Finland named happiest country, launches “Chill Like a Finn” campaign

Finland has been ranked the world’s happiest country for the ninth consecutive year, according to the United Nations’ World Happiness Report 2026, and is using the milestone to promote a slower, nature-focused style of travel.

The Nordic destination is positioning digital detox experiences as a key draw, encouraging travellers to disconnect from devices and spend more time outdoors.

To support the campaign, Visit Finland has launched a global initiative called “Chill Like a Finn,” offering selected participants a complimentary seven-day summer stay in the Finnish Lakeland region.

The 2026 World Happiness Report highlights the impact of constant connectivity and social media use on wellbeing, noting that increased time online can negatively affect mental health. 

Finland’s tourism messaging leans into this trend, emphasizing time in nature, reduced screen use and slower-paced travel.

Campaign details

The “Chill Like a Finn” challenge invites travellers to apply for a hosted seven-day stay in Finnish Lakeland, a region known for its lakes, forests and cottage culture.

The experience centres on:

• Lakeside accommodations
• Sauna and open-water swimming
• Outdoor activities such as hiking and forest walks
• Seasonal meals and small-group social experiences
• Limited device use

“In Finland, we don’t really chase happiness – we tend to find it in small, ordinary moments,” says Heli Jimenez, senior director, international marketing at Visit Finland, 

“When life feels overwhelming, sometimes the best way to feel better is simply to slow down, step outside and chill a little - like a Finn.”

Applications are open globally until March 29, 2026. Selected participants will travel this summer with a guest.

More information about the challenge and the application process can be found on Visit Finland’s campaign website.

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