After four years, the happiness trope has been used by countless Finnish businesses to market products and to attract workers to join the country’s tech sector. Photo: Getty Images
After four years, the happiness trope has been used by countless Finnish businesses to market products and to attract workers to join the country’s tech sector. Photo: Getty Images

How ‘happiest country’ tag has burnished Finland’s tourism appeal, and even won over some sceptical Finns

  • The ‘world’s happiest’ title is a blessing the country was quick to capitalise on – ‘people are curious about our happiness,’ says its business promotion chief
  • The coronavirus pandemic has kept tourists out but has increased interest online in experiencing Finland’s sparsely populated nature, its saunas, and food

After four years, the happiness trope has been used by countless Finnish businesses to market products and to attract workers to join the country’s tech sector. Photo: Getty Images
After four years, the happiness trope has been used by countless Finnish businesses to market products and to attract workers to join the country’s tech sector. Photo: Getty Images
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