The results were supplemented with five expert interviews from the tourism sector. The study examined how various change phenomena are reflected in the attitudes and wishes of Finnish travellers.
Were there any surprises in the results, Marco Palmu, Director of Passenger Traffic at Finnlines?
– I have been in the industry for so long that there were no major surprises for me. The results confirm that travel habits may change with age; perhaps party destinations are no longer necessarily sought after, Palmu says.
– The journey is already part of the holiday. More time is spent travelling than, for example, on a flight south.
According to Finnlines’ study, the focus of tourism is gradually shifting from quantity to the quality of experience: travel is sought for peace, presence, and experiential depth, among other things. As many as 88 percent of Finns consider it important during a holiday to have time to be truly present for themselves and their loved ones. This is particularly important for the youngest respondents: among 18–24-year-olds, as many as 96% emphasise the importance of presence.
The same phenomenon is reflected in the need to disconnect from everyday reachability. Nearly four out of ten (39%) Finns consider it important to have the opportunity to be unreachable while on holiday. This is especially emphasised among 45–54-year-olds (51%), but a significant portion of younger respondents also recognise the same need: 42% of 25–34-year-olds wish for the opportunity to be unreachable.
– It was interesting to see what today’s young people think and what kind of things they seek from travel. It confirms our own thinking, Palmu says.
– Finnlines offers an ideal environment for slow and peaceful travel. The ships do not have large nightclubs; instead, during the journey, you can enjoy unhurried togetherness, spa services, and good food, says Marco Palmu, Director of Passenger Traffic at Finnlines.
Travel habits change slowly
According to Palmu, interest in slower and simultaneously more sustainable travel is already visible. 37% of Finns describe themselves as holidaymakers who enjoy the journey itself, not just arriving at the destination. However, this is not yet widely reflected in travel choices: only 9% say they favour so-called surface travel.
Sustainable tourism is of particular interest to younger respondents. Sustainable travel methods have a significant impact on travel decisions for only 12% of Finns, but among 25–34-year-olds, nearly double that number (21%) recognise this impact.
The younger generation may also challenge the logic of “frequent and short” holidays in foreign travel in the future. Currently, only 10% of Finns say they favour fewer but longer trips, while among 18–24-year-olds, the share is already 14%.
Uncertainty strongly guides travel choices
The unstable global situation emphasises the importance of safety, a sense of control, and predictability. At the same time, it has made travellers more cautious than before. Decisions are held back by concerns about flight cancellations, fuel availability, travel restrictions, and rising costs. Global crises also affect destination choices.
Predictability, i.e., the certainty that no unexpected cancellations will occur, is important for all respondents (83% of Finns consider it important). The main reason for avoiding certain travel destinations is the fear of wars and conflicts (21%). This is reflected, for example, in the avoidance of travel to Russia, Middle Eastern countries, and the USA.
– Sea travel is perceived as quite reliable amidst uncertainties, as the risk of trip cancellation is extremely small. Strong maritime connections are essential for security of supply, the functioning of supply chains, and the predictability of passenger traffic, Palmu says.
About the study:
The counter-trend study commissioned by Finnlines was carried out as qualitative interviews and a quantitative online survey in May–June 2026. The online panel implemented by Bilend included 1,000 respondents aged 18–74 from across Finland who intend to travel domestically, abroad, or both within the next year. The sample is representative of the population by age, gender, and place of residence (+/– 3% margin of error). The quantitative data was enriched with five interviews of tourism industry experts.
Text Kari Martiala
