According to fresh figures from the Association of Finnish Travel Industry (SMAL), Finns are still travelling — even as the economy tightens and climate concerns reshape behaviour. Travel agency sales grew again in 2025, up just over four percent. Travel hasn’t disappeared. It has softened, stretched, and rearranged itself.

Portugal, slowly

Portugal has moved quietly up the list. Not loudly, not suddenly, but steadily. Mainland Portugal and Madeira both saw strong growth last year, with package travel to Portugal rising more than 40 percent.

It’s easy to see why. Portugal offers long seasons of mild weather, even as southern Europe grows hotter and more crowded. Cities like Lisbon and Porto combine urban culture with cute cafés, rustic architecture, and hilly viewpoints, while the Algarve and Madeira deliver pristine rocky beaches and rewarding nature hikes. Prices remain slightly cheaper than Helsinki restaurants, and a familiar food scene built on fish and meat has grown more nuanced, blending African and Brazilian notes with international concept hangouts. The pace is calm and predictable, appealing to travelers who value safety and ease over spectacle. For Finns, Portugal feels neither exotic nor overexposed — a place that works, year after year.

Morocco, with curiosity

Morocco is still a surprise — and that is part of the appeal. Package travel more than doubled in a year, a rare jump in a time when many destinations are flattening.

Finns go for the colours, the craft, the weight of history. Ancient medinas, Islamic architecture, and traces of Arab, Berber, and European rule sit side by side, creating cities that feel dense with meaning rather than staged. Food is central to the experience. Slow-cooked tagines, regionally distinct couscous, fresh bread, olives, and mint tea shape a cuisine that is both ritualistic and social. Crafts, music, and daily commerce flow naturally through bazaars and narrow alleyways, making culture part of everyday movement rather than a scheduled attraction.

Southern Europe, off-season

Greece and Spain remain at the top, but something has changed. Summer trips to the Mediterranean are no longer automatic. Finns are travelling earlier in the year, or later — May instead of July, September instead of August.

Heatwaves and crowds have reshaped habits. The destination stays the same. The timing does not.

Japan, quietly returning

Japan has found its way back onto Finnish itineraries. Not in large numbers, but with intention. It’s a destination chosen carefully, often after years of travel elsewhere.

Finland, by choice

Perhaps the most telling shift is closer to home. Domestic travel and travel to nearby regions continue to grow. Warm summers have helped, but so has a renewed appreciation for space, water, and silence.

Summer cottages, the archipelago, Lapland outside peak season — Finland itself has become a destination again, not a compromise.

Fewer packages, more Freedom

Traditional flight-based package travel declined by nearly eight percent last year. At the same time, spending on individual travel services rose sharply. Finns are booking later, mixing flights and hotels themselves, and leaving room for weather and mood to decide.

Where Finns went in 2025

While travel habits are shifting toward flexibility and off-season movement, the classics still matter. According to SMAL, these were the most popular destinations for Finnish travellers in 2025, based on flight-based leisure travel packages.

Top 10 destinations, 2025

  1. Greece — 208,809 travellers

  2. Spain — 160,979

  3. Turkey — 42,956

  4. Cyprus — 29,345

  5. Portugal — 27,410

  6. Thailand — 25,908

  7. Italy — 23,310

  8. Egypt — 11,652

  9. Croatia — 11,222

  10. Cape Verde — 8,425

About the numbers

SMAL — and before it, SMY — has compiled Finnish travel statistics since 1965. Over time, travel itself has changed profoundly.

Traditional package tours are no longer the whole picture. Alongside them, Finns increasingly book flights and accommodation separately, tailor itineraries online, and combine services across platforms. Since a legislative change in 2018, many of these self-built trips are technically classified as travel packages, even if they don’t always appear clearly in statistics.

