top of page

Tourism Research: An Analysis of Tourism Impacts and Trends


In 2022, domestic tourists spent 8.6 billion euros in Finland, while foreign tourists spent 1.7 billion euros in the country.

Visitory's Tourism Research provides an analysis of travelers and their behavior. Through this research, we produce a comprehensive picture of both foreign and domestic tourists, including number of tourists, spending, length of stay in the area, carbon footprint, tourist profiles, sources of inspiration, and willingness to recommend. With this information, tourism developers can better understand the needs and wishes of travelers, and develop tourist destinations and services to be more sustainable and attractive.

All statistics are available monthly, seasonally, and annually.

Picture. Example of the report (in Finnish)

Number of tourists

The Tourism Research clearly shows the development and distribution of numbers of tourists in different destinations. The statistics indicate how many tourists arrive from different regions and countries, how many trips are for leisure or business, and how many trips are overnight stays or day trips. This information helps the tourism industry anticipate future trends and prepare for fluctuations in tourism numbers. Note that it is also possible to obtain comparative data between regions from the nationwide study.


Statistics related to spending and consumption can be examined by region of origin and country when sufficient data is available for reliable analysis. Tourism spending is also analyzed based on the purpose of the trip. We analyze travelers' average expenditures in various categories such as accommodation, restaurants, shopping, and culture. This information can be used to assess the economic impact of tourism and to plan strategies that encourage tourists to spend more money at local businesses.

Length of Stay

Analyzing travelers' length of stay provides valuable information on how long tourists stay in different destinations. The length of stay directly affects the economic benefits and environmental impacts of tourism. Length of stay can be examined by type of accommodation, purpose of the trip, and the traveler's place of origin.

Carbon Footprint

The environmental perspective is a key part of the study. Assessing the carbon footprint of tourism helps understand the environmental impacts of tourism and develop sustainable tourism practices. The research data provides detailed information on the carbon footprint of travelers, broken down into different components such as travel, accommodation, and dining emissions. The carbon footprint is calculated based on travelers' places of origin, i.e., by municipalities/regions for domestic tourists and by countries for foreign tourists.

Tourist Profiles

The analysis of tourist profiles provides in-depth information on the demographic characteristics of travelers. The study reveals different types of travelers, how they traveled, and their reasons for visiting a particular destination. With this information, tourism industry operators can target their marketing more effectively and create products and services that better meet the needs of different traveler groups.

Sources of Inspiration

The study investigates where travelers get their inspiration for choosing travel destinations. We analyze the significance of different channels, such as social media, travel blogs, travel agencies, and word-of-mouth recommendations. This information helps tourism industry operators understand which marketing channels are most effective and how they can influence travelers' decision-making.

Willingness to Recommend

Willingness to recommend indicates how likely tourists are to recommend a particular destination or service to others. The study evaluates the different factors that influence willingness to recommend, highlights what is best about the area, and provides suggestions for improving the visitor experience.

Visitory's Tourism Research offers valuable information for the development of the tourism industry and the promotion of sustainable tourism. The research results help tourism industry operators better understand the needs and wishes of travelers and make informed decisions that promote the sustainability and economic viability of tourism.

The Domestic Tourism Research was launched in June 2020. About 1,000 Finns over the age of 15 respond to the research monthly. Additionally, regional data is collected on travelers, investigating sources of inspiration, willingness to recommend, and traveler profiles. These regional surveys support the national data, ensuring there is sufficient data and reliable statistics.

Tourism Monitor was launched in March 2023. The Tourism Monitor is conducted by interviewing foreign travelers visiting Finland at the busiest border crossings in Finland. Tourism Monitor is funded by Visit Finland and produced in collaboration with Statistics Finland and Norstat Oy.

Book a time with our experts to discuss the research or request a quote at



bottom of page