Finland Wellbeing Tourism Goes Mainstream as Sauna and Digital Detox Reshape Lakeland Travel

Written By: Angana Dutta

Angana Dutta

Angana Dutta is a writer, journalist, and SEO content specialist with experience spanning travel, education, and digital media. She is a contributor to Travel And Tour World (TTW), where she produces engaging, search-driven travel stories for a global audience. She has also worked as a reporter with The Times of India and Pratidin Time, covering regional news and human-interest stories. Combining journalistic integrity with creative storytelling, Angana is passionate about culture, literature, and showcasing the unique heritage and destinations of Northeast India through impactful content.

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August 17, 2026 10:15 GMT+5:30

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Finland intends to mainstream travel founded on sauna, silence, and screen-free living in 2026, with the Finnish Lakeland at the heart of the change. Visit Finland’s Chill Like a Finn campaign is beginning to package cottages, lake swims, forests, local food, and traditional Finnish saunas, as a restorative and relaxing holiday to draw in not so fast paced international travelers. Wellbeing tourism in Finland is beneficial as it helps to promote tourism outside of the major cities of Helsinki and Lapland, helps to create a demand for summer tourism, as well as helping the local businesses and transportation that are linked to the tourism industry. The initiative comes when Finland works to promote their country for extended tourism stays and improved tourist economics while they work to promote international tourism as well.

Finland Is Turning Everyday Wellbeing Into a Tourism Product

Finland’s emerging wellness proposition is striking because many of its core ingredients were never created for tourism. Sauna, lakeside cottages, forest walks, swimming and quiet summer evenings have long been part of Finnish life.

Now those experiences are being organised, packaged and marketed to international travellers.

Visit Finland launched the international Chill Like a Finn campaign in March 2026. The campaign focuses particularly on eastern Finland and Lakeland, where visitors can experience wood-fired saunas, lake swimming, nature activities and a slower pace of life. Officials described familiar Finnish summer habits as experiences that can feel like rare luxury to overseas travellers.

That makes the development different from conventional spa expansion.

The product is not centred on a treatment room or a resort building. It is built around place, nature and behaviour.

Visitors are encouraged to reduce screen use, spend time outside, enter the sauna, swim, eat locally and leave space in their schedule.

The official Chill Like a Finn campaign positioned Finnish Lakeland as a seven-day restorative escape. Visit Finland explicitly connected the idea with stepping away from digital overload and slowing down.

This is the foundation of the current Finland wellbeing tourism story.

Digital Detox Moves From Lifestyle Trend to Destination Marketing

Digital detox has existed in the wellness industry for years. What changes the Finland story is government-backed destination marketing.

Visit Finland’s March campaign did not merely mention relaxation. It directly encouraged international travellers to log off and spend time away from notifications.

The seven-day Lakeland concept centred on lakeside cottage living, traditional sauna, lake swimming, forest time, seasonal food and periods away from mobile phones.

The idea responds to a recognisable change in travel behaviour.

Many leisure travellers now seek holidays that feel meaningfully different from everyday routines. Finland is attempting to turn its quiet landscapes and established cultural practices into that contrast.

The campaign does not require visitors to attend a formal digital-detox clinic.

Instead, the environment itself becomes part of the proposition.

A cottage by the water provides the accommodation. A forest provides the activity. A sauna creates a ritual. A lake provides the cooling experience. Silence becomes part of the product.

That makes the concept potentially easier to distribute across multiple destinations because it is not dependent on one resort or specialised facility.

The result is an emerging model in which screen-free travel, sauna tourism, nature tourism and slow travel overlap.

A Campaign That Drew Around 24,000 Applications

The international response offers one of the strongest indications that the concept has attracted genuine interest.

Visit Finland said on 27 May 2026 that its Chill Like a Finn initiative received approximately 24,000 applications from travellers around the world.

The largest numbers came from the United States, Türkiye, India and the United Kingdom. Twelve travellers were selected to experience eastern Finland during June.

Those participants were not sent to one resort.

Their journeys were spread across regional clusters covering Kainuu, North Karelia, North Savo, South Savo, South Karelia and Kymenlaakso.

Activities included sauna experiences, forest yoga, canoeing, cycling, lake cruises, cottage stays, wildlife experiences, cultural stops and local food.

Visit Finland also reported that the launch and application stage had already generated almost 300 media articles and reached audiences numbering in the hundreds of millions through media, online channels and social platforms.

