Finland offers a prime example: How to reach travellers from India

Together with Y.T., CEO and president of Visit Oulu, Charlotte Lamp Davies from A Bright Approach discusses how India’s travel market is changing, how the hospitality industry should respond to Indian customers’ changing travel behaviour, and how destinations can target this new audience. Y.T.'s findings relate primarily to Finland, but also offer insights into the rest of Europe. As CEO of Visit Oulu, Y.T. is responsible for destination marketing in the city of Oulu, which has been nominated as European Capital of Culture 2026.

Finland and the Indian travel market

In Finland, 27 million travellers from India generated a total of 33 billion US dollars in revenue in 2023. According to Y.T., India has become a huge market for this Nordic country. Y.T. attributes this development to India’s Gen Z, which makes up 31 per cent of the population, being significantly more interested in travelling than other generations. According to the latest estimates, by 2047 more than 60 per cent of Indians will belong to the middle classes. It means the Indian market will become even more important in the future. In 2023, Finland registered a 57 per cent increase in overnights by Indian travellers.

Oulu has been training local tourist boards, hotels and hospitality companies to cater to the needs of Indian visitors. The city also provides information to Indian tour operators on the benefits of the luxury that is Lapland - away from the image of dozens of staff looking after visitors to understanding that nature and tranquillity are what really count.

Oulu also appeals to Indians with its busy nightlife, which is popular with Indian visitors, along with its cultural attractions and local cuisine.

Indian travel behaviour is changing

Y.T. explains that Indian visitors stay an average of five nights, which they book more than three months in advance. On average, Indians spend 1,200 US dollars per trip, and are prepared to spend more money travelling to Europe than other continents.

The MICE sector is growing steadily too, since for many Indians it is easier to obtain a visa for business than a holiday trip.

Europe and the Indian travel market

In addition to Finland, other European countries are also very popular with Indian visitors, according to Y.T. This is mainly due to the influence of Bollywood movies, many of which are shot in Europe. This has also positively affected countries such as Switzerland, Spain, Italy, Greece and France. Y.T. says that travel from India to Spain increased by 30 per cent following the release of a Bollywood movie shot in Spain. Due to their shared history, the UK is also a popular destination with Indians.

According to Y.T., a destination needs a "certain something" to appeal to Indian visitors. In addition to first-class service, they also appreciate cuisine they can identify with, such as vegetarian dishes. The younger generation is more open to trying local dishes, while for older visitors it is important to be able to eat Indian food at their destination.

Another trend is that many Indians want to celebrate their wedding in Europe, mainly because of the fantastic backdrops many destinations offer. They often bring their chefs and service staff with them, which is something European countries will have to adapt to.

Visa requirements for Indians in Europe and around the world

One of the biggest challenges for Indians visiting Europe is obtaining a visa, says Y.T.. This applies to Finland as well as many other European countries. Finland plans to issue 20,000 business visas in 2024. Y.T. hopes this will make it easier for business travellers to visit Finland. According to him, applying for a Schengen visa can take months.

For Indians, it is much easier to visit countries outside Europe. Dubai, for example, issues visas that are valid for five years and for an unlimited number of stays during that period. South Africa is making it much easier to visit the country as of 2025. Malaysia, Kenya, Thailand and Iran have already waived their visa requirements completely.

Many Indians also favour African countries because they make it easier to obtain a visa, and go there on safari for example.

Tips for destinations to attract Indian travellers

• Focus on a specific audience which the destination wants to attract and adapt to and prepare for their needs
• Develop an understanding of the Indian market and its specific requirements
• Establish a representation for the destination in India
• Organise family trips in order to popularise the destination among tour operators

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