Lapland tourism insights for year 2024

The year 2024 is shaping up to be a strong year for tourism in Lapland. We gathered information about Lapland’s tourism trends, which are predicted to be coming in the year 2024.

I’m in a hurry, can you sum it up?

In this article, you will find out what tourists will value in Lapland tourism in 2024, what they pay special attention to, and what the general situation of Lapland tourism is at the moment.

Experience tourism is growing in popularity

It can be said that the 2022-2023 season was really successful in Lapland and for several service providers it was even the best season ever. The next winter season (2023-2024) is also predicted to be strong.

In 2024, the popularity of adventure tourism is predicted to grow. Travelers increasingly want once-in-a-lifetime experiences and big experiences. This predicts well for tourism in Lapland, because Lapland is experienced specifically as an experience destination.

Since travelers want more experiences all the time, that’s why they also want the accommodation to be a new kind of experience. It follows that the popularity of holiday apartments will probably increase compared to hotels in 2024. In holiday apartments, you can experience Lapland’s nature and life in a completely different way than from hotel rooms.

For a long time, it has been possible to rent the property for a week at a time, and shorter periods have not necessarily been available. In 2024, it is predicted that travelers will make increasingly shorter trips due to rising prices, so accommodation providers must respond to this demand by also offering shorter-term accommodation options.

More and more travelers want to use the money saved from accommodation for experiences and activities. In Lapland, for example, husky and snowmobile safaris are booked as a season even months in advance as the desire for adventure grows. Since the cost of living for tourists has risen, we want to invest in the quality of the trips instead of the length. However, you don’t want to skip trips because of the expenses.

International tourists also want to have experiences in Lapland. However, they do more package tours than Finns, which means that in addition to flights and accommodation, they buy various activities.

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Individual tailoring of holidays and technological development

For the year 2024, it is predicted that the need for more and more individually tailored services and products in the travel industry will grow. Travelers are constantly more aware and demand more and more high-quality services from their holidays. This can be seen in the fact that mobile phones are increasingly becoming our personal holiday organizers, so the importance of travel agencies is decreasing, especially when Finnish tourists book holidays in Lapland.

The future population will include more individualistic travelers who value individual freedom and choice. Vacation companies are expected to offer trips according to individual tastes and needs. Accommodation providers must therefore meet these needs more and more by offering segmented holidays that emphasize high-quality and individual service.

Since travelers want to customize their own trips, the sale of trips digitally and especially the use of self-service programs and applications will continue to grow from previous years. Travelers compare accommodations in advance because they increasingly want to see what kind of destination they are going to. There is also an increasing demand for quick customer service and effortless booking of accommodation, so the use of artificial intelligence in booking accommodation will continue to grow in 2024.

The Internet will play an even more important role in people’s vacation choices, so virtual reality is used more and more in the trip planning phase. Because of this, the importance of pictures, videos and especially virtual tours will continue to grow in the marketing of accommodation in 2024. Read 5 reasons why you should invest in high-quality pictures and videos when renting a holiday home.

Combining work and vacation – remote work in Lapland’s nature

It is predicted that remote work will increasingly become a normal form of working, which enables the freedom to change the environment, for example while traveling at the same time. Travelers value telecommuting opportunities, as it gives them the opportunity to break away from everyday life and gives room for creativity. In 2024, accommodation providers must pay special attention to the remote work possibilities of accommodations, i.e. the functionality of Wi-Fi networks and enabling remote work space.

Lapland has been a popular remote work destination for years, and its popularity is predicted to continue to grow. In the Lapland area, there are many lunch spots and remote work stations where you can work while enjoying Lapland’s wonderful nature. In Ylläki you can find, for example, Kohta Coworking, which is a communal workspace in the middle of the village of Äkäslompolo. There are workrooms equipped with electric desks and adjustable work chairs, as well as a 500 Mega fiber optic connection, a kitchen and a shower.

In Levi, you can find Innovation Home, which offers its members a calm and innovative working space that takes into account high-quality internet connection and work safety.

Combining work and vacation is also predicted to increase in 2024. We go to Lapland to enjoy both free time and wonderful remote work landscapes.

Responsible and sustainable tourism

With the demographic change, responsible tourism is a growing trend. In 2024, travelers are predicted to take special care of responsibility – not wanting to harm the local environment or indigenous peoples and culture.

In 2023, the demand for more sustainable trips increased and it is predicted to increase in 2024 as well. Travelers want to travel as ecologically as possible, i.e. for example they only fly by plane if they have to and prefer other travel options whenever possible.

The growth of domestic travel is predicted to continue in 2024 as well, meaning that Finns want to travel more within Finland than abroad. Tourists also want to support local accommodation and services more and more.

The impact of the delimitation of Chinese restrictions on tourism in Lapland

The ongoing war in Ukraine and the prolonged travel restrictions of several countries, such as China, have had a major impact on the global travel recovery, which can also be seen in Lapland until 2024.

The number of Chinese tourists grew rapidly in the couple of years before the pandemic. When the corona lockdowns started, Chinese tourism practically completely dried up for several years. However, a return to the previous pace can be predicted.

The re-opening of China’s borders is predicted to return travel to Lapland to the pre-pandemic level in 2024. The removal of China’s travel restrictions can already be seen in the growth of tourism demand in Lapland.

The effect of the war between Russia and Ukraine on tourism in Lapland

In 2019, before the corona restrictions, almost 60,000 Russians stayed overnight in Lapland, while correspondingly in 2022, by the end of November, there were only a good 4,000 overnight stays. Due to Russian visa restrictions and inflation, Russians are no longer seen in the tourist centers of Lapland, and it is likely that the same situation will continue in 2024.

However, the gap among Russian tourists has been filled by tourists from other countries. More and more tourists come to Lapland from, for example, the Netherlands, Italy, France, Denmark and Poland. The number of self-employed tourists has also been increasing. This is partly the result of direct flights from France and Germany opened to Kittilä.

Tourism in Lapland in 2024 – summary

In general, Lapland is currently doing better than the rest of Finland when looking at tourism. Travelers are increasingly looking for adventure tours tailored to the individual. The popularity of combining work and vacation and responsible travel will also increase in 2024.

Although Russians have been prevented from entering Lapland, other foreign tourists have taken their place. Lapland’s international tourism has grown all the time, and domestic demand is predicted to grow to a better level than even before the corona virus. The recovery will accelerate even more when Chinese tourists return to Lapland.

If growth continues as it is now, and Chinese tourists also come back, Lapland will already be really full of tourists. Because of this, tourism in Lapland is predicted to fully recover from the effects of Covid-19 by 2024. However, the increased prices will still affect tourists’ budgets and travel plans in 2024. This can be seen in the fact that trips are getting shorter, but people want to experience more and more experiences.

Lapland will welcome every traveler in 2024 with joy. Traveling in your own country is important, because it supports Finnish work.

Written 06/2023

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