As a result, the figures above mainly reflect pre-produced, flight-based package travel. This explains why some popular city destinations don’t fully register in the rankings, despite their visibility on social media and booking platforms.

|

Weekend

Where Finns travel now

Where Finns travel now

·

5 min read

Credit: iStock, Lisbon

Credit: iStock, Lisbon

According to fresh figures from the Association of Finnish Travel Industry (SMAL), Finns are still travelling — even as the economy tightens and climate concerns reshape behaviour. Travel agency sales grew again in 2025, up just over four percent. Travel hasn’t disappeared. It has softened, stretched, and rearranged itself.

Portugal, slowly

Portugal has moved quietly up the list. Not loudly, not suddenly, but steadily. Mainland Portugal and Madeira both saw strong growth last year, with package travel to Portugal rising more than 40 percent.

It’s easy to see why. Portugal offers long seasons of mild weather, even as southern Europe grows hotter and more crowded. Cities like Lisbon and Porto combine urban culture with cute cafés, rustic architecture, and hilly viewpoints, while the Algarve and Madeira deliver pristine rocky beaches and rewarding nature hikes. Prices remain slightly cheaper than Helsinki restaurants, and a familiar food scene built on fish and meat has grown more nuanced, blending African and Brazilian notes with international concept hangouts. The pace is calm and predictable, appealing to travelers who value safety and ease over spectacle. For Finns, Portugal feels neither exotic nor overexposed — a place that works, year after year.

Morocco, with curiosity

Morocco is still a surprise — and that is part of the appeal. Package travel more than doubled in a year, a rare jump in a time when many destinations are flattening.

Finns go for the colours, the craft, the weight of history. Ancient medinas, Islamic architecture, and traces of Arab, Berber, and European rule sit side by side, creating cities that feel dense with meaning rather than staged. Food is central to the experience. Slow-cooked tagines, regionally distinct couscous, fresh bread, olives, and mint tea shape a cuisine that is both ritualistic and social. Crafts, music, and daily commerce flow naturally through bazaars and narrow alleyways, making culture part of everyday movement rather than a scheduled attraction.

Southern Europe, off-season

Greece and Spain remain at the top, but something has changed. Summer trips to the Mediterranean are no longer automatic. Finns are travelling earlier in the year, or later — May instead of July, September instead of August.

Heatwaves and crowds have reshaped habits. The destination stays the same. The timing does not.

Japan, quietly returning

Japan has found its way back onto Finnish itineraries. Not in large numbers, but with intention. It’s a destination chosen carefully, often after years of travel elsewhere.

Finland, by choice

Perhaps the most telling shift is closer to home. Domestic travel and travel to nearby regions continue to grow. Warm summers have helped, but so has a renewed appreciation for space, water, and silence.

Summer cottages, the archipelago, Lapland outside peak season — Finland itself has become a destination again, not a compromise.

Fewer packages, more Freedom

Traditional flight-based package travel declined by nearly eight percent last year. At the same time, spending on individual travel services rose sharply. Finns are booking later, mixing flights and hotels themselves, and leaving room for weather and mood to decide.

Where Finns went in 2025

While travel habits are shifting toward flexibility and off-season movement, the classics still matter. According to SMAL, these were the most popular destinations for Finnish travellers in 2025, based on flight-based leisure travel packages.

Top 10 destinations, 2025

  1. Greece — 208,809 travellers

  2. Spain — 160,979

  3. Turkey — 42,956

  4. Cyprus — 29,345

  5. Portugal — 27,410

  6. Thailand — 25,908

  7. Italy — 23,310

  8. Egypt — 11,652

  9. Croatia — 11,222

  10. Cape Verde — 8,425

About the numbers

SMAL — and before it, SMY — has compiled Finnish travel statistics since 1965. Over time, travel itself has changed profoundly.

Traditional package tours are no longer the whole picture. Alongside them, Finns increasingly book flights and accommodation separately, tailor itineraries online, and combine services across platforms. Since a legislative change in 2018, many of these self-built trips are technically classified as travel packages, even if they don’t always appear clearly in statistics.

As a result, the figures above mainly reflect pre-produced, flight-based package travel. This explains why some popular city destinations don’t fully register in the rankings, despite their visibility on social media and booking platforms.

Board Programme

Built for Nordic listed company boards.

The only programme in the Nordics designed specifically for listed-company board work.
Five sessions, one cohort, twenty leaders in one room - Helsinki, 2026.

Board Programme

Built for Nordic listed company boards.

The only programme in the Nordics designed specifically for listed-company board work.
Five sessions, one cohort, twenty leaders in one room - Helsinki, 2026.

Topics

# Topics

Authors

Founder and ceo

Helene Auramo is a co-founder of Listeds and Nordic Listed Leaders. She has previously co-founded Slush, Indiedays, Zipipop, and Okimo Clinic, building ventures at the intersection of media, technology, and community. She holds board positions at the Finnish Business School Graduates (Suomen Ekonomit) and Finnvera, and serves as Chair of the Investment Committee at the Finnish Business School Graduates. Helene is also a columnist for Talouselämä, Finland’s leading business magazine, and Aamulehti, one of the country’s largest newspapers. Her work focuses on leadership, growth, and the structures that shape decision-making in Nordic companies. She was awarded Future Board Member of the Year in 2022 by Future Board.

Founder and ceo

Helene Auramo is a co-founder of Listeds and Nordic Listed Leaders. She has previously co-founded Slush, Indiedays, Zipipop, and Okimo Clinic, building ventures at the intersection of media, technology, and community. She holds board positions at the Finnish Business School Graduates (Suomen Ekonomit) and Finnvera, and serves as Chair of the Investment Committee at the Finnish Business School Graduates. Helene is also a columnist for Talouselämä, Finland’s leading business magazine, and Aamulehti, one of the country’s largest newspapers. Her work focuses on leadership, growth, and the structures that shape decision-making in Nordic companies. She was awarded Future Board Member of the Year in 2022 by Future Board.

Authors

Founder and ceo

Helene Auramo is a co-founder of Listeds and Nordic Listed Leaders. She has previously co-founded Slush, Indiedays, Zipipop, and Okimo Clinic, building ventures at the intersection of media, technology, and community. She holds board positions at the Finnish Business School Graduates (Suomen Ekonomit) and Finnvera, and serves as Chair of the Investment Committee at the Finnish Business School Graduates. Helene is also a columnist for Talouselämä, Finland’s leading business magazine, and Aamulehti, one of the country’s largest newspapers. Her work focuses on leadership, growth, and the structures that shape decision-making in Nordic companies. She was awarded Future Board Member of the Year in 2022 by Future Board.

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Investor Event

Listeds Investor Event · Defence

Nordic defence is in a once-in-a-generation growth cycle. Eight listed and pre-IPO companies pitch to 100+ invited investors at Valkoinen Sali, Helsinki

21 September 2026

Latest on Listeds

Market Signals

Citycon approved a €422.6M sale of three Finnish shopping centres to a company controlled by G City's shareholders

Sep 15, 2026

Myyrmanni, Koskikeskus and Trio, classified as a related-party transaction and approved by the independent directors on 12 August. 

On 12 August 2026, Citycon Oyj's board approved the divestment of three Finnish shopping centres — Myyrmanni in Vantaa, Koskikeskus in Tampere and Trio in Lahti — at an appraisal value of approximately €422.6m, based on the 30 June 2026 valuation.

The buyer is Noga Finland Retail Properties Oy, which Citycon's release describes as controlled by the shareholders of G City Ltd. G City and its subsidiary Gazit Europe Netherlands B.V. held approximately 89.68 per cent of Citycon at the time. Citycon classified the transaction as a related-party transaction deviating from the ordinary course of business, and states that the independent board members approved it.

Completion is expected in the second half of 2026, conditional on a public offering of securities in Noga Retail Properties Ltd. and other customary conditions. Citycon may provide vendor financing of up to €84.5m at market terms, and retains asset and property management of the three centres after closing, for which it will receive management and success fees.

The numbers

Appraisal value of the three centres

approx. €422.6m

Against the 28 May LOI

approx. €400m at 31 March 2026 book value

Vendor financing Citycon may provide

up to €84.5m — about a fifth of the price

G City + Gazit at approval / after 31 August

89.68% 

Separate related-party facility, 13 May

up to €200m mutual on-call loan, repayable 15 February 2028

Governance and ownership

The transaction is the third disclosed related-party item between Citycon and its controlling owner in four months.

  • 13 May — Citycon's board approved a mutual on-call loan facility of up to €200m with G City, repayable by 15 February 2028, at interest set on arm's-length terms by an independent pricing agent. The release notes G City is Citycon's parent and a related party, and states the facility was approved unanimously by the independent board members.

  • 28 May — Citycon signed a non-binding letter of intent for the divestment of Finnish centres at a book value of around €400m as at 31 March 2026.

  • 12 August — The board approved the sale of the three centres at approximately €422.6m, again by decision of the independent board members.

The parking dispute, in date order

One of the three centres is at the centre of a public dispute in Finland this summer. The sequence, as reported:

  • July 2026 — Citycon cut free parking at Myyrmanni from two hours to one. Free parking was also shortened to one hour at Iso Omena and Lippulaiva in Espoo; a K-Citymarket merchant told Länsiväylä the conduct was classless.

  • 8 August — Espoo City Council chair Jarno Limnéll wrote in Länsiväylä that Citycon should re-evaluate the decision and enter genuine dialogue with entrepreneurs and customers, noting Iso Omena houses a library, pharmacy and health centre.

  • 12 August — The board approved the sale of all three centres.

  • 14 August — MP Mia Laiho, chair of the Länsi-Uusimaa wellbeing services county board, called for Citycon to come to the negotiating table over the one-hour limit at Iso Omena.

  • 4 September — Citycon extended free parking at Myyrmanni to 90 minutes. No change in Espoo 

These are separate decisions by the same company in the same weeks. 

What to watch

Completion of the €422.6m divestment depends on the public offering of Noga Retail Properties Ltd. securities, and the timing of that offering determines whether the transaction closes before or after Citycon leaves the exchange. G City commenced compulsory redemption proceedings on 2 September, and Finnish redemption proceedings ran to a determined redemption price. The delisting application follows as soon as it is permitted under applicable law.



Executive Intelligence

Women hold 34.9% of Helsinki board seats. The chair's seat moved the other way.

Sep 14, 2026

The half in which the EU board gender directive fell due, measured against the Listeds board composition dataset. Women's share of board seats rose 1.3 points. The share of female chairs fell from 12.0% to 10.7%.

According to the Board Index — Finland H1 2026 study by Listeds and Admincontrol, women's share of board seats on Nasdaq Helsinki rose from 33.6% to 34.9% over the first half of the year. The gain was 1.3 percentage points in six months, continuing the upward trend that began in 2022 (28.2%). 30 June 2026 was the compliance deadline for the EU directive on gender balance on the boards of listed companies (Directive (EU) 2022/2381). The largest single-year gain, however, came in 2025, when the share climbed 3.0 points from 30.6% to 33.6% — a full year before the deadline took effect.

The 40% target applies to a narrower group than the market average covers

The market-wide average still falls short of the directive's 40% target. The directive's obligations, however, apply only to companies above certain size thresholds — in Finland, more than 250 employees and either a balance sheet above €43 million or turnover above €50 million — whereas the Board Index figures cover the whole of Nasdaq Helsinki and the First North market. In the Large Cap segment, which comes closest to the group in scope, the threshold was passed: women held 42.0% of board seats at the end of June. Market-cap segment is an approximation rather than the legal test: some Mid Cap companies clear the employee and turnover thresholds, while a few Large Cap companies with small workforces do not. The lowest shares sit in small companies and on First North, which are largely outside the directive's scope.

One woman on the board is no longer enough

The change over the first half was not only a matter of volume. The emphasis shifted from appointing a first woman to filling more than one seat: the share of companies with only one woman on the board fell from 26.2% to 21.9%. At the same time, the share of companies where more than 40% of directors are women rose from 24.0% to 27.8%.

By segment, the largest step was taken in Small Cap companies, where women's share rose from 29.6% to 32.4%. First North remains the most male-dominated market segment: women hold just 27.5% of board seats there. By industry, the sharpest gains came in consumer staples (36.1% → 40.0%) and technology (29.5% → 32.9%). Real estate remains the least gender-diverse industry, with women at 25.0%.

Eight all-male boards — and fewer female chairs than before

One indicator stood still, the other turned down. The number of all-male boards remained at eight companies (4.4% → 4.3% of companies), and all of them are Small Cap or First North companies: Digitalist Group, Dovre Group, Eagle Filters Group, Norrhydro Group, Pallas Air, Summa Defence, Sunborn International and Titanium.

The share of female chairs fell from 12.0% (22 companies) to 10.7% (20 companies). Progress in board membership has therefore not yet reached the head of the table.

At the other end of the range, a group of companies has reached or passed gender parity. The highest shares of women were at Suominen (66.7%), Aktia Bank and Verkkokauppa.com (both 57.1%) and Huhtamäki (55.6%). Fiskars, Kempower, Orion, Stora Enso, Administer and Modulight landed at exactly 50%.

Internationalisation did not move at all

The nationality mix was entirely unchanged: Finnish nationals held 77.3% of board seats both at the start and at the close of the half. In every reading since 2022 the figure has sat between 77% and 78%. The only real movement in the series came in 2025, when the Finnish share fell from 78.2% to 77.3%.

Internationalisation is concentrated in a small number of large companies and in certain industries. The most international industries are telecommunications (44.1% Finnish), health care (61.9%) and energy (62.5%). Among market segments, Large Cap is the most international (58.4% Finnish). The most domestic industries are consumer staples (88.0%) and industrials (85.3%); among segments, Small Cap (87.8%) and First North (86.1%). The internationalisation of Finnish listed companies' business has not carried through to their board composition, and new listings still arrive on the exchange with largely all-domestic boards.

“Finnish listed companies are internationalising their business faster than their boards. If a company's growth comes from outside its home market, the board should include at least one director who has relevant business experience from that market. Today's digital board meeting systems make high-quality, frictionless board work possible across borders as well.”
Henrikki Hirvonen
Henrikki HirvonenCountry Manager Finland, Admincontrol

Average age edged down

The average age of boards fell from 57.6 to 57.0 years over the half. Across the full series, however, boards have aged: the average has risen from 55.7 years at the end of 2022, with the sharpest single move — up 1.1 years — in 2025 alone. Millennials (born 1980–1999) rose from 12.0% to 12.2% of board seats, and directors under 50 from 18.1% to 18.5%. The share of companies with no millennial director fell from 50.3% to 47.1%.

Even the youngest boards sit at or above 45 years of age. The only exception is Talenom, whose board has a calculated average age of 40.8 years and where 80.0% of directors are millennials.

Most of the adjustment came before the deadline, not because of it

Progress over the first half was broader than regulation alone requires, as shares also rose outside the directive's size thresholds. The open question is whether it continues without a deadline attached to it. The pattern in the data suggests much of the adjustment was anticipatory: the largest annual gain came in 2025, before the deadline, and the pace roughly halved in the half when compliance actually fell due.

“Diversity is measured by gender, nationality and age because those are measurable. A board's real capability, however, is a question of expertise: does the board's expertise match the tactics and the strategy the company intends to execute over the coming years. Composition is only the starting point. Diverse board work is not automatically effective, because different perspectives produce better decisions only if the way the board works lets them reach the table.”
 Henrikki Hirvonen
Henrikki HirvonenCountry Manager Finland, Admincontrol

Summary

Metric

1 Jan 2026

30 Jun 2026

Women on boards

33.6%

34.9%

Boards with no women

4.4% (8 companies)

4.3% (8 companies)

Boards with only one woman

26.2%

21.9%

Boards above 40% women

24.0%

27.8%

Female board chairs

12.0%

10.7%

Finnish directors

77.3%

77.3%

Average board age

57.6

57.0

Millennial directors

12.0%

12.2%

Boards with no millennial

50.3%

47.1%

Read the full index: Board Index — Finland | H1 2026

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