Visit Turku Archipelago is launching Saaristo - The Archipelago of Finland with a fresh approach to the international market. For the first time, Saaristo is being presented as a unified, independent, and strong travel destination with its own distinctive brand. The goal is to establish Saaristo as Finland’s next top travel product.
International tourism is expected to double over the next ten years, and with the effects of climate change, northern destinations like the Turku region and Saaristo - The Archipelago of Finland are becoming increasingly appealing to travelers.
Visit Turku Archipelago wants to ensure that Saaristo’s potential is fully realized. The new Saaristo brand tells the region’s story in a way that excites both international and domestic travelers, positioning the area as an intriguing new destination. The aim is to establish Saaristo as Finland’s next top travel product.
“Globally, major tourism trends include sustainable travel, slow travel, seeking cooler climates, and JOMO—joy of missing out. Relaxation and taking a step back are practically megatrends. Saaristo’s moment is undeniably here,” summarizes Johanna Alho, Head of Marketing at Visit Turku Archipelago.
Investing in tourism strengthens the entire region’s vitality
Tourism plays a significant role in the Turku area’s economy. In 2023, tourism revenue in Turku grew to 381 million euros, and the total economic impact exceeded 561 million euros. Registered overnight stays reached record levels, with international visitors increasing their share by almost 30 percent.
Every euro invested in tourism returns multiple times over into the regional economy, supporting local businesses and creating jobs. Investing in Saaristo is therefore an investment in the entire area’s wellbeing and future.
The Saaristo brand draws from the region’s uniqueness
The Saaristo brand is inspired by the region’s natural beauty, and elements such as the brand’s colors are based on nautical charts.
“We are introducing our region to the world under the Finnish name Saaristo. The brand’s logo is formed from real islands in our archipelago, spelling out the letters S-A-A-R-I-S-T-O. This is just the beginning of a story that will build Saaristo’s appeal. The goal is not to invent something new, but to discover, highlight, and tell stories that have evolved over millennia,” says Alho.
The Saaristo brand has been carefully prepared over time. The design agency Bond developed the brand, while the web platform was created by Adventure Club. The first consumer marketing campaign, which has just launched, primarily targets international travelers already in Finland through Finnair flights and at Helsinki-Vantaa and Lapland airports. The campaign’s promise is: “A destination like no other creates experiences like no other.”
You can follow Saaristo on Instagram, and on December 18th, the Saaristo.fi website will be launched, bringing together Saaristo’s stories, travel services, and experiences. This new platform will help make the region’s products and services discoverable and easily bookable.
Find more about Saaristo at www.saaristo.fi and on Instagram @saaristo_finland
For further information, please contact:
Visit Turku Archipelago
Johanna Alho
Head of Marketing
+358 50 354 0003
johanna.alho@visitturkuarchipelago.fi