Welcome to Voices, where we sit down with the world’s top hoteliers, explorers, and luxury lifestyle insiders to uncover what’s new, next, and noteworthy in travel. Last time we spoke with Renan Astolpho, General Manager at Four Seasons Hotel Buenos Aires. In this edition, we head to the Nordics to meet Anna Tuomi, Head of Marketing at Finavia Corporation, the company behind Finland’s iconic airports. From bringing a sauna to the tarmac to redefining wellness in transit, Anna shares how Helsinki Airport is crafting more meaningful travel moments for the modern jet-setter.
What was the inspiration behind bringing a cultural experience like the sauna to the airport environment?
Our brand communication is built on the insight that airports are the intersection of individual experiences—places where people, cultures, and thoughts cross paths, even if just for a moment. That’s the foundation for both our campaign and the Runway Sauna experience.
Right now, Finland is experiencing a cultural moment. We’ve been named the happiest country in the world for eight consecutive years, and sauna is a core part of that happiness. Even during this year’s Eurovision Song Contest, sauna took center stage thanks to a Finnish group representing Sweden with a sauna-inspired song.
How do you think airports can offer more than just transit—something that leaves a lasting impression on travelers?
At Finavia, we’ve focused on world-class customer experience for years. Now that Helsinki Airport has undergone a major development program, we’re going back to basics. According to our research, the biggest drivers of satisfaction are atmosphere, cleanliness, hospitality, and ease.
Everything must be smooth—from airport processes to design and, most importantly, our people. A seamless experience, topped with standout moments—like a delicious meal, a unique vintage find in our pre-loved store, or a sauna session—can truly elevate a journey.
As the first and last impression of Finland, we take pride in making everyone feel welcome.
In your view, what makes the Finnish travel experience unique from the moment someone lands?
A strong sense of place that’s been thoughtfully designed for everyone. It’s a fusion of spatial and service design, meant to evoke comfort, confidence, and calm.
Why do you think wellness and relaxation are becoming more important in how we think about travel?
Wellness and relaxation are major trends in general, and travel is no exception. It’s an opportunity to enhance your life—whether that’s through an active holiday or a moment of calm.
Finland excels at offering tranquility through both our landscapes and our culture. Nature is never far, and our approach to wellness is holistic and deeply rooted in everyday life.
What are some places or experiences in Helsinki that show the city’s blend of nature and modern design?
Helsinki is a city shaped by the sea, dotted with islands, parks, and modern architecture.
Here are a few favorites:
- Suomenlinna Fortress: Hop on a ferry (part of public transit!) and explore this historic island.
- Kalasatama: A modern urban area with scenic walking, cycling, and tram bridges.
- Linnunlaulu Blue Villas: An outdoor café with views over Töölönlahti Bay and iconic buildings like Finlandia Hall, Oodi Library, and the Kiasma Museum of Contemporary Art.
- Allas Sea Pool: Take a sauna and dip in the sea in the heart of the city, with views of Market Square and Senate Square.
How would you describe the spirit of Helsinki in a few words, and how does that spirit influence daily life?
Good life. For us, that means balance. It’s a value that shows up in everything—from design to daily routines—and it’s something both locals and visitors can feel.
What’s one hidden gem in Helsinki that most visitors overlook but locals love?
Teurastamo District. This former abattoir has become a hub for urban and culinary culture in Kalasatama. It’s outdoorsy, edgy, and local—just a few metro stops from the city center, right in an old harbor area.
How do you approach blending tradition with innovation when thinking about marketing campaigns?
When building awareness and interest around our airport and destination, we aim to create campaigns that are meaningful, memorable, and surprising.
In the past, we launched #LIFEINHEL, a 30-day reality campaign where a person lived inside Helsinki Airport to test if it truly was the world’s best airport. The best part? It really is—so our storytelling doesn’t need embellishment. It’s real, and that’s what makes it powerful.