Those figures relate to campaign reach, not actual tourism arrivals.

Nevertheless, they demonstrate international curiosity around a product built on Finnish summer life rather than Finland’s more established winter image.

Lakeland Becomes the Centre of the Wellbeing Story

Finnish Lakeland is critical because it gives the wellness proposition geographical identity.

For years, Finland’s strongest international tourism imagery has often been associated with Lapland, snow, Christmas travel and the Northern Lights.

Lakeland provides a very different narrative.

It offers water, forests, cabins, long summer evenings, sauna culture and small regional communities.

Visit Finland’s March 2026 campaign specifically sought to increase the international visibility of eastern Finland and attract more visitors from markets including Central Europe, the United Kingdom and Spain.

Officials want internationally marketable products to be genuinely accessible and bookable. Campaign activities include kayaking, wildlife watching, scenic routes and food experiences rather than purely symbolic promotional imagery.

This matters commercially.

Tourism becomes easier to convert from inspiration into spending when the consumer can book accommodation, activities and transport around the same theme.

That is one reason the wellbeing story is becoming broader than sauna alone.

Sauna may attract attention, but a complete itinerary creates nights, meals, transport expenditure and paid experiences.

Seven-Day Routes Turn Wellbeing Into an Actual Journey

Current Visit Finland content shows how the concept is being translated into practical travel.

A seven-day Savo itinerary takes visitors from the Kuopio-Tahko area through Oravi and Savonlinna before finishing around Mikkeli.

The route is approximately 500 kilometres and deliberately allows time to linger. Visit Finland recommends flying from Helsinki to Kuopio, renting a car and eventually returning towards Helsinki from Mikkeli by road or rail.

The journey combines sauna with mountain biking, lake cruises, cottage stays, kayaking, food, cultural attractions and wildlife experiences.

Private saunas appear in accommodation along the route. A rooftop spa in Tahko provides multiple sauna experiences, while lakeside cabins around Saimaa connect sauna directly with water and nature.

This is important for tourism development.

A visitor who books a one-hour sauna spends differently from someone following a seven-day itinerary.

The longer product can involve several accommodation providers, restaurants, guides, transport businesses and attractions.

It can also move travellers through several communities rather than concentrating expenditure in a single destination.

Sauna Is Becoming More Than an Amenity

For decades, many hotels have offered saunas as a standard facility. The current shift is that sauna can increasingly act as the reason for choosing Finland, rather than a facility discovered after arrival.

Visit Finland’s early-2026 international visitor feedback reinforces that point.

Research covering January to April 2026 found that international visitors repeatedly identified sauna among the memorable elements of their Finnish trips, alongside nature, food, local people, safety and ease of moving around the country.

Nearly 70% of respondents were classified as promoters, while around 7% were detractors. Around 2,000 open responses were analysed.

That does not prove sauna directly caused the bookings.

It does show that the experience registers strongly after travellers arrive.

This distinction matters for destination marketing.

Tourism authorities need experiences that can both attract attention before travel and produce satisfaction afterwards.

Sauna’s cultural authenticity gives Finland a strong starting point.

It can be offered in cities, resorts, cottages and remote natural settings, making it unusually adaptable across the destination.

Finland’s Wider Tourism Recovery Creates the Market Context

Wellbeing tourism is developing against a broader recovery in international travel to Finland.

Visit Finland’s year-end analysis reported 5.1 million foreign visits in 2025, an increase of 4% from 2024.

International visitors spent approximately €3.7 billion, although expenditure was 2% below the previous year’s level. Registered foreign overnight stays reached 7.2 million, up 13% year on year and above the 2019 pre-pandemic peak.

Leisure travel drove the improvement.

It accounted for 76% of international visits, and leisure-trip volumes rose 7%. Visitor spending connected with leisure travel increased 3%.

Germany was the largest foreign source market for registered overnight stays in 2025, followed by the UK, Sweden, the United States and France.

These figures are national tourism data.

They should not be presented as sauna or digital-detox tourism figures.

No official dataset currently isolates travellers whose primary motivation is sauna, silence or reduced screen use.

The national statistics instead show the commercial environment in which the new product is being developed.

Finland Tourism Data at a Glance

Sources: Visit Finland, Business Finland and Statistics Finland. The figures describe Finland’s overall visitor economy and should not be interpreted as measurements of the wellbeing segment alone.

Latest Accommodation Data Shows a Competitive Summer Market

The latest official accommodation figures underline why Finland is looking for distinctive summer products.

