Global consumer trends are reshaping travel as travellers increasingly seek wellbeing, authenticity and meaningful experiences. According to Euromonitor International’s Global Consumer Trends 2026, stress, identity and wellness are key drivers of changing consumer behaviour, while rapid technological development and shifting global markets are redefining destination demand.
Finland is well placed to respond to these changes. Its strengths in nature, wellbeing, authenticity and digital accessibility align closely with emerging travel trends, supported by a national tourism strategy that prioritises sustainability, digital transformation, accessibility and competitiveness.
The article written by Annika Konttinen (Senior lecturer, HHUAS) and Anu Seppänen (Senior lecturer, HHUAS), highlights how Finnish businesses, together with Haaga‑Helia and its students, are already adapting to these shifts and identifies areas where further innovation is needed.