With the goal of ensuring Helsinki’s everlasting happiness, Helsinki Partners is a marketing, investment, and talent attraction organisation that endeavours to further expand and bring to life the city’s reputation and brand on the global stage. We speak to Leena Lassila, Director of Visitor Attraction, about how the company utilises its unmatched knowledge of Helsinki to unlock the city’s secrets.
Q&A WITH LEENA LASSILA, DIRECTOR OF VISITOR ATTRACTION, HELSINKI PARTNERS
Firstly, how does Helsinki Partners utilise its passion for the city and extensive knowledge of the tourism sector to bolster the region’s presence as an ideal travel destination?
Leena Lassila, Director of Visitor Attraction (LL): Helsinki Partners has 60 passionate employees who represent different backgrounds, ages, and expertise, but share a love for our city. We market and promote Helsinki from many different perspectives, from investment activities to public relations and destination marketing for this bubbly, vivid, and beautiful city of ours. We work closely with stakeholders in Helsinki to strengthen global awareness of the city and its brand.
What is Helsinki’s secret to being the happiest city in the world?
LL: There is no secret recipe for happiness; the answer is simply highly satisfied citizens. We ensure that state institutions are of high quality, non-corrupt, able to deliver on their promises, and generous in taking care of citizens in various adversities. When citizens feel happy, visitors feel welcome.
We enjoy simple pleasures – clean air, pure water, relaxing saunas, unique food, woodland and seashore walks, various events, and everyday life.
Happiness here is the calm and peaceful type; it’s an appreciation for how things work and the ability to pause and admire the little things in life. Therefore, Helsinki is a place where everyone’s free to be themselves.
Earning a reputation for outstanding culinary experiences, how does Helsinki stand out from the rest of Europe in terms of its flourishing food scene?
LL: Finnish food is a unique combination of cultural heritage from Eastern and Western Europe combined with new innovations. Our culinary culture values traditional craftmanship and pure, local flavours, and changes from one season to another. For example, spring is for new growth and fresh herbs; summer is for new potatoes, berries, and vegetables; autumn is for mushrooms and game; and winter is for innovative ways to conserve food by drying, salting, pickling, and so on.
From street markets to Michelin-star restaurants, where would you suggest for the best authentic Helsinki cuisine?
LL: We are proud of our wide selection of restaurants, cafés, and food experiences in the city – there is always something new and exciting for visitors to try!
I would suggest visitors start their morning with a coffee and smoked salmon with rye bread in one of our three iconic market halls. In fact, did you know that Finns drink the most coffee per capita in the world?
Travellers can continue their food journey by visiting Helsinki Central Library Oodi, where you will find a great lunch spot and the epicentre of Finnish happiness. Dinner can be anything from a traditional Finnish-style dish to more international flavours, with the Helsinki spirit running throughout all our cuisines.
Visitors can also enjoy global tastes on the top floor of the former Stora Enso headquarters, also known as the ‘sugar cube’, as well as other zero-waste food establishments that are at the forefront of sustainability. Indeed, environmentalism is at the core of many of our dining experiences, with four Michelin green-starred restaurants in the city!
Across Helsinki’s range of food events throughout the year, which one would you most recommend travellers visit?
LL: The most iconic is the Helsinki Baltic Herring Market, which was established in 1743 and is therefore one of the oldest events in Finland.
Throughout the years, the market has evolved to become a beloved public event bringing together old archipelagic traditions and modern food culture, as it aims to hold onto tradition and support the livelihood of fishers. The Helsinki Baltic Herring Market celebrates herring as a sustainable and tasty food choice, whilst fishing and eating the delicacy also helps maintain a healthier Baltic Sea.
The Helsinki Coffee Festival and Ice Cream and Chocolate Carnival also reveal our true passions. Finns are first not only in coffee consumption per capita, but also ice cream.
Known as one of the most sustainable cities in the world, how does the organisation incorporate eco-friendly practices into Helsinki’s tourism sector?
LL: The city is committed to sustainability across all its activities. According to many international indicators, Helsinki and its tourism sector are doing well in terms of environmental development, to the extent that sustainability is considered a differentiating factor and competitive advantage for us.
Environmental growth and renewal will become a reality if public and private actors continue to change their practices responsibly and on a long-term basis. Succeeding in this also requires systematic planning, measuring, monitoring, communication, and support for companies and other operators on the path towards environmental certification.
Examples of this include supporting tourism companies in developing their sustainable practices and outlining an environmental tourism policy that guides all the city’s tourism development efforts.
Additionally, the Helsinki Tourism and Events Programme 2022-2026 is a joint document created by the Helsinki City Group to support the long-term development of the tourism and events sectors. The programme guides the operations of the group for the benefit of tourists, residents, event visitors, local businesses, and other actors. Ultimately, the goal is to be the most sustainable destination in the world.
As an area of natural beauty, where would you recommend visitors go to enjoy Helsinki’s flora and fauna?
LL: Travellers can enjoy the city’s multiple islands. Seurasaari and Lammassaari, for example, can be reached by public transport and are connected by bridges. During the summer, Vallisaari offers versatile nature and contemporary art, and next year, the third edition of Helsinki Biennial will be organised on the island.
Finally, how do you see Helsinki’s tourism industry evolving over the next five years?
LL: We are committed to consistent growth and are seeing first-hand how Helsinki is evolving to become the perfect destination for a longer leisure stay, business events, and even luxury travel. As part of our growth, we monitor our residents’ feelings about the increasing number of visitors. In the most recent study, citizens said they are happy to help visitors and welcome all travellers to Helsinki.
The city is for visitors who are passionate about sustainability, and we provide space to feel, hear, and experience more. Helsinki offers the freedom to have it all – a totally unique combination of quirky urban city vibes and peaceful nature.