Statistics Finland reported approximately 2.26 million overnight stays at accommodation establishments in Mainland Finland in June 2026.

Around 1.71 million nights were domestic and approximately 540,000 were generated by non-resident visitors. Foreign nights were 3% lower than a year earlier.

Hotel-room occupancy stood at 60%, while the average room price was approximately €122.

The decline in foreign nights should not be overstated. It represents one month and does not determine the direction of the whole year.

However, it illustrates why additional reasons to visit during Finland’s snow-free season can matter.

Wellbeing tourism gives accommodation businesses something more specific to sell than generic summer scenery.

A lakeside property can package private sauna access.

A hotel can integrate sauna, yoga and local activities.

A cottage operator can combine accommodation with swimming, canoeing or food.

The commercial value lies in bundling experiences around the stay rather than competing only on the room.

Current Statistics Finland transport and tourism data provides the national accommodation and connectivity context.

Aviation Recovery Improves Access to Finland

International wellness demand is commercially useful only if travellers can reach the destination.

Statistics Finland recorded 1.9 million passengers through Finnish airports in June 2026, 5% more than in June 2025.

Approximately 1.6 million passengers travelled on international flights. Helsinki Airport accounted for around 90% of all passengers at Finnish airports during the month.

During the first six months of 2026, Finnish airports handled approximately 10.6 million passengers, representing year-on-year growth of 6%.

These are air-transport figures, not tourism-arrival statistics.

They nevertheless matter to the wellbeing story because international air access is the first link in most long-haul journeys to Finland.

The challenge is then regional distribution.

A traveller attracted by Lakeland may arrive through Helsinki but ultimately spend most of the holiday hundreds of kilometres away.

Visit Finland’s Savo itinerary demonstrates one possible travel chain: international arrival into Helsinki, domestic flight to Kuopio, a regional road trip and a return towards Helsinki from Mikkeli.

Airlines Gain a New Reason for Leisure Demand

There is no official evidence showing that airlines are launching routes specifically because of sauna or digital-detox tourism.

That distinction should remain clear.

The aviation impact is more indirect.

If Finland succeeds in increasing international demand for summer and regional holidays, airlines gain another leisure reason to sell Finland outside the traditional winter peak.

The Savo route’s use of Kuopio Airport illustrates the role regional connectivity can play.

Domestic flights, rail links and road transport then become part of the tourism product.

This is particularly important because Finland’s strategic tourism plans emphasise seamless domestic travel chains and improved accessibility between regions.

A digitally inspired traveller may discover a sauna retreat online, but the commercial journey depends on a sequence of transport services.

Aviation therefore provides access.

Regional mobility determines whether visitors can disperse beyond Helsinki.

That connection makes transport policy relevant to Finland wellbeing tourism, even without a dedicated wellness airline route.

Hotels, Cottages and Resorts Can Sell the Experience Differently

The accommodation industry is likely to experience the trend in several forms.

Hotels can integrate sauna with spa facilities, food, outdoor activities and guided programmes.

Lakeside cottages can sell privacy, direct water access and the possibility of staying away from urban distractions.

Resorts can package activity and recovery within one property.

Visit Finland’s current Savo itinerary demonstrates all three approaches.

Tahko combines hotel accommodation with sauna, pools, yoga and active experiences. Around Oravi and Mikkeli, cottage and villa stays use private saunas and direct lake access as central features of the experience.

This creates different price points.

Wellbeing tourism does not have to mean luxury.

A simple cottage holiday can deliver the same broad themes of quiet, sauna and nature as a premium resort, even though the service level differs.

That broadens the potential customer base.

For accommodation businesses, the strategic change is that the room itself becomes only one part of the proposition.

The full product is the environment around it.

Tour Operators Can Package Slow Travel More Easily

Tour operators also gain a clearer product framework.

Instead of selling Finland only through Helsinki stopovers, Lapland winter packages or Northern Lights itineraries, they can build summer programmes around sauna, lakes, nature and slow travel.

The structure is already visible in Visit Finland’s regional itineraries.

A seven-day journey creates natural opportunities for packaged accommodation, car hire, rail, guided activities, food and cultural experiences.

This can appeal to several traveller profiles.

One customer may prioritise digital detox.

Another may want an active holiday with sauna recovery each evening.

A couple may prefer quiet cottage living.

Families may combine wildlife and outdoor activities with accessible wellbeing experiences.

