Discover how Helsinki used visitor insights and data-driven analysis to improve visitor experience, grow year-round tourism, and build a more sustainable destination strategy.
The challenge
Helsinki wanted to grow tourism without trading off resident wellbeing, visitor experience, or sustainability. Summer has typically been the high season, but the data started telling a more interesting story.
In late winter 2024 and early spring, visitor sentiment was stronger than in summer, with March and April performing particularly well. At the same time, visitor numbers had been rising steadily since late 2023—without signs of overtourism.
With increasing international demand and hotel capacity, the city needed a clear picture of what visitors value, where the experience falls short, and how to align partners.
Sustainability was non‑negotiable: Helsinki’s tourism work is built around environmental, social, and economic goals, supported by policy, political backing, and close work with local businesses.
© Helsinki Partners / Unto Rautio
Why Data Appeal
Helsinki chose Data Appeal to bring together travel data and online feedback into insights that are easy to act on—and easy to share with partners.
This mattered because destination management in Helsinki is collaborative: tourism operators, businesses institutions, and national bodies all play a role. Helsinki also has a strong open-data culture and clear KPIs, supported by initiatives like Helsinki Region Infoshare.
Advanced analytics turning visitor feedback into clear, actionable intelligence
Data Appeal was added to Helsinki’s Visitor Experience Management work alongside surveys, behavioural insights, and other feedback sources. Sentiment analysis and topic-level insights helped the team see what drives satisfaction and where to focus improvements.
Key positives visitors consistently highlighted:
- atmosphere and hospitality
- culture and experiences
- emotional connection to the city
- family-friendliness
- nature, parks, and access to the outdoors
The analysis also backed a clear opportunity: winter and shoulder seasons are growing in strength, supporting Helsinki’s goal to build year‑round tourism.
Insights were shared with the Makers of Helsinki network (around 150 tourism and hospitality businesses). Benchmarking helped partners spot practical actions—like improving review responses and strengthening digital visibility. In one case, a business realised it barely appeared in key search and review platforms and made changes to fix that.
@ City of Helsinki / Tuukka Ylönen
The result
Record overnight stays and measurable improvements in visitor sentiment
Helsinki reported record overnight stays in 2024 (and again later 2025) and improved overall visitor sentiment compared with the previous year. Winter performance strengthened, supporting the move toward all-season experiences.
Using shared data also made stakeholder discussions more transparent and more constructive: partners could track performance, respond to feedback, and improve continuously—using the same evidence base. Instead of staying in reports, the insights became a shared tool for working together.
”We don’t just look at data and report it—we take action and then monitor progress to make real change in the destination.
Henna SiltanenSenior Advisor, Helsinki Tourism and Destination Management, City of Helsinki
