Welcome to Visit Finland's PR Summit 2024!

In preparation for the days full of inspiration, we would like to ask you to prepare to the following pre-assignments and workshops. 

PRE-ASSIGNMENTS

Please see below for the instructions, and send your materials to Visit Finland's PR team before the trip, deadline 27 September 2024. Find the template for the materials on our Teams channel.

1. Coolcation

As we have seen this past summer, the 'coolcation' trend is getting steaming hot. Some of the other Nordic countries have taken strong approaches on the topic (see links below), but how should we do it? What is Finland's unique take on the subject and how do we communicate our cool climate in a sustainable manner? How do we stand out from the crowd and how do we say it without saying it? What actions should we take to make an impact?

Examples from other countries: Visit Norway, Visit Sweden 

2. Food

Our goal is to build a stronger food country image for Finland, and to increase our recognition as a culinary destination.

In the recent years, we've had the Michelin events and the Saimaa European Region of Gastronomy that have brought Finland to the forefront of the culinary world. But what about the following years? What actions should we take to make Finland known for its unique culinary offering? What could be the angles and stories to tell and how do we make our story stand out?

Please add to the presentation your ideas and think of:​

• What could be the key messages and angles in your market about Finnish food culture?​

• What new PR actions could we take to ensure that the message goes through? Please consider both traditional media and influencer collaborations in Finland and your market.

WORKSHOP TUE 8 OCT: Selected Routes for the Mindful Traveler

Visit Finland is publishing a selection of routes for the mindful traveler and now we need to plan their launch. Materials will be shared on our Teams channel.

You don't need to send your thoughts before-hand for this workshop, but please, familiarize yourselves with the materials and be prepared with ideas.

SHARK TANK with Turku and Tampere

Both Turku and Tampere will prepare short briefs for these sessions, and they will be shared on our Teams channel. 

You don't need to send your pitches before-hand, but be prepared to present them during our visits to the cities. Every country team has 5 min to present, and best ideas will be awarded! 

Arrival to the Helsinki airport

Transportation to the hotel independently. If your timing allows, we would recommend taking the airport train to the Central Train Station with a short walk or tram ride (tram number 4) to the hotel. 

Check-in to the Sokos Hotel Pier 4.

The new Solo Sokos Hotel Pier 4 at Katajanokanranta offers a sustainable alternative to traditional luxury. Proximity to nature, domestic raw materials, and authentic materials create a multi-sensory, atmospheric environment where everyone can feel good, rest, and work.

The hotel's wooden architecture, maritime surroundings, and serene ambiance of the hotel rooms combine to form a unique whole. Enjoy the beauty of the Finnish seascape, which varies from misty mornings to evening glows, and from calm waters to stormy seas.

The building's rooftop features a stunning terrace with breathtaking 360-degree views of the sea. The ground-level restaurant, Harbore, invites you on a culinary journey to explore the roots of Finnish cuisine while enjoying the unique atmosphere of Katajanokanlaituri.

Optional program: Swim at the Allas Sea Pool

Allas Sea Pool has enlivened the city centre waterfront and claimed its place as a popular centre of seaside bathing and urban culture for Helsinki residents.

The pool is now entering a new era as the sauna world opens to customers, the result of a design and construction project that has been largely completed in two years. In addition to a refreshing swimming experience, the Allas Sea Pool offers unforgettable sauna moments with sea views. The pool now has five different saunas with changing rooms. At the heart of the sauna building is a new 30-seat shared-use observation sauna with views of the far archipelago and the outskirts of the island.

Whether you’re looking for relaxation, sunbathing or live music, we offer a unique moment for you in the company of your soulmates.

17:30 Lobby call and a walking tour with the Helsinki Partners

18:30 Dinner at the restaurant Skörd 

Restaurant Skörd Freda showcases the finest in local cuisine.

In our kitchen, Anton and Jon are dedicated to crafting delightful culinary experiences using seasonal ingredients sourced as locally as possible. They incorporate wild herbs and berries they personally gather, along with game and wild fish.

All of our ingredients and beverages are sourced from our beloved Finland, ensuring that you won't find any peppers or avocados from distant lands on our menu.

