The national Rural Finland Tourism Hub project conducted an extensive survey-based replication study in 2024 and 2025. The study focused on consumers of rural tourism and aimed to examine the post-COVID-19 current state of leisure travel in rural contexts, as well as consumers’ perceptions of development needs. Although international perspectives were considered in the planning phase, the implementation strongly focused on domestic rural tourism.
Rural tourism in Finland is driven by nature, tranquillity and self-directed travel. The 2024–2025 consumer survey shows very high satisfaction and stable interest, while limited accessibility and fragmented information hinder growth. Future development should emphasise digital visibility, year-round services and responsible quality rather than mass tourism.
The emerging rural tourism customer profile highlights middle-aged and senior domestic travellers who value nature, tranquillity and self-directed travel. They typically travel with a partner, prefer cottage-based accommodation, and seek clear information, easy access and authentic experiences rather than mass tourism services.