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

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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

Published: 5:15pm, 22 Mar 2021Updated: 5:15pm, 22 Mar 2021

Once notorious for its bland food and long winters, Finland’s repeated success in the annual happiness rankings has helped transform the country’s global reputation, boosting tourism and business.

The United Nations-sponsored World Happiness Report elicited some raised eyebrows when it first placed Finland at the top of its listings in 2018: many of the Nordic country’s 5.5 million people freely describe themselves as taciturn and prone to melancholy, and admit to eyeing public displays of joyfulness with suspicion.

“When I first heard – and I’m not alone, I would say – I had a big laugh,” television producer Tony Ilmoni said, on the streets of the capital Helsinki on Friday, when Finland was crowned the happiest nation on Earth for the fourth year running.

The worldwide survey seeks to quantify individuals’ personal freedom and satisfaction with their lives, using survey data from 149 countries alongside measures such as GDP, social support and perceptions of corruption. Finland excels with its world-class public services, low levels of crime and inequality, and high levels of trust in authority.

Pohjoisesplanadi Street in Helsinki on a winter’s night. Photo: Getty Images

“The basics are really good here: we don’t have anyone living in the streets, we do have unemployment but the health service works, the big things like that,” flower seller Riitta Matilainen said. “But we could be a bit more outgoing and joyful!”