Museum have been perennial favorites. Additionally, Estonia’s well-known spa resorts and its proximity to Finland have made it an attractive destination for wellness and relaxation tourism.

However, the six-month downward trend could be attributed to several factors. Changing economic conditions, fluctuations in travel budgets, and shifting travel preferences might be contributing to the reduction in Finnish visitors. The rise in local tourism and alternative travel destinations in the region could also be influencing this decline. Finnish visitors are increasingly opting for domestic tourism or exploring other international destinations that offer comparable cultural experiences.

Overall Growth in Foreign Tourism

Despite the decline in Finnish visitors, Estonia’s tourism industry has seen a broader rise in international arrivals. In October 2025, the 6% increase in the overall number of tourists visiting Estonia reflects a growing interest in the country’s diverse tourism offerings. Visitors from other European countries, as well as tourists from further afield, have contributed to this upward trend.

Estonia’s tourism sector has been working to diversify its appeal, marketing the country’s natural beauty, historical sites, and modern attractions to a global audience. Tourism in the countryside, including destinations such as Saaremaa Island, the Lahemaa National Park, and Tartu, has gained popularity, as travelers seek more off-the-beaten-path experiences. The rise of eco-tourism and interest in sustainable travel has also driven some of this growth, with Estonia positioning itself as an environmentally friendly destination for nature lovers.

Domestic Tourism on the Rise

Alongside foreign arrivals, domestic tourism has also contributed to the positive tourism figures in Estonia. With 138,000 Estonian residents traveling within the country in October, there is a growing trend of local exploration. The government’s efforts to promote regional tourism have proven successful, encouraging residents to discover the hidden gems of their own country.

Domestic tourism has seen a rise in the wake of the pandemic, as many Estonians have opted for local vacations rather than traveling abroad. This trend is expected to continue, with local tourism playing a crucial role in the recovery of the hospitality and leisure industries. Popular destinations within Estonia, such as the coastal areas of Pärnu, the resort town of Haapsalu, and the historical town of Tartu, have seen increased domestic visitor numbers.

Tourism Strategies for the Future

To counter the decline in Finnish tourists and sustain the growth of international visitors, Estonia’s Ministry of Economic Affairs and Communications has outlined several strategies. The focus will be on expanding and diversifying the country’s tourism offerings, promoting lesser-known destinations, and strengthening Estonia’s visibility in international markets.

Efforts will also be made to enhance Estonia’s digital presence, with a focus on reaching younger, tech-savvy travelers. Estonia’s reputation for digital innovation and its advanced e-residency program will continue to be leveraged to attract international visitors interested in technology and innovation tourism.

Additionally, the growing demand for sustainable and nature-based tourism will be emphasized, with Estonia’s many natural parks, forests, and lakes being promoted as prime destinations for eco-friendly travel experiences. This aligns with global travel trends, where travelers are increasingly seeking destinations that prioritize sustainability and conservation.

Conclusion: A Dynamic Tourism Landscape

Estonia’s tourism industry is experiencing a dynamic period, marked by overall growth in foreign visitors and an uptick in domestic tourism. While the decline in Finnish tourists may signal changing travel patterns, the overall trend remains positive, with international visitors flocking to the country’s historical sites, natural beauty, and vibrant culture.

With strategic investments in sustainable tourism and continued efforts to diversify its appeal, Estonia is well-positioned to maintain its status as an attractive European destination in 2025 and beyond. The country’s ability to adapt to shifting tourism trends and cater to a diverse range of travelers will ensure its continued success in the competitive global tourism market.