The flexibility matters because wellbeing tourism is not a single activity category.

It is an umbrella that can connect nature, food, accommodation, culture and movement.

The biggest commercial opportunity may therefore lie in bundling existing Finnish experiences into a clearer international proposition, rather than building entirely new attractions.

Local Businesses Gain When Visitors Move Through the Regions

Regional distribution is one of the strongest economic arguments for the Lakeland strategy.

A traveller moving from Kuopio through Saimaa to Mikkeli potentially spends with several businesses.

The journey can involve hotels, cottage operators, cafés, restaurants, activity providers, boat operators, rental-car businesses, guides and cultural attractions.

Visit Finland’s Chill Like a Finn programme was deliberately designed across multiple eastern Finnish regions rather than concentrating international exposure in one destination.

The campaign includes Kainuu, North Karelia, North Savo, South Savo, South Karelia and Kymenlaakso.

This supports a broader national policy objective.

The Visit Finland Action Plan 2026–2030 says Finland wants to accelerate international tourism business across regions, increase revenue per visitor and make tourism more year-round.

Wellbeing travel fits that framework because the core assets—forests, lakes, sauna culture and cottages—exist well beyond major urban tourism gateways.

Finland’s Tourism Economy Gives the Trend Wider Significance

Tourism is economically important enough for a specialised product shift to matter nationally.

Visit Finland reported in March 2026 that preliminary Statistics Finland figures put tourism’s contribution at 2.5% of Finland’s GDP in 2024, up from 2.3% a year earlier.

Employment connected with tourism rose to approximately 149,000 people, representing 5.4% of all employed people.

Around half of tourism workers were employed in food services, roughly a quarter in passenger transport and about one tenth in accommodation, with other employment spread across culture, recreation, sport and travel services.

Those sectors are precisely the businesses that can participate in a regional wellbeing itinerary.

Visit Finland’s strategy separately describes tourism as generating nearly €6 billion in export-equivalent revenue, supporting about 150,000 employees and roughly 29,000 companies.

Different official indicators use different accounting approaches, so the figures should not be combined as if they were identical measures.

The broader point is clear: tourism affects a substantial business ecosystem.

Revenue Growth Depends on Value, Not Simply More People

Finland’s current tourism strategy does not define success only by visitor volume.

Visit Finland says growth should also increase revenue per visitor, international business across regions, export earnings and tax income.

The strategy deliberately frames sustainable tourism around value creation rather than overnight stays alone.

That makes wellbeing products strategically useful.

A slow regional itinerary may involve fewer attractions per day but more nights, meals and local activities.

That could create higher local value without requiring extremely high visitor volumes.

However, official statistics do not yet show whether sauna or digital-detox travellers actually spend more than other visitors.

That would require segment-specific research.

The credible conclusion is therefore about strategic alignment rather than proven spending behaviour.

Visit Finland’s 2026–2030 framework identifies high-value themes with clear Finnish competitive advantages as priorities for future growth. It also aims to extend stays and increase demand for the snow-free season.

Sauna, nature and Lakeland fit those priorities closely.

Finland Wants Visitors to Stay Longer

Length of stay is particularly important.

Visit Finland’s 2026–2030 framework describes an ambition in which the average stay increases from four nights to five nights.

It also calls for clearer flagship products designed for specific markets and segments, with longer stays as a stated objective.

Seven-day Lakeland itineraries fit that policy direction naturally.

A visitor cannot easily experience Kuopio, Saimaa, Savonlinna and Mikkeli as a brief stopover.

The product encourages movement at a slower pace.

That creates the possibility of additional accommodation nights, regional transport use and spending across multiple destinations.

Again, this is strategic alignment, not proof that the average stay has already risen because of wellbeing tourism.

The five-night figure is part of Visit Finland’s future vision.

For publishers, that distinction is important.

Official targets should be reported as targets.

Current visitor behaviour should be reported separately.

Sustainability Is Central but It Comes With Challenges

Nature-based wellbeing tourism creates an obvious sustainability question.

Visit Finland’s June 2026 sustainability update showed both progress and unresolved problems.

A record 738 tourism companies responded to the Sustainable Travel Finland indicator survey.

Many participating businesses reported energy-saving measures, renewable-energy use and greater attention to measuring carbon footprints.

However, Visit Finland also said overall tourism emissions had increased and that transport remained a major challenge.

A significant share of Finland’s tourism footprint is associated with travel to the destination, particularly aviation.

