Discovering Satakunta: BALTGEM brings new international opportunities for the region’s tourism businesses

British interest in Finland is growing. According to Visit Finland*, overnight stays by British travellers in Finland increased by 26% during the summer season of 2025 compared to the previous year. While Finland is already well established as a winter destination among British visitors, there is considerable potential to attract more of them during the summer months as well. 

How could Satakunta benefit from this growing interest? This question was at the heart of an event held at Ahlström Estate in Noormarkku, Finland, on 2 November. The event brought together tourism professionals and businesses from the Satakunta region to explore the British travel market and identify opportunities to attract more international visitors. The event was organised as part of the BALTGEM – Hidden Gems of the Baltic Sea Coast project. The project is led by Satakunta University of Applied Sciences (Finland) and implemented together with project partners Nedre Dalälven (Sweden) and Kurzeme planning region (Latvia). During the event, participants gained insights into British travellers’ interests, expectations and travel habits, as well as practical advice on how to develop and market tourism products to international audiences. 

“The UK is a promising market for BALTGEM, offering relatively easy accessibility and the opportunities of a commonly used English language. Although our regions are still relatively unknown to British travellers, they have great potential to attract British lifestyle travellers – creating valuable opportunities for SMEs in the Satakunta region to reach new customers and grow their international business”, says project manager Niina Aalto from the Satakunta University of Applied Scieces.  

Laura Davies, British Ambassador to Finland, shared perspectives on attracting British visitors and strengthening cooperation with the UK tourism industry. She encouraged Finnish tourism businesses to recognise and make better use of what makes Finland unique. “Understand what you have and how unique and different it is,” she emphasised, highlighting the very Finnish experiences such as nature, tranquility, berry and mushroom picking, along with cottage life. 

Marjo Ranta-Irwin, Visit Finland Academy coach, introduced participants to the British lifestyle traveller – someone interested in local culture, nature and authentic experiences. She also highlighted the potential of the UK as a tourism market. The UK was Finland’s second-largest source market for international tourism in 2025, but while Finland is well known among British travellers as a winter destination, particularly for Lapland, its summer offering is less familiar. 

From well-known attractions to authentic local experiences 

For Satakunta, attracting more British visitors means making the region’s distinctive destinations and experiences better known internationally. The region has several assets that could appeal to travellers looking for something beyond Finland’s most established tourist destinations like Lapland and Helsinki-Uusimaa region.  

Maria Rasmussen from Visit Pori highlighted the importance of cooperation in international tourism marketing. According to her, cooperation is absolutely essential in international tourism and marketing in the Satakunta region. She reminded that many travellers do not come to Finland or Satakunta for just one destination. She also noted that BALTGEM offers new opportunities also for Pori and the surrounding region to reach international markets that have not traditionally been among their main target groups. Further, Irene Villanen from Visit Rauma highlighted Old Rauma and the Sammallahdenmäki Bronze Age burial site, both UNESCO World Heritage sites, as key attractions for the region. Nature is another important asset, particularly for international visitors looking for experiences beyond the better-known Finnish destinations. 

Building connections and new business opportunities 

BALTGEM aims to help tourism businesses in Satakunta, Nedre Dalälven in Sweden and Kurzeme in Latvia enter the UK market. By bringing together lesser-known destinations along the Baltic Sea coast, the project seeks to increase their international visibility and create new business opportunities. 

A key objective is to establish 15 sales agreements across the three partner regions. The project supports tourism businesses in strengthening their international readiness through training and other activities. Virtual B2B meetings and opportunities to connect with British tour operators are also planned for the coming years. Bringing international tour operators to the destinations themselves is also particularly valuable, as it allows them to experience the places and tourism products first-hand. 

For Satakunta, the UK market offers an opportunity to reach travellers looking for authentic experiences, local culture, and nature. The challenge, and the opportunity, lies in making these lesser-known destinations visible and showing international visitors what makes them special. 

“We look forward to working closely with tourism businesses to develop appealing experiences and products for the UK market. There will be opportunities to gain market insights, take part in workshops and receive support in connecting with British tour operators – opening doors to new international partnerships and customers”, concludes Aalto. 

*Source: Visit Finland, Monthly follow-up: August / Summer season 2025 (in Finnish).

Text: Anne Jylhä, National Contact Point Finland, 5.11.2026