Finland’s Lake Saimaa – Mikkeli Region has announced the Saimaa Horizon 2030 – Invest & Grow project, targeting a step-change in international visibility.
Recognised for its natural beauty, the region has already recorded a 35% increase in international overnight stays in early 2026.
A 23-company regional coalition is now formally engaged through the Saimaa Horizon 2030 – Invest & Grow project.
Co-funded by the European Union and the Regional Council of South Savo, the initiative is expanding the region’s international marketing focus to the United Kingdom, France, Spain and the United States.
These markets join existing activity in German-speaking Europe, the Benelux and Asia.
The project builds on regional growth of 23% in international overnight stays between 2023 and 2025 and aligns with Visit Finland’s Eastern Finland Sustainable Tourism Growth Programme.
“Lake Saimaa has long been treasured by Finns as a place of natural beauty and quiet renewal, but its scale and richness remain largely undiscovered by international travellers,” said Heli Mende, Head of International Sales at Saimaa Horizon 2030 Invest & Grow.
“The region’s labyrinth of Ice Age-formed waterways, lake-, forest and farm-to-table cuisine, and conservation work protecting the Saimaa Ringed Seal are all stories the world hasn’t yet heard. The Saimaa Horizon 2030 project is committed to changing that.”
Located two and a half hours northeast of Helsinki and accessible by direct train or car, Lake Saimaa is the fourth largest natural lake in Europe.
The lake spans 4,400 sq km and almost 15,000 km of shoreline.
The region is home to around 50,000 cottages, lodges and saunas, alongside 130 manor houses.
A beacon for bird and aquatic life, including owls and whooper swans, Lake Saimaa is also home to around 500 native Saimaa ringed seals.
The Saimaa ringed seal is one of just three species of freshwater seal and is currently experiencing increased numbers due to local conservation projects.
“We are delighted with the commitment of the 23 companies participating in the Saimaa Horizon 2030 project and their willingness to invest in product development, network building, and international sales,” said Maisa Häkkinen, Director of Tourism at the Mikkeli Development Company Miksei Ltd.
“There is growing demand particularly for experience services, high-quality accommodation and touring products — and we are matching that demand with expanded reach into new priority markets, deepening tour operator partnerships, and investing in the products, infrastructure and the accessibility international visitors are asking for.”
With its abundance of flora and fauna, the region has a tradition for zero-kilometre cuisine.
In 2024, Lake Saimaa was named European Region of Gastronomy, recognising its specialist producers, including vintners, farmers and fishermen.
The recognition also reflected the foundation of the D.O. Saimaa quality label and the region’s restaurants and cafés, which honour centuries-old recipes through local preservation and cooking methods.
Supported by a strong food scene, visitors can access a range of seasonal activities shaped by nature, landscape and local culture.
In warmer months, experiences include open-water swimming, foraging, canoeing, kayaking, hiking, biking trails and wildlife watching.
During winter, visitors can take part in snow biking, ice fishing, cross-country skiing and aurora borealis chasing.
Saunas are integral to the Finnish lifestyle and, at Lake Saimaa, sauna experiences are available year-round.
The Saimaa Horizon 2030 – Invest & Grow project is designed to strengthen the region’s visibility in international markets while supporting sustainable tourism, product development and long-term visitor economy growth.
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