Reimagining the tourism industry in the wild islands of Finland

What does it take to build the next significant Nordic destination – from thousands of islands, a diverse tourism ecosystem and a destination with remarkable potential for international growth?

In the Turku Archipelago, the answer is not simply more visitors. It is a different way of thinking about growth.

In this keynote, Kristiina Kukkohovi, CEO of Visit Turku Archipelago, shares why the Turku Archipelago has the potential to become one of the Nordics’ most compelling destinations. By connecting places, businesses and experiences into one destination, extending tourism beyond the peak season and focusing on value rather than volume, the Archipelago is challenging the traditional rules of destination development.

A story about bold choices, new possibilities and reimagining what tourism growth can look like – in the wild islands of Finland.

AIKA: La 10.00-10.45

PAIKKA: JOKI/CAVE

Kristiina Kukkohovi is the CEO of Visit Turku Archipelago, leading the development of one of Finland’s most distinctive tourism destinations.

With a strong focus on international growth, destination development and collaboration, Kristiina brings cities, businesses and partners together around a shared ambition: to build the Finnish Archipelago into an internationally recognised and sustainably growing destination.

She believes successful tourism is about more than attracting visitors – it is about creating meaningful experiences, stronger local businesses and long-term value for the region. At the heart of her work is a belief that the most interesting transformations happen when we dare to rethink the familiar.