Sri Lanka as a Sunny Tourism Destination for Finnish Tourists

Abstract

This study explores the appeal of Sri Lanka as a sunny tourism destination for Finnish tourists, focusing on travel motivations, destination perceptions, decision-making processes, and sustainability considerations. Using a qualitative research design, semi-structured interviews were conducted with 20 Finnish tourists who had visited or were considering visiting Sri Lanka. Thematic analysis revealed that Finnish tourists are primarily motivated by the desire to escape Finland’s long, dark winters, seeking warmth, sunlight, and overall wellbeing, reflecting key push factors. Pull factors included Sri Lanka’s tropical climate, beaches, cultural heritage, wildlife experiences, wellness offerings, and the authenticity of local experiences. Participants’ perceptions of Sri Lanka were shaped by both cognitive attributes, such as natural and cultural attractions, and affective responses, including comfort, satisfaction, and emotional engagement. Information sources, including social media, travel blogs, online content, and personal recommendations, played a central role in shaping destination image and guiding travel decisions. Sustainability emerged as an important consideration, with Finnish tourists demonstrating interest in eco-friendly practices, community-based tourism, and responsible wildlife experiences. The findings confirm and extend the Push–Pull Motivation and Destination Image frameworks, highlighting wellness, authenticity, and sustainability as integral dimensions influencing destination choice. Practical implications for Sri Lanka’s tourism stakeholders include the development of tailored marketing strategies, promotion of sustainable tourism, and enhancement of destination attributes to attract and retain Finnish visitors.