In the dining area, Janne entertains guests while serving a selection of high-quality domestic berry wines, beers, ciders, and homemade berry liqueurs to complement the food. He also mixes cocktails using seasonal ingredients.

We invite you to join us at Freda for a fun experience filled with delicious food and drink!

Night at the hotel

Breakfast at the hotel

Optional program: Swim at the Allas Sea Pool

7:50 Lobby call and tram ride to the Hobo Hotel, meeting room Library

Growing originally like a living creature, the Hobo of today has evolved into a hotel and creative melting-pot. Here, you’ll find 183 hotel rooms for every taste, plus a restaurant, a bar, a whole floor of event spaces, our pop-up area SPACEby, and much, much more. 

8:30–9:00 Welcoming words by Heli Jimenez

9:00–11:00 Finland as a sustainable travel destination by the Visit Finland STF team

Sustainable Travel Finland program 
State of sustainable tourism in Finland
Visit Finland’s Climate Action Plan
Selected Routes for the Mindful Traveler 
How the future looks like

Small break

11:15–12:15 Workshop around the new Routes (see above how to prepare)

12:15–13:15 Lunch at Restaurant Salutorget

13:15–13:45 Greetings from Oulu – the European Capital of Culture 2026

13:45–14:15 Presentation about the movie Kalevala. Story of Kullervo by Hanna Vuorinen and Laura Sutinen + discussion

14:15–14:45 Short hotel tour incl. coffee 

14:45–15:45 Pre-assignments & key findings (see above how to prepare)

15:45–16:45 Presentation by Vappu Mänty, Director, PR & Communications at Helsinki Partners and Jukka Punamäki, Senior Advisor, Tourism, City of Helsinki

16:45–17:00 Closing words by Heli Jimenez

Short walk/tram ride to the hotel

18:00– Lobby call and a tour at the hotel and getting to know the development of the Helsinki South Harbour area

Short walk to the restaurant

19:30– Dinner at the restaurant Wellamo

Beautiful milieu located in Katajanokka, Helsinki - you can find old historical and iconic restaurant Wellamo.

At the Wellamo, we focus on what we do best: great flavors, delicious wines and cocktails, and a cozy, relaxed atmosphere. 

The kitchen, led by owner & executive chef Dani Hänninen, brings unforgettable flavors to the table, respecting the variety of the Finnish seasons. Seasonal produces determines our menu - what grows now will be in a use. Modern and innovative food, using only local, seasonal, organic ingredients and working very closely with small producers when creating menus of Wellamo. 

Night at the hotel

Breakfast at the hotel and check-out

7:45 Lobby call and tram ride to the train station

8:35–10:33 Train to Turku

Transportation to the Sokos Hotel Seurahuone 

The unique Solo Sokos Hotel Turun Seurahuone is an elegant and lively boutique hotel, a true gem in the centre of Turku. Turun Seurahuone is a classic that’s full of surprises, brought from the 1920s into the modern age. Each room is unique in size and decor. The walls of the hotel capture a piece of the history of Turku. and the hotel has charmed its guests for nearly a century. Enjoy the bubbly atmosphere of the Turku urban culture!

11:00—12:00 Presentation by Visit Turku Archipelago with the CEO Kristiina Kukkohovi and PR & Marketing Manager Heli Nieminen

12:15 Lunch at the Turku Market Hall with the Commercial Manager Hanna-Mari Sjöbring

Opened in 1896, Turku Market Hall is the second oldest in Finland and a true treasure of Finnish architectural heritage. Classified in the highest protection class due to its cultural and historical significance, the hall showcases a harmonious blend of tradition and modernity. Inside, you’ll find an impressive range of shops—from the oldest in Turku to innovative new vendors—offering a rich variety of local delicacies. During our visit, we’ll enjoy a specially curated lunch featuring the finest offerings from multiple vendors, giving you a true taste of the hall’s diverse culinary delights.

13:30 Guided walking tour in Turku

A guided tour through the heart of Turku, Finland’s oldest city. Stroll along the picturesque riverbanks of the Aura River, explore the charming Old Town with its medieval streets and cultural landmarks. The tour concludes with a visit to the Turku Cathedral, an iconic symbol of Finnish history, offering insights into its 800-year legacy. Experience the blend of old and new that makes Turku a vibrant destination.

