On Friday, October 31, 2025, at the Finnish Travel Gala 2025 held in Helsinki, Finland (organized by the Association of Finnish Travel Industry – SMAL), Japan received the award for “International Travel Destination of the Year (2025)”.

According to the official website, Japan was selected for the following reasons:
Japan is a land of contrasts, where ancient temples stand beside futuristic cities, and each of the four seasons brings its own unique beauty. Travelers can stroll through tranquil forests, soak in natural hot springs, or enjoy the vibrant energy of urban life. From springtime cherry blossoms to the vivid autumn foliage, Japan offers unforgettable scenery and rich cultural experiences. Whether savoring fresh local cuisine, exploring quiet mountain villages, or traveling across the country by Shinkansen, Japan welcomes visitors with warmth, safety, and endless discoveries. It is a destination that remains long in your memory even after the journey ends.

This award is one of the most prestigious tourism honors in Finland, determined based on over 183,000 evaluations submitted by more than 12,500 people, including members of the Finnish travel industry and general consumers.
Japan’s win demonstrates that it continues to maintain strong competitiveness in the Nordic market and solidify its position as an attractive travel destination.

Approximately 440 travel industry professionals attended the award ceremony, with speakers including the SMAL president, the Mayor of Helsinki, and members of the European Parliament.

Travel from Finland to Japan has been increasing. In 2024, there were around 28,000 visitors, and in 2025 the number reached 24,900 as of September, marking a 24.2% increase year-on-year.
Finland also has the highest number of direct flights to Japan among Nordic countries, with convenient connections to Tokyo (Haneda/Narita), Osaka (Kansai), and Nagoya (Chubu – summer schedule), which has further supported this growth.

<Award Summary>

  • Event Name: Finnish Travel Gala 2025
  • Date: October 31, 2025 (Friday)
  • Organizer: Association of Finnish Travel Industry (SMAL)
  • Number of voters: More than 12,500
  • Number of evaluations: Over 183,000
  • Award Category: International Travel Destination of the Year
  • Official Website: https://finnishtravelgala.fi/voittajat-winners/