Nature management also requires attention.

Around 41% of Sustainable Travel Finland businesses supported biodiversity, while systematic local-community involvement remained limited. Only about a quarter of regional tourism organisations had carried out resident surveys.

This matters because Finland’s wellbeing product depends heavily on the landscapes and communities it promotes.

Growth therefore needs to protect the same quiet environments that attract visitors.

A Better Seasonal Balance Is Part of the National Strategy

Finland’s international tourism reputation has historically been highly seasonal.

Lapland’s winter products have extraordinary global recognition.

The current push gives Finland a stronger summer counterweight.

Visit Finland’s strategy explicitly calls for more year-round demand and stronger use of the snow-free season.

It also aims to make sustainability and year-round tourism central elements of brand communication.

This is where Lakeland can play a larger role.

Summer sauna, lake swimming, cottage life, canoeing, food and wildlife are naturally seasonal products, but sauna itself extends beyond summer.

That gives Finland the possibility of creating related wellbeing experiences across several seasons.

Winter sauna can connect with snow and cold-water experiences.

Autumn can combine sauna with forests and seasonal food.

Spring can support quiet nature breaks.

Official policy does not publish a separate seasonality target for sauna tourism.

The broader goal is to reduce the tourism industry’s dependence on narrow seasonal peaks.

Infrastructure Is About Seamless Travel as Much as New Construction

There is no major national infrastructure programme identified in the official material as a dedicated wellbeing tourism infrastructure project.

The more relevant policy is connectivity.

Visit Finland’s action plan states that domestic accessibility should improve and that Finland should develop seamless travel chains across the country.

That is especially important for Lakeland.

Many experiences are geographically dispersed.

Visitors may need a combination of domestic flights, trains, rental cars, boats or local road transport.

The Savo route demonstrates this structure clearly.

It begins with access through Kuopio Airport and ends with a road or rail connection towards Helsinki.

For travellers, better transport integration can make a rural wellbeing holiday much easier to organise.

For tourism businesses, accessibility determines whether international marketing becomes an actual booking.

A beautiful sauna beside an isolated lake has limited international value if consumers cannot find it, book it or reach it efficiently.

Visa Reform Is Not the Driver of This Tourism Story

Unlike some international tourism growth stories, Finland’s wellbeing push is not centred on a new visa reform.

The official campaign and tourism strategy reviewed for this report do not introduce a special wellness visa, sauna visa or digital-detox entry scheme.

The development is product-led.

International travellers remain responsible for checking the normal entry requirements that apply to their nationality and circumstances before travelling.

This distinction helps explain what is actually changing in 2026.

Finland is not primarily lowering an immigration barrier.

It is creating a stronger reason to travel.

The destination is taking experiences already embedded in Finnish life and improving their international positioning, packaging and regional visibility.

For travel businesses, that means the opportunity centres on marketing, distribution, transport integration and product development rather than a sudden policy-driven surge in eligibility.

What International Travellers Need to Know

Travellers interested in Finnish wellbeing holidays should first decide what type of experience they want.

A sauna holiday can range from an urban public-sauna visit to a week in a remote lakeside cottage.

A digital-detox journey can be highly structured or simply involve choosing accommodation where nature and outdoor activities reduce the temptation to stay online.

Lakeland routes are generally more dispersed than a city break.

Visitors should therefore examine transport carefully before booking accommodation.

Visit Finland’s Savo itinerary recommends a rental car for much of its approximately 500-kilometre route, although rail and domestic aviation can form part of the wider travel chain.

High summer can also bring demand around popular lake regions, so accommodation and activities may need advance booking.

Travellers should understand that digital detox is a travel concept, not a requirement.

Visitors remain free to use devices.

The appeal is the opportunity to choose a slower rhythm.

The Opportunity Extends Beyond Lakeland

Lakeland is currently the clearest focus of the Chill Like a Finn concept, but the underlying wellbeing proposition can work in several Finnish regions.

Sauna is national.

Nature experiences extend from the southern archipelago to Arctic landscapes.

Urban public saunas can offer an accessible introduction, while remote cabins can deliver a deeper retreat.

This gives Finland flexibility.

It does not need every destination to copy Lakeland.

Different regions can interpret wellbeing through their own landscapes, seasons and cultural traditions.

Visit Finland’s strategy calls for strong, distinctive offerings rather than generic tourism growth.

That principle matters.

The strongest Finnish proposition is not simply “another spa holiday”.

It is a travel experience based on things visitors associate directly with Finland: sauna, forests, lakes, quiet, space, cold water, simple food and functional everyday life.

That differentiation can become increasingly valuable in an international wellness market where many destinations sell similar spa facilities.

There Is Still No Separate Wellbeing Tourism Statistical Category

The most important limitation in analysing this trend is measurement.

Neither Statistics Finland’s latest accommodation release nor the official visitor material provides a standalone count of sauna tourists, digital-detox tourists or wellbeing tourists.

National visitor totals should therefore not be attributed directly to the trend.

The same caution applies to hotel occupancy, airport passengers and tourism revenue.

They describe the wider market.

What can be measured today is campaign demand, product development, visitor feedback and national tourism performance.

Visit Finland recorded approximately 24,000 applications to Chill Like a Finn. International visitor research also identified sauna among memorable experiences.

Those are useful signals.

They are not the same as proving that a particular number of tourists travelled specifically for digital detox.

Future measurement could potentially examine visitor motivation, spending, length of stay and regional distribution for wellbeing-led trips.

Until then, newsroom reporting should maintain that distinction.

Foreign Investment Opportunities Exist but Are Not Yet Quantified Separately

Finland’s tourism strategy presents tourism as a gateway to employment, trade and investment.

Wellbeing tourism could therefore support investment interest in accommodation, resorts, visitor services, digital booking platforms and regional tourism products.

However, no current official source reviewed for this article provides a foreign-investment figure specifically attributed to sauna, digital detox or wellbeing travel.

It would be misleading to invent one.

The official strategy instead emphasises creating an environment in which tourism businesses can grow internationally and regions can develop stronger demand-driven products.

That creates an investment framework rather than a measured wellbeing-investment result.

As international awareness grows, existing operators may expand and new concepts may emerge.

But those outcomes should be reported only when officially announced.

For now, the credible investment story is that Finland has identified tourism as part of its sustainable-growth strategy and is seeking stronger commercialisation of high-value, distinctive experiences.

Future Outlook Is Anchored in Finland’s 2030 Strategy

Finland’s official future direction is clear.

Visit Finland wants tourism to grow sustainably towards €10 billion in annual export revenue.

Its 2030 vision also seeks tourism contributing more than 3% of GDP, a 16% share of service exports, stronger year-round activity and an average stay increasing from four to five nights.

These are strategic outcomes, not current achievements.

The action plan says Finland should increase the availability of demand-driven products, improve regional accessibility, scale flagship offerings and focus on themes where the country possesses a clear competitive advantage.

It also calls for greater use of the snow-free season and stronger sustainability positioning.

The wellbeing proposition fits several of those objectives simultaneously.

It is distinctive.

It is strongly connected with national culture.

It can operate regionally.

It encourages longer, slower itineraries.

And it gives Finland something significant to promote during summer.

That makes wellbeing more than a temporary marketing slogan.

Why Finland Wellbeing Tourism Matters Now

The biggest development is not that foreign travellers have discovered Finnish sauna for the first time.

They have not.

The shift is that Finland wellbeing tourism is being organised around a wider travel narrative.

Sauna now sits beside digital detox, forests, lakes, cottages, food, wildlife and regional road trips.

Government-backed destination marketing is giving those elements a common identity.

Current itineraries are making the concept bookable.

Visitor feedback indicates that sauna already leaves a strong impression.

Air traffic is growing, while Finland’s longer-term strategy calls for stronger regional demand and longer stays.

The opportunity is therefore broader than wellness.

It touches transport, hospitality, tourism distribution, regional development and destination branding.

If the strategy succeeds, Finland may increasingly be visited not simply because travellers want to see a famous sight, but because they want to experience a different pace of life.

Conclusion

Finland has taken advantage of a widely recognized national custom to propel their Lakeland tourism with sauna wellness vacation packages. Finnish Lakeland sauna and wellness vacations have expanded to include forests, lakes, cottages, local food, all kinds of wildlife and even deliberate breaks from screen activities. The approach is further backed by Finland’s official tourism policy. The goal of Finland’s policy is to increase demand for wellness vacations in Finland, increase the length of stays, and distribute tourists’ visits to the country’s regions more evenly to increase the value of each visit. Statistics do not distinguish digital detox or sauna tourists, so direct economic claims should be made with caution. Finland’s Lakeland wellness tourism offering is definitely more structured and more bookable than before.