15:00—16:00 Shark Tank (see above how to prepare) and check-in to the hotel

Short break 

16:45– Lobby call and surprise activities in the Turku region 

Prepare for a delightful surprise as we take a trip to meet a cherished, familiar figure who holds a special place in the heart of Turku area. The visit will include a tailor-made program crafted especially for us, offering a unique and memorable experience that reflects the warmth and charm of this beloved old friend.

20:00 Dinner at the restaurant Kakolanruusu and program by the Turku Music Festival

Perched on the historic Kakolanmäki hill, once home to Finland’s most infamous prison, Kakolanruusu has played a key role in transforming the area into a thriving cultural hub. 

During our visit, we will enjoy the exclusive Kakolan pidot dinner, served in the atmospheric isolation wing. This extraordinary setting enhances the dining experience with the finest dishes Kakolanruusu has to offer, showcasing the restaurant’s renowned dedication to quality. As we indulge in the evening’s delights, the enchanting sounds of live music, provided by Turku Music Festival, will add a special touch to the atmosphere. Joining us for the evening are Jussi Merikanto, the new CEO of Turku Music Festival, and Eveliina Salminen, Head of Sales and Marketing.

This is an evening that promises not only exquisite cuisine and music but also the chance to experience Kakolanmäki’s rich history in an entirely new light.

Night at the hotel

Breakfast at the hotel and check-out

8:30 Lobby call and transfer to the train station

9:05–10:47 Train to Tampere

Transportation to the Serlachius from the train station

Serlachius in Mänttä is a cultural attraction amid the most beautiful Finnish lakeside nature. Besides art, history and architecture, guests can enjoy culinary and sauna experiences as well as heartfelt service – year-round.

The two museums showcase works from Serlachius’ substantial art collection together with temporary exhibitions of contemporary art. The story of the Serlachius family as the 'paper barons' and the Finnish paper industry is also ever intriguing! 

12:30 Lunch at the restaurant Gösta

13.15–14.15 Serlachius Art Sauna: Welcome presentation by Serlachius & presentation by Visit Tampere 

14:15–15:30 Shark Tank (see above how to prepare), including short coffee break

15:30– Guided art tour at the Serlachius Manor

17– Transportation to Tampere

Check-in to the hotel Lapland Hotels Arena

18:30– Dinner at the restaurant Näsinneula in the Särkänniemi amusement park area

Restaurant Näsinneula, located on top of the Näsinneula Observation Tower in Tampere, gives you a bird-eye-view over the Finnish Lakeland. Näsinneula is located in the Särkänniemi amusement park area. In the restaurant, you can taste one of the finest cuisines in all of Finland at the height of 124 meters as you gaze upon the gorgeous scenery that changes according to the season. The cuisine is seasonal and local as well and the menu changes regularly throughout the year. 

20:30– Sauna experience in the Rajaportin Sauna

Our historic gem is the Rajaportti sauna – the oldest still operating public sauna in Finland. The sauna is located in the area of Pispala, and its roots date back to 1906. Rajaportti Sauna has remained more or less unchanged through decades.

Night at the hotel

Breakfast at the hotel and check-out

9:15–10:15 Revitalizing nature experience with Villipihlaja

In the “Gone with the Forest” nature experience we boost the natural recovery with effective breathing exercises with ‘mindfulness-like’ exercises of calming down, by enjoying the wild tastes of nature, and by observing and using our senses. 

The person behind Villipihlaja is Karoliina Laitinen, a dancer gone wild! Sustainability, responsibility, and respect for the nature are the core values of the company. Let our Finnish nature and forests do their magic and take your stress away! 

10:30–11:15 Short guided tour in the Moomin Museum 

In the world’s only Moomin Museum you can sense the wisdom, humour, adventure, and kindness found in all the Moomin books and illustrations.

During the guided tour, you will learn more about the Moomins, and the life of the author Tove Jansson who is, without a doubt, one of the most well-known Finnish artists of all time and the most widely read Finnish author abroad.

11:30 Bus transportation to the Helsinki-Vantaa airport with snacks on board 

Flights back home – thank you for coming and safe travels!