The launch of Emirates’ daily, year-round direct flights between Dubai and Helsinki marks a historic moment for Finnish tourism, with exciting possibilities for other sectors too. For those of us working to connect Finland with travellers in the Middle East, this is an enormous opportunity, and it would be a shame to miss its full potential. Better connectivity opens the door, but turning that opportunity into lasting growth takes cooperation across Finland.

Fortunately, we already have an example to learn from within our own borders: Lapland.

With Rovaniemi helping lead the way, Lapland has shown what sustained investment, determination and cooperation can achieve. Its success has spread across the region, creating opportunities for businesses and local communities.

One of Lapland’s greatest strengths is the network behind the visitor experience. Businesses connect their services, recommend one another and work towards a shared goal. Travellers can enjoy a complete journey because someone has considered how the pieces fit together.

This is a model worth learning from throughout Finland. Strong cooperation across regions and service boundaries can help spread the benefits further. A visitor drawn to one destination today may discover another on their next trip.

Many of us in tourism have long wanted more travellers to discover the Finnish summer because we know how special it is. Until now, getting to Finland during summer months often meant changing planes, and easier-to-reach destinations in Central Europe had an advantage. With daily direct flights, Finland is now on a much more equal footing. How can we show travellers what a Finnish summer holiday could look like and make it easy for them to plan one?

These long-awaited flights are finally here, and I cannot wait to see what they bring to Finnish tourism as a whole.

Saara Santanen

Founder, Travelling with Polaris