As Finland is a remote destination at the outskirts of Europe, we currently only receive approximately 0,4% of all of the travellers worldwide. And most of these travellers only stay for a very short stopover.
However, Visit Finland currently attracts over half a million visitors to its website every month. This goes to show that a staggering figure of annual visitors to the organization’s website must be very interested in Finland as a holiday destination. How to make more of these visitors book a trip here?
I visited Berlin two weeks ago. The city is, of course, one of the most hip destinations in Europe. During my stay there, I visited various sites related to its history, as well as the most popular contemporary art exhibitions currently going on, and many excellent clubs. Perhaps it is the combination of these three types of attractions – historical and cultural, as well as the nightlife – that makes me return there every so often?
I think that Finland, as a holiday destination, caters for many tastes as well, and we can certainly add the spectacular nature to our list of attractions. Now, as the summer is just about to begin, I am looking forward to spending a few weekends at least outside of my hometown Helsinki. For the Midsummer night, there is no better place to be than one with a view on a still lake in the middle of a forest.
But the nightlife scene in Helsinki is hot as well. A few weeks back, we had yet again the Berghain resident Marcel Dettmann playing an excellent 6-hour set in a club in the vicinity of Kallio. And many local artists are a treat for any house or techno lover. Many outstanding festivals for all tastes in music are organized here, the most hip one being the Flow Festival of Suvilahti, and are featured in international travel publications.
For the history and culture lovers, there are many things to experience as well. But perhaps the country brand would benefit of emphasizing the original culture and the excellent contemporary art scene, for example, instead of merely highlighting Suomenlinna Island and other such sites that have more to do with distant events of the past? Helsinki currently has several exhibitions going on that feature contemporary art’s finest international figures, such as Neto and Weiwei.
While I mention that, the Finnish contemporary artist scene is well worth getting acquainted with! Anssi Kasitonni, one of my favourite Finnish artists, is curating this year’s Mänttä Art Festival, first organized in 1993. Being the most hip annual art event outside of Helsinki, this festival that has a history of over 20 years is a must-see. Certainly worth travelling all the way to Mänttä!
And if you should miss that, the contemporary art festival ARS 17 will be taking over Kiasma next year.
The ARS festivals, much like the Documenta in Kassel, have a history ranging back to the turbulent 1960s and 1970s.
While the Documenta will be open in Kassel again the same year, and will certainly yet again be an event beyond comparison most likely attracting over one million art tourists worldwide, I suggest visiting the ARS festival in Helsinki as well. Kiasma will also be the partner organization of Frame Finland during next year’s Venice Biennale.
In two weeks, Visit Finland will organize a seminar related to travel and the field of culture. I will be attending the seminar, and I am very much looking forward to it. The CEO of Creative Tourism Barcelona, Caroline Couret, will be giving a keynote talk, and there will be workshops on the topic, one of them being on contemporary art and country image and facilitated by the Museum Director of Kiasma, Leevi Haapala.