Lapland is already a well-known luxury holiday destination in the world. Järvi-Suomi is also investing in luxury tourism destinations, but there are still difficulties in reaching foreign tourists.
Silence – that’s the first thing you notice. It’s nothing but the knocking of a woodpecker. One couple walks hand in hand along a forest path, otherwise no one is seen.
The hotel’s entrance, surrounded by natural stones, is dark and tunnel-like.
Kuru Resort was opened a year ago in Rantasalmi. In addition to the main building, the six million euro hotel includes 20 separate villas.
The goal in Rantasalmi is to increase foreign tourists. The daily price of wool has been reduced from the level of a year ago.
– The price level lives on. The number of guests has started to grow little by little, and has survived these challenging times. At the moment, we mainly have domestic tourists, and we have already received some visitors from Central Europe, says Kärki.
According to Business Finland, the tourism industry in Eastern Finland is boosted by the lack of Russian tourists.
Stars, aurora borealis and sauna baths
– Absolutely clean nature and lakes that you can drink from are something that you can’t get in the world even with money. The Finnish landscape, cultural offerings and especially the sauna are in demand, says Renfors.
In Järvi-Suomi, investments have started in luxury properties. However, it would have to be possible to make the area known specifically among luxury tourists.
Niliaitta was completed in Kivijärvi two years ago in the middle of the forest. You can rent the luxury fence, which is supported by one pole, at a height of 320–380 euros per day. Also, Niliaitta has not yet received the desired international customers.
Domestic tourists, on the other hand, have enjoyed the overnight experience.
More investment in service
According to Business Finland, no exact figures are available for luxury visitors because privacy is important in the industry. Many tourism entrepreneurs have promised their customers a period of silence.
For luxury travelers, the same experiences and program offerings as for ordinary travelers are sufficient, but the framework of the accommodation and the level of service must be in order.
– In Finland, self-service is common, and with digitalization, self-service points have also increased in tourism. It does not suit luxury tourism. The service must be personal and customizable. For example, we have very few places where luggage is carried to the room.
A luxury traveler spends eight times more money than an ordinary traveler.
– If a private plane or helicopter ride is used, several tens of thousands are easily spent during the trip, when we are talking about high-end tourists. When the trips are customizable, the price of the trip can rise even more, says Renfors.
The prices of the popular glass igloos in Lapland are around 700–800 euros per night, depending on the season.
Social media influencers and marketing partners
Business Finland organizes various marketing events abroad and is exhibited at travel fairs. In recent years, the target countries for marketing in luxury tourism have been India, the United Arab Emirates, Great Britain and the United States.
Most luxury tourists have come from Great Britain and the United States.
Social media influencers are also invited to visit Finland.
– It is no coincidence that Kourtney Kardashian visited Lapland. Information about Finland can be effectively spread through celebrities’ Instagrams.
Kuru Resort has also invited social media influencers for visits and cooperates with various international travel agencies and Visit Finland, among others.
– Lapland has a strong brand, but Saimaa and Linnansaari National Park are also unique regions. However, direct marketing of an individual company to an individual customer is completely impossible, so through cooperation we try to get a flow of foreign customers here as well, says Kärki.
*You can discuss the topic on 9.1. until 23:00.*