Finland strengthened its engagement with the Indian outbound travel market through the Finland–India Tourism Workshop 2026, a three-city programme across Mumbai, Ahmedabad and New Delhi that brought together 22 tourism partners from Finland.
The 2026 edition featured the largest-ever delegation for the Finland tourism workshop in India, representing destination marketing, luxury hotels and resorts, DMCs, experience providers and tourism businesses. Organised by Sara Consulting Services, the workshops facilitated interactions with Indian luxury travel advisors, tour operators, MICE specialists and media, creating opportunities for business development and collaboration.
The programme also attracted travel agents from Tier II and Tier III markets, including Pune, Kolkata, Indore, Raipur, Chandigarh, Ludhiana and Agra, extending Finland’s trade outreach beyond India’s major metropolitan markets.
India continues to emerge as an important source market for Finland. Lapland recorded an 89 per cent increase in Indian overnight stays in 2024 compared with 2023, followed by a further 20 per cent growth in 2025. Finland also attracts the highest number of Indian overnight stays among the Nordic countries.
The workshops showcased Finland beyond its established Northern Lights appeal, highlighting Arctic adventures, luxury accommodation, pristine nature, culture, wellness, sustainability and year-round travel experiences.
Sara Sodhi Juneja, Founder and CEO, Sara Consulting Services, said, “The Indian market is evolving rapidly, with travellers placing greater value on unique experiences, quality and deeper connections with a destination. Finland is exceptionally well positioned to meet this demand. The continued growth from India, particularly to Rovaniemi, reflects the strong trust and interest the destination has built among Indian travellers and the trade.”
Speaking about the three-city programme, she added, “Delhi and Mumbai continue to be our most important markets, while Ahmedabad is showing strong growth potential. This was our second time in Ahmedabad, and we are continuously looking at newer markets where we can engage with and educate travel agents while exploring further opportunities for Finland.”
“While there were a few first-time participants, many partners have been returning over the years. What is particularly exciting is how their offerings continue to evolve, with new resorts, products and experiences being added to their portfolios. So, there is always something new from Finland to showcase to the Indian travel trade,” Juneja said.
Finnish Partners See Growing Potential in India
Participating partners highlighted the growing awareness of Finland among Indian travellers and travel sellers, along with the quality of business interactions generated during the roadshow.
Patricia Herlin, Senior Sales Manager, Strawberry, said, “The India market is definitely growing. I represent hotels in the Helsinki region, and we are seeing continuous growth from India, which makes being here extremely important for us. The roadshow has been very well organised, and I especially appreciate the strong turnout. I’ve made some great connections, received excellent leads, and I’m confident we will see a good return on investment. It has definitely been worth coming.”
Eveliina Korhonen, Sales and Marketing Director, SantaPark Arctic World, said, “It is lovely to be back in India. We have been present in this market for many years, and it is wonderful to see the strong partnerships we have built with our partners here, while also connecting with new partners looking for something different. We are very excited to showcase Rovaniemi and Finnish Lapland as a year-round destination and offer high-quality, memorable experiences for our partners and their Indian guests.”
Highlighting the evolution of the Indian travel trade’s understanding of Finland, Ayush Bagga, Head – Partnerships, FinnDMC, said, “The experience has been immaculate. Meeting so many people across Mumbai, Ahmedabad and Delhi almost feels like a Finland Travel Festival; you get to connect, network and, at the end of the day, do meaningful business.”
“What has particularly stood out this year is how much the Indian travel trade has evolved. We no longer need to introduce Finland or explain the destination. Agents know Finland; they have been selling it, and many have experienced it themselves. The conversation has moved forward; now, it is about telling them what is new in Finland. That is a beautiful change to see,” he added.
For some partners, the 2026 workshop marked their first engagement with the Indian market.
Anne Starck-Antola, Key Account Manager – International Sales, Icebreaking Company, said, “This is my first visit to India, as well as the first for the Icebreaking Company, and it has been a great experience. It has given us the opportunity to meet some of our clients face-to-face for the first time and, importantly, connect with many new partners.”
“It is encouraging to see the growing interest among Indian travellers in Finland. India is becoming increasingly important for us, and we look forward to building stronger cooperation with our Indian travel trade partners. Our key offering is our icebreaker cruises in Kemi, Finnish Lapland, which operate from December until early April. We have two vessels, Icebreaker Sampo and Icebreaker Arctis, offering guests the unique experience of sailing through the frozen sea and witnessing the power of an icebreaker as it breaks through the ice,” she added.
Karoliina Mattila, Key Account Manager, Arcora Boutique Hotel and Villas, said, “This was my first time attending the India Roadshow, and it has been a wonderful experience, especially as we prepare to open our new luxury hotel on December 14. What surprised me most across all three cities was how well the travel trade already knows Finland, particularly Northern Finland. The conversations were therefore focused on what’s new, our hotel, its facilities and the experiences we can offer guests.”
She added, “I was also incredibly impressed by the hospitality and the quality of connections I made. Some contacts reached out within minutes of receiving my business card, which was very encouraging. I’m extremely happy with the response and will definitely return next year. India will be a very important market for us.”
Returning participants highlighted the importance of face-to-face engagement in strengthening established trade relationships and generating new opportunities.
Sven Lookene, Managing Director, Travel Expert, said, “This is my second time at the India Roadshow, and the experience has been just as smooth and rewarding as last year. We have been working with the Indian market for quite some time, but events like these provide a real boost. They give us an opportunity to meet Indian travel agents face-to-face, better understand their requirements and build stronger relationships.”
“What has particularly impressed me is the number of luxury travel specialists attending and the quality of the connections we have made. As the only non-Finnish company participating, representing the Baltics, it is both an honour and a responsibility. I’m grateful to Sara for the trust and the opportunity to showcase the Baltics to the Indian market. We remain committed to delivering the best possible experiences for Indian travellers,” he added.
Johanna Koivunen, CEO, Ranua Resort, said, “The roadshow has provided valuable insights into the Indian market, and I’ve had the opportunity to meet many interesting new contacts as well as reconnect with existing clients. It has definitely been worthwhile participating.”
“My message to the Indian travel trade is to keep building on this strong collaboration and explore Finland as a year-round destination. While Finland is well known for its winter experiences, summer is also a wonderful time to visit. I look forward to introducing the Finnish summer and its unique experiences to many more Indian travellers,” she added.
With Indian travellers showing increasing interest in luxury, experiential and nature-based holidays, the three-city Finland–India Tourism Workshop 2026 sought to deepen commercial ties between Finnish suppliers and Indian travel partners while expanding awareness of Finland as a year-round destination.
Photo Gallery