chapter  11
Listening to the Sounds of Silence: Forest-based Wellbeing Tourism in Finland
Pages 11

Nature experiences are seen to be a primary travel motive among foreign visitors to the Nordic region (Gössling & Hultman, 2006). For instance, in Finland, it has been estimated that one third of all foreign tourists take part in nature activities (Finnish Tourist Board, 2009). Today, the national tourism marketing organization promotes Finland as a tourist destination with three core values, which are “Silence, please”, “Wild & Free” and “Cultural beat” (, 2015). This chapter focuses on the first two themes. “Wild & Free” refers to all-yearround nature-based activities, and “Silence, please” presents Finland as a counterpart to hectic urban life, a destination where the visitors can enjoy peace and quiet and have space to breathe (, 2015).