Finland has been named the happiest country in the world six times in a row. Visit Finland set out to commercialise Finnish happiness, and it seems to have succeeded.
Visit Finland launched a campaign in March encouraging tourists to apply for a four-day all-expenses paid happiness course in Finland.
The location is Rantasalmi, a municipality of about 3000 inhabitants in South Savo, number of participants: 14.
In the end, there were more than 150 000 applicants from almost every country in the world. Find your inner finn – Master in Happiness had turned into a one in a thousand event.
Visit Finland launched its course with a press release and a paid marketing campaign. At the same time, the World Happiness Report was published, in which Finland ranked first for the sixth time in a row.
The paid campaign was quickly suspended.
– We saw that this is spreading anyway. Applications have already started coming in, says Jimenez.
How is happiness taught?
A masterclass in happiness. The name contains the promise that happiness skills are available. In order to have them available, you need to know where happiness comes from.
About ordinary things, says Heli Jimenez.
– Let’s walk in nature, do a little fishing, go to the sauna, get to know Finnish food – exactly what we Finns do on our holidays, for example.
Finnish happiness can be thought of as being divided into contentment, security and peace.
The focus is on a lifestyle close to nature, but society is also included as a background factor for happiness.
– Everything is possible because we have the happiness infrastructure in Finland. For example, we can train and we have strong social support networks; it’s not about taking a little walk in the forest and that’s it, says Jimenez.
Expectations have already been met
From the point of view of tourism, Finland’s problem is unfamiliarity. The ultimate purpose of Visit Finland’s campaign was and is to make Finland better known.
– That was our number one goal, and it has already come true. Next, we want to verify what we’ve been talking about, says Jimenez.
Visit Finland is now faced with a small but positive problem, as several international media would like to come and document the happiness master class. Visibility and recognition would increase, but at the same time it would fight against the whole idea of \u200b\u200bthe course.
– We will let someone in, but we want the participants to have an authentic experience.
The theme of happiness is clearly attractive, and Visit Finland intends to continue with it. According to Jimenez, the reports show that the corona has depressed people’s minds.
– There are many people who have not experienced genuine happiness for a long time. The other side is that the behavior of tourists has changed: they want to return to traditional things and relaxation, but not necessarily in traditional travel destinations.
*Discussion on the topic is open here until 11.05.2023 at 